Strategic Planning and Collaborative Planning in Tourism: A Case Study of Deal

This report discusses the benefits of strategic planning and collaborative planning in tourism, with a case study of Deal. It examines the benefits of strategic planning for tourism in a coastal area and the importance of collaborative planning in tourism. It also includes a brief tourism strategy for the next two years to address current issues and challenges.

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INTRODUCTION
The tourism is becoming important sector in whole world which is growing day by day as it
influence the number of people and make decision to visit other places. The study starts with an
overview of the important challenges surrounding collaboration in tourism development,
followed by an in-depth look at three major concerns surrounding institutional collaboration in
tourism in the Central Region (Schilling, and Shankar, 2019). Deal is the town in Kent, England
that lies where north sea and the English channel meet. There are beautiful places to attract such
as castles, beautiful architectures, a pier and museums. This is thriving town to live, work and
visit that have been recognised for running the all functions and activities. The people who wants
to spend their holidays is looking towards other places so they started to visit other country and
destination that make feel them more comfortable and happy. To run a business of tourism there
is need to have proper knowledge and skills which can be used to influence the people and
managing the higher performance.
As whole world is facing the problem of Pandemic (Covid-19) that is serious problem for
all due to which death cases are increasing day by day. To recovery and keeping healthy the
people, government has declared to stop the transportation and other businesses for some time.
This has affected the business negatively as no one is allowed to go outside due to which sales
and productivity is reduced. The report is about tourism and its related activities that covred in
two parts. The Part 1 involves benefits of strategic planning for tourism in coastal area and
importance of collaborative planning in tourism. The part 2 covers tourism strategy with clear
vision and objectives, implementation and how strategies going to benefits the resident and
visitors socially.
Part 1
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 defined as process of establishing a direction and documenting a
direction of any businesses whether small and large. This plan gives a place to record, mission,
vision, and values that should be followed by management by formulating plans. This is
important for organization to understand the requirement of their customers and introduce the
products and services accordingly. This bring the changes and challenges at the workplace by
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conducting the environment analysis and supports to attain the business goals. Coastal area
means interface and transition area between land and sea involving large inland lakes. These are
diverse in function and form and determining the strict spatial boundaries. Strategic planning for
tourism in coastal area means where different types of destination places are provided to their
guests and making feel good to ktheir customers. The word 'coastal zone' refers to the geographic
area specified by the enabling laws for coastal zone management, whereas the term 'coastal area'
refers to the geographic area along the coast that has not yet been defined as a zone for analysis
purpose. Earlier emphasis to coastal zone management in the United States gave rise to the term
"coastal zone management (McGraw-Hill Education. Dzwigol, 2020)."
The travel agency has tie up with number of restaurants and destination planning which
suggest to their guest about different planning and managing the higher performance. The
organization should be analysis the needs and requirement of their customers which can help to
grow the business and managing the higher productivity.
Walmer Castle & Garden is the best destination in deal own that is situated in England,
UK. This is kind of fort garden where number of people comes to visit and feel the good which
can help to influence the number of people and develop the business productivity. Tourism is
important sector that increases economies of scale as import and export of goods and services.
This mainly contribute in improving the economy by paying the taxes that amount is used to
infrastructure development, public transport services, and road airways which can be used to
develop the business performance and productivity. Foreigners are also engaged with
stakeholders of big industry, that supports to create investment opportunity. The benefits of
strategic planning are defined below:
Increasing the number of visitors – This is the major benefits of tourism destination
which is liking by number of people for the purpose of managing the higher productivity. In
Coastal tourism areas, people are started to visit the different places and share their feedback
with others which can help to develop the performance. Walmer Castle & Gardens is the well-
known and attractive place where people visit and feel good (Ansoff, and et.al., 2019).
Enhancing capacity by using digital photo and video monitoring – Digital photo or
video monitoring is the effective planning which can be used to develop the business
performance and productivity. Information brochure, digital photo and video monitoring that
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used by people for the purpose of influencing the number of people and managing higher
productivity.
This develop the new routes and information – By using the tourism in coastal areas is
giving the benefits of managerial authorities and provide the experience to customers. Walmer
Castle & Gardens is the well-known destination where number of people arrives to visit and
enjoying the different places effectively (Okumus, Altinay, Chathoth, and Koseoglu, 2019).
