Advantages of Strategic Planning for Coastal Tourist Destination

This document discusses the advantages of strategic planning for coastal tourist destinations, with a focus on employment, tax income, and the preservation of natural ecosystems. It also explores the significance of collaborative planning in tourism and its benefits in recovering from damage due to the pandemic. The document includes a brief tourism strategy for Deal, a seaside town in Kent, and describes its objectives, visions, and challenges.

TLH302 Assessment
2020 intake

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Advantages of strategic planning for coastal tourist destination with suitable example........3
Significance of collaborative planning in tourism and benefits in recovery from damage due to
pandemic.................................................................................................................................4
Part 2:...............................................................................................................................................6
Brief tourism strategy:............................................................................................................6
Description of objectives and visions.....................................................................................7
Identify the key stakeholders that will be in charge of delivering those objectives.............11
Evaluation of strategy for benefit of residents and visitors..................................................13
CONCLUSION..............................................................................................................................16
REFERENCES .............................................................................................................................17

INTRODUCTION
The outbreak of COVID virus has resulted into lot of change that are taking place in the
external business environment and has resulted into business adopting changes is that they can
survive in this dynamic environment (Papathanassis, 2017). Strategic planning is a
comprehensive process that is used for the purpose of determination of the business and steps
required to achieve the goal. It assist the key stakeholders in development of strategic plan that is
building higher clarity and consensus for achieved of future success in the business. Presently
there is analysis of Deal that is friendly seaside town in Kent having places of attributions such
as beautiful architectures, castles and museums,. Presently there is analysis of report based on
two parts part 1 includes examination of benefits and strategic planning for tourism in coastal
areas and importance of collaborative planning in tourism. In part 2 there is a tourism strategy
that is prepared with vision & objectives for the up coming time period of 2 years that will be
addressing challenges and issues deal is facing. Further there is evaluation of strategy that will
benefit restaurants & visitors economically and socially.
PART 1
Advantages of strategic planning for coastal tourist destination with suitable example
Strategic planning in tourism sector involves construction of schemes and plans for
development and promotion of a destination. In the context of coastal areas, construction of
strategies which improve tourism include emphasis sustainable tourism, integration of local
communities in various plans for development, initiating progress of particularly regional aspects
of economy which can be attached in the overall strategic plans for the area, introduction of
suitable aesthetic in structure of strategies and intense promotional activities at global and local
level (Sedarati, Santos and Pintassilgo, 2019) . Construction of an effective strategies for tourism
in coastal areas provides various benefits to the major stakeholders of that specific locality which
go beyond financial achievements. One of the primary advantages given by implementation such
strategic plans is increased employment for the local community by increase in recognition of
local talents and products which are specific to that area such as locally made memento, local
food items and programmes which showcase elements from local heritage (Sigala, 2017) . This
also increased tax income collected by the various government authorities which is further

invested in development of local communities overall improvement of infrastructure present in
that area. Usage of strategic planning also gives much needed financial help for protection of
natural ecosystems which are in danger from human interference. Natural wonders are primary
attraction of any coastal tourist locations which require protection from continuous human
interaction to safeguard flora and fauna of that particular locality. As strategic planning looks at
all the major elements of attraction present in the coastal areas and involves implementation of
plans for long survival of unique attraction points in that locality, natural sites of coastal areas is
preserved for longer time period. This not only ensures the survival of various creatures
inhabiting that ecosystem but also ensures perpetual success of tourist destination as unique
natural characteristics of coastal areas are popular highlights of that destination. Strategic
planning also enhances consumer experience of tourists as they get a more authentic insight
about the culture, heritage, and natural history of that particular site which increases word of
mouth promotion and brings huge amount of visitors for the area (Tribe, 2016) .
The tourism sector in London has hugely benefited from strategic planning as they are
able to develop sustainable tourist activities which protect natural wonders such river Thames
and these strategies have helped in improving the accessibility of the main tourist attractions to
people with physical or mental disabilities. This has increased amount of tourists as they are able
to experience places with historical importance and areas for recreation and leisure activities in
the same city without any barriers. This has also in increased the participation of environment
friendly tourist as major characteristic of tourism industry are environment friendly such as
vegan alternatives of British cuisine and activities which help in protection of natural attractions
(Almeida, Costa and da Silva, 2017) .
Significance of collaborative planning in tourism and benefits in recovery from damage
due to pandemic
It is determined that collaborative planning includes proper distribution of operations
among main stakeholders which have the required skills to influence the subject of discussion. In
relation to the tourism sector, collaborative and coordinated planning refers to the procedure of
combined decision making between main stakeholders regarding elimination of barriers to
tourism development and involves gathering of physical, financial and non-physical resources by
more than one concerned stakeholder to find solutions about an issue faced by the tourist
location which can not be resolved by single individual.

