Strategic Planning for Tourism and Leisure

This document discusses the importance of strategic planning in the tourism and leisure industry, specifically focusing on Broadstairs as a coastal tourist destination. It explores the benefits of strategic planning, such as economic benefits, nature protection, and competitive advantage. The document also discusses collaborative planning in tourism and its pros and cons. Additionally, it provides a brief tourism strategy for Broadstairs, including its mission, vision, objectives, and current issues and opportunities.

Strategic Planning For
Tourism And Leisure

INTRODUCTION
Travel and touristry are the industry which provide luxury service as well
accommodation to tourist. The coast wise touristy industry is presently on of the quickest growth
area at the international level. Hence the water touristy have become one of the most popular
tourist spot for the guest. The existing study is bases upon the scheming a strategical plan for the
tourism in the mixed economy town in Broadstairs (Adams, 2019). This is the coastal touristy
location which is best famous for there Viking bay and there muddy beach. Furthermore this
work is to be set to have clear vision and challenges faced by the tourism. Apart from this,
tourism strategic plan has been designed as to involve the different key stakeholders as to supply
socio economical benefits to the resident as well to the visitors.
PART 1
A.
The coastal tourism business is currently is one of the quickest increasing area at the
international level. As the coastal and marine business has been abstracted with 3s which are
sea, sand and sun as they provide different combination to attract the destination for the
customer. The industry is using different ways and method through which they tend to bring out
better experience for the guest. There are different activities which are facilitated by the marine
tourism are fishing, yachting, scuba diving, boating, as well as surfboard etc. There are several
profit of informing proper strategical plan for the seaward area are explained down below:
Foreign exchange programme: This is consider as the direct economical benefits from
the marine business which is connected with the abroad transaction gain. As the trade and
importation of the prodcuts and service in all the coincidence in the seaward touristry house
which aids in creating revenue for the company. This sector contribute the almost around 30% of
the overall economy of all the nation and which have coastal areas.
Economic benefits: The sustainable business tend to improve the business and create
employment benefits to different people. As to the economy the direct contribution can be
describe as the direct as well as indirect way of contributing to the growth of technology. The
direct contribution consist of income tax from the tourist and the tariff which are charged by the
company (Benckendorff, Xiang and Sheldon, 2019). Furthermore the coastal hotel and tourism
employment also get welfare from the touristry through the job opportunities which also known
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as mediate share. Accordant to the travelling and touristry administrative unit the sector create
many job which are associated with the hotel, travel agencies and many more.
Modification in coastal area: Coastal business support the local governing as to
improve the local philosophy regulation and healthy concern as to provide safer environment and
working condition for the employees (Bramwell, 1997). The substructure is required to be
assistance the seaward touristry which include the airports, railways and employees housing
development as well as attractive shopping mall. This consist of all the different facilities which
assist in rising the attribute of the life tourists as well as the localised resident.
Nature protection: Coastal tourism have the prime responsibility to conserve the
sensitive eco system and the nature which make safe and secure planet for the future. As to
manage and control the beaches the government have introduce shore attribute and adjunct parks.
These group tend to safe the coral assemblage, sand pits and beaches, fisheries origins and
shipping life. As they are consider as the major sources of income for the coastal tourism
industry through which they can attract larger number of audience in the well define manner.
Competitive advantage: As to make effectual touristy strategical program there are
more tour operator will be affiliated. Such kind of operator choose to product with those provider
who act in a very feasible way to attract more customer in the well define manner. Apart from
this, it aid in developing sustainable business model to improve and protect the system and
support the national gathering and the well being. For example the coastal destination is Israel
which is Negev desert which is located on the Red sea and become one of the most popular
destination which is known for the holiday capital.
Hence this has been analysed that the Broadstairs have to focus on all the above stated
report which should be managed and control to achieve desire aims and objectives effectively.
There must be proper strategical design also assist chance for localised high competencies
occupation. For this function, the national governance offers education teaching to intensify their
primary ability like soft ability, and skill which later on can aid to increase the income for the
town (Cousins and et. al., 2019). Apart from this, the regulation body of Broadstairs have to do
some alter which help to keep sea and environment protected as to achieve desire aims and
objectives effectively.
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B.
