TLH302: Strategic Planning for Broadstairs Coastal Tourism Report

This report, focusing on Broadstairs, a coastal town in East Kent, explores the critical role of strategic planning in the tourism industry. It begins by outlining the benefits of tourism strategic plans for coastal areas, using Blackpool as a case study, and highlights the importance of collaborative plannin...Read More

Strategic Planning
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Table of Contents
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INTRODUCTION
The term “Strategic Planning” is specifically being considered as a process that helps an
organisation in setting a blue print of a particular objective so that a particular goal could
effectively be achieved in specified time frame (Abdel-Basset, Mohamed and Smarandache,
2018). On the other hand, if it is talk about tourism industry then it has become vital for them to
develop a range of strategic plans based on their vision, mission, along with the values so that
long-term goals can be attained right on time. In this strategic report, coastal area that has been
taken into consideration is Broadstairs which is a town on East Kent coast, between Ramsgate
and Margate. Basically, Broadstairs has been dealing with ample number of issues which
reduced competitive advantages. The reason that came in front was rise among holiday related
packages & airfares has also become much more affordable, which made travelling easier for
visitors. Recently, local authorities have thought of developing a tourism plan that will help this
coastal area in developing a range of new opportunities. Including this, report is going to be
enclosed with benefits of producing tourism strategic plans for a coastal area, significance of
Collaborative Planning, development of tourism strategy considering both objectives and vision.
Lastly, report will show different welfares of residents through developing an effective strategy.
Part 1
A. Benefits of producing tourism strategic plans for a coastal area
According to time Albrechts, Balducci and Hillier, (2017), tourism industry consists of
high potential at the moment, where number of destinations has given various opportunities to
different countries to improve their economic conditions through developing a range of marginal
profit based holiday packages. Due to rise in competition, it has become vital for Tourism
Industry's specific organisations and destinations to take right decisions in correct. With the help
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of this, ample number of chances for gaining competitiveness could easily be achieved. In
present context, strategic planning is said to be something that may lead to develop various
opportunities for a particular destination. Basically, it is considered as a process that helps in
determining what a business or destination should become and the steps needed to achieve that
goal. In the same way, specific example that has been taken into consideration is of a particular
coastal area i.e. Blackpool, Lancashire, England, which gained high number of benefits through
implementing tourism strategic plans.
Basically, there is a rhythm set down by the sea – by the steady curves of the tides,
passage of the boats, bridges and a beautiful beach at Blackpool has given ample number of
benefits for locals to deliver a life time experience to visitors. However, it is there additionally in
the year's division of delight, the unmistakable outline of the all through season. To the not used
to eye there is little so depressing as an ocean side town in winter – the covered joy, the
unpeopled shore, the breeze that shakes the entertainment arcades, ice-cream parlours and quaint
little inn windows. At the point when the summer comes, they are proclaimed not by the
hedgerows, snowdrops and warblers, however by a feeling of the town itself spreading out: the
reviving of bistros on the front, the mollified forms of the sand, by the ocean that never again
frowns a dug in dim, yet relax, and lifts its face towards the sky. And afterwards comes the
appearance of the day trippers, joy searchers, holidaymakers, an abrupt expanding of numbers
for the yearly motorcade of air shows, funfairs, hen dos, weddings (Arend, Zhao, Song and Im,
2017).
Consistently the harvest time hits with new bizarreness. The unforeseen quiet, the reel.
and afterwards they returned again to the situation, the tranquil boulevards, thundering ocean.
The feeling of the town returned again to its own. Alongside this, it has been discovered that
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portraying life along the short stretch between Blackpool's North and Central wharfs. It is a
picture of the land itself – of water, sky, bursting dusks, yet in addition of its kin – the swimmers,
cart wheelers and selfie takers who swarm this northern shore. All the natural beauty along with
collective and collaborative actions taken by local authorities has helped them in building this
location a pleasant and entertaining destination for visitors. Away with this, some of
entertainment related approaches that has been taken into consideration by tourism industry is
that it has developed a unique and only Nickelodeon Land that has given ample number of
benefits to Blackpool Pleasure Beach. Including this, it is said that whole host of Nickelodeon
characters from the world’s number one kid’s entertainment channel. Also, it is analysed that this
coastal area raised employment as well for their own local people through directly influencing a
number of positions like hotel staff, tour guides, restaurants and coach services. Another benefit
that came in front is enhancement within spending of different local communities (Brown and et.
al., 2018). Along with the above, not only on travel, however there are a wide range of
fundamental human necessities which need to be bought, such as clothes, food, health services
together with the everyday needs that really need to be met, along with trinkets and fun. Tourism
sector groups, in their own way which has supported the global trade. On the other hand, it is
also said that the strategic tourism that Blackpool has developed has directly helped this coastal
area in learning much more about different courses based on new economy. Another benefit of
utilising this approach is that Nature Protection, where coastal tourism industry of Blackpool has
directly contributed towards conservation of sensitive ecosystems along with the habitats as well.
