ADHM 141 Lecture Notes - Lecture 5: Market Analysis, Cultural Heritage Management, Swot Analysis
22 Jun 2018
School
Department
Course
Professor
Destination Planning
Some tourism destinations have flourished without any conscious planning, but
many have suffered serious consequences for not carefully considering tourism
impacts on the destination (e.g., environmental integrity, cultural authenticity,
economic sustainability).
○
Planning is a process of selection from among alternative courses of actions.
(proactive vs. reactive)
○
All planning involves an analysis of future.
○
•
Reasons for Tourism Planning
1. Tourism development has both negative and positive impacts.
○
2. Tourism is more competitive than ever before and there has been a proliferation
in the promotion of tourism destinations.
○
3. Tourism is a more complicated phenomenon than it was previously thought to
be.
○
4. Tourism has damaged many natural and cultural resources.
○
5. Tourism affects everyone in a community and all people involved in tourism
should participate in the tourism planning process.
○
•
Barriers to Tourism Planning•
1. The objections to the principle of tourism planning
2. The costs of conducting tourism planning processes can be high
3. The complexity of tourism and conflicts among the large number of government agencies
involved in tourism planning
4. The capacity of tourism planners in local communities is low
5. The diversity of tourism businesses
6. The seasonality of tourism in many destinations
7. The high ownership turnover in tourism businesses with a majority of them as small businesses
Who Should Be Involved in Planning? A stakeholder's View•
Steps of Tourism Planning
Background Analysis
Review of government policies, goals, objectives, and programs1.
Inventory of existing destination mix elements and components2.
Description of existing tourism demand3.
Review of tourism strengths, weaknesses, opportunities and threats (SWOT analysis)
Swot Analysis
®
◊
4.
1.
Detailed research and analysis
1. Resource analysis
- Destination mix elements and component
- Carrying capacities of the resources
2. Activity analysis
- All the things that the visitor can do in the destination area
3. Market analysis
- Conducting one or more surveys of existing and potential visitors
-Market Analysis examples
Motivations to travel to the destination•
Ratings of the destination mix (attractions, facilities, services, etc •
Awareness analysis•
Image analysis•
Expenditure at the destination•
Constraints or barriers to return visits•
Likelihood of return visits•
Satisfaction•
Information availability•
4. Competitive analysis
- Competitive advantages and future plans of competitors
2.
Synthesis and visioning
Position statements
Describe the existing situations in tourism development, marketing,
organization, community awareness, and support services and activities.
□
a.
Vision statements
Reflect the desired future states in tourism development, marketing,
organization, community awareness, and support services and activities.
□
b.
3.
Goal-setting, strategy selection, and objective-setting
Goals
Results or outcomes that the destination area tries to achieve within three to
five years.
□
•
Strategies
Broad approaches selected to achieve tourism goals that help to translate
existing conditions into desired future situations.
□
•
Objectives
Results or outcomes that the destination area tries to achieve within one to two
years.
□
More short term and measurable than the goals□
•
4.
Plan development
Description of programs, activities, roles, and funding•
Writing of tourism plan reports•
5.
Plan implementation and monitoring
Plan implementation: The tourism plan is put into action by a governmental tourism
agency.
•
Plan monitoring: As the plan is being implemented, the coordinating agency checks to
ensure that progress is made as originally intended.
•
6.
Plan evaluation
The performance on goals and objectives is measured•
Recommendations are made for future tourism planning based on the results and
outcomes of this plan.
•
7.
•
Future readings
Cultural Tourism: The Partnership between Tourism and Cultural Heritage Management
(McKercher & du Cros 2002)
○
Hosts and Guests: The Anthropology of Tourism (Smith 2001)
○
Culture on Tour: Ethnographies of Travel (Bruner 2005)
○
Destination Culture: Tourism, Museums, and Heritage (Kirshenblatt-Gimblett 1998)
○
The Tourist City (Judd & Fainstein 1999)
○
Tourism: Change, Impacts and Opportunities (Wall & Mathieson 2006)
○
Tourism Planning: Policies, Processes and Relationships (Hall 2000)
○
Event Studies: Theory, Research and
○
Policy for Planned Events (2nd Edn) (Getz 2012)
○
•
The Destination Life Cycle•
Exploration : Small numbers of adventurous visitors are attracted by the area’s natural and
cultural attractions. Little or no infrastructure for tourism
○
Involvement: Local investment in tourism and tourism advertising starts. Visitor numbers
increase and government starts to develop the infrastructure.
