Strategic Planning in Tourism Sector

This document discusses the benefits of strategic planning in the tourism sector, specifically in a coastal area. It explores the importance of collaborative planning for recovery from the Covid-19 pandemic. The document also provides a brief overview of a tourism strategy with a clear vision and objectives. The case study focuses on the coastal town of Deal in Kent, England.

Strategic planning in
tourism sector

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Discuss the benefits of strategic planning for tourism in a coastal area.................................1
Discuss the importance of collaborative planning in tourism and the benefits of this approach
for recovery from the Covid-19 pandemic.............................................................................3
PART 2............................................................................................................................................5
Discuss brief tourism strategy with a clear vision and objectives..........................................5
Discuss how vision and mission can be implemented and identify the key stake holders that
will deliver the objectives.......................................................................................................7
Discuss the benefits of the strategy to the residents and visitors socially and economically.9
CONCLUSION..............................................................................................................................10
References:.....................................................................................................................................11
Books and Journals...............................................................................................................11

INTRODUCTION
Strategic planning is a management process organisation defines the strategy or a strategic
direction and making the decisions through the allocation of resources to pursue this strategy
towards the common goals. Basically the purpose of strategic planning in an organisation is to
set goals and to develop a plan to achieve them. Tourism industry comprises of different
segments and all are the part of global society (Soulard and et. al., 2018). The industry is a fast
growing sector benefits both national and international economies. Tourism sector of hospitality
industry is associated with travel for pleasure during leisure time. The present report is the study
of friendly seaside town named as Deal situated at Kent, England. The town is famous for its
castles, unique, beautiful and historic architectures, a pier and museums that are the visitor’s
attraction point. The report will discuss about topics like benefits of strategic planning,
importance of collaborative planning, implementation of vision and objectives and the benefit of
strategy to the visitors socially and economically.
PART 1
Discuss the benefits of strategic planning for tourism in a coastal area
The coastal tourism is one of the most fascinating and trending vacation destination among
the citizens at the global level. The tourists are looking for more greenery and live natural
sightseeing places such as marines and coastal areas that have three attributes sand, sea and Sun.
In the hospitality industry with travel and tourism is one of the most revenue generating sector
that is best known for its luxury and pleasure giving service (Kişi, 2019). The coastal tourism
destinations are also known for their beaches, landscape of cliffs, boating, fishing and other
water related sports as well as windsurfing etc. but to improve and grow the tourism in the
coastal area also requires strategic planning that provides them with various benefits. The
benefits of strategic planning for tourism in a coastal area is illustrated below with the example
of a successful costal area “Clacton-on-Sea”. a one of the largest coastal town in the tendering
Peninsula and situated in the district Essex, England. The town was found in 1871 as one of the
urban district. Between 1950s to 1970s the town was a seaside resort with the large number of
tourist during the summer months.
Foreign exchange income: One of the key benefits of strategic planning in coastal tourism is
increment of foreign exchange income as there is leverage of export and import of goods and
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services with the coastal tourism. This benefit is generating the income for local economy and
also contributing approximately 30% to the overall economy of all the Nations that have coastal
beds.
Improvement in coastal areas: With the strategic planning the main motto is to create the
improvement in the existing services and products by making the strategic plan that has a
strategic direction towards the common goals. Strategic planning tourism for the coastal areas
creates the improvement in infrastructure, standards and the quality of food. The government
highly promotes there local coastal tourism destination in order to generate local economy
through foreign exchange rate for which improvement is necessary the sectors like airports,
railway stations, shopping malls that supports the tourism sector these facilities are also the part
of improvement in the coastal areas in order to improve the quality of service for the tourist as
well as for the local community (Coccossis and Koutsopoulou, 2020).
Compliance with customer trends: the strategic planning for tourism in coastal areas benefits
them to develop a plan that helps them in compliance with the customer’s wants and needs. This
very beneficial as tourists are more attracted to towards those destinations where the different
hospitality businesses like hotel, motels, restaurants fulfil their needs and give them satisfaction
and a god experience. This also increases the image of the organisations and increase the value
and presence of the destination tourism sector.
