Strategic Planning for Tourism and Leisure

This document discusses the importance of strategic planning in the tourism industry, specifically for a coastal area like Broadstairs. It examines the benefits of tourism strategic plans and the importance of collaborative planning. It also provides a brief tourism strategy for addressing the current issues and challenges faced by Broadstairs.

Strategic Planning For
Tourism And Leisure

Table of Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
Part 1.................................................................................................................................................3
Rationale for visitor industry planning..................................................................................................3
Standard techniques and approaches to strategic visitor industry development.....................................4
Part 2.................................................................................................................................................6
CONCLUSION.....................................................................................................................................9
REFERENCES....................................................................................................................................11
Books and journals..........................................................................................................................11

INTRODUCTION
Strategic planning is that functional area of management where it prepare a strategy
for working in organtional by identifying deferent factors which have their impact on
business of firm. This will also include all these things which are related to business and can
impact on firm in near future. This can also be classified as a tolls and activities which firm
used in planned manner to facilitate change and survive in complex environment where there
are number of opportunities for firms success. This report is conducted on Broadstairs coastal
area, it is a tourist destination which is located in UK. This is a tourism destination which is
made by nature and protected by humans (Mwinuka, 2017). It includes beeches and hotels
where visitor can enjoy its vacation. It is located in coastal town of Thanet districted east
Kent in England. This area has population about 25000, where locals also visit this place in
regular bases. In this essay benefits related to tourism strategic plans for costal area will be
checked. Evaluate the importance of Collaborative Planning in tourism and justify why this
approach would be useful for Broadstairs coastal area will also be done here. A business
strategy will also be formulated which have clear objectives and future events which is this
destination in solving problems. Here the evaluation of this strategic programme will also be
done and its benefits will be illustrated to firm (Melo and Sobry, 2017).
MAIN BODY
Part 1
A. Examine the benefits of producing tourism strategic plans for a coastal area and
Illustrate that with an example of a destination that has benefited from it.
Rationale for visitor industry planning
There are a various number of factors which make visitor industry planning an important
part in tourism industry. It is a very integral part of tourism development in order to to reach
goals and also satisfy all its stakeholders including the customers who are most important for
the industry. This planning is a major key in order to maintain a sustainable tourism in all its
destination also recognise all the importance of an effective development planning. the
following part of report will represent why tourism planning is an important part in tourism
industry. It will also talk about how this is very helpful for a number of stakeholders related
to this industry including entrepreneurs, government as well as all the employees who are
related to this business (Rainer, 2016)
It helps in increasing income for the company as well as it also provides employment
opportunities from all the tourist who spend a lot and travelling and seeing new destinations
in today's era. Through tourism planning companies can easily e reserve natural heritages as
well as culture in a destination which can be available for the tourist to visit and encourage. It
also helps tourist to understand different cultures and values which are important it for
different societies. It is important as there are various facilities which sum society lacks,
while planning tourism for those areas these basic facilities such as infrastructure, new roads

as well as sewage systems are developed in this area. There are some important factors which
a company needs to focus on while creating a tourism policy and planning. The need to have
clear goal and objective for which they are planning (Richards, 2016). The plant needs to be
integrative in order to take into consideration economy, infrastructure, business as well as
conservation of environment and culture in the region. other than this it is also required to
take care that the planning is done in a systematic way and taking the permission from the
community e so that tourism is accepted in that region. Tourism planning can either make a
destination or completely destroy its culture. Along with taking care of the culture in a given
destination it is also important to make sure that there are proper economic benefits from that
tourism planning. It has been seen in developing countries that there are major negative
impacts due to this planning because Heritage and culture are not preserved. These are
various importance of visitor’s industry planning.
B. Evaluate the importance of Collaborative Planning in tourism and justify why this
approach would be useful for Broadstairs coastal area. Discuss the pros and cons of this
approach.
Standard techniques and approaches to strategic visitor industry development
Tourism is one of the major industries in an economy which deals with public as well as
private activities specially it has government intervention due to which it requires proper
planning and coordination for its functions. Tourism is also an activity which is needed to be
considered as one of the parts of physical, environmental, economic and social planning.
These are the reasons why it becomes necessary for a tourism industry to make sure that all
its valuable assets are contributing towards its growth and no damage is done to them. There
are some approaches for planning the tourism industry or company (Robinson and Jonker,
2016). Below mentioned are some such approaches used by tourism companies to plan a tour
in in Broadstairs destination at UK-
Community approach
In community tourism planning approach, the main focus is put on social and political
context in which tourism takes place. It allows local community to control the development
process in tourism planning. In this main focus is put on community and processes are done
to encourage them and also seek their participation in order to enhance the experience of
tourist along with which the cultural values and economic conditions of people living there
could be enhanced and preserved. this approach considers the high degree of public
participation as well as profit sharing of tourism benefits with the community and everyone
from the community who participated. public is asked to participate in this tourism activities
in such a way that it develops the design of tourism as well as benefit local community and
encourages them so that they participate for their own development by mobilizing their
resources taken necessary decisions on how to meet needs of tourists. Broadstairs is a small