Collaborative designing is a democratic approach or tool to design. This planning is
basically considered to consist instant dialogue among the involved stakeholder, public sectors
planners, government etc. Simply, designing is an important action for assemblage seeking to
incorporate tourism in to their economical, social and environment project. Cooperative planning
in tourism has the possible to direct to discussion, common determination devising and
agreement construction about designing aims and actions (Finn, Walton and Elliott-White,
2000). In context of Broadstairs, the respective planning mention as collective activity for
solving issues and retreating common visions involving a set of different neutral. Regarding
tourism, it can be an activity and procedure of joint determination devising between independent,
key stakeholders to minimise planning issues and administrate problems affiliated to the
planning and growth.
However, involvement in tourism designing in locations can be modest to gathering the
sentiments of neutral in context to offer full data for public sector planners and it can be widely
one way group discussion activity when there is little direct talking among stakeholders and
planners. It can be generate when the ideas and suggestions of stakeholders are gathered utilising
self completion survey, focus group interviews, questionnaires and drop-in- centres etc.
collaborative tourism planning is important because it help in getting attention as a manner to
retroactive administrate development and maturation in a assortment of destination. In order to
respective destination, this planning procedure can be essential in term of permitting amount of
neutral in touristry destination to consider tourism improvement. This planning is differ than
other kinds of planning because it permits for the involvement of sizeable figure of neutral so
that participation of well being like tourist etc. can be increased.
Broadstairs is situated on East Kent Coast in between Margate and Ramsgate. The
expectation of cooperative tourism designing will be beneficial for the municipality to earn
rivals benefits and form a sign in the localised touristry sector. The general people are familiar
with the problems related to culture, resources availability and involvement of thoughts, the
related data can be efficaciously connected for the growth of touristry potentiality (Horng, Teng
and Baum, 2019). By making involvement of respective neutral in this region is essential to
create and facilitate the tourism needs. It can be reasoned that cooperative designing for
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Broadstairs provides a growth option to incorporate the local empower with tourism
representatives like travel organisations and government agencies.
Pros of collaborative tourism planning
Sustained development- This designing approach can be obviate and remove the
expenditure that are required for improvement of tourism, by strategically planning the assets
usage, describing concentrated verifiables, executing marketplace needs into plan expectation
and searching needs of consumers (Knowles, Diamantis and El-Mourhabi, 2019). The
involvement of connected individuals can be efficacious in generating number of thoughts and
therefore sustainability can be accomplished.
Democracy- Stakeholder cooperation also continues by the conception of political
orientation and therefore devises tourism designing legal for each person. The individual of
society who are highly impacted by tourism improvement can also get the option to make
contribution in sustainability.
Cons of collaborative tourism planning
Participation capacity- The planning activity can consist people who have needed and
required cognition and abilities. Therefore, it becomes a redundant load to find out deserving
neutral who are basically needed within the scope of the planing procedure. If there is not
involvement of skilled and knowledgable individual then it can be negatively affect the
improvement of tourism of respective destination.
Political issues- The growth option of cooperative designing will also be impact with the
related functional, governmental, ethical and knowledge limits in simultaneity with the
involvement of localised people. If change are occurred in political condition like political
instability etc. then it can unfavourably affect the development of tourism in order to respective
destination.
PART 2
C.
Brief tourism strategy
Broadstairs is an attractive and sightly scenic seaward town which is situated on the East
Kent Coast, England. This town is located nearly 80 miles from the East of London which also
has a good facility of transport system and affiliated links to accession the region (Meekes, Buda
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and de Roo, 2020). This area is having seashore attractiveness with fisherman house, chic ships,
retro ice cream parlours that attracts consumers. This destination can be advised as a captivating
tourist location for household, youths and young couples who like soft environmental condition
and beautiful English seashore. The main capability of this destination is : exciting attractiveness
for the travel to, appropriate amusement individual of all age groups and proper entertainment by
live seashore like singable bar etc.
Mission and Vision- The mission of Broadstairs is to offer advanced attribute facilities, get
attention of different groups of tourist and earn economic benefits (Marsh and Henshall, 1987).
The Vision of this tourism destination is to form Broadstairs the most fascinating, memorable
and desirable tourism location for target audiences.
Objectives- The main impersonal of this location is to keep and build the seaward heritage as
well as adopt the growth options to develop and improve economical situation. The extended
period verifiable is to designed a imaginative, sustainable and developing economic system on
the base of good localised business that can able to satisfies need of tourist, capitalist and
residents.