Competitive advantage: The competitive advantage is the essential benefit that the strategic
planning in tourism provides in the costal as by this the organisation of the coastal areas gains
sustainable development by which the investors and tourists are attracted more to those firms that
have sustainability in their objectives. Then there is sustainable strategic plan in the tourism of
the coastal areas the tour operators are the tourist guides are more connected with those suppliers
who are sustainability actors and try to provide the service that reflects the sustainability such as
respecting the local culture protecting the ecosystem improving their services for the betterment
of consumers and employees and supportive towards the local communities well being.
Nature’s protection: The sustainable strategic plan and tourism for the coastal areas directly
contributes to the protection and conservation of natural resources and the beauty of ecosystem.
Therefore the strategic planning is highly beneficial in order to conserve the threatened species
as well as these product global artefacts and the habitats (Rahayu, Haigh and Amaratunga, 2018).
Therefore the government of the coastal areas has introduced the policies related to the beach
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protection to protect the coastal heritage and parks and to develop the beaches ecologically
sustainable. The groups are also aiming to protect the coral communities, beaches, fishery
resources, sand pets, costal flora and fauna and the marine invertebrates which fulfil the
development of strategic planning.
The “Clacton-on-Sea” is a one of the largest coastal town in the tendering Peninsula and
situated in the district Essex, England. The town was found in 1871 as one of the urban district.
From 1950s to 1970s the town was a seaside resort with the large number of tourist during the
summer months. The Clacton on sea is located between the Jaywick and Holland- on- sea the
coastal line to the north (McCamley and Gilmore, 2018). The Clacton-on-sea has a Caravan
parks near fields pleasure Pier and arcades that are still popular among the tourist during the
summer and for which the town conducts annual entertainment program on the side of beaches
by which there is large amount of foreign income. The town also has seaside resorts, and
refurbished its west Clacton Estate in to the amusement park as part of strategic planning to
improve the coastal areas. The town also has its conservation environmental qualities to protect
the wildlife, proximity of beaches and sea, its attraction areas like heritage and historic building.
Discuss the importance of collaborative planning in tourism and the benefits of this approach for
recovery from the Covid-19 pandemic
Collaborative planning is a communication process between two parties with the mutual
consent that built and implements a plan using the key stakeholders. Collaborative planning in
the tourism sector is process in order to manage the development and growth related with the
tourist destination. The purpose of a collaborative planning in the tourism sector is not only to to
gain the stakeholders in order to create opportunity to increase the profit margin but it is also to
develop the promotion of tourism all over the globe. Collaborative planning in a tourism sector is
another form of a strategic alliance which creates the allowance of stakeholders within the
organisation to implement the innovative strategies for gaining more customers and to make the
organisation stable and sustainable for the long term. This prospect enables the tourism sector 2
to provide the support and guidance it's vision and objectives so that they can be accomplished
and achieved in an efficient manner in the form of strategic partnership that is important to
attract large community framework (Mikulić and et. al., 2018). Collaborative planning is highly
important for the tourism sector in order to gain the opportunity to gain the advantage of other
person’s economic and social endeavours. Collaborative planning also referred as opportunity
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that it does not have forcible actions for the growth and development of tourism industry.
Basically it is important because it creates an advantage for that tourism community who wants
to work in a partnership thereby creating an effective supply chain that has large return of for
their higher economic benefit.
The Deal is the coastal town in the Kent, England and lies where the North Sea and the English
Channel meets. The Deal has the Boatmen, boats, Navy yards, Piers, Lifeboats, and Museums
that are attraction for the customers. The Deal also has the sport and leisure for the tourist to
enjoy and have fun during their vacations and holidays. Through the importance of the
collaborative tourism planning the Deal can gain competitive advantage and also help in making
mark on the local communities. It is suggested to the Deal to make the collaborative approach
that with the government and local authorities for the sustainable growth to recover from the
Covid-19 situation. For the Deal it is best opportunity to gain the trust of the local community by
collaborating with local suppliers (Ali, 2018).
