Comprehensive Report: Tourism Strategy and Planning for Clacton-On-Sea

This report provides a comprehensive analysis of the tourism situation in Clacton-On-Sea, focusing on strategic planning and visitor management. It begins with an introduction to tourism, highlighting its importance in the global economy and the benefits of strategic planning for coastal areas. The report then evaluates the current tourism situation of Clacton-On-Sea, including its destination analysis, organizational structure, and marketing activities. It identifies the town's strengths and weaknesses, particularly its reliance on traditional marketing methods. The second part of the report addresses the development of a tourism strategy with clear vision and objectives to tackle current issues and challenges. It emphasizes the importance of stakeholder identification for attaining business goals and discusses the benefits of the strategy for residents and visitors, including ways to address social breakdown. The report concludes by summarizing the findings and recommendations for improving Clacton-On-Sea's tourism sector.

Tourism

Table of Contents
INTRODUCTION ..........................................................................................................................1
PART 1............................................................................................................................................1
A. The benefits of producing tourism strategic plans and visitors planning for coastal areas....1
B. Current tourism situation of Clacton-On-Sea.........................................................................3
PART 2............................................................................................................................................4
C) Tourism strategy with the clear vision and objectives are addressed to deal with the current
issues and challenges...................................................................................................................4
D. Identification of the key stakeholders for attaining vision and objectives of the business....5
E) Benefits to the residents and nearby visitors from the strategy and ways through which the
severe social breakdown issue is tackled....................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Tourism is the sector which comprises of different segments which are the part of the
global society. It the fast growing sector in today's context as it may be within the boundaries of
the nations and may be internationally also. Tourism is that aspect which is associated with the
aspects to travel for pleasure (Tour operation, 2015). They make the greater contribution into the
income sources of the particular economy as tourism implicate the incoming and outgoing of the
balance of payments which is vitally important in order to deal with the downturn within the
economy. The present report describe the benefits that are helps to produce the strategic plan and
visitor planning for the coastal areas which are declining. Further, the current tourism situation of
Clacton-On-Sea is evaluated into consideration with current strategies and visitor planning. The
tourism strategy with the clear vision and objectives are addressed to deal with the current issues
and challenges. Moreover, the vision and objectives are implemented with the identification of
the key stakeholders. Proper evaluation of the strategy is done to state its benefits to the residents
and nearby visitors for tackling the severe social breakdown issue encountered at Clacton-On-
Sea.
PART 1
A. The benefits of producing tourism strategic plans and visitors planning for coastal areas
Tourist Strategic Planning
Strategic tourism planning for a destination is also known as Destination Management
plans. In different regions there are differentiated tourism plans across the world. It is very
essential for sustainable destination management. Tourism is an important factor in increasing
economies of scale as import and export of goods and services generate foreign exchange
earnings as well as increase the economy of country (Impacts of Tourism. 2014). It also lead to
increase in employment rate as many hotels, resorts, restaurants create job opportunities directly
and indirectly. Tourism also influence government to improve its infrastructure, providing better
services, public transport networks as in roads railways and airways, electricity and telephone
services. It generates direct income by license fees on fishing and hunting, taxation on tickets,
entry passes and services moreover it accumulates funds from entrance fees in biological parks
or coastal areas for example Clacton-on-sea. It has also impact on societal culture as it spread the
awareness of cultural and historical traditions. Moreover it gives a pride feeling and creates
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social involvement in national heritage. Also exchange the language, tradition, culture and food
habits. Foreigners got engaged with stakeholders of wide industry, create investment opportunity,
identifying strategic alliances with international firm (Robertson, 2013). Besides that it tends to
increase the knowledge of localities in coastal areas or biological parks by guiding tourists.
Visitors planning
The coastal area of Clacton-on-sea in Essex is renowned for the diversifying flora and
fauna of the sea. It provides a wide range of opportunities for the tourists and visitors to explore
underground sea vegetation. There are several guidelines laid down by the government to publish
recommended tools and techniques to promote the strategy of visitor planning. Different visitor
monitoring instruments are implemented in order to experience the benefits of the destination.
Visual monitoring and counting of tourism sights helps to attract many tourists in the country
(Salsbury, 2013).
