Holistic Approach, Tourism - PDF

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Policy approaches in performing the development and regeneration of tourism destination.
.....................................................................................................................................................1
P2 Importance of holistic tourism planning for sustainable destination development...............2
P3 Role of tourism planning in the destination development or regeneration...........................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
Hospitality Destination
Planning

INTRODUCTION
Tourism is the activity of people traveling and staying in places outside the usual
environment for enjoyment, business or any purpose but not more than one year. It is one of the
sector which help the country to develop and generates high amount of foreign revenue (Alptekin
and Büyüközkan, 2011). Planning is done in tourism industry as it was very competitive and
complicated industry and to enhance customer is very difficult job. London eye is a giant Ferris
wheel which was situated on the south bank of river Thames in the London. The respective
country want to make it more popular tourist destination from its current state. In this report,
policy approaches and role of tourism planning in the development or regeneration of tourism
destination is discussed.
P1 Policy approaches in performing the development and regeneration of tourism destination.
“According to Mathieson and wall tourism is the temporary movement of people to the
place which is outside their normal point of work and residence ,the activities which was
undertaken at their stay is to satisfy the needs.” The owner of London eye is jointly Merlin
entertainment and British airways.
By the use of technology and marketing activity there are able to become popular in the
Europe market.
Technology : Through the use of advance technology Merlin entertainment who are
owner of London eye able to make their destination most popular place in the whole Europe.
Technology able to reduce the cost , enhance the operation efficiency and improve the services
for better customer experience (Morgan,Pritchard and Pride, 2011). Due to information
technology both customer and business can benefit as it book reservation ,guest
service ,communication. Technology support in reducing of the labor cost which enhance the
customer experience. Smart phones is a device which people carry with them, due to presence of
this hospitality industry able to provide information to their non -customer and customer about
the delays in the reservation ,new offers and advertise them by using the GPS tracking.
Internet has plays an important role in the hospitality and tourism. A first thing person do
at the time of vising any place is to go the official website related to business or the destination.
This include look the pictures and the reviews from past guests. All the above technology make
destination popular in the Europe.
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Marketing activities : By the use of different types of marketing activities British airways
able to develop the market for the destination London eye. They can use online advertisement,
social media, blogs and online ticket purchasing to help the customer in knowing their
destination in more better way. Marketing in tourism industry is done in order to make potential
customer aware about the services and convince them to make their customer for the particular
destination. Due to presence of marketing business or destination able to make positive image in
the mind of their customers as compare to the competitive place and destination.
Policy approaches of London Eye -
 For the visitors of London eye, it is required to having tickets and permission before
entering in such destinations. These permissions determines appropriate capabilities that
how much people are allowed on per private ticket.
 It is important for visitors to wear proper safety clothes included eyes wear also such as
4D glasses for experiencing cinema.
P2 Importance of holistic tourism planning for sustainable destination development.
According to butler “sustainable development in context of tourism is the development in
such a manner and at such a scale that it remain existed for a indefinite period and does not
affect the environment in the negative way.
An country and authorities do the planning and the implementation in the tourism
industry in such a way that it will remain for at least for 3-5 years (Beritelli,2011). This section
said that if the expense in the form of investment is made in the development of the destination
than it will provide benefit as least for 3 years. For example : If the London eye adopt new
techniques and gadgets in order to make their place popular than it provide large amount of profit
for the longer period of time.
Tickets : The owner of the London eye can make heavy discount on its prices so that
large number of customer take a round of wheel in order to see the vast area nearby. If the
responsible authorities of the destination make heavy discount on the ticket than they would
retain it for the longer period so that it get recovered and provide huge benefit (Pechlaner, Kozak
and Volgger,2014). They can make available ticket online so that customer visit the destination
only when they get the ticket of Ferris wheel.
Safety : If there is any safety measures was adopted for the people who take a round of
Ferris wheel than it would retain for a upcoming at least 2-3 years. Investment in safety is done
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properly so that the person get protected inside and outside the wheel. The London eye should
take care take no person get hurt while traveling at their place (Wray,2011). They can provide
their safety measures information on their online site so that more and more people able to know
what safety techniques which they are adopted in order to make their destination popular.
