Benefits of Strategic Planning for Tourism in a Coastal Area

This document discusses the benefits of strategic planning for tourism in a coastal area, using the example of Deal. It explores the political, social, and economic forces involved in tourism planning and development. It also evaluates the importance of collaborative planning in tourism and justifies its usefulness for Deal. Additionally, it examines the benefits of this approach for tourism recovery in the context of the COVID-19 pandemic.

Assessment

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ................................................................................................................................3
TASK 1............................................................................................................................................3
The political, social and economic forces involved in the planning and development of the
tourism.........................................................................................................................................3
Examine the benefits of strategic planning for tourism in a coastal area and illustrate that with
an example of a destination that has benefited from it................................................................4
Evaluate the importance of collaborative planning in tourism and justify why this approach
would be useful for Deal.............................................................................................................6
Discuss the benefits of this approach for tourism recovery given by COVID-19 pandemic......7
TASK 2............................................................................................................................................9
Compile a brief tourism strategy with a clear vision and objectives, for the next two years
which will address the current issues and challenges that Deal is facing...................................9
Describe how your vision and objectives could be implemented and identify the key
stakeholders that will be in charge of delivering those objectives............................................10
Evaluate how your strategy is going to benefit the residents and visitors socially and
economically.............................................................................................................................11
CONCLUSION..............................................................................................................................12
REFRENCES.................................................................................................................................14
Books and Journal.....................................................................................................................14

INTRODUCTION
Tourism refers to people who travel from one place to another with a purpose of staying
there for short period of time. Tourism can either be for pleasure or for business purpose. These
people are known as tourists of the country. Tourism is necessary for a country in order to boost
revenue of an economy by creating thousands of jobs and develop infrastructure of the country.
There is a town in Kent which is located sea side known as Deal. Deal is a small town in Kent
located in England which has many artistic places involving heritage sites, museums, beaches.
Deal has various places which attracts tourist like beautiful architecture, museums, pier and
castles. It is one of the most beautiful town in Britain. When the COVID-19 pandemic occurred
in whole country it affected every sector of the economy which created a major impact on living
standards of individuals. The pandemic faced by whole world has affected tourism industry as
well a lot. People are scared of going out of their houses and visit places and almost avoid to visit
to another country (Ali 2018). It also affects the business of organisation which are connected to
tourism industry in Deal. This report contains the benefits of strategic plans which are required to
be implemented in Deal to attract more and more tourists to the town which are reduced due to
COVID-19 pandemic. Collaborative planning is very essential in tourism and prove to be very
useful approach for Deal. It has been explained how collaborative planning of governing bodies
in town of Kent has affected the recovery of tourism. This report also contains a strategy which
can be used to increase tourism in Deal with a clear vision and goals of the strategy and also
how it can be implemented. Along with this discussion is also made on various benefits which
are attain by residents and visitors either socially and economically.
MAIN BODY
TASK 1
The political, social and economic forces involved in the planning and development of the
tourism
In any country the elements like political, social and economic forces affects majorly in
planning and development towards any of the economic cause. As tourism is a sector which
caters a large amount in generating profit of overall economy, these respective factors are