Attraction of Broadstairs- The respective destination has several places to offer, not only for
tourist but also for it local people and residents like blue flag sandy beaches, contemporary art
galleries, cafes, restaurants, bistros, bars and traditional amusement arcades. There are different
attractive tourism destinations like Lilliput Minigolf, Crampton tower museum, blue bash music
festival and Dickens House Museum etc. Here, tourist can bask biking bay, surfing, beach shops,
children's ride, harbor & cliff top walk and beach shelter. During Easter weekend and autumn,
the tourist visiting or entry is free of cost to the Broadstairs festivals.
Current issues
In current era, the tourism publicity is ait its decrement state due to which there are
different problems and challenges are faced by this destinations. Some of them are mentioned as
under:
Lack of promotion- It is the major problem which is faced by this tourism destination
because authorities and local government are showing their involvement regarding the promotion
of tourism of this location (Moutinho and Vargas-Sanchez, 2018). The national authority of
British is not investing capital in the promotion to get attention of visitors and providing
information about this destination so that they can familiar with it and plan to visit this place.
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Unable to attract individual- The main reason of arising this issue is not utilisation of
effective technology and marketing channels like social media, web ads and others. So people of
world are not aware about this place. This affect the negative impact on economic condition of
the firm.
Challenges- Broadstairs has been suffering maximised rivalry from other low-budget flights
travelling from the UK to European countries that maximises the availability for foreign beach
holidays for the local British families. It decreases its quality and the amount of visitors within
the UK and creates an harmful impact on economic situation (Morgan and Pritchard, 2001).
Along with it, high street shops are also incapable to sustain and endure in high level of
competition. So the business of them also affected in negative manner and they ineffectual to
correct with the modern marketing service like online transportation and weekend opening hours.
Current opportunities
Stakeholder engagement- It is the major opportunity that can be beneficial to make
development in maximising number of tourists and development in economic condition. If the
stakeholder like investors, government and people show their involvement towards Broadstaors
then it will help in offering a growth options to make development in economy and attract
number of tourist.
Improvement of beach and harbor- It is another opportunity which will be beneficial to
make development in tourism of Broadstairs. By making improvement of beach and harbour in
term of fishing activities, leisure boats and minimising wastage etc. By proving cultural food
facilities, beach can be more attractive and it will help in getting attention of different visitors
who belong from different nations.
D.
The primary objective of the Broadstairs seaward assemblage group is to improve the
economic situation of this town. Along with it, the aim is to develop the financial gain flows to
its localised assemblage and encouraging more business concern investment funds. The
maximised economic system will help in meeting the needs of its migratory and attraction of
visitors. The explained vision and verifiable of tourism plan of action can be enforced by the
community group by the following manners:
 They can aggregate all the companies that have involvement and knowledge about
Broadstairs town and its tourism feature (Omare and et. al., 2019). These firms can work
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in cooperation to assist and improve economy of the town. The different business
industry consist like food, transportation, healthcare, hotel and many more.
 The local national authorities can also takings an initiatory to boost the importance and
captivating resources of the township. Theses resources consist the bars, cafes, bays,
beach, harbour, museums and Dickens House etc.
 The national authorities requires to focus on the repair of the town centre. For this, it has
to rebuild the old structure, develop the civil area in the town and generate new business
thoughts (Peters and Buhalis, 2020). It will help in encouraging travellers within the UK
to visit by multi-lingual merchandising plans of actions or providing information about
seasonal offers and golf packages.
 Along with it, the national authorities should assist the accession of financial support into
the town which will assist to devise the planned task to perform. The financial support
can be utilised for tourism commercialism intentions by social media, TV and newspaper.
With the help of it they can create awareness about tourism destination and which will
help in accomplishing mission, vision and objectives.
 By incorporating the formation of harbour and beach substructure without affecting the
earthy ecosystem, shipping habitats, historic building and view. In Broadstairs, the
government should make concentration on Viking bay because it is the main tourism
attractiveness of this town.
Stakeholders are accountable to find out the key problems and provide resolution in the
business concern that is connected to the improvement of the location. Broadstairs seaward
assemblage group can conduct a monthly group meeting to asses the entire progression and
analyse the business for upcoming time development. Some of the key neutral and their
obligation regarding achievement of objectives are mentioned as under:
Local municipality- It is embroiled in the monthly group meeting for plan of action
affiliated to location touristry. All the activity programs are framed and capitalised within the
close management of it. The assumption of job options is also definite by the localised populated
area.
State and federal government- These both national authorities are accountable to
improve the structure of respective destination and transportation facilities to this location (Ren,
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2019). They should make concentration on providing information about cheap fare of flight
inside and extrinsic the UK to maximise the figure of visitors both local and global level.