The benefits of this approach for recovery from the Covid-19 pandemic
Sustainable Development: The collaborative tourism planning keep ability to avoid the
expenditures that are required for the development of tourism by strategic leaders joining the
utilisation of resources, focus on the objectives implementing market requirements and customer
oriented requirements which will contributed towards the sustainable development and growth of
tourism in order to recover from covid-19. This approach will benefit the tourism the partners
will be contributing effectively to bring largest varieties of resources and sustainability in order
to achieve the objectives during the pandemic situation (Auliandri and et. al., 2019).
Effective solution: With collaborative tourism planning there is the mutual contribution different
stakeholders and that is proved to be more efficient and cost effective solution. More people
leads to more ideas thereby making different utilisation of knowledge in order to utilise the local
resources effectively as per the culture in order to attract the consumers. Also with the
collaborative tourism planning there are the combined efforts in order to develop and implement
an idea and that is surely a decision making approach that results in effective solution towards
the problems like covid-19 situation.
Democracy: Collaborative planning leads to the engagement of stakeholders that are abide with
legal mutual consent through the concept of democracy does making tourism planning more
legally oriented for everyone and in the covid-19 situation where II there is major affection
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towards the tourism development this high requirement of democracy in order to have equal
opportunity to contribute towards sustainability as well as in order to gain the economic resource
for every industry of the town.
Increment of cooperation between countries: with the collaborative tourism planning the
between the two countries gets the benefit of cooperation that make it easy for the tourism sector
to recover fast from the Covid-19 situation as by this the collaborative parties reduces each other
burden and the additional cost to earn more profit rather support each other to sustain and grow
to secure the economy of the tourism department and to again increase their sales and revenue by
attracting more customers with collaborative approach and extra benefits the customers
(Gössling, Hall and Scott, 2018).
Collaborative tourism planning with vulnerable groups: The collaboration with the vulnerable
groups of the covid-19, the women whose jobs are lost due to Covid-19 etc. by giving them
employment for their livelihood to increase job security that creates the CSR and sustainability
that helps the tourism sector to recover from the pandemic.
PART 2
Discuss brief tourism strategy with a clear vision and objectives
The Deal is beautiful and attractive place to live work and visit as it has been recognised in
the media newspaper magazine as a winner of daily telegraph High Street of the year and also is
one of the most so think friendly and beautiful seaside town where people can relax. The town
has smooth facilities for transportation and also provides other services that are related to the
area. Being a seaside place deal has a boatman and boats along with the fisherman cottage in
order to attract consumers and also to increase the value of a place (Kovalev, Rebrova and
Zhidkova, 2018). The Deal is an outstanding tourist destination for people to relax during their
holidays and vacation. The museums historical artefacts sightseeing lifeboats and the nightlife
for all the age groups is the strength of this location which provides the major opportunity for the
entertainment to the consumers with high quality food and drinks along with the natural view in
the cafes, hotels and the other hospitality places. In order to briefly describe the tourism strategy
it is very important to describe the vision and the objectives that are required for the sustainable
growth of a tourist destination.
Clear vision and objective
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Mission
The mission of tourism is to provide their customers best facility and customer service along
with entertainment high quality food and good accommodation to stay thereby attracting the
diversify and group of tourist in order to recover from Covid -19 and gain sustainable
competitive advantage.
Vision
The vision of the UK tourism is integrated to the core values which includes innovation
profitability and United to contribute to the economy of UK.
Objective
The objective of tourism sector is to build destinations that can grab the opportunity to
strengthen their reservation of economic framework due to covid-19 and to improve the coastal
heritage.
The long term objective of tourism is to maintain and preserve their global artifact's for
future generation to visit and to maintain their sustainability in the existing economy by fulfilling
the needs of local communities residents and thereby meeting the needs and wants of visitors and
other key stakeholders (Dwyer, 2018). The Government of UK always tries to invest in
improving the infrastructure transportation facilities and the public areas so that the town can
become tourist attraction so that the objectives and mission includes the opportunity to grow the
economy and to create the employment for the local community people can be achieved by
improving the quality of life as well as the beauty of the town.