The main advantages of collaboration in construction of plans for progress in tourism
sector is that this practice increases engagement of concerned authorities and local communities
in decision making procedure and gathering of societal networks which connect chief
stakeholders and resources required for progress with effective management across geographical
boundaries (Dredge and Gyimóthy, 2017) . This empowers local communities and increases their
recognition in tourist identity of that area which gives the locality benefit of having unique
cultural resource as the involvement of communities indigenous to that specific area with rich
history and heritage in activities which attract huge amount of consumers as they experience
authentic culture unique to that place. This also is helpful in construction of collective identity of
that place which ensures special position of that area in the minds of international consumers by
promotion of culture through collaborative planing between diverse communities (Moutinho and
Vargas-Sanchez, 2018) . Another benefit gained from collaborative planning is that increased
participation of various stakeholders with different functions and objectives in tourism industry
of that area in decision making procedure provides diverse set of views for construction of
schemes which reduces possibility of overlooking any obstacles faced by the tourism industry
and development of creative and innovative ideas which are not possible when considered by an
individual of that sector representing their individual interests and issues.
Deal, which is a seaside tourist spot in Britain can use collaborative planning to gain
advantage and recover from the damaged caused by pandemic as their tourism industry is highly
divided and does not promote or manage their unique tourist attractions in a coordinated manner.
Collaborative planing by major stakeholders will enhance the promotion of local British cuisines
served in that area. The location has rich cultural heritage and various historical figures such as
Julius Caesar have visited this place (Tribe, 2016) . This along with art attractions have huge
potential of attracting tourist from all over the globe, which is wasted due to absence of
collaboration in development of strategies related to tourism. The natural resources such as
beaches can collaborate with food sector to serve authentic British cuisine and solve issues
related to lack of activities by showcasing historical events that happened in Britain in interactive
manner. Collaborative planning is also helpful in reducing impact from Covid -19 as
coordination between each element of tourism industry is connected to construct a framework
which introduces the consumers to all the aspects of their area easily swiftly (Sedarati, Santos
and Pintassilgo, 2019) . Collaboration between major stakeholders through online channels is

favourable in post pandemic world as the consumers prefer online means for conducting daily
tasks and enhances online presence of various attractions which increases revisits from
consumers as they are able to access all information about the tourist spots and local
communities at one place.
Part 2:
Overview of deal: Deal is a Dover district, historic and administrative county of Kent in eastern
England. It is situated in Dover ranging for 9 miles north east of Dover. It is a town that is having
a natural harbour enclosed by south forelands perilous Goodwin sands. During 19 century this
town becomes a popular holiday resort and maritime in character, boat building, fishing the town
lies near betteshanger that was largest of Kent collieries & has attracted light industries. Deal
became a limb port in 1278 and grew into busiest port in England as a seaside resort. The France
coast is approximately 25 miles away from this town.
Vision: To enhance the tourism and visibility of Deal to promote it as a tourism destination.
Brief tourism strategy:
Objectives:
1. Focus on use of digital marketing strategies in order to enhance the exposure for target
segment of tourists.
2. There will be infrastructure development efforts by product diversification & improved
service delivery to increase the tourist visit by 10 percent in coming time period of 2
years.
3. To develop infrastructure and introduction of product diversification & improvement of
service delivery.
Challenges faced by Deal:
There are certain challenges that are faced by deal as a tourism spot because of the present
outbreak of COVID virus that has resulted into lot of issues being faced by local people and
prospective tourist. There has been a ban on people socialising, except in limited circumstances
like park. Restaurants and pubs are able to deliver or use takeaways as a medium. Indoor
entertainment venues are also shut (Armenski, Dwyer and Pavluković, 2018). Government has