required to be seen and controlled so that harm is reduced and profit is increased. The factors
which are involved in planning and development of tourism industry can be seen as:
Political Factors
Political Factors are those which involves stability and instability of government in
economy. When governing body is not stable it will result in riots, terrorism and attacks which
will make visitors hesitant to arrive country (Bailoa and Cravo 2020). When regular fluctuation
is there in ruling party it will reduce coordination among government bodies and organisation
which will contradict the performances of those organisation. When the ruling party doesn't
support industries and create barriers in smooth execution of firms and industries, trade relations
will not be built and previous ones will also be broke.
Social Factors
Social or cultural factors are those which are rooted in the society. The perception of
residents, dynamic values and cultures, behaviours of individual, social norms, life styles, moral
values, rituals and much more. When culture is very rich, tourists will be attracted to visit and
enjoy the rituals and beliefs. The change in pattern of lifestyle and beliefs will help significantly
in attracting or declining visitors. When local residents do not support visitors and their beliefs
they will not visit, thus tourism will be reduced.
Economic Factors
Economic factors are the financial forces which affect tourism. As these decide what cost
will be charged for respective product or service (Gardiner and Scott 2018). The economic
factors like inflation and deflation rates will affect the services and products which ever will be
consumed by visitors. The rate of exchange of currency will also affect the expenditures which
are spent. Tourism can result in catering a high amount of foreign currency and can help in
maintaining the trade equilibrium which is also an economic factor.
From the above stated topic, it is clear that tourism is affected through several factors
which can act as positive ones as well as negative ones even.
Examine the benefits of strategic planning for tourism in a coastal area and illustrate that with an
example of a destination that has benefited from it.
Strategic planning is a term which refers to the method of preparing and documenting
directions to run a business. Strategic planning is very essential in this challenging phase of
tourism industry. Where there is nearly no tourist in the country. Strategic planning allows an

organisation to became proactive rather than being reactive in nature and helps to increase
operational efficiency of a business. It helps to increase market share and profitability which
results in durability of a business (Hartman, Parra and de Roo2019). It provides a proper
directions in order to achieve success in the market. There are several benefits of strategic
planning in tourism industry also as it helps the industry to keep themselves aware from the latest
trends and keep their customers satisfied from their services. Deal should also use strategic
planning in order to achieve there goals and success. It can create various strategies taking in
mind the recent pandemic faces by world. Due to which every country faces a huge downfall and
a period of recession.
The various benefits of the planning in tourism industry are given below:
Helps to evaluate previous tourist development – On the basis of past experience of
tourist they need to develop new strategy. As strategic planning includes documenting, it helps
the industry to evaluate the past strategy and its effect on tourism industry. Although the case of
COVID19 changes a lot of situations in tourist industry but in order to complete this evaluation
there is high need to plan for attracting more and more customers in the town.
Helps to evaluate competition – Strategic planning evaluate all the aspects which can be
as threat for an organisation to sustain in the industry. The first step of this evaluation is
evaluation of competing destinations which can reduce number of tourist in Deal. The evaluation
of tourist destinations helps to provide more better services to their customers which helps them
to be more satisfied and will result in increase of tourist attraction in town.
Build new facilities for whole community – By evaluating competitors it helps the
organisation to analyse various facilities in which the country is lagging behind. It will help to
plan more facilities to be introduced in town in order to provide more satisfaction to the tourists.
The new facilities like sewage, new roads etc. which is beneficial for whole community of that
place as well (Job, Becken and Lane 2017). It leads to development of the town which is good
for economic growth and expansion of town.
Helps to maximise Revenue – When everything is planned before it provides for
direction to achieve objectives and goals. It provides direction to employees also regarding their
duties and responsibilities which helps the organisation to provide better services to their
customers. Better services provided by organisations helps them to increase their revenue. In the
same manner, the strategic planning helps industry to grow their revenue in this time of