Attraction: Deal provides offers not only to the tourist but also to the local residents such as
blue flag Sandy beaches, cafes, hotels, restaurants, traditional amusement parks, so that they can
also generate their revenue and live their livelihood with satisfaction. The town has significant
historical places to visit such as bleak house museum, Navy yard, Maritime history, village tour,
the barracks etc. for the attraction to the consumers thereby leading to the accomplishment and
the fulfilment of objectives. Town also provide the free entry in the autumn season for the
tourists to visit and a free entry in the deal festival so that tourist can also enjoy the culture and
customs of local residents thereby meeting the vision of sustainable development.
Current issues and challenges Deal is facing
 Covid-19 issue: Covid-19 issue is one of the biggest issue that the whole tourism sector
is facing due to the restriction over the travel by the government that has bring stoppage
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to the emergence of visitors and tourists thereby by increasing the earnings of local
resistance who were having the tourist as there basic earning such as Boatman, tourist
guide etc (Kazandzhieva and Santana, 2019).
 Flight issue: Deal is facing some kind of flights issue as there is the delay and highly
competitive and expensive flight travelling from UK to Europe countries which is
increasing the budget for local families to visit abroad for their holidays. Thereby
reducing the popularity of coastal area and the number of tourist within delay which is
also affecting the local and national economies.
 Street shops owners’ issue: due to the growing trend of online deliveries and the
increasing competition from the west wood cross the High Street shops are facing the
survival issue as their unable to adjust with the retail services such as online retail stores.
Also there is improvement to the weekend services for customers who are reducing the
business of High Street shop owners (Schumacher and et. al., 2020).
 Security issue: in the coastal areas specially those are the tourist destination has the high
threat of terrorism due to the improper loss in the sentiments of foreign tourists the
travellers are facing the heavy issue of safety which is vulnerable the the tourism of Deal.
Also there are the political issues that are affecting the travellers in the tourist
destinations.
 Climatic issue: due to the heavy in stability in the climate the delay is a seaside coastal
area town that is facing the challenge of natural disasters like Tsunami earthquakes floods
which are not only reducing the tourist but also vanishing and disrupting the business of
nearby beach shops, cafes, and other services.
Discuss how vision and mission can be implemented and identify the key stake holders that will
deliver the objectives
The objective of Deal coastal tourism community is to post their economy of town which will
include enhancing the beauty of their coastal area and the services for the customers in the area
of entertainment (Moutinho and Vargas-Sanchez, 2018). The main aim is to improve their
internal income of local communities and to drive sustainability to encourage the people towards
sustainable development. In order to implement The vision and mission of the tourism the key
stakeholders play a very e vital role in identifying the issues so that they can be solved out with
the collaborative approach for the better understanding and the greater knowledge which is
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essential for long term sustainability of a coastal tourism. The Vision and objectives of the can
be implemented by the local community using the following methods:
 By using the collaborative approach that have common interest as well as diversify the
knowledge in terms of deal town and tourism. The vision and the objectives can be
implemented successfully through collaborative support such as the firms like hotels,
restaurants, healthcare, transportation etc.
 The vision and objective can also be implemented with the support of local government
by taking the initiative to promote the importance of conserving the local coastal coral,
museums, historical places, for the sustainable development as asset to increase the
economy.
 The another way to implement the vision and mission of tourism is by by government
taking the action plan to reconstruct and refurbish their attraction points of town and to
reconstruct the old buildings into new buildings to improve the beauty of town which will
encourage more tourist and also make their promotion and advertising attractive
(Simancas Cruz and Penarrubia Zaragoza, 2019).
The key stakeholders have a role of identifying the challenges and addressing their solutions
in a collaborative setting which is essential for the sustainable development of a country. For the
coastal community like Deal the organise their teams and a monthly meeting to review the
monthly performance and the improvement as well as progress towards the objectives and the
missions in the meeting the stakeholders propose their policies and solutions to deliver the
solutions with action plan. There are several key stakeholders that have different responsibilities
towards the accomplishment of objectives that are discussed below:
Local villagers: some local villagers like suppliers or the tourism taker care the part of
stakeholders meeting as their related to the religion customs of tourism and all the action plans
are always designed by keeping in mind the regional culture also to provide the largest
employment opportunity to the local town villager.