○
Development: There is a rapid growth in visitor numbers as the destination becomes heavily
advertised. Fabricated attractions replace natural and cultural ones. External investment
replaces local.
○
Consolidation: Growth in visitor numbers begins to slow. Tourism becomes “mass market”
and advertising is aimed at attracting new markets and correcting seasonality.
○
Stagnation: The destination are is no longer fashionable as peak visitor numbers are
reached. Heavy reliance on repeat visitors.
○
Decline: The tourism infrastructure becomes run down as visitor numbers decrease.
External investors begin to pull out.
○
Rejuvenation: New attractions are developed or new natural resources are used to reverse
the negative trends in visitor arrivals.
○
TOURISM PLANNING CH. 5
Thursday, March 30, 2017
12:32 PM
Destination Planning
Some tourism destinations have flourished without any conscious planning, but
many have suffered serious consequences for not carefully considering tourism
impacts on the destination (e.g., environmental integrity, cultural authenticity,
economic sustainability).
○
Planning is a process of selection from among alternative courses of actions.
(proactive vs. reactive)
○
All planning involves an analysis of future.
○
•
Reasons for Tourism Planning
1. Tourism development has both negative and positive impacts.
○
2. Tourism is more competitive than ever before and there has been a proliferation
in the promotion of tourism destinations.
○
3. Tourism is a more complicated phenomenon than it was previously thought to
be.
○
4. Tourism has damaged many natural and cultural resources.
○
5. Tourism affects everyone in a community and all people involved in tourism
should participate in the tourism planning process.
○
•
Barriers to Tourism Planning•
1. The objections to the principle of tourism planning
2. The costs of conducting tourism planning processes can be high
3. The complexity of tourism and conflicts among the large number of government agencies
involved in tourism planning
4. The capacity of tourism planners in local communities is low
5. The diversity of tourism businesses
6. The seasonality of tourism in many destinations
7. The high ownership turnover in tourism businesses with a majority of them as small businesses
Who Should Be Involved in Planning? A stakeholder's View•
Steps of Tourism Planning
Background Analysis
Review of government policies, goals, objectives, and programs1.
Inventory of existing destination mix elements and components2.
Description of existing tourism demand3.
Review of tourism strengths, weaknesses, opportunities and threats (SWOT analysis)
Swot Analysis
®
◊
4.
1.
Detailed research and analysis
1. Resource analysis
- Destination mix elements and component
- Carrying capacities of the resources
2. Activity analysis
- All the things that the visitor can do in the destination area
3. Market analysis
- Conducting one or more surveys of existing and potential visitors
-Market Analysis examples
Motivations to travel to the destination•
Ratings of the destination mix (attractions, facilities, services, etc •
Awareness analysis•
Image analysis•
Expenditure at the destination•
Constraints or barriers to return visits•
Likelihood of return visits•
Satisfaction•
Information availability•
4. Competitive analysis
- Competitive advantages and future plans of competitors
2.
Synthesis and visioning
Position statements
Describe the existing situations in tourism development, marketing,
organization, community awareness, and support services and activities.
□
a.
Vision statements
Reflect the desired future states in tourism development, marketing,
organization, community awareness, and support services and activities.
□
b.
3.
Goal-setting, strategy selection, and objective-setting
Goals
Results or outcomes that the destination area tries to achieve within three to
five years.
□
•
Strategies
Broad approaches selected to achieve tourism goals that help to translate
existing conditions into desired future situations.
□
•
Objectives
Results or outcomes that the destination area tries to achieve within one to two
years.
□
More short term and measurable than the goals□
•
4.
Plan development
Description of programs, activities, roles, and funding•
Writing of tourism plan reports•
5.