pandemic also. The maximised revenue which results in growth and expansion of economy of
town Deal.
Evaluation of cost and benefits – Strategic planning helps to evaluate and analyse cost
and benefits which they can incurred or get in near future. Planning helps to prepare budgets
which helps the organisation to reduce cost and increase benefits from the operations. In same
manner, strategic planning helps tourism industry in Deal to ascertain the cost which can
incurred in near future and benefits they can get from the various sources. It prepares a
predetermined budget to finance the areas of improvement in the town.
London eye or Millennium wheel is situated in bank of river Thames in London. It is a
point of attraction which attracts tourist to visit London. It is tallest cantilevered wheel in Europe
which helps London to attract the tourist that they should visit to that place. The strategy used to
make this place is to make it a unique and a wonderful experience near a bank of river. The
peace this place provides to tourist is the strategy of attracting tourist to this place in London.
Hence use of strategic planning helps the destination to grow the economy of country (Khalifa
2020). It is the tourist places which are situated in London which helps London to grow its
economy.
Evaluate the importance of collaborative planning in tourism and justify why this approach
would be useful for Deal.
Collaborative Planning is an approach through which every one can participate in design
framing. As the name suggests collaboration means working in a team and involves more than
two people or a large group of people. It is a process which involves cluster of individuals and
groups in making a plan so that process is made better thus reducing conflicts. As tourism plays
an important role in raising the GDP of country and providing gains to economy. As it affects
large masses, the main stakeholders are governing bodies and large welfare institutions it
becomes priority to improve it. In Deal, a town in Kent, England lies near a coastal area where
tourism is fluctuating because of COVID-19 pandemic (Kourentzes and Athanasopoulos 2019).
As there are many beautiful places that can attract tourists like castles, monuments, architecture
places, beaches and much more. When collaborative planning for sake of tourism is processed, it
will affect in rapid and enhanced growth.
The collaborative planning approach is very effective in tourism as it is broadly followed
in various economies and have resulted gains even. It is because as this approach involves a lot

of individuals who majorly belong to the community and work for making plan and even
executing the same. The stakeholders work in interest to improve interest of local individuals and
making them responsible and aware so that they maintain their economy in a well organised
manner. This will make more and more tourists attracted towards Kent, Deal when the place they
are visiting is feasible and in good conditions. Although the collaborative planning is a time
consuming approach as it follows a systematic plan of action but is very effective as it has
detailed approach towards the element which is undergone. Along with this collaborative
planning is an easy task as taking opinions from participants is taken easily as they are also a part
of team.
The approach of collaborative planning is very essential and can help Kent a small town
in Deal in building tourism and catering large masses to visit and generate high income. When
plans are made involving large communities, it will improve economic environment as locals are
made aware and motivated to work on the behalf (Kovačević and Miletić 2018). They are
bounded to reduce pollution so that global house gases are not disrupted, improve ecosystem by
planting beautiful species of trees and plants which will give a scenic view. The environment can
also be improved by preserving fauna and putting major focus on rare species so that, those
species can cater attraction. As Deal is a town where there are many heritage places so it
becomes significant in collaborative planning to emphasise on their maintenance and preserve
their beauty. The heritage monuments and buildings are required to be preserved and focus
should be made on safety and security of arts, crafts, culture that is depicted from such places
and which caters interest of individuals. As Kent is near coastal area in England and apart from
monuments there are many beaches also where tourists like to visit and relax. The domestic
people as a part of collaborative planning can aim on cleaning and maintaining hygiene of such
places so that tourists are happy to visit.
When tourism is enhanced in a Kent it will bring more income which can improve
standard of living of domestic people. Also when more and more tourists visit the town, it will
popularise the cultural diversity of region in whole world which will give a good recognition to
respective place in whole world.
Discuss the benefits of this approach for tourism recovery given by COVID-19 pandemic.
As governing body of Kent was following collaborative planning where large masses of
individuals are incorporated to work for a common cause that is improving tourism in a