planned to review the tier allocations on 16 December. They explained that infections across
Medway and Kent are very hight that has lead to increasing cases in December.
Tourism and covid 19:
Covid 19 as a disease has caused evolving challenge to the tourism sector. The
containment pandemic is a priority to the tourism sector that is supporting to take all the
measures to deal with the spread of this pandemic. There has been cutting of million jobs in the
tourism and travel sector that has lead to decline in number of tourist across worldwide tourists
sports in the year 2020. In Deal this situation has lead the instances of tourism highly vulnerable
but is also in a unique position to contribute to broader and recovery actions and plans. Tourism
has represented development of opportunities, promotion of solidarity and understand beyond
borders (Inkson and Minnaert, 2018). The domestic tourism will also help in fostering of
cohesion with other nations. In deal this sector will play a crucial role for leveraging efforts for
promoting and preserving of cultural heritage and natural resources.
Description of objectives and visions
There is need of certain specific strategies and means that can be used for the purpose of
implementing the presently laid down vision and objectives as mentioned below:
Objective 1: use of digital marketing strategies: For achieving the presently laid down
objectives the people in this covid situation have mostly focused on use of social media
applications in order to support the promotion of deal as a tourism spot.
Applying storytelling on social media posts: stories posses enormous power with the
growing trend of Instagram stories people are engaging themselves in story telling techniques
that allows to link the product with a symbolic, concrete and emotional experiences through a
story and then taking advantage of the potential.
Utilizing of online payments and booking: there value of online payment and
reservations can be underrated. If people will be able to pay for their hotel rooms and then book
the recreational activities through online modes then it will lead to great deal of people working
in this difficult times. So there has to be generation of a 24 hours booking portal that can
encourage tourists easy accessibility to deal.
Advantage from search engine optimization: Modern SEO is bets way of promoting a
website online. There can be looking for sites with all amenities. SEO utilize the embedded

keywords and links to get high rankings on different search engines that is more visible to the
relevant traffic.
Highly Modern looking website: The tourist management organisation can lay their emphasis on
developing a professional looking website to draw the attention of contemporary tourists, of
people will be able to see high quality of pictures with detail descriptions, cost breakdowns then
it will lead to more attraction of people (Prayag, 2018).
Apart from the above mentioned strategies there will be a marketing and promotion of
some of the local cultures, cuisines and the favourite tourist destinations of deal so that people
can get aware of the natural beauty of this particular location. Below mentioned is the some
different locations that will be mostly promoted on different social media applications:
(Source: The 10 best things to do in Deal, 2020)
Deal castle:
Deal castle is a part of chain of coastal defences that is to be well preserved, it will lead to
learning of the historic graffiti hidden on castles soft lead roof.
Culture fix:
There is linden hall Which is a airy, tow floor gallery space just 500 yards ranging from the high
streets hosts visiting master-classes and artists.
81 beach resort:

For having a sparkling fresh sea food with a great view of seafront there can be visiting at 81
beach resort.
Splash the cash:
Tourists can spend their afternoon at Taylor Jones & son that is a gorgeous galart of slash
boutique. Where people can be attract as they can shop products ranging from handmade leather
bags to limited edition prompts. There can be visit to deal farmers market for enjoying the
locally picked fruits & freshly baked cakes.
Soak up the vibes:
There can be no better view then the deal beach itself that is pristine, quiet and having
spotted wooden fishing boars, To develop infrastructure and introduction of product
diversification & improvement of service delivery. There is also snacking facilities available at
Deal pier kitchen that is supported by unbeatable sea views.

If you are willing to do only one thing:
There is Le pinardier in deal that is selling impeccable sourced bottles with a side of joie de
vivre. That can lead to enjoying tipple of choices on long tables with baguette and charcuterie. It
is also a tool for the purpose of attracting large number of customers.
Above mentioned are some of the key places that will be promoted by use of digital
marketing tools so that people can get attract towards the scenic view of such spots at deal. These
are the areas that are not much affected by the present situation of COVID outbreak as these are
mostly sanitized regularly and there are proper social distancing measures that are to be adopted
by the management of such tourist places.
Objective 2: Infrastructure development efforts by product diversification & improved
service delivery
There is need to focus on infrastructure funding between delivery and infrastructure
provision so that there can be long term growth in south east of England. In Medway and Kent
there is a find that there has been a 2 billion pounds gap between the secured & expected funds
(McLeod and Croes, 2018). The infrastructure requires the support for delivery of new homes in
today and the coming time period of 2031. Kent country council and AECOM has insisted that
this is region wise issue that requires fresh thinking across south eats to address the hosting and
infrastructure challenges and enable it to be a functional economic region.
Objective 3: To develop infrastructure and introduction of product diversification &
improvement of service delivery.

