Tourism Development and Sustainability: A Case Study of Clacton

The provided content explores various aspects of tourism and social identities. It includes academic articles, books, and online resources that discuss the impact of tourism on communities, sustainable tourism practices, crisis management, and strategic planning in the tourism industry. The articles and reports focus on case studies of specific destinations, such as Clacton and Frinton in Essex, Southend, and Bath in the UK, to understand how tourism affects local residents and environments. The content also touches on themes like climate change, innovation, and economic development in the context of tourism.

STRATEGIC PLANNING
FOR
TOURISM & LEISURE
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
A. Benefits of producing tourism strategic plans and visitor planning for coastal areas that are
in decline......................................................................................................................................3
B. Current tourism situation of Clacton-On-Sea taking into consideration present tourism
strategies and visitor planing.......................................................................................................5
PART 2............................................................................................................................................7
C Tourism strategy with clear vision and objectives...................................................................7
D Implementation of vision and objectives along with indemnification of key stakeholders.....8
E. Describing how the strategy is going to benefit the residents and nearby visitors and
handling the issue of Severe social breakdown...........................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Tourism is the fastest growing service sector with large number of growth and
development opportunities. This industry comprises of various service providers like travel
agency, accommodation for guest, restaurants, pubs, theme parks etc that supports tourism and
attract large number of customers. Thereafter, leisure unit is that part of business that
concentrates majorly on products accompanying to recreation, amusement, sports and travel and
tourism. Here, sports segment comprises of gym, spa, sauna, steam bath etc. Tourism and leisure
sector provides more than £1,648 billion to GVA (Gross value added) of the country. The leisure
industry also generates employment for more than 9% of the individuals (Situation of Clacton,
2013). Due to ample number of growth opportunities in tourism and leisure industry, competition
is increasing at global level. Thereafter, local and regional government of UK is trying to
increase international tourism for ensuring economic development. With the aid of strategic
planning for travel and tourism, country can attract investment and tourist to attract economic
and other benefits for the country. In this report, various aspects of strategic planning for tourism
and leisure sector will be explained in context of Clacton-On-Sea. It a town situated on the sea
side having beautiful beaches, gardens and tourist destinations in Essex. Further, in this report a
tourism strategy will be prepared with clear vision and objectives dealing with present issues and
challenges faced by Clacton-On-Sea.
PART 1
A. Benefits of producing tourism strategic plans and visitor planning for coastal areas that are in
decline
According to (Theobald, 2005), strategic planning for tourism is a business tool which is
used for connecting the strategic priorities and methods that are founded by tourism stakeholders
for conducting, planning, administration, development and marketing campaign of specific
region. Further, strategic plan, specified for a particular region can also be termed as destination
management planning. It is an effective approach that helps stakeholders to enhance the
attractiveness of a place. As per the view points of (Moutinho, 2011), it can be stated that
strategic planning is an important approach that assist in ensuring prolonged success and
sustainability of tourism destination. From the provided case study, it can be concluded that
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Clacton-On-Sea is facing a serious downfall in tourism. It is one of the biggest towns situated on
Essex Sunshine Coast. Since 1970s, the destination is facing issues of cheaper tourism resulting
into depletion of economy. It has been critically analyzed by (Pigram and Wahab, 2005) that
Clacton-On-Sea is also facing issues of increasing poverty in region leading to breakdown of
families. In addition to this, the region have low skilled workforce leading to poor service
performance. All this aspects are declining the desirability of place in the mind set of tourists.
However, with the aid of strategic planning, the regional government of Clacton can take
effective measures to re-innovate the city and boost international and domestic tourism (Matias,
Nijkamp and Sarmento, 2012). It will further help in injecting money into the economy and
resolving the problems of poverty, unemployment and depletion of economy. Furthermore, there
are large numbers of benefits of strategic planning in promoting tourism for the coastal areas that
leads to decline in tourism. The explanation of which are as follows:
 Improved focus on vision: As per the view point of (Page, 2014) tourism strategic plan
will help in focusing on vision of tourism stakeholders. It will further help in developing
broader perspective and give an overall direction to the strategic actions. In this respect,
vision statement of region states that, Clacton-On-Sea is an attractive travel destination
that aim at fulfilling leisure, tourism and hospitality needs of visitors and ensure the
constant up-gradation in living standards of the local population.