Digital photo or video monitoring enhances the capacity to attract a wide range tourists to
the coastal region. Self-registration by the visitors through electronically or mechanically
registering themselves. Specific theme-oriented hiking routes, cycling routes and water tourism
routes booms the adventurous interest of the tourists. Information brochures like maps, route
descriptions, GPS-based IT solutions also help in navigating between different tourist sp[ot of
the region (Mills and Law, 2013).
Better monitoring of environmental sources along with information generated through
authentic sources provide clear scenario to the groups or individuals. As it raises awareness
among the tourists and the administrating departments of the mentioned area are able to judge
the current condition of the destination. The upcoming promotional events can be organized and
executed in better manner. It also provides the advantage of flexibly arranging the action plan
when there is any change in work environment (Siri, Josiam and Spears, 2012).
It develops new routes and information signs that not only benefits the managerial
authorities but also provides new experience to the visiting customers. Data collection and
gathering process requires detailed study of even the remote areas of in Essex. Later on, visitor
planning offers appropriate security measures considering the significance of tourist’s safety and
health issues. Therefore, visitor planning possessing the above advantageous helps this
destination area to grow and develop at required pace (Farmaki, 2012).
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B. Current tourism situation of Clacton-On-Sea
Clacton-on-Sea is the prominent tourist destination in Essex sunshine coast situated at
England. The place has various comparative advantages in relation to the different town situated
at the same coast. It is an affordable seaside town with the combination of traditional and
authentic culture and the array of modern facilities (Mohammad and Som, 2010). Tourism
situation of Clacton-on-Sea is analysed on the following parameters.
Destination analysis and tourism product: It is the largest town of The Essex situated
along the coastline. It has the oceanic climate and attracts visitors at whole year. But it
experiences boost in the tourists count at summer months due to its pleasant climatic conditions.
It has the spectacular beaches and gardens. It is recognized for the scintillating grace of place at
the time of sunset and set rise which is the key reason to attract people (Hsu and Huang, 2008).
Along with these natural offings, place is also endowed with number of entertainment facilities
such as events like eclectic programmes, clacton carnival captures the attention of people around
the world. Further there are options for shopping having renowned brands and independent
stores. Coastal place has lot to offer such as its food delights. Further, the easy accessibility
through either modes of transport through road, train, coach, ferry and plane makes the reach
easier (Albaladejo-Pina and Díaz-Delfa, 2009).
Organizational structure: Tourism management organization working at he places works
in the two tier system. At the apex level there are head of the departments f all the components of
tourism section such as accommodation, entertainment, safety and care, transports and other,
which frames strategies and policies for their proper functioning and consolidate larger number
of people. Below that there is the operational team which executes all the policies framed and are
directly linked to the vendors and organization offering these services (Airey and Chong, 2010).
It receives funding from the taxation and government aids.
Macro Environment: Wit respect to the factors such as infrastructural availability it can
be analysed in the following manner. It has the old style of constructed rods signifying the
traditional touch at the place. In context of safety and crime, place is on the safer side. There is
the existence of political stability which ensures the visits of people successful and comfortable
(Kaul and Gupta, 2009). From the health perspectives the indexes shows that it posses healthy
environment and atmosphere which keeps the visitors satisfied on the point of disease and illness
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Tourism marketing activities: In order to showcase the offering various ways are adopted
by places to attract people. Marketing methods used by Clacton are limited to the conventional
means and ways. It is not utilizing the advanced techniques and tools (Peeters and Dubois,
2010).
Strengths and weakness: Analyzing the tourism situation, strengths of Clacton-on-sea
are its products and offerings in the form of attractions, entertainment and leisure activities.
Further, the environmental conditions of the place are also favorable on account of attracting
visitors such as health, safety assurance and low crime rate (AlSayyad, 2013). On the contrary,
place lacks on certain areas such its marketing strategies and lack of structured and planned
organizational framework. With the improvement in certain areas it will accrue lucrative benefits
in tourism.
