Tourism planning Planning process Types of planning 1 Background information inventory by bqd12976

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									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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