 Setting Targets: It will also help stakeholders of tourism in setting targets so that they
meet them through strategic planning (Novelli, Schmitz and Spencer, 2006). With this
aspect, Clacton can determine the targets like, increase in visitor’s expenditure,
modification in the quality of services, increase in international tourism. It can also
involve factors like, enhancement of duration of stay of visitors and their repetitive visit
to Clacton-On-Sea.
 Quantitative targets: To ensure success of strategic plan, administrators of cited city can
determine quantitative targets. Therefore, stakeholders can become properly involved in
meeting the targets and ensure attainment of mutual effort. For instance, regional
government can set target for their strategic plan like, to maximize the income from
tourism of Clacton-On-Sea by 5% in real terms in 2016 or increase the visitor’s
expenditure by 8% (Situation of Clacton, 2013).
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 Re positioning: With the aid of effective and well defined strategic plan for tourism, the
government of Clacton can redefine its position itself on tourist map and attain distinct
position in the minds of potential visitors and investment companies as compared to its
competitors (Evans and Elphick, 2005).
 Estimating demand: Visitors plan will help in estimating the demand of tourism in
particular season and through this stakeholders of tourism can take significant steps to
meet the needs of tourist in best manner. Thereafter, proper supply can be ensured to
assure satisfaction among consumers. Further, more consideration can be provided on
increasing rate of repetitive tourism (Matias, Nijkamp and Sarmento, 2012).
 Facilitate marketing: Tourism strategic plan also take marketing function into
consideration. Therefore, it is essential part of strategic planning thereby will help in
attaining the stated goals. New and effective marketing strategy will help in encouraging
tourism at Clacton (Brocken, 2015).
 Market prioritization and segments: Strategic plan will help the cited region to divide
the entire market so that potential customers can be reached effectively. Therefore, more
priority can be given to that market segment that has potential of improving the economy
of Clacton and generating maximum revenue (Haley, Snaith and Miller, 2005).
 Ensuring sustainable tourism: With the aid of strategic tourism planning, the
stakeholders can also focus on sustainable tourism by ensuring attainment of stated goals
without having negative impact on the environment of cited region.
B. Current tourism situation of Clacton-On-Sea taking into consideration present tourism
strategies and visitor planing
Clacton-On-Sea is the biggest town of the Essex nation situated on Tendering Peninsula.
The region has witnessed peak in its tourism during 1970s but it resulted in over exploitation of
resources followed by downfall of tourism sector. Further, it resulted into increase in poverty of
region due to lack of sales of services of local citizen. This further leads to intense social failures
like, breakdown of family, abandoning children in care homes etc (Hamilton and Tol, 2007).
Further, quality of workforce has degraded as most of the working age young population was
evidenced with lack of qualifications. In this respect, it has been identified that 75% of
prospective working age people are depending on out of work advantages. In addition to this,
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41% of young individuals have no qualifications. Due to these aspects, tourism of that region has
highly affected. However, to overcome the loopholes of situations in 1970’s, proper steps are
taken up now by the stakeholders of tourism to attract maximum tourist (Restoration of tourism
in Clacton, 2013). Therefore, the region is planning to re-invent itself as per the present
benchmarks of tourism industry. At present, the main aim of Clacton-On-Sea is to furnish the
best quality services throughout the year and assuring enhanced tourist experience. In this
respect, focus is given on development of infrastructure like building, luxury facilities,
accommodations, resorts, etc. This will help in earning more revenues and make it out from the
image of cheap tourist destination image. Further, steps will be taken to conserve heritage places
like, Castles, St. John Church etc. Thereafter, significant actions are taken to build strong
transport connections like, increasing air and train connectivity etc (Hunter and Shaw, 2007).