Plan implementation and monitoring
Plan implementation: The tourism plan is put into action by a governmental tourism
agency.
•
Plan monitoring: As the plan is being implemented, the coordinating agency checks to
ensure that progress is made as originally intended.
•
6.
Plan evaluation
The performance on goals and objectives is measured•
Recommendations are made for future tourism planning based on the results and
outcomes of this plan.
•
7.
•
Future readings
Cultural Tourism: The Partnership between Tourism and Cultural Heritage Management
(McKercher & du Cros 2002)
○
Hosts and Guests: The Anthropology of Tourism (Smith 2001)
○
Culture on Tour: Ethnographies of Travel (Bruner 2005)
○
Destination Culture: Tourism, Museums, and Heritage (Kirshenblatt-Gimblett 1998)
○
The Tourist City (Judd & Fainstein 1999)
○
Tourism: Change, Impacts and Opportunities (Wall & Mathieson 2006)
○
Tourism Planning: Policies, Processes and Relationships (Hall 2000)
○
Event Studies: Theory, Research and
○
Policy for Planned Events (2nd Edn) (Getz 2012)
○
•
The Destination Life Cycle•
Exploration : Small numbers of adventurous visitors are attracted by the area’s natural and
cultural attractions. Little or no infrastructure for tourism
○
Involvement: Local investment in tourism and tourism advertising starts. Visitor numbers
increase and government starts to develop the infrastructure.
○
Development: There is a rapid growth in visitor numbers as the destination becomes heavily
advertised. Fabricated attractions replace natural and cultural ones. External investment
replaces local.
○
Consolidation: Growth in visitor numbers begins to slow. Tourism becomes “mass market”
and advertising is aimed at attracting new markets and correcting seasonality.
○
Stagnation: The destination are is no longer fashionable as peak visitor numbers are
reached. Heavy reliance on repeat visitors.
○
Decline: The tourism infrastructure becomes run down as visitor numbers decrease.
External investors begin to pull out.
○
Rejuvenation: New attractions are developed or new natural resources are used to reverse
the negative trends in visitor arrivals.
○
TOURISM PLANNING CH. 5
Thursday, March 30, 2017
12:32 PM
Destination Planning
Some tourism destinations have flourished without any conscious planning, but
many have suffered serious consequences for not carefully considering tourism
impacts on the destination (e.g., environmental integrity, cultural authenticity,
economic sustainability).
○
Planning is a process of selection from among alternative courses of actions.
(proactive vs. reactive)
○
All planning involves an analysis of future.
○
•
Reasons for Tourism Planning
1. Tourism development has both negative and positive impacts.
○
2. Tourism is more competitive than ever before and there has been a proliferation
in the promotion of tourism destinations.
○
3. Tourism is a more complicated phenomenon than it was previously thought to
be.
○
4. Tourism has damaged many natural and cultural resources.
○
5. Tourism affects everyone in a community and all people involved in tourism
should participate in the tourism planning process.
○
•
Barriers to Tourism Planning
•
1. The objections to the principle of tourism planning
2. The costs of conducting tourism planning processes can be high
3. The complexity of tourism and conflicts among the large number of government agencies
involved in tourism planning
4. The capacity of tourism planners in local communities is low
5. The diversity of tourism businesses
6. The seasonality of tourism in many destinations
7. The high ownership turnover in tourism businesses with a majority of them as small businesses
Who Should Be Involved in Planning? A stakeholder's View
•
Steps of Tourism Planning
Background Analysis
Review of government policies, goals, objectives, and programs1.
Inventory of existing destination mix elements and components2.
Description of existing tourism demand3.
Review of tourism strengths, weaknesses, opportunities and threats (SWOT analysis)
Swot Analysis
®
◊
4.
1.