PART 2
C) Tourism strategy with the clear vision and objectives are addressed to deal with the current
issues and challenges
Tourism strategy are the comprehensive and consultative process which need to be
adopted in order to help Clacton-On-Sea to deal with the greater decline in the number of
tourists. Proper tourist strategy will help in dealing with the issue and meet the challenges which
are faced by Clacton-On-Sea. Tourism contribute to a greater extent in the economy of the
country as various aspects are pursued before hand to deal with the issues that are encountered
by them. The tourism strategy reflects the broad area which is associated with Clacton-On-Sea to
overcome form the declining phase that is encountered by them (Pan and Ryan, 2009). Clacton-
On-Sea is the well known tourist destination and need extreme efforts to meet up the challenges
that are faced by them. The strategy need to be formulated in a flexible manner to deal with the
issues which are faced by them. The vision and objective of Clacton-On-Sea is to regenerate and
prospers the key areas that are associated with the development of Clacton-On-Sea from the
declining phase. The strategy is adopt to be more productive in the UK economy in which it
operates.
All the growth and other aspects are handled in an proper manner. Clacton-On-Sea adopt
the structuring strategy to reform the overall functioning perspective to grow from the declining
phase and make the contribution into the UK economy (Evans, Stonehouse and Campbell,
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2012). The aim of Clacton-On-Sea is to attract more and more tourist to the destinations and
ensure that the condition of the resort is being improved to make the stay of the tourist more
relaxing. The major objective that are associated with the aspect it is to improve the sector and
make the offering in an effective manner and be efficient to deliver the competitive services to
the customers that are visiting the resort. In order to achieve the objective which is associated to
attract more visitors to Clacton-On-Sea they adopt the restructuring strategy to attract more and
more visitors to the place (Shan and Wilson, 2001).
The major challenge which is encountered by Clacton-On-Sea is that the tourism sector is
expanding over the larger scale and require the proper planning in order to deal with the
challenges and issues in an effective manner. As Clacton-On-Sea is loosing it attractiveness and
need to reform it and adopt the necessary measure to deal with it in an effectual way. With the
reformation in the entire business environment with the modification in the vision and objectives
will help Clacton-On-Sea to be one of the destination that are marketed effectively (Durbarry,
2002). With the increase in the number of domestic tourism with the new vision and objective
the challenge that is associated with the declining of Clacton-On-Sea will be reduced as the
number of tourist would be increased by adopting the tourism strategy to meet the challenges in
an effective manner. With the adoption of the marketing campaign, Clacton-On-Sea can make
the people aware about the change which is brought in order to operate over the broader
perspective and make the offering to the visitors in entirely new form. With the change in the
vision and objective of Clacton-On-Sea will help in enhancing the sustainability and help to
provide the valuable stay to the visitors who are visiting it (Akama and Kieti, 2007).
D. Identification of the key stakeholders for attaining vision and objectives of the business
Stakeholders of the business helps in effectively integrating all the business activities and
objectives for attaining the visions and objectives of the firm. This helps in creating a well
defined impact on the growth measures of the business. The business objective for the present
destination is to enhance the promotion and publicity of Essex. This will help in enhancing the
sales and demands for the destination in this highly competitive market. Stakeholders are the
people who directly affected by every business decision taken by the management (Biederma
and et.al, 2008). The role and contribution of different stakeholders varied on the basis of its
power and Interest in the business. For attaining the business objectives of developing
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promotion and demand of Essex in the market following stakeholders will contribute
significantly: Consumers: These are the most significant and crucial stakeholders of the company.