The improved amenities will help region in attracting number of international and domestic
visitors. Therefore, with the help of present tourism strategies and visitor planning, proper
direction can be given to tourism planning of Clacton-On-Sea.
The vision of stakeholders of tourism is to reinvent Clacton city as per the 21st century
standards, aimed at providing high quality visitor experience and improving the living standards
of local residents. Further, to grow the economy, various steps are taken like generating
employment in service industry, etc. Thereafter, the region aimed at re building itself as key
destination for tourist. Further, the seasonality has been decreased so as to attract tourists in
every season. Thereafter, it also aims at rebuilding the image of Clacton and developing new
tourism and leisure opportunities for visitors (Pearce and Lee, 2005). For this aspect, the public
amenities, rest rooms, lodgings etc on the sea front can be re innovated. Thereafter, pedestrian
connections can be improved by making important modifications. At present Clacton-On-Sea is
also facing problem of lack of lightning on sea side leading to restraining the tourism
opportunities. Therefore, the region is planning to make viable investment in Dong energy that
will fulfill the energy requirement. Thereafter, by organizing events like Clacton Air show, Jazz
fest etc large number of visitors are targeted and attracted. Further, children should be
encouraged to complete their educations so that they can improve their living standard in future.
Also, children are given sex education so as to reduce teenage pregnancy and reduce dumping of
children in care homes. Thereafter, various activity zones are made like water sports, leisure, sea
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front, active and tranquil. Further, art galleries are modified to increase customer attraction. All
these factors will help in improving the present tourism situation. The tourism is reviving and
marketing activities of region are upgraded by making more use of e-marketing etc (Strategic
Tourism planning, 2012).
PART 2
C Tourism strategy with clear vision and objectives
One of the major issues which have been faced by Clacton-on-Sea is that it is not able to
attract more tourists. Cheaper foreign travellers in late 19th century have resulted in the depletion
of destination's entire resources. In order to make the destination capable of attracting high
volume of visitors, a complete new tourism strategy will be required. The vision of Clacton-on-
Sea will be to become a destination that can provide visitors with best travel experience. Along
with this, the destination will also make sure that the life of local people gets improved as the
destination develops (Strategic Tourism planning, 2012). To increases the number of visitor’s at
coastal areas and to achieve the above stated vision, strategy of sustainability will be adopted.
Further, it can be stated that the strategy will be integrated with quality. Clacton-on-Sea will be
required to provide visitors with quality and unique kind of services. In addition to this,
experience of the entire tourist visiting the destination will safeguard at its best.
Clacton-on-Sea will take care of the fact that all the available resources are used in best
possible manner and they are not exploited (Brocken, 2015). At the time of developing
destination, the need and values of both local people as well as visitors will take into
consideration. Majority of the time, it happens that when a place is converted or developed into a
tourist destination, natural resources gets exploited and life of local people also affected
adversely. It can be stated that Clacton-on-Sea will be developed in such a way that visitors will
not wait for particular season. During the off season also it will attract adequate number of
tourists from all over the world. Marketing will be a very important part of this entire strategy
(Theobald, 2005). The image of Clacton-on-Sea is very bad and negative in minds of people.
Therefore, effective marketing will be carried out to enhance the image of destination. Further, it
can be stated that an aggressive but focussed strategy of marketing will be adopted to create
more awareness among people. Up-gradation in existing products and development of new ones
will be done at regular intervals in order to maintain the interest of visitors. Appropriate
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segmentation of market and strategies will be developed to attract tourist from those market
segments. Other than this, market development will take place on the basis of priorities such as
high, medium and low (Moutinho, 2011). One of the core objectives will be to attract more and
more tourist on the respective destination. Another objective is to increase the amount of tourist
expenditure. The destination will be developed by an objective of increasing the duration of
visitors and the last objective will be to raise the number of repetition of visitors.