coastal town with the population of round 25000 people. Tourism industries make sure that
they use participation of the communities in the town in order to provide good experience to
their tourists as well as provide earnings to local people in the town.
Environmental and sustainable development approach
This is a type of approach in which economic, socio cultural and environmental
planning methods are involved. This method makes sure that while providing livelihoods to
communities and people in the destination City, they also take care of natural resources
present over there. Many times, it is seen that due to tourism resources and culture offer
destination are hampered. Major strength of this approach is that they take long-term
approach for protection of environment, economy as well as culture of the tourism
destination. This will also help in preserving the important ecological processes and help
future generation to enjoy the resources and human heritage of the biodiversity present on
earth. Along with taking care of natural resources and environment this approach also makes
sure that livelihood of people living in destination City also improves with improvement in
environment. In context of Broadstairs sustainable development approach is an important
approach as it is a coastal town so it is necessary to take care of the water bodies covering the
town. Along with water bodies it is also necessary to take care of the creatures which live in
those water bodies. polluting those through tourist activities may lead to depletion of these
resources in coming future (Rogerson, 2017).
Comprehensive approach
In a comprehensive approach of tourism planning every aspect of development of
tourism is included along with its institutional elements, environmental as well as social
economic implications are analysed well and then the plan is made. In this tourism
development is planned and analysed on a broader platform. All the required components for
planning are very carefully analysed and then they are integrated together to achieve a
development patterns so that it can benefit environment as well as society. When talking
about Broadstairs destination it is required by companies to take care of all the factors
effectively while developing a plan for tourism in this destination. Any factor amongst this
cannot be ignored while planning for making strategies. society and culture are very
important because the tourism is taking place between the locals of the town. economic
factors hold an important role as without profits business cannot run and it is important to
earn profits from tourism business. It is also necessary to take care of environmental factors
because companies cannot hamper the environment while conducting its tourism activities.
they need to take care of all these factors all together in order to make a good plan for tourism
industry and earn profit from this business without negatively affecting the destination town,
people living over there as well as environmental resources present in the town(TEWAL,
MANDEY and TUMBEL).
Boosterism
Boosterism is one such approach in tourism planning whose attitude is towards
development of tourism and also provide benefit to host destination. This approach majorly

focuses on growth and if a negative impact is there on tourism in development industry it is
overpowered by the positive benefits. the major problem which salt to this planning is that
how to attract customers towards the destination. One major drawback of this approach is that
they do not take into consideration the host community while making a plan, process or any
policy regarding development of tourism in the given area. Even after this drawback
Government and politicians often support this approach in order to promote tourism growth
in small areas. Major reason behind this is that it helps in providing employment
opportunities in the given region. This approach however is not useful enough because they
do not take everyone into consideration. This might result in in harassment of the given
destination. In context of Broadstairs, it is important by tourism development planners to take
care of local and community as well. In order to gain profits and develop their business they
cannot negatively impact the locals as well as the environment of the area. It may be legally
right to use a boosterism approach for tourism planning but when talking about ethical
conduct in a business this approach is not a good practice (Tohmo, 2018)
Physical approach
When talking about physical approach in tourism planning it considers the form of
lands which are been used in order to provide tourism experience. IT results in certain spaces
which are been developed in such a way that a tourist destination is created. This approach
usually e includes capacity, risk assessment, resource evaluation and allocation of resources
while making a decision to make appropriate arrangements which are institutional as well as
related to tourism. A number of infrastructures are built in order to make an ordinary area
into destination. This will ultimately result in minimising the damages done to environment
while developing an area for tourism (Ziakas, 2016). When talking about Broadstairs there
are a number of adventure activities developed in the area in order to attract tourist towards
them.
Part 2
C. Compile a brief tourism strategy with clear vision and objectives, which will address the
current issues and challenges that Broadstairs is facing.
Tourism strategy is that which help destination in identifying set of activates which it
has to do for attracting customer and management of those customers. This have numbers of
plans which help firm in satisfying its customer needs through continues evaluation and
monitoring. In context of Broadstairs costal area, there must be clear objectives and vision
which can help manager to formulate business strategy. Here the major problems will also be
identified which are faced by business destination while working in the firm. There are
number of problems which are faced by this destination. Some of the issues which are
covered under the strategic plan of Broadstairs are management of easy visa facility to
visitors, effective mapping of that whole city and traffic management are the key problems
which tourism of this destination is suffering. This business strategy have also based on
objectives and visions which are carried by this destination and there main objective is to use
the reaches costal area factor of Brodstairs which help firm in maintains of beauty in
particular area and mark benefits social and economic to visitors and locals (Litheko and
Potgieter, 2016).