Proper disposal schemes : The place where large amount of tourist visit gather more
amount of the wastage and garbage. British airways who is owner of the destination make such a
plan which encourage energy conservation and recycling of wastage. The disposal item should
be less used or it should be throw carefully in the dustbin so that it can be recyclable. The use of
marketing techniques that make popular among customer the correct way of disposal at their
place.
Promotion : If the British airways do any investment in the promotion activity of London
eye, than they would choose the correct source medium of promotion which will gave benefit in
upcoming many years of period. Online advertisement is the most effective and affordable tool
to attract large number of customer as if now people are more present on the social sites and
internet network.
Internal Environment : They should arrange proper sitting facility, shed at the Que
standing area , canteen, washrooms so that customer get good experience at the place and
encourage other individuals to visit such type of place (Chen,Chen and Lee,2011). It is the basic
facility which every person should get who visit the London eye. The destination authorities
make regular investment on these things at it was the basic thing towards which customer get
attracted or reject the place. By the help of marketing campaign destination authorities and the
government able to inform about the services or the facility they are offering to them.
In London Eye there are some eye capturing or attractive things such as:-
 Aquarium – This is the most attractive thing because it have several variety of fishes in it
including tortoise. Moreover, it is an under water aquarium.
 Westminster – it is the system of parliamentary government developed in United
Kingdom.
P3 Role of tourism planning in the destination development or regeneration
Spanoudis say “ Tourism planning is done according to the area complete resources,
local condition and demands. By the help of planning in the tourism industry able to attract large
number of customer by introducing variety of services.
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Trade shows : Trade shows is an important marketing tool for a large number of
industries in order to promote their product to large number of customer. It is a business plan
through which large number of audience gather in the short period of time (Caber, Albayrak and
Matzler, 2012). Trade shows plays an important role in the tourism industry and economic
development as it bring lot of money in the hotels,restaurant and attractions. Small scale trade
shows bring as many as 1000o people from out of town who go on hotel and eat at local places.
Due to organizing trade shows at different places more and more people get to know about the
new place which enhance the opportunity of further increase of the tourism at such place. By
trade shows awareness get increase regarding the brand and the place which is organizing it.
Through new technology able to conduct the shows on the large scale so that many customer
visit the place for business purpose and than the area.
Fairs : In fairs large number of persons gather for entertainment and commercial
purpose. Fair is a social movement who help the producers in the countries to achieve better
trading activities. Under this various activities ,shows and shops for buying is available. The fair
is the tool through which large number of people comes into the country to enjoy that or take
participation in them. They inform the large number of people about the fair through the usage of
online methods.
Allow Shooting : Film tourism is the growing phenomenon world wide because of
increase in the entertainment industry and international travel. London eye can allow people to
shoot at their places so that world able to know them and try to visit it. The person can be movie
maker, short film producer, documentaries maker or any advertisement (Volgger and Pechlaner,
2014) . When this type of activity is perform on the London eye than it get promoted very easily
among large number of people. Film tourism create the effects on the film and TV production on
the basis of it people make decision to visit some destination. Theses documentaries and films
inspire the people to experience the location seen in the content as to explore new destination.
Placing destination as a product into the movies help destination to create a positive image in the
minds of customer. There are many programs run by the government regarding this in which
they invite foreign countries filmmaker to shoot at their place.
Celebrity endorsement : People are attracted to their favorite celebrities and view them
in television and read articles about them. This make celebrity endorsement is the good
marketing tool in the tourism industry. There are many researches are present which shows that
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celebrities can change the buying behavior and purchase intention of the consumer. Celebrity
endorsement create a positive attitude towards the tourism industry. For promoting London eye
the authorities can use any celebrity from different fields such as entertainment, sport ,media and
art. For making popular any place it is not necessary that person reside there. They have the
ability to endorse the destination by altering its image. They are performing the marketing
activity for the development of the tourist destination.