B. Evaluate the importance of collaborative planning in tourism and justify why this approach
would be useful for Deal. Discuss the benefits of this approach for tourism recovery given
the Covid-19 pandemic.
A strategy planning a basic diagram that depicts the logical, cause-and-effect relationship
between strategic goals. This is powerful aspects of the balanced scorecard technique since it is
utilised to immediately illustrate how the firm creates value.
Collaborative planning is the participatory approach to design that is used by individual for the
purpose of running their business and managing the higher productivity. This seek towards
shareholders as possible. This is important for each organization to analysis the business
situation and formulates the planning which influence the number of people and develop the
productivity. In other words collaborative planning refers as joint efforts of teachers to plan for
conducting meeting and sharing the information. A business can be grow the effectively by
introducing the new strategies and planning which is important and improve the brand image.
Collaborative planning his defined as collective process of resolving problems, advancing
shared vision and set of diverse stakeholders that are followed to operate the business regularly
and attain the higher productivity. In tourism destination collaborative planning is considered to
involve dialogue and managing the all business functions (Jahandini, Soleimami, and Ghaffari,
2020). In relation to Walmer Castle & Gardens is the well-known place where number of people
arrives to visit and enjoy their holidays. The travel agent and tour planner is playing the
important role who conduct the needs and wants of their customers and formulate the planning
which can help to develop the business performance. The importance of collaborative planning is
defined below:
To identify the problems – Strategic planning is the important aspects for each
organization which is formulated by management for the purpose of identifying problems which
are running in the business environment that affected the productivity and profitability. Walmer
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Castle & Gardens is the popular garden where people comes to visit that affected the business
productivity (Coccia, 2020).
Provide the optimum solution – When people works collectively then it became more
easy and supportive for organization to solve the all problems which arises and affects the
business productivity. In the tourism sector, collaborative planning is necessary as it provide the
optimum solution of all problems which arises while working and managing the all business
activities and functions accurately (Barney, and Hesterly, 2019).
Increase the investment – Investment is the major concept for each individual and
person as it bring the changes and challenges at the workplace which supports to run the
business. When people comes from one place to another for visiting then they approach to travel
and tourism that affects the business performance. Walmer Castle & Gardens is the best
destination where people comes to visit and developing the business productivity and maintain
the higher performance. The management is require to conduct the business environment
analysis and introduce the different place which can help to maintain the higher performance.
Increasing shareholders – Shareholders are those people who contributed in the each
organizational functions and activities. These people have right to vote, making decision and
increasing investment which can help to managing the all functions. This bring the changes at the
workplace and attaining the higher performance (Dimitrios, Christos, Ioannis, and Vasiliadis,
2020).
Creating sustainability – In tourism sector, collaborative planning is important as it is
used to analysing the environment, delivering better quality of services, and making feel
customers happy and creating the sustainability. In relation to Walmer Castle & Gardens,
tourism focused by people where information about different travelling services are introduced
among people which can help to maintain the sustainability (Rahmanseresht, Tayebi Abolhasani,
and Rouhani Rad, 2019).
This create the interest – Collaborative planning is require at every place as it create the
interest of people regarding tourism and travelling that states how to perform all functions and
attaining the higher performance. Walmer Castle & Gardens is the beautiful and historical place
where people wants to share their experience and get feel fresh and good. To develop the
business productivity and profitability a person should be disclose the all information and details
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which are important to know for people and developing the business productivity (Ahmedova,
2020) .
Implementation of integrated aims for content and language – This can be explained
as important aspect for business organization where number of employees is involves in
particular activity and shows their interest to complete their roles and responsibilities by
introducing different working and attaining the higher productivity. The person should have
proper knowledge and understanding about aims and different language which can be used to
treat the people in better way and develop the higher performance (Johnsen, 2019).
As pandemic situation is facing in whole world where many businesses are stopped and
some are continue. The covid-19 is the big pandemic for all businesses and people’s living as it
increased the death cases day by day. To see this, government has passed a regulation of
lockdown where people are not allowed to anywhere even not from their houses. This situation
has affected the organizational performance and productivity in the changing environment. The
management has formulated the regulations that has affected the business performance. In this
situation all transportation services are also locked for some period where tourism destination
has been affected negatively and created the challenges for country to generate the money and
develop the economy. Due to pandemic all businesses has been reduced and created the many
challenges for human being lives. In this situation collaborative planning approach became more
important and effective as it conduct the environment analysis and problems which arises and
provide the optimum solution. In this period digital technique is adopted by companies and
management that make the easier and smooth the working which can help to attain the higher
productivity and profitability. The management and tour operator is require to follow all
precaution and regulations which are formulated where proper services and sanitised food and
rooms are needed to provided. The management should be responsible to maintain the all
performance effectively and follow the all instructions that are given by government while
running the business (Gorgenyi-Hegyes, and Fekete-Farkas, 2019).