The visions of this strategy is to Brodstairs make coastal area an beautiful destination
which have rich culture and heritage as to attract more and more visitor by ethical tourism for
saving the interest of locals and make it lager benefited tourism site for future benefits and
development tourism in UK. By keeping the mission, objective and vision in mind, there is
truism strategy which is suitable for Brodstairs. This strategy will also help destination in
solving the problems which is related to tourism development in coastal area. This straggly is
divided in four parts, which are actually some questions which destination manager should
answer for formation of strategy (Park, 2019).
Where are we now: this is the first step which is related to strategic planning where
destination have to identify its resources and other equipment for bringing change and
making effective business strategy.
Where do we want to go: this is the simplest step which destination planners have to
take where they have to ask the stakeholders about the future of Brodstairs, that where they
want to see this destination in future, this is the vision and objectives of firm which are
discussed. This step will leads in formulation of cleared mind that what firm have to use.
How do we get there: this is the third step in tourism plantain here the destination
tourism planner must focus on tactics which they use for achieving its objectives. Here
destination can analyses its problems and adopt plans according to them, where firm will use
number of opportunities to use its resources according to that. Consent of stakeholders will
also be taken for approval of suitable plan.
How do we know we’ve arrived: in this step destination planner will also use
performance managing system which help firm in knowing that they are reached at the level
of what they want to achieve, performance management will help firm in comparing existing
performance with pre-determined standards which help firm in getting progress which
destination wants to achieve within fixed time period (Li, Ryan and Cave, 2016).
D. Describe how your vision and objectives could be implemented and identify the key
Stakeholders in charge of delivering those objectives.
Vision and objectives are must for firm to achieve on time this will help firm in
getting the planned results which it want to achieve. This also help in development of locales
and will provide number of opportunities to them. UK will also get benefit of this as it here
tourism will increase which is major part of its economy. This will also help stakeholders to
remain there interest in firm. All this objectives can be implemented on firm with the help of
strategies which are formed in previous plans.
There are number of stakeholders in tourism, government is one of them which have
its major role in tourism industry this impact on strategic panning of business directly. This is
because government for policies which are related to future and development of destination,
these polices and rules are related to visa and other legal formalities which international
tourism have to full fill for security. Government help institute in implementation of changes
which are directly related to destination by maintain polices. The next strake holders of this
destination are hotels and there staff, they have also a major role in implementation of
changes and objectives of firm this is because hotels have arrange them self-according to
need of customer who came here to visit their destination, their accommodation needs are to
be full filed with the help of these hotels and guesthouse so they also impact on
implementation of tourism objectives and vision. These also help the planner to make plan