D Implementation of vision and objectives along with indemnification of key stakeholders
In order to develop coastal areas of Clacton-on-Sea, the above mentioned strategy is
required to be implemented in the best possible manner. Further, local people will be allowed to
become the part of the entire process. At the time of implementing the strategy, main focus will
be on development of routes, forest park, coastal cruises, accommodation facilitates,
infrastructures and catering. All these areas will be very important part of the entire process of
the strategy implementation (Hunter and Shaw, 2007). An in-depth analysis of market will be
done so that the need and expectation of visitors can be identified. On the basis of these
identified needs, the strategies will be implemented. Some unique and different kinds of services
will be adopted to attract more tourism and achieve the vision as well as objectives. While
complementing the strategy, people will be required to take care of the fact that the culture of
Clacton-on-Sea stays protected. Most of the time, it is the culture which act as foundation of a
destination. Other than this, environment friendly products and services should be provided to all
the visitors. This will not only create a sense of satisfaction among all visitors but will also
encourage them to repeat the purchase of those products and services. Focus should be laid on to
the development of internal as well as external transport system. This means that people should
not find any kind of difficulty in reaching Clacton-on-Sea (Matias, Nijkamp and Sarmento,
2012).
In addition to this, shopping and mechanise facilities will be also developed so that
visitors can buy various things from those areas. Stakeholders are the one of which will be
affected by each and every strategy formed to develop the destination. Further, these are the
people and parties which can be affected in both positive and negative terms. Some of the key
stakeholders in charge to deceive those objectives of associated with Clacton-on-Sea includes
visitors, local people, investors, government developing authorities (Churchill, 2014). Visitors
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will be required to make sure that they maintain the decorum and hygiene of the destination.
They also need to provide their suggestion regarding how coastal areas of Clacton-on-Sea can be
developed more effectively. In order to deliver these objectives, local people will be required to
take active participation. This means that they should provide their views regarding how
destination can be developed and their interest can be protected. Government will also play a
very important role in achieving vision and objectives. It will require to established strict rules
and regulations regarding the destination (Page, 2014). The investors will also play a very
important role by providing required amount of financial resources. The role of investors will be
to make sure that all the resources are used in the best possible manner. In order to attract
customers and make Clacton-on-Sea famous, the cooperation of all key stakeholders will be
required.
E. Describing benefits of strategy to the residents and nearby visitors and handling the issue of
There are large numbers of benefits of the strategy undertaken by Clacton in improving
its present situation. The main focus of strategic planning is to increase the international tourism
that will improve the way of living of local people. Therefore, more and more tourists are is
attracted to visit and revisit Clacton. Thereafter, focus is given on e-tourism which ensures that
tourism doesn't cause have any harmful effect on the environment of region (Chase, 2005). In
addition to this, strategic planning aims at ensuring the optimum utilization of resources. With
this aspect, resources can be saved for present as well as for future generation. Further,
investment is done on setting up of power and energy plant.The residents and nearby visitors will
be mostly benefited by the strategic planning of the Clacton-On-Sea. The infrastructure will be
improved like roads, railways, air connectivity that will be increase the convenience for residents
and nearby tourist. In addition to this, pedestrian connection with nearby towns and stations will
be improved (Burns and Novelli, 2006). Thereafter, more jobs will be created by effective
organizing and implementing the various activity zones. The visitor can take benefit of travel
experience by opting for water sports activities, adventure play, beach games etc. Thereafter, the
strategic plan also takes youth and children into consideration. With this aspect, teenagers can be
warned against consequences of early pregnancy and using protections while sexual intercourse.