Thus, from the above analysis it can be explained that management should have proper
understanding and knowledge about collaborative planning approach and should be use in their
working which make the more effective working and developing the performance.
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Part 2
C. 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.
Tourism industry is playing the important role in whole economy as it increase the
investment and introduces the new travelling and destination planning services which can help t
attracts the number of people and maintaining the higher performance. Tourism is the important
aspects as it introduce the different types of planning and destination which are most important
for any industry as it bring the changes and new activities that can help to operate the business
activities. To influencing the people tourism marketing strategy is being used by organization
that describes the individual tactics a destination which used to promoting the places and
improving the brand image. This is important for organization to make distinction between
marketing strategy and marketing tactics which used by organization for the purpose of
developing the business productivity (Mariina, and Tjahjadi, 2020). A marketing strategy is
essential and overacting plan that used by companies for the purpose of developing the business
performance and productivity. This used to influencing people and attaining the business goals in
the changing environment. marketing tactics is the constant planning which is related by business
production and profitability by managing the all functions and activities in the changing business
environment. There are different types of tourism strategy with used to clear vision and
objectives:
Define the Unique selling points – This is important for organization to understand the
requirement of their customers and provide the products and services accordingly. The
management is playing the role of higher sales and profitability. The organization engages in
destination marketing which is used to take time clearly and make the destination unique.
Walmer Castle & Gardens, is the unique destination where unique activities are offer to visitors,
unique natural features like beaches, volcanoes and mountains that influence the people
and develop the business productivity (Hietala, Hänninen, Kniivilä, and Toppinen, 2019).
Define target audience & Market – This is another strategy which is related to
identifying and targeting the audience by visiting different places and managing the higher
productivity at the workplace. The management often break the audience in to different target
groups and make decision to visit the places. In relation to Walmer Castle & Gardens, appeals to
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youngsters on a gap year and couple enjoy their holidays and retirement. This can help to
managing the higher performance and productivity.
Utilise data for analytics – Destination tourism strategy can potentially obtain and
utilise big amount of data for the purpose of providing right information to their customers and
visitors that can help to develop the business productivity. The companies uses organization
websites like Google analytics for the purpose of founding their visitors and provide them right
details about particular destination which can help to attain the business goals and objectives
(Kozhevina, and et.al., 2020).
Branding the destination – Branding is defined as technique that used by businesses for
identifying and improving the brand image of destination where number of people comes and
arrives at the different places and managing the higher perforce. Walmer Castle & Gardens, is
the well known place where people enjoy their precious time. The management of tour operator
suggest their guest about different destination and places which influence the number of people
and managing the functions that helps to improve the brand image that attain the business goals.
Involve all stakeholders – This is significant aspects for destination management that
involves looking out for shareholder interest. The stakeholders may involve in all functions of
organization which can help to developing the business activities. Walmer Castle & Gardens, is
the beautiful place which wants to see by people for getting good experience. To establish this
and maintaining this destination stakeholders are playing important role who analysis all
activities of organization and give their contribution in making more attractive and happy to their
guests and develop the performance (Litheko, and Potgieter, 2019).
Search Engine Optimization – This is important for organization to use the search
engines like Google to look for things that relates to destination or features which can help to
managing the higher performance. The people also can be use SEO principles for promoting
videos and images too. This bring the changes in their organization and maintain the higher
performance.
Social media strategy – This can be explained as strategy which can be used by
organization for promoting their destination and attaining the high brand image. Walmer Castle
& Gardens, is using the social media strategy such as Facebook, Twitter, and Instagram that can
help to reach people and promoting destination (Liu, and et.al.,2019).
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The current challenges are facing by deal in attaining vision and objectives in upcoming
two years such as to recover from pandemic situation, finance issues, maintenance issue, which
affected the business productivity and profitability. The management should be focuses on each
activity and functions that is formulated for the purpose of overcoming from the challenges and
problems.