bigger. Hotels will also get the benefits from this as if tourism of particular destination
increase then they will also get benefit of increased revenue and profit. So they have also
there staked in destination tourism strategy planning (KetutArismayanti, 2019).
NGO’s are also act as the stockholders in destination this is because they protect
visitors from unfair practices which are done by some miscreants in market. There are
number of NGO’s which are working for benefits of customer to drive them towards the
tourism destinations of their institute is WTO which protect both tourist and destination from
unfair trade practices in business world . These all helps destination I reaching its objectives
by promoting tourism in respected destination. This have also benefits which are non-profit
type, they also help in maximising the satisfactions of customers. Special media also act as
the stakeholder which is related to promotion of tourism this includes various sited which
advertise about the tourism in respected area. They have their stake in this destination as it
helps them in surviving. This will also help in implementation change in destination with
help of proper advertisement a formation of good promotional plans. Employees are also key
stake holders in this. Human resources will ensure smooth work flow and implementation of
work plan in particular area which is related to destination. There employee have also help in
maintained of atmosphere in that area. Employee has their person interest in destination this
is because they get monetary benefits from this industry which helps them in survival and
fulfilment of basic needs (Polat and Hermans, 2016).
The role of tourist plays an important role in achieving a leading position of the UK
Country. Therefore, the visitor comes to enjoy their holidays that help the residential person
to work as guide for earning more and more revenue. In addition to this, they generate
employment opportunities for the individual person. And also they earn more and more
income by opening the workshops, food stalls, clothes, handicraft products and many more.
Apart from this, tourist provides the sources of income for the person living in the country. In
order to attract tourist, it is necessary to have a positive reviews about the destination. It helps
in increasing revenue as well as profitability level that help in achieving leading position in
the tourist industry (Kemp, 2018).
The tourism sector provides the employment opportunities to the person resident in
the country. They earn revenue by selling the different type of products and services to its
visitor. And also the money earn through visitors helps in fulfilling the basic needs such as
medical benefits, transportation, food and many more. In addition to this, the extra income is
used in establishing innovative infrastructure, development of parks as well as public spaces
that helps in attracting more and more visitors towards destination. Therefore, the income
earns thorough vision helps in satisfying need and requirement of residential person of the
country.
E. Evaluate how your strategy is going to benefit the residents and visitors socially and
economically.
The strategy is useful in providing different kind of social advantages to the residents which
includes preserving local culture and values. In addition to this, tourism can helps in
increasing community services as well as infrastructure edges like offering transport, retail as
well as transport facilities to its customer. These facilities boost the standard of living of the
individual person living the coastal area which will be beneficial for the residents. Also they
focus on providing social services in order to boost their living standard. Apart from this,
they emphasised on providing effective traffic facilities that attract the person to visit that

place on regular basis. In context of Broad stairs Coastal Area, it is one of the beautiful place
where large number of residents come for spending time, enjoying with friends and many
more. In addition to this, if the individual come to visit the place, they come up with new
culture and heritage thus it provide the diversity in the culture for the resident of the country.
Their new ideas and belief provide the social benefits to the resident because they can add
something innovative in the present culture in order to attract more and more person in
visiting the tourist places (Clavé and Wilson, 2017).
There are different strategy can help in providing social strategy to its visitors which
involves effective mapping, Visa facilities and many more. It is necessary to have an
appropriate mapping in order to attract more and more visitors to come for enjoy their
holidays. Apart from this, they focuses on attracting ample of visitors through providing
effective holiday packages as well as renewal facilities and many more. Apart from this, the
other social benefit for the visitor is to learn new culture and trends which helps them in
improvising their existing culture in better way. Through effective mapping, they can search
about the place easily and plan to come their on vacations. All these process helps in
providing social benefits to the visitors.
The tourism sector creates different kinds of revenue such as wage rate, share earnings and
many more for the visitors. In addition to this, there are large numbers of economic benefits
which is provided to the visitors such as they learn something new from the visiting place
which they can apply on their residential place in order to gain revenue can be considered as
an economic benefit for the visitor who come to enjoy their vacations at Destination(Channoi,
Clemes, and Dean, 2018) .
There are number of economic benefits provided to its residents such as if the visitors
come to visit the place, the individual person works as guide for them. It creates employment
opportunities for the residents. It helps them in earning more and more revenue by opening
the workshop, food stalls, house decorating handicrafts products, ladies jewel as well as
clothes and many more. The can sell their products to its visitor that helps them in gaining
profit. In addition to this, handmade products attract the visitors for purchasing them increase
the income of resident living in the country. The visitors who come with the new culture and
heritage bring new ideas which helps resident in increasing the learning of source of income
which will be beneficial for them. In addition to this, the residential people earn revenue
easily by selling their products and services to its visitors. The tourist place is the earning
source for the residential person can be considered as economic benefits for the person
resident in the country.
CONCLUSION
From the above mentioned topic, it has been analysed that strategic planning is an
efficient part of management in which it is important to prepare a plan of action by analysing
various element which imposes direct impact on the business entity. In addition to this, they
can plan their work in such a manner that helps them in achieving competitive advantage
over rival firm. In context of Broad stairs coastal area, it is the popular tourism sector which
is situated in UK. Herein, there are large number of visitors come on vacations for enjoying

their trip on continuous basis. Therefore, this strategy will be beneficial for the resident and
visitors economically and socially. Also, they discuss about Collaborative Planning in
tourism sector which is advantageous for Broad stairs coastal area. The tourism sector is
fastest emerging area which is operated at international level. The main motive of any
tourism area is to attract more and more visitors by providing services in an effective manner.
They also enhance the reputation as well as popularity of its destination in order to achieve
leading position for becoming successful coastal tourism area.

REFERENCES
Books and journals
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