Therefore, problem of social breakdown through dumping children in care homes can be
resolved to a large extent. Thereafter, on the job training can be provided to improve the skills of
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workforce (Walton, 2005). The marketing of events like, Clacton Air show, Jezz fest will not
only increase tourism but also promote local business. Thereafter, in these shows, local food and
culture can also be promoted. This will help in ensuring revisit of tourist in future. Further,
private sector investment can be encouraged so as to rebuild tourist destinations like, Pier and
Lido. The main aim of such restoration will protect the heritage value of Clacton (Situation of
Clacton, 2013). Further, to assure sustainable tourism local residents, tourist can be educated
against impact of pollution, over exploration of resources etc. Furthermore, the increase in
tourism will help in minimizing the unemployment level of country. This will not only improve
the standard of living of individuals but will also reduce the poverty level of country. Therefore,
tourism is an important tool that will help in resolving the issue of severe social breakdown
(Segreto, Manera and Pohl., 2009).
CONCLUSION
From the aforementioned report, it can be concluded that strategic planning is an
effective business tool that helps in increasing tourism and leisure activities. Tourism has ample
number of growth opportunities that can be grasped with the help of effective and innovative
strategic planning. Further, with the help of tourism planning, the falling tourist ratio in tourist
destination Claction-on-Sea can be improved. Thereafter, it will also help in aligning business
strategy with vision. At present, there is revival of tourism in Clacton after doing necessary
changes and development. The biggest problem faced by region is social breakdown.
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REFERENCES
Books and Journals
Brocken, M., 2015. The Twenty-First-Century Legacy of the Beatles: Liverpool and Popular
Music Heritage Tourism. Ashgate Publishing, Ltd.
Burns, P. M. and Novelli, M., 2006. Tourism and social identities: Introduction. Tourism and
Social Identities. p.1.
Chase, L., 2005. Public Beaches and Private Beach Huts–A Case Study of Inter-war Clacton and
Frinton, Essex. Histories of Tourism. p.211.
Churchill, D., 2014. Living in a leisure town: residential reactions to the growth of popular
tourism in Southend. 1870–1890. Urban History. 41(01). pp.42-61.
Evans, N. and Elphick, S., 2005. Models of crisis management: An evaluation of their value for
strategic planning in the international travel industry. International Journal of
Tourism Research. 7(3). pp.135-150.
Haley, A. J., Snaith, T. and Miller, G., 2005. The social impacts of tourism a case study of Bath,
UK. Annals of Tourism Research. 32(3). pp.647-668.
Hamilton, J. M. and Tol, R. S., 2007. The impact of climate change on tourism in Germany, the
UK and Ireland: a simulation study. Regional Environmental Change. 7(3).
pp.161-172.
Hunter, C. and Shaw, J., 2007. The ecological footprint as a key indicator of sustainable tourism.
Tourism management. 28(1). pp.46-57.
Matias, Á., Nijkamp, P. and Sarmento, M., 2012. Quantitative Methods in Tourism Economics.
Springer Science & Business Media.
Moutinho, L., 2011. Strategic management in tourism. CABI.
Novelli, M., Schmitz, B. and Spencer, T., 2006. Networks, clusters and innovation in tourism: A
UK experience. Tourism management. 27(6). pp.1141-1152.
Page, S. J., 2014. Tourism management. Routledge.
Pearce, P. L. and Lee, U. I., 2005. Developing the travel career approach to tourist motivation.
Journal of travel research. 43(3). pp.226-237.
Phillips, P. and Louvieris, P., 2005. Performance measurement systems in tourism, hospitality,
and leisure small medium-sized enterprises: a balanced scorecard perspective.
Journal of Travel Research. 44(2). pp.201-211.
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Pigram, J. J. and Wahab, S., 2005. Tourism, development and growth: the challenge of
sustainability. Routledge.
Segreto, L., Manera, C. and Pohl, M., 2009. Europe at the seaside: the economic history of mass
tourism in the Mediterranean. Berghahn Books.
Theobald, W.F. ed., 2005. Global tourism. Routledge.
Walton, J. K., 2005. Histories of tourism. Channel View Publications.
Online
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