Detailed research and analysis
1. Resource analysis
- Destination mix elements and component
- Carrying capacities of the resources
2. Activity analysis
- All the things that the visitor can do in the destination area
3. Market analysis
- Conducting one or more surveys of existing and potential visitors
-Market Analysis examples
Motivations to travel to the destination•
Ratings of the destination mix (attractions, facilities, services, etc •
Awareness analysis•
Image analysis•
Expenditure at the destination•
Constraints or barriers to return visits•
Likelihood of return visits•
Satisfaction•
Information availability•
4. Competitive analysis
- Competitive advantages and future plans of competitors
2.
Synthesis and visioning
Position statements
Describe the existing situations in tourism development, marketing,
organization, community awareness, and support services and activities.
□
a.
Vision statements
Reflect the desired future states in tourism development, marketing,
organization, community awareness, and support services and activities.
□
b.
3.
Goal-setting, strategy selection, and objective-setting
Goals
Results or outcomes that the destination area tries to achieve within three to
five years.
□
•
Strategies
Broad approaches selected to achieve tourism goals that help to translate
existing conditions into desired future situations.
□
•
Objectives
Results or outcomes that the destination area tries to achieve within one to two
years.
□
More short term and measurable than the goals□
•
4.
Plan development
Description of programs, activities, roles, and funding•
Writing of tourism plan reports•
5.
Plan implementation and monitoring
Plan implementation: The tourism plan is put into action by a governmental tourism
agency.
•
Plan monitoring: As the plan is being implemented, the coordinating agency checks to
ensure that progress is made as originally intended.
•
6.
Plan evaluation
The performance on goals and objectives is measured•
Recommendations are made for future tourism planning based on the results and
outcomes of this plan.
•
7.
•
Future readings
Cultural Tourism: The Partnership between Tourism and Cultural Heritage Management
(McKercher & du Cros 2002)
○
Hosts and Guests: The Anthropology of Tourism (Smith 2001)
○
Culture on Tour: Ethnographies of Travel (Bruner 2005)
○
Destination Culture: Tourism, Museums, and Heritage (Kirshenblatt-Gimblett 1998)
○
The Tourist City (Judd & Fainstein 1999)
○
Tourism: Change, Impacts and Opportunities (Wall & Mathieson 2006)
○
Tourism Planning: Policies, Processes and Relationships (Hall 2000)
○
Event Studies: Theory, Research and
○
Policy for Planned Events (2nd Edn) (Getz 2012)
○
•
The Destination Life Cycle•
Exploration : Small numbers of adventurous visitors are attracted by the area’s natural and
cultural attractions. Little or no infrastructure for tourism
○
Involvement: Local investment in tourism and tourism advertising starts. Visitor numbers
increase and government starts to develop the infrastructure.
○
Development: There is a rapid growth in visitor numbers as the destination becomes heavily
advertised. Fabricated attractions replace natural and cultural ones. External investment
replaces local.
○
Consolidation: Growth in visitor numbers begins to slow. Tourism becomes “mass market”
and advertising is aimed at attracting new markets and correcting seasonality.
○
Stagnation: The destination are is no longer fashionable as peak visitor numbers are
reached. Heavy reliance on repeat visitors.
○
Decline: The tourism infrastructure becomes run down as visitor numbers decrease.
External investors begin to pull out.
○
Rejuvenation: New attractions are developed or new natural resources are used to reverse
the negative trends in visitor arrivals.
○
TOURISM PLANNING CH. 5
Thursday, March 30, 2017 12:32 PM
Document Summary
Some tourism destinations have flourished without any conscious planning, but many have suffered serious consequences for not carefully considering tourism impacts on the destination (e. g. , environmental integrity, cultural authenticity, economic sustainability). Planning is a process of selection from among alternative courses of actions. (proactive vs. reactive) Review of government policies, goals, objectives, and programs. Inventory of existing destination mix elements and components. Review of tourism strengths, weaknesses, opportunities and threats (sw. Carrying capacities of the resources: activity analysis. All the things that the visitor can do in the destination area: market analysis. Conducting one or more surveys of existing and potential visitors. Ratings of the destination mix (attractions, facilities, services. Competitive advantages and future plans of competitors. Describe the existing situations in tourism development, marketin organization, community awareness, and support services and acti b. Reflect the desired future states in tourism development, marketin organization, community awareness, and support services and acti.