Consumers are the people who helps in generating demand within the market and
maximizing sales within the economy. In order to promote the stated destination within
the market consumers will play a significant role for the same. They will help in
analyzing the market trends and demands (Beggs, Ross and Goodwin, 2008). Consumers
has wide and effective power of developing market demands and sales as well. Thus,
destination development plan will need to closely examine and analyze their needs and
demands. In addition to this the need analysis of the consumers will help the companies
or contractors in developing their promotional plans within the market. Suppliers: These are external stakeholders who have high power in developing the
business prospects and tourism promotion for the selected destination. The tourism
industry is influenced by the suppliers such as traveling companies, travel agents,
hospitality sector and local business units as well. All the identified suppliers plays a
significant and crucial role in meeting the needs of travelers and attaining that in a
specified manner. For example airline companies such as British airways, Virgin
Atlantic, Easy jet etc are the suppliers of traveling services which will help travelers in
reaching destination (Western, 2008). After reaching destinations need of
accommodation, food and entertainment can be met by the local hotels or the brand
established in the area. These stakeholders help in meeting the specific and significant
needs of the consumers. Quality and well defined services will help in meeting
consumers demands easily and quickly. Government and regulatory bodies: They play a significant role in developing and
designing the strategies and business growth prospects within the economy. Government
policies helps in enhancing tourism for a destination widely. Restrictive trade of traveling
policies helps in relating an adverse impact on tourist planning measures. In addition to
these regulatory bodies such as AITA, CFA etc has a significant role in defining
regulations and policies for the industry (Sharpley, 2006). The business unit must abide
to the stated policies efficiently to enhance growth prospects within the economy. These
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stakeholders are the ones who have high power but low interest in the business. Thus,
business must closely meet their needs and keep them satisfied.
 Society: Local public also plays a significant role in developing tourism for the place or
destination within the market. Social influence and bonding plays a significant role in
developing a particular destination and promoting the same within the economy as well.
Local businesses, services and people as well will be effected directly by tourism within
the place. Hence, they are also a considerable stakeholder for business (Pierson, 2003).
They have low power and interest within the business yet close analysis of their needs
and demands will help in favoring business growth highly.
E) Benefits to the residents and nearby visitors from the strategy and ways through which the
severe social breakdown issue is tackled
The tourism sector contribute into the economy of the country to a greater extent as it
benefits the residents and the nearby visitors of Clacton-On-Sea to enhance the potential of the
tourism as this sector is growing at a advance speed. The productivity and performance
perceptive are enhanced so that Clacton-On-Sea resort is able to compete into the market in
which it operates. By making the proper policies the entire structure are being reformed so that
Clacton-On-Sea resort is able to deal with the issue that is faced by them in an effective and
appropriate manner (Newman, McLean and Urquhart, 2005). As the profits can be raised with
the help of the restructuring strategy which is adopted to deal with the issues that is encountered
by them. The residents and nearby visitors of the coastal town are provided with the low rate
accommodation with all facilities and amenities in order to make the stay more relaxing and
comfortable to as feasible solutions are adopted to tackle the issue which was revealing the
vulnerable aspect of the tourist destination (Kaul and Gupta, 2009).
As per the recommended strategy, restructuring is required to be done by Clacton-On-Sea
resort so that visitors and nearby customers can visit the place more frequently. It is one of the
most attractive places in England that gives howling view to the clients because it is situated near
by the beaches. Entire structure should be changed including infrastructure of the resort so that
number of additional services can be added in the service provision of the resort. Hence, in such
respect, more facilities should be added in room services so that better accommodation services
can be delivered (Siri, Josiam and Spears, 2012). At the same time, the resort must provide
discounts and schemes to the first customers so that they can be retained and they can also
7

promote the services to other customers. Therefore, in such respect it can be said that value
added services needs to be added in the service provision of the resort for more profitability. The
resort should also start providing online services to the clients so that they can make reservation
for different services whenever required. Thus, on the basis of entire discussion, it suggested to
the resort to consider the vision and mission statement in all service provision and chief focus
should be given to customer convenience (Mills and Law, 2013).
CONCLUSION
Tourism is one of the fastest growing industry in the world. Increasing living standards of
people and rising level of disposable income has helped in growing the economy widely.
Countries are focusing on developing areas for increasing tourism demand within the sector in
order to attain economic and social benefit. The present study has been developed in order to
analyze the needs and strategies to enhance tourist destination. Effective analysis and evaluation
of measures undertaken for the same has been analyzed for the same. The report helped in
determining the technical and theoretical perspective destination planning. Strategic analysis and
designing has been done for attaining effective business strategies developed. Stakeholder
analysis for the report helped in analyzing unique role played by different people in developing
business prospects in the market. In addition to this impact on local people has also been
analyzed in the report which helped in developing an in-depth understanding for the stated topic.
Hence, on the basis of the given report in can be effectively analyzed that the success of tourist
destination planning depends on effective integration of business activities and strategies within
the market.
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