State and federal government: they are compulsory and the liable stakeholders to address the
solution for the challenges and to meet the objectives as they develop town structure and other
major provider of transportation facilities to the tourist. Government also tends to focus on
introducing the chief flight prices for the domestic and global tourist (Pereira, Santos and
Ferreira, 2020).
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Deal town team: the deal town team those over retailers, boatman, Museum operators etc.
Included in the meeting of stakeholders as they regularly investigate and visit the tourism off the
deal there for their lead in the project to accomplish or to meet the objective is highly important
to execute the action plan successfully (Law, DeLacy and McGrath, 2017).
Deal tourism and leisure association: they are highly involved for the current auditing in order
to provide the current status of tourism sector of Deal and also to provide the information’s
required in the brochures to meet the objective to promote the tourism of Deal in the required
languages.
Discuss the benefits of the strategy to the residents and visitors socially and economically.
Travel, which would be the quickest developing industry of such globalized trade, is
centred on seaside areas around the globe. Certain areas and small islands rely heavily on
tourism; as example, tourist industry accounts for 95 percent of a Maldives' income and is the
nation's primary source of foreign currency. Tourist can have some numerous benefits,
including such raising awareness of the importance of mineral wealth. However, travel can have
negative consequences. As equipment is erected along the waterfront to lifestyle management, it
may result in excessive coastal area. According to government estimates, tourism generates
70,000 tones of rubbish in the Caribbean each year. Sailboats, leased yachts, and cruise liners are
main sources; these transport people to harbors with insufficient collecting facilities for both the
organic waste emitted either by boats. Furthermore, because the vessels hire few locals, their
give minimal long-term financial benefits towards the local people. Annually, maritime fishing
industry (the regulated growth and gathering of fresh and marine creatures) generate closer to
100 million tonnes of fish, shellfish, and food crops, supporting roughly 35 million populations,
the majority among whom reside in emerging economies (Moreno, 2017).
Experimental data shows to accommodate the growing need for shellfish among consumers
worldwide have the potential to destroy numerous animals and change the genetic makeup of
aquatic habitats. Because of global fishery is bigger than what it ought to just be, several animals
are overfished. Hazardous harvesting methods like trawling (dragging weight netting over the
ocean floor to gather prawns and underside fish) as overfishing are also issues (unintended catch
of no target species). These crabs, corals, and other organisms that reside upon on bottom are
often killed by contemporary trawling machinery, which sweeps down dirt and rock. Seaside
residents may be subjected to a cumulative weight of ecological stress as a result of operations
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upon or overpopulation of its coastline, as well as downstream and interior developments.
Growth, if not adequately managed, can produce pollutants, erosion, and poor soil, groundwater,
herbicide, and fertilizer contro (Koshteh, 2018). Troubling streams can even have unfavorable
environmental consequences, including such soil degradation and the disruption of habitats
which lead to different results of whales and seals. Contamination as well as other concerns
presents substantial dangers to human safety whenever localized in tiny, limited, and congested
places such as coastlines. Fertilizer discharge and water pollution produce substances and toxic
substances that harm human and animal life. Environmental pollutants (POPs), which can be
transferred through the environment and also have grown ubiquitous in the seas, seem to be the
most significant global issues (James and Halkier, 2018). POPs prefer to persist in human cells
and get more abundant as pollutants migrate up the chain of command, because they can be
detected for even the most isolated, underdeveloped areas. Lengthy, reduced contact to particular
POPs has been linked to sexual, immunologic, cognitive, and other issues in marine species and
people, according to findings.