D. Describe how your vision and objectives could be implemented and identify the key
stakeholders that will be in charge of delivering those objectives.
Walmer Castle & Gardens, is the destination in Deal Kent that influence number of people
and managing the higher performance. The people who lives in different country visit the other
places for the purpose of enjoying their holidays and attaining the vision and objectives. As a
student of London University, I gained the knowledge and understanding about collaborative
planning and strategies which is used by individual for the purpose of managing the higher
performance and maintaining the productivity. For each individual and group of people it is
important to have their clear vision and objectives then start to follow them regularly which can
help to develop the business performance. The vision and goals of each individual is different
where it is important to analysis themselves and skills that can be used to develop the own
performance and productivity. I usually focuses on my goals and make efforts to achieve them
on time. As a strategic management of Travel organization different roles and responsibility is
increasing day by day where it is important to conduct the analysis and managing the
performance. There is need to have proper planning and strategy which can be used to develop
the higher performance and productivity. The clear vision of me is to develop the time
management, communication, and mathematical skills by taking part in each function and
activity (Tam, Kim, Grunig, Hall, and Swerling, 2020).
Stakeholders are those people who have important place in the organization as it analysis
the environment and situation of business then it make the right business decision which can help
to improve the brand image. To attaining the business goals, knowledge being used by people
that can help to managing the performance. As a manager in organization I faced the problem of
lower sales and lack of time management that affects the business productivity. I need to
improve the own skills and technology which supports to run the business and attaining the
higher productivity. To improving the communication skills I started to communicate with all
people in group and sharing the all information which can help to managing the higher
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performance. For communicating and sharing information there is need to have proper
understanding and knowledge about communication and its ways which can be used to attaining
the higher performance. By sharing knowledge and opinion I improved the communication
skills. Time management is also important skills which is require to have in individual and
managing the activities timely. When I was working in tour operator company I analysed that my
time management skills is not good as lot of work burden I was unable to handle and it directly
impacted on business productivity. To improving the time management skills I started to prepare
the schedule and started to work on them which supported me and my team to accomplish the
personal as well as professional skills which is important to handling the specific project or task.
The another skills is mathematical and statistics that is require to calculate the overall cost and
budget for organization. For improving this skill I got the help of my team members who
supported me to developing the mathematical knowledge by practices and preparing the budget
which can help to attain to attain the own and organizational goals as well (Crespo Hervás,
Prado-Gascó, and González-Serrano, 2020).
E. Evaluate how your strategy is going to benefit the residents and visitors socially and
economically.
I used the collaborative planning strategy which is more effective and supportive as it helps
to identify the problems which arises while working and affects the business activities. This is
important strategy that should be adopted by organization for the purpose of developing the
business activities and attaining the goals clearly. In relation to Tourism sector, collaborative
strategic planning is being used by me that benefited the residents and visitors socially and
economically. The tourism sector is developing socially as it create the interest of people in
visiting the different places and enjoying their holidays which can help to make feel more
comfortable and attractive in the eyesight of people. To improve the economical condition of
country there is need to have focus on travel and tourism in which foreign people invest their
money and foreign currency which can help to be used to develop the economy by providing
different types of services which can help to attain the goals and objectives clearly. Collective
planning is important for organization and individual who conduct the analysis and introduce the
different types of products and services which influence the number of people and make the right
business decision. The organization is require to understand needs and wants of people or
residents who lives in a country and global environment where it is important to provide the
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products and services which can help to attain the higher productivity and performance
effectively. This also helps to bring the changes and challenges at the workplace which is needed
for the purpose of maintaining higher productivity and performance (Gutman, Rytova, and
Bogdanova, 2019).
CONCLUSION
From the above report it can be concluded that tourism sector is growing day by day
where it is important to suggest their customers to visit the different places and managing the
higher functions. The people and employees of travel tourism organization should have proper
knowledge and understanding about different aspects which are used to develop the business
activities and maintaining the productivity. Strategic planning is the continuous process of
influencing number of visitors and convert them in to customers which can help to make feel
good and supportive. While working in organization and particular sector there is need to have
proper knowledge and skills which can be used to bring the changes and attaining the goals
effectively. Key shareholders are those people who analysis the situation of business and sector
then make decision properly which can help to feel good and supportive.
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REFERENCE
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