particular region. COVID-19 is the biggest problem which is faced by whole world at a same
time ever (Madera and Belarmino 2017). When COVID-19 was struck in all over the world,
there was complete lock down resulting in shut down all over and no one was allowed to go
anywhere which resulted in losses to many occupational sectors. COVID-19 pandemic was so
disastrous that it affected every occupation and in same manner tourism industry was also
affected. As people were hesitant to go outside of their homes and in such conditions visiting
different countries for purpose of tourism was a big question mark. Along with decline in
international tourists, domestic tourists was also reduced to a higher extent. In this when no one
was visiting the tourism destinations, they had a lot of time to improve the condition of
monuments and improvise their maintenance so that when tourists visit they are highly satisfied.
With collaborative planning, measures were taken and were followed appropriately as
support was fully supported by community members in complying the measures so that proper
application of policies is performed. After COVID-19 the measures adopted can be seen as
following guidelines appropriately and taking all preventive measures to reduce impact of
viruses. Implementing proper health facilities to meet any health emergencies at any time. Proper
implementation of Collaborative planning has helped the region in building better relations with
large countries who have supported them in overcoming effects of crisis. It has restored
confidence of visitors which has initiated high tourism. This has affected in adapting to various
cultures and prevalent circumstances (Martins 2018). When large welfare organisations from
different regions support the locations, it will bring in more funds and which can be incorporated
for development and growth of tourism location.
The tourism can be recovered after facing a disaster of COVID-19 pandemic by taking
some of the steps like:
 Starting from the local tourists and catering their interests and demands so that after that
international tourists can also be gained.
 Because of gap of long time, Kent has made so many developments in their
infrastructural system that will improve journey of visitors, giving them a life long
memorable experience.
 Reducing taxes and other duties so that expenditure of visitors are reduced and they are
able to enjoy at utmost.

 Proper cleaning and sanitizing facilities should be continued so that pandemics ill effects
are reduced.
 Safety norms should be modified and implemented with accuracy, like face shields by the
management staffs, masks, sanitizers at every point.
 Restriction on gathering of large masses so that outbreak of COVID-19 is reduced.
 Building trust in eyes of people so that risk is reduced in their perception and tourism can
flourish like before.
 The use of artificial intelligences like robotics and automation, to reduce close contact of
with management staff at time of delivering services.
 Governing bodies have introduced several regulations like reducing visa restrictions
which can ease booking of tickets and related procedure.
All these measures have proved to be effective in maintaining decorum of country in respect of
tourism. As tourism will enhance, it will raise development of domestic people and
diversification of culture in other countries as well (Milijić and Maksin 2017). Due to COVID-19
the situations of economy got worsened and their was a high need to rectify the defects and for
this collaborative planning proved to be a better approach which will help for the same cause.
TASK 2
Compile a brief tourism strategy with a clear vision and objectives, for the next two years which
will address the current issues and challenges that Deal is facing.
The tourism industry is facing a lot of challenges and issues like high taxes, increased
prices of travel accessories and other services which are used by visitors to facilitate their
journey. The improper infrastructure creates a hurdle while they travel from one place to another.
There are various issues like safety and security concerns which arise due to theft, robbery,
corruption and others. The governance bodies are required to frame laws and regulations which
are very strict in following these. When these challenges are improvised, region will be safe to
visit and a good image is built in eyes of visitors and whole world. To improve tourism in Deal,
several strategies are being developed by institutions of region so that tourists will be increased.
The strategies play an essential role in catering interests of visitors. The collaborative planning
has included strategies which is being highly active on social platforms and being technical
friendly which gives a wider knowledge of destination to tourists. The strategy can be explained

as inviting bloggers and explorers to visit the town, making an enchanting social media website
and remaining active through it (Nikpour and Safaie). Using search engine optimally so that
whenever related topic is searched, website of Kent is displayed in top ones.
Every project have their own objectives and targets set which are kept in mind by all the workers
and respective authorities so that it is accomplished without any discrepancies. The vision and
objectives which are made in respect of attracting tourists towards Kent can be seen as:
Vision: The vision of Ministry of Tourism is to be a global leader in managing and catering
interests of visitors so that individuals who arrive have a lifetime experience.
Objectives: To improve GDP and increase revenue generation at a rate of approximately 10-
20% in coming two years.
To facilitate completion of respective vision and objectives, ministry of tourism of Kent has
developed several above mentioned strategies which is being followed appropriately in a manner
that they can be easily achieved. They aim to attain these because they are following real and
authentic believes with full honesty. As people are attracted highly towards innovation and
creativity thus bringing new measures like being on social media and bringing bloggers to
advertise the destination.
Describe how your vision and objectives could be implemented and identify the key stakeholders
that will be in charge of delivering those objectives.
The vision and objectives made by ministry of tourism of Kent can be be achieved by
appropriately following strategies in a systematic manner. In complying with such strategies it is
a major role and responsibility of stakeholders who are in charge of delivering the respective
objectives. The major stakeholder is the governing bodies who will be highly benefited when
tourism will be enhanced. The targeted audience which are most likely to impressed with the
basic and facilitated amenities which are present in order to provide better experience to
residents (Rineh 2018). The tourism policies are highly praised by government as it provides two
major outcomes which are termed and considered as significant. Firstly, it reveals the basic and it
also may provide better understanding of possible to actual define and accomplished the variety
of tourism they opted. As the sustainability of future term goal and objective of a campaign of
tourism future can be concluded as it is possible to demonstrate and promote the equity in the
development as well as reconcile any such type of conflicts which may can arise in between the
stakeholders involved such as the tourist, the number of residents, agent of industry as well as