Sports activities : Sport tourism involve the travel of person for non business purpose to
participate or observe sporting activities. The UK government can organize the world cup for
sports such as football,cricket and rugby near the river of Thames , London so that people visit
the near by places like London eye (Dredge,Ford and Whitford,2011). People who come to visit
any sports event generally visit the state or the area near by the stadium in which sport activity
get established. For example : lords cricket in London increase the large amount of tourist in the
UK. Some of the adventurous activities such as bungee jumping ,zip line ,hiking trails and water
adventures are the sports which attract large number of customers to different counties. There
was a report which show that an estimated people around 680000 persons from overseas attend
the 2012 London Olympic and para Olympics. According to Morrison “mega sports events
create a platform to showcase the social and cultural features of the city or country for the overall
tourist experience. It is a marketing activity through which able to attract vast mass in the shorter
period of time.
Medical tourism : It refers to the people who travel to a country other than their own to
achieve medical treatment (Strobl and Peters,2013). Due to this country able to generate large
amount of revenue and the taxes as the people who visit another spend the money on their living
and food. There are many people who fly for the treatment such as dental treatment ,knee surgery
,heart problem in another country plan their enough time for holidays before heading to their
home.
CONCLUSION
From the above report it is concluded that, tourism plays an important role in the
economy as it increase the employment,spending level, infrastructure, opportunities and many
more things. Planning is important in tourism as it provide quality environment to both tourist
and resident. This analysis say that if investment is done on some activity than it will sustainable
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in case of tourist destination. Lastly , it defines the vehicles through which the destination able to
promote themselves to large masses.
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REFERENCES
Books and Journals
Alptekin, G.I. and Büyüközkan, G., 2011. An integrated case-based reasoning and MCDM
system for Web based tourism destination planning. Expert Systems with Applications.
38(3). pp.2125-2132.
Morgan, N., Pritchard, A. and Pride, R., 2011. Destination brands: Managing place reputation.
Routledge.
Beritelli, P., 2011. Cooperation among prominent actors in a tourist destination. Annals of
Tourism Research. 38(2). pp.607-629.
Pechlaner, H., Kozak, M. and Volgger, M., 2014. Destination leadership: a new paradigm for
tourist destinations?. Tourism Review. 69(1). pp.1-9.
Wray, M., 2011. Adopting and implementing a transactive approach to sustainable tourism
planning: Translating theory into practice. Journal of Sustainable Tourism. 19(4-5).
pp.605-627.
Chen, C.M., Chen, S.H. and Lee, H.T., 2011. The destination competitiveness of Kinmen's
tourism industry: exploring the interrelationships between tourist perceptions, service
performance, customer satisfaction and sustainable tourism. Journal of Sustainable
Tourism.19(2). pp.247-264.
Caber, M., Albayrak, T. and Matzler, K., 2012. Classification of the destination attributes in the
content of competitiveness (by revised importance-performance analysis). Journal of
Vacation Marketing.18(1). pp.43-56.
Volgger, M. and Pechlaner, H., 2014. Requirements for destination management organizations in
destination governance: Understanding DMO success. Tourism Management. 41. pp.64-
75.
Dredge, D., Ford, E.J. and Whitford, M., 2011. Managing local tourism: Building sustainable
tourism management practices across local government divides. Tourism and
Hospitality Research. 11(2). pp.101-116.
Strobl, A. and Peters, M., 2013. Entrepreneurial reputation in destination networks. Annals of
Tourism Research. 40. pp.59-82.
(Alptekin and Büyüközkan, 2011)(Morgan,Pritchard and Pride,2011)(Beritelli,2011)
(Pechlaner, Kozak and Volgger,2014)(Wray,2011)(Chen,Chen and Lee,2011)(Caber,Albayrak
and Matzler, 2012)(Volgger and Pechlaner,2014)(Dredge,Ford and Whitford,2011)
(Strobl and Peters ,2013)
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