Deal is a Dover district the product diversification approach can focus on developing a
vibrant world class destination valued at outstanding heritage, pursuits, landscape to ease the
access and warmth of welcome. It is also be leading towards wealth of opportunity. Product
diversification can be in terms of opening world centrers of sporting that can attract new target
segment of customers. The strategy has to aimed at stimulation of market growth, creation of
jobs, supporting business & individual's to thrive present & future growth. The strategy is to
unite all the working to promote Deal as a local visitor economy.
Identify the key stakeholders that will be in charge of delivering those objectives
Individuals strategies are the major components of the present laid tourism development
plan for Deal. There is need to lay emphasis on the strategic planning process so that there can be
designing of all the strategies that have to be implemented in order to achieve such laid goals,
individual strategies are the major components of this document that is basically providing the
direction for the tourism industry of deal to realize their vision (Pechlaner, Innerhoferand
Erschbamer, , 2019). The stakeholder interviews and outcomes are part of the tourism planning
workshops that have to be identified & further grouped according to corresponding laid goals.
The action plans are to be developed through working groups that includes the private and public
sector, community organisations, conservation and other associated stakeholders.
Stakeholders:
some of the stakeholder that are compulsory required and will be assisting the
government of deal to implement their strategies are mentioned below:
Government: the major stakeholder that can help in achievement of the present laid down
objectives, there is requirement of government support so that there can be leveraging of funds
& capturing of value for development (Laing, 2018). The tourist management resorts have to
build you a 10 point action plan working with industry, communities and public sector so that
there can be creation of best opportunities and quality communities across Medway and Kent in
the coming future time period.
Other associated stakeholders: apart from the government the other associated
stakeholder such as Tom venables who is the director of planning, design and economics at
AECOM has added that there is need of capitalising the region's unique relationship with
London so that it can become a influential powerhouse. There is need to facilitate the growth by
opening of pf new joined up approaches that can connect the housing provision with the

investment in infrastructure. In deal there is also a challenge to realise the higher economic
growth buy focussing on the 10 point cation plan that is part of GIF that includes the exploring of
feasibility in order to produce a single infrastructure delivery plan. GIF includes the growth and
infrastructure framework.
Tourism operators and organisation: There are wide range of tourism operators and
organisations. That are ranging from travel agents & airlines operating through DMOs & travel
bloggers. There are also hotels, restaurants and different tourist attractions all are key players
who will assist in implementation of the laid strategies as formed in the present strategic business
plan.
Tourists: These are the visitors who are also the heat of tourism industry, without them
there can be no success achieved for the presently laid objectives (Tuma, and Sisson,, 2019)
Suppliers: The tourism industry consist of the wide range of suppliers. That includes
factories supplying bedding facilities in restaurants, suppliers who are providing all the raw
materials
Transportation: The transportation industry and the tourism industry are having strong
interrelation between them. In deal transportation industry will be helping in connecting with the
local areas so that there can be increase in conveyance facilities that can be offered to people
who are willing to visit deal as a tourism destination.
Investors: When a shared vision is agreed then there is need to focus on organized action
plan that can be achieved by dealing the challenge and priorities. In case of deal there is need to
focus on 5-6 main pillars of the laid strategy (Lew and Cheer, 2017). So in present case there
will be need of funds for achieving the laid down dual objectives that is the digital marketing
plan and the development of present infrastructure facilities.
Regional tourism organisation: there are some of the Regional websites who can be
used for enhancing the cooperative advertising. There will also be need of industry training so
that there can be enhancement of the revenue with regional tourism planning & development by
application of a coordinating regional research (Perfetto and Presenza, 2017).
Communities: There are local communities who are also playing a very crucial part in
assisting the way strategies can be implemented in Deal. They have to cooperated especially in
the present situation of Covid outbreak where there is need to assist the tourism industry in
minimizing the negative impact from the declining tourism percentages.