CONCLUSION
It is concluded from the above report that the tourism in coastal areas is highly reliant on the
culture, environmental and socioeconomic features. In the current scenario after the post Covid -
19 situation it has become very essential for the tourism within coastal areas to utilize the
collaborative approach for more out bounding of visitors. Also the strategic planning is very
essential part of this industry to organise and achieve their common goals for attracting
customers from all over the globe. The strategies are beneficial to the residents as they create
local employment and also lead to local development. It is also beneficial to visitors as the
organisations improve their customer service and develop new products and service. Hence they
are beneficial economically and socially.
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References:
Books and Journals
Ali, A.A., 2018. Strategic planning–organizational performance relationship: Perspectives of
previous studies and literature review. International Journal of Healthcare
Management. 11(1). pp.8-24.
Auliandri, T.A and et. al., 2019, October. Analysis of Strategy Management Activities of Digital-
Based Tourism Industry. In 2019 International Conference on Organizational Innovation
(ICOI 2019) (pp. 635-639). Atlantis Press.
Coccossis, H. and Koutsopoulou, A., 2020. Measuring and monitoring sustainability of coastal
tourism destinations in the Mediterranean. Tourism: An International Interdisciplinary
Journal. 68(4). pp.482-498.
Dwyer, L., 2018. Emerging ocean industries: Implications for sustainable tourism
development. Tourism in Marine Environments. 13(1). pp.25-40.
Gössling, S., Hall, C.M. and Scott, D., 2018. Coastal and ocean tourism. In Handbook on marine
environment protection (pp. 773-790). Springer, Cham.
James, L. and Halkier, H., 2018. Practising tourism development: The case of coastal destination
development policy in Denmark. In Theories of practice in tourism (pp. 94-114).
Routledge.
Kazandzhieva, V. and Santana, H., 2019. E-tourism: Definition, development and conceptual
framework. Tourism: An International Interdisciplinary Journal. 67(4). pp.332-350.
Kişi, N., 2019. A strategic approach to sustainable tourism development using the A’WOT
hybrid method: A case study of Zonguldak, Turkey. Sustainability. 11(4). p.964.
Koshteh, K., 2018. Strategic planning for sustainable tourism development in central Zagros
mountains. Journal of Economic & Management Perspectives. 12(2). pp.39-47.
Kovalev, A., Rebrova, N. and Zhidkova, M., 2018. The marketnet concept of regional
sustainable development strategy. In E3S Web of Conferences (Vol. 41, p. 04026). EDP
Sciences.
Law, A., DeLacy, T. and McGrath, G.M., 2017. A green economy indicator framework for
tourism destinations. Journal of Sustainable Tourism. 25(10). pp.1434-1455.
McCamley, C. and Gilmore, A., 2018. Strategic marketing planning for heritage tourism: a
conceptual model and empirical findings from two emerging heritage regions. Journal of
Strategic Marketing. 26(2). pp.156-173.
Mikulić, J and et. al., 2018. Strategic crisis management in tourism: An application of integrated
risk management principles to the Croatian tourism industry. Journal of destination
marketing & management. 7. pp.36-38.
Moreno, A., 2017. Climate change impacts: the vulnerability of tourism in coastal Europe (pp.
30-47). Routledge.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
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Pereira, L.N., Santos, M.C. and Ferreira, L.N., 2020. Tourism stakeholders' perceptions on
global trends in coastal areas of the Mediterranean region. International Journal of
Tourism Policy. 10(1). pp.23-46.
Rahayu, H., Haigh, R. and Amaratunga, D., 2018. Strategic challenges in development planning
for Denpasar City and the coastal urban agglomeration of Sarbagita. Procedia
engineering. 212. pp.1347-1354.
Schumacher, J and et. al., 2020. Measuring and comparing the sustainability of coastal tourism
destinations in Germany, Lithuania, and Indonesia. Environment, Development and
Sustainability. 22(3). pp.2451-2475.
Simancas Cruz, M. and Penarrubia Zaragoza, M.P., 2019. Analysis of the accommodation
density in coastal tourism areas of insular destinations from the perspective of
overtourism. Sustainability. 11(11). p.3031.
Soulard, J and et. al., 2018. Social capital and destination strategic planning. Tourism
Management. 69. pp.189-200.
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