within government. The legal and appropriate balance of interest which these factors mutually
share that can be accomplished between host and guest (Rahmatika and Pudjihardjo 2020). As in
the context of equity as it debits equal; rights as well as equal gains or certainty a exact balance
of interest as well as benefits which may sustains whole parties relationships as well. The
tourism also conclude the factors in which the policy revels the main objectives which may
considerer as the satisfaction of tourist in a place by the implementation of this policy it can
improve the image of particular city or place as well as it may be proved as quality income
sources as well. The key stakeholders are government and residents. The government will be
appointing talented and required staff to process and follow the desired strategies in an
appropriate manner. As the strategies developed are mainly techno friendly and for that technical
and talented human resource is required to be recruited who can accomplish these strategies in an
appropriate manner.
Evaluate how your strategy is going to benefit the residents and visitors socially and
economically.
The strategies developed will be helpful in accomplishing and meeting aims and targets
which ever is required to be met (Rajabi and Beyki 2019). A country where service of tourism is
processed mainly have two parties. The parties can be seen as:
Residents
The residents are the ones who are living in country of which tourism policy is to be developed.
They are also considered as stakeholders as they have aim in enhancing tourism in their
respective countries (Salazar and Cardoso 2019). Residents are sole responsible for maintaining
cultural and ethical beliefs of the respective region.
Economic benefits:
When more and more tourism is catered, earnings will be increased and they are more
financially stable and their living standards will be enhanced (Santos, Castanho and Lousada
2019).
Social benefits:
When residents are financially equipped and their earnings are raised, it will help in
making their standard of living improvised. They can adopt cultural beliefs of different tourists
who visit by interacting with them.
Visitors

The visitors can be both domestic as well as international who comes from distinct locations to
admire and adore beauty of any location. The visitors can visit for any cause whether for
recreation or for examination purpose. This can improve their knowledge and learning about the
field they are examining.
Economic benefits:
When services are provided at a cheaper rate, it will reduce visitors burden on their
pockets and their trip will be affordable (Soulard and McGehee 2018).
Social benefits:
When visitors visit different country it will facilitate them in knowing varied culture and
adopting them so that their way of living can be improved.
CONCLUSION
All in all it can be concluded from the aforementioned study of how tourism can be
enhanced in Deal a town in Kent after COVID-19. The collaborative planning has resulted as of
high significance and has helped massively to the region. There are several political, social and
economic factors which also affects smooth process of tourism and for that organisation is
required to be work on those respective factors. The case study is a detailed report on what is the
impact of forces and stakeholders in achieving determined vision and objectives. As Kent is
located near coastal areas and has a high heritage value and rich in historic monuments and
culture people are highly attracted to visit such places. To keep up with spirit after COVID-19
pandemic the strategies developed are so efficient as well as they are able to cater modern needs
of economy. The ministry of tourism affairs is focusing on set goals and objectives so that they
are met easily. The conclusion can be made that after pandemic it is very hard to bring back the
interest of tourists so that tourism is raised. For that new technical friendly strategies are adopted
which are feasible and are bringing more and more visitors which will help in attainment of pre
determined goals and objectives.

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