Recovery process after COVID:
The main emphasis of the deal is to use some of the strategies related to product
diversification in order to restore the confidence of travellers by supporting tourism business to
adapt to changing situations and survive in this changing scenario. There is also a requirement to
evolve the response measure to maintain the capacity on tourism sector and address gaps
between the prospective demands and present business scenario by becoming more resilient and
working towards sustainable tourism. Training plan can be used by deal to develop a trained
workforce according to the changing requirements of customers. Private scetor can be come
along with the government so that local authorities can contribute towards such crisis
management process. Different associated stakeholders that include customers, employees,
community, local government has to be involved in this process of recovery from covid situation.
With use of flexible policy situations Deal can enable a tourism economy to live alongside the
impact of covid virus in short and medium term so that there can be looking beyond the cross
towards normal living situations. There can be adoption of wide range of economic and social
measures to respond to such situation of crisis that is supported by many regional and
international institutions. There is need to develop immediate and first response of government
that may include taking of monetary and fiscal measures to mitigate the economic impact of
crisis in tourism sector.
Evaluation of strategy for benefit of residents and visitors
With adoption and timely implementation of the above mentioned strategies for Deal there are
some of the social and economic benefits that are there for residents and visitors. Some of such
benefits are mentioned below:
social benefits for residents:
In deal the increase in tourism will benefit and support the community facilities that
otherwise may not be developed.
It is going to lead towards encouraging the civic period and involvement
Provides a facility for cultural exchange between the resident and the visitors.
There is development of infrastructure that is one of the major objectives of the present
laid cation plan which is going to benefit the residents in long term.

Local residents in deal can learn new skills and languages that otherwise is not possible
as it is a very small town with limited accessibility to facilities and amenities from different parts
of the world (Tourism Costs and Benefits, 2020).
The funds generated through tourism can benefit the local residents by contributing
towards schools being built in some areas which is also a social benefit for local residents.
Economic benefits for residents;
There are some of the economic benefits that can be realised by the local residents as mentioned
below:
Tourism development of infrastructure can lead to local government a great source of
financial earning.
It leads to inflation of property values and the prices of goods and services.
There is stabilization of the local economy and assist in diversification (Eide, Fuglsang
and Sundbo, 2017).
It provides government with a source of extra taxation revenues by accommodation and
restaurant taxes, sales taxes and airport taxes that can lead top recovery of all the losses that have
taken place due to outbreak of the present COVID virus in deal as a tourists location.
It leads to creation of many business opportunities and local jobs as people can get jobs
directly from tourism, that will lead to indirectly supporting of tourism by housing construction
and food production.
Multiplier effect: It is going to leaf towards bringing of money to economy as to tourist money is
restructured to local economy by spending it again.
There can be attracting of additional services and business for supporting the tourist
industry of deal that is regarded as the tourist multiplier effect.
There will be earning of valuable foreign exchanges by the government which is very
crucial or implementation of future development strategies for deal as small town.
Social benefits for visitors:
Deal is a town located across both sea & English channel meet. That is offering lot of
adventurous activities to the people willing to visit this area,
They can get idea about the History that is closely linked to anchorage in Downs, there is
a possible location for Julius ceasar's first arrival in Britain.

It will benefit the people by enhancing their communication and social skills and there
can be bringing up of the knowledge by use of common phrases (Richards, 2018).
The coastal area will lead to ensuring peace of mind and people get disconnected for a
while with their normal life which is gong to lead towards appreciating the beauty of other
different tourist areas.
There can be enhancing of creative thoughts by developing of neutral connections while
visitors are exploring the new places and breaking of their daily routine.
Deal is a place that will benefit their visitors by helping them in connecting across
different cultures. It also gives opportunity to analyse the Odys & daily challenges of life from
different angles.
There can be boosting up of confidence & presence of mind by development of the
ability to cope with all the obstacles and also assisting them in creation of memories.

CONCLUSION
It can be concluded from the above mentioned aspects that tourism is a individual activity
that includes travellings and visiting places. It has created & promoted different types of
travellers and travelling. These travellers & tourists are visiting different tourist places &
destinations. With the present outbreak of COVID virus there has been reduction in the way
tourism is prevailing across different parts of the world. There is need to focus on strategy
formulation for the purpose of enhancing the preferences of tourist for different tourist
destinations. It is very crucial for the purpose of socially and economically benefiting a location.
In context of tourism organisations it becomes very important to deal with the present situation
where there has been complete reduction in the number of tourist willing to visit such tourist
areas. There is need to focus on preparation of plans for the purpose of supporting the
sustainable tourism recovery by use of digital transition so that there can be movement towards a
greener tourism according to the demands of future tourist.

REFERENCES
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Online
How to Develop an Effective Tourism Strategy for your Destination, 2019 [online], Available
through<https://www.solimarinternational.com/how-to-develop-an-effective-tourism-
strategy-for-your-destination/>
The 10 best things to do in Deal, 2020[online], Available
through<https://www.timeout.com/deal/things-to-do/perfect-day-in-deal>
Tourism Costs and Benefits2020[online], Available
through<https://geographyfieldwork.com/TourismProsCons.htm>