Broadstairs society- It is related with the beach administration programme, location
administration plan and renewal of the local substructure. It is also consisted in the examination
of unexclusive toilet close to the beach and municipality center. So that the visiting place will be
clean and visitors can get needed services nearby tourism places.
Broadstairs tourism and leisure Association- It is consisted in scrutinize the actual
substance offered in the touristry pamphlet. It finds out essential content in booklet and
translated them in different languages so that people of tourist of different nations can easily read
them (Rimmington, Williams and Morrison, 2009). In addition ton it, they also appreciate the
best pattern that integrated within the catalogue which is beneficial for the optical diminished
traveller.
Executing lengthy period variables for seaward touristry, the Broadstairs assemblage
group will aggregate with reliable neutral to generate sustainability in tourism improvement and
development. In this respect consist inspiriting and developing self-directed facilities and
marketing industry business concern for the local assemblage if one of the major growth option
and objective. Economical action of the township will be substantiated by progressive business
concern involvement like conducting conference, festivals and other events to attract interested
group of visitors and tourist. A well preserved atmosphere for the public will be accomplished in
cooperation with the local urban area improving authorization. In context of it, the improvement
commission aims to provide protection and improve the historical built memorial. By renew
beaches, public areas, gardens, Parks, museums etc. help in improving tourism of this destination
and help in accomplishing the aim and objective of tourism. By offering efficacious
transportation services to visitors and tourist help in promoting business of tourism in
Boardstairs.
E.
The strategical and designing group concentrates on offering localised job options. As per
the information, Broadstairs part a large portion of employed local people. The township has the
aggregation of 25,000 with a large number of older people who are not working but still
progressive in existence. It has a high amount of self employment rate for 16-64 year local
individual is 19%, or medium and ample assemblage the employment rate is 20%. So the
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strategy is benefited to the residents in term of offering job options (Socio-economic statics
Broadstrains. 2020).
Socio-economic advantages of the residents and visitors
 The ageing population in the community have the high need for services, care and health
caution services. With the execution of the public healthcare artefact a concern of tourism
strategical idea. This highly advantageous ageing community people. By opening of
emergency health care centres also provide benefits to tourists.
 Previous main public facilities in the location is approachable from neighbouring
township, now it is accessible in Broadstairs subsequently renovation of the town. The
unexclusive facilities consist electrical energy, healthcare, public building, transport,
public school, telecommunication and environmental protection (Ruhanen, 2019). After
developing the respective tourism location. Access to these unrestricted services artefact
has been devised easy and accessible. Traveller can also get accession to all these artefact
at the time of holiday stay in the geographical area which promote harmless and secure
tourism.
 Tourism strategical preparation also alleviate growth options for localised high skilled
employment. For this, local authorities of the country offers grooming programs and
course of study to develop and improve their primary competencies like soft ability
which assist in developing the productivity in later.
 Restoring of Seaward assemblage living accommodations marketplace improve the
security of the localized business concern industry. It acts as a driver for economical
development and also assistance for the shops. This seashore store is also a leading form
of getting attention for the externals as it uncover the localised civilization and custom.
 Development in the visual aspect of seaward townscape by consisting unexclusive
installations like toilets, car parking, street furniture and green area etc. not only
meliorate the philosophy of the location but also offer a good atmosphere to individual
(Ruhanen, 2019). Tourists also get a unforgettable experience of visit a clean and fresh
location.
 Tourism strategic planning benefited in social term by preserving the local culture and
heritage, strengthening communities, stipulation of social services, exploitation of culture
& art and betterment of costumes and art forms etc. It also provide economic advantages
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to the town when the tourist come to visit then they spent fund on food, accommodation
and others of the local place. This help in developing the economic system of Broadstairs.
 It also benefited in both form socially as well as economically in term of generating
employment for the local people of the town so that get job and make implement in their
living standard (Teng, Horng and Baum, 2019). By proving job to resident it develop the
economic state of the respective tourism location.
CONCLUSION
From the preceding stated written report this has been analysed that touristry
development within the coastal area depend upon the physical, cultural and environmental
features and region. The government have to consider the major issues as there have been
different rules and norms present and company have to follow all such rules to make sure about
smooth functioning. Beside this, government have to develop all the tourism and manage such
industry through legal and regulatory bodies. There are different sector in hospitality sector
which consist of transportation, marketing and waste management. Hence this has been
efficacious touristry plan of action which not only attract tourism but also help in developing the
economical status of the town.
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REFERENCES
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