Tourism planning Planning process Types of planning 1. Background information & inventory 2. Vision or mission Short range 3. Goals 1-4 years 4. Theme development Long range or strategic 5. Objectives 5-10 years or longer 6. Prioritize recommendations Continuous 7. Action plan 8. Evaluation strategies 9. Write plan 10. Implement plan 11. Evaluation & monitoring 1. Background Information Example: Issues & constraints Issues & constraints Potential & existing issues/constraints: Concerns of residents Environmental impacts Inventory Social impacts Marketing analysis Economic impacts Local decision makers, government agencies, & NGOs to be involved What are some existing issues and constraints for Hancock? Example: Resident concerns Example: Inventory Protecting and improving water quality Resources Maintaining small town atmosphere Attractions Protecting natural & cultural resources Facilities & services Developing a sustainable economy What are some concerns of residents of the Hancock? Example: Marketing analysis Example: Marketing analysis Market identification Market position Visitor interests & needs What is the market position of Hancock? Group composition Visitor area of origin Education Gender Length of stay Example: Public participation 2. Vision statement Who are the following for Hancock? What do you want the destination to be Local decision makers like after the implementation of your Government agencies tourism plan? Non-governmental organizations Usually written in paragraph format or as bulleted or numbered statements. Residents Example: Vision 3. Goals We envision Centers for Nature Education’s visitor The end product resulting from center at Baltimore Woods to be a place that: implementation of the tourism plan. 1. offers formal and informal environmental education opportunities that reflect current issues while seeking to renew and invigorate its Goals should be: traditional core programs; 2. has a sufficient professional staff base that receives equitable salaries and benefits; 3. has an organized volunteer base that is significantly involved in CNE operations… Example: Goal Goal? Goal: Write a goal for our tourism plan for To increase CNE’s program audience by Hancock. 25% over the next five years. (NOTE: CNE’s program audience in 2002 was approximately 20,000 people.) 4. Theme development Example: Theme The concept or idea that... Central New York is a rich and unifies the attractions and resources in an area AND dynamic mixture of landscape that you want visitors to leave with. narratives that reveal opportunities for an individual and collective sense Themes are written in sentence format and of belonging, understanding, are used for staff purposes only! stewardship, and celebration of the The theme should reflect the marketing evolving natural world. position. CNE theme Theme? 5. Objectives What concepts do we want to Objectives = Recommendations communicate to visitors of Hancock? Statements that clearly identify how goals will be accomplished. Objective statements should include: Types of objectives Example: Goal & objective Goal: To increase CNE’s program audience by 25% over the next five years. (NOTE: CNE’s Regional (linkages between program audience in 2002 was approximately attractions & facilities) 20,000 people.) Site Marketing, promotional, & Objective: For CNE to increase and enhance interpretive program publicity and visibility in the Central New York area by enlarging the distribution of Contingency The Overlook newsletter to 1500 (from 1000) within 5 years. Writing objectives as Objective? recommendations Write an objective for our tourism plan for Hancock. The objective but in paragraph form. Sample format: Short phrase describing objective. Objective written in descriptive, paragraph form. Timeline for completion: _________. Example: Recommendation Recommendation? Objective: For CNE to increase and enhance program publicity and visibility in the Central New York area by enlarging the distribution of The How would you convert your objective Overlook newsletter to 1500 (from 1000) within 5 years. into a recommendation? Distribution of The Overlook. The Overlook is one of CNE’s main venues for promoting its programs. In order to increase attendance at programs, an increase in the distribution of The Overlook from 1000 in 2002 to 1500 by 2007 is recommended. The mailing list for The Overlook should be expanded by adding school and organization contacts from the Central New York area. Timeline for completion: 5 years. 6. Prioritize recommendations 7. Action Plan Prioritize by: A detailed account of how you will Necessity (infrastructure first, promotion implement your objectives. later) Budget Includes: Staff capacity Steps involved Visitor needs Person/Organization responsible Accomplishment of goals Timeline for completion Potential funding sources Example: Action plan Action plan? Objective: What step(s), personnel, and timeline Enlarging the distribution of The Overlook are needed to accomplish the newsletter… objective you have written? Steps: Research & identify organizations & schools not affiliated with CNE in the Central NY area Who: CNE staff Completion: 3 months Budget: CNE (staff responsibility) 8. Identify evaluation strategies Example: Evaluation Goal: Identify evaluation & monitoring To increase CNE’s program audience by 25% strategies before plan is implemented! over the next five years. (NOTE: CNE’s program audience in 2002 was approximately 20,000 people.) Evaluation strategy: Collect attendance data for programs annually. Identify if an increase of 1,000 people per year is occurring. Evaluation strategy? 9. Write plan Write an evaluation strategy for the Introduction goal you have written for Hancock. Area assessment & enhancement Facility/service assessment & enhancement Marketing, promotions, & interpretation Evaluation Public participation & support Recommendations Conclusion 9. Write plan 9. Write plan Introduction Introduction Area assessment & enhancement Area assessment & enhancement Facility/service assessment & enhancement Facility/service assessment & enhancement Marketing, promotions, & interpretation Marketing, promotions, & interpretation Evaluation Evaluation Public participation & support Public participation & support Recommendations Recommendations Assessment Recommendations Conclusion Conclusion report report 10. Implementation 11. Evaluation & monitoring The hardest step of the planning Use evaluation strategies identified in process! step 7 to monitor & evaluate the What holds up implementation? implementation of plan. Budget constraints Time constraints Evaluation should occur at scheduled Lack of staff or volunteers intervals (e.g., every 3 years). Lack of leadership Political issues Any questions?
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