Advantages of Strategic Planning for Coastal Tourist Destination

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