Here, support that has been given by government is where coast guard security, Bay Watch and
other beaches protection groups has been taken into consideration that helped firms in protecting
& developing adjunct parks and coastal heritage Basically, Blackpool which is one of the richest
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coastal area has raised number of actions which has helped them in aiming towards protect and
sand pits, conserve coral communities, fisheries resources, beaches, along with the marine
invertebrates, that mostly satisfied the overall purpose of protecting & supporting different
natural eco-system as well.
B. Importance of Collaborative Planning in tourism and justify why this approach would be
useful for Broadstairs coastal area. Discuss the pros and cons of this approach.
Importance of collaborative planning:
Importance of collaborative planning is related to various external and internal inputs that
is part of domestic tourism. Collaborative planning is a tool that can be used by various
organisations (Bryson, 2018). It is very helpful in acting as a guide for managing overall tourism
development and particularly development of overall quality of life in such areas Small coastal
areas are tourism destinations that are very sensitive and proactive about how tourism has to be
developed in such communities. Broadstairs is a very beautiful coastal view that is located in
England and they can use the approach of collaborative planning for increasing overall attraction
of that particular place. Collaborative planning will be very helpful in enhancing competitive
advantage for a particular tourist destination. Especially in case of coastal areas such type of
planning results into increasing attractiveness of a particular destination.
This approach will be very helpful in case of Broadstairs coastal areas such as there can
be collaboration between of different gardens such as new fun garden, rose garden, sensory
garden all these are variant of different types of garden that are very helpful in having cost
effectiveness in overall implementation of new plan. Play and water facilities can also be further
collaborated with Beach volley ball all this will again help in collaboration of similar type of
plans so that all these are executed in such a manner that plans are executed in a way irt is
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beneficial for the organisation. Collaborative planning is very helpful in receiving significant
attention for managing overall growth and development of different destinations. It will be very
helpful in creation of an opportunity for community top work in a partnership, creation of supply
chain and offering maximum benefits to their customers in terms of increased value of services
offered to them. It is very helpful in offering best returns to customers for their overall
investment (Cassidy, 2016).
Collaborative tourism is a different type of planning as it is focussing on increasing
participation of stakeholder and enhancement of perception of wellbeing. With help of
collaborative planning Broadstairs overall tourism rate can be increased so that a broader
framework for community can be developed. There are various different characteristics such as
personality, geographic location and socio-economic status that are playing a important role in
how individuals can perceive wellbeing. There is other benefit associated such as it will lead to
creation of opportunity for rent, increase in earning of local transportation and also for
networking. Various stakeholders who are part of this can help in creation of a network that will
further facilitate in fulfilment of tourism requirements (Channon and Jalland, 2016).
Pros of collaborative planning
Sustainable development: the collaborative approach is very helpful in avoiding expenditure
associated with tourism development, utilisation of resource, achievement of focussed objectives
and focussing on customer equipment. In Broadstairs coastal area. It is very helpful in
assembling of different ideas so that sustainability can be achieved. Further, it can be said that
collaborative planning is very helpful for Broadstairs in creation of an opportunity for integration
of local authorities with various tourism representatives like government agencies or companies.
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Effective solutions: If there will be a mutual contribution of different stakeholder can be helpful
in development of solutions that are more cost effective. Locally available resources will be
utilised in such a manner that is helpful in attracting more tourists. In Broadstairs coastal area.
This approach will lead to implementation of ideas and combination of decision making and
evidence based approach.
Participation capacity: planning process is very helpful in enhancement of skills and knowledge
of all individuals who are involved in the planning process. It may be a burden sometimes as
there has to be lot of approaches that are taking place simultaneously in the organisation (David,
David and David, 2017).
Cons of Collaborative tourism planning:
Additional cost: It is a requirement that responsible authorities have to compensate volunteers
who are part of local planning committee. There is also a requirement of doing a detailed case
analysis so that information can be collected and help in overall decision making process. In
Broadstairs coastal area there has to be lot of investment that has to be done in order to
implement the procedure of collaborative planning.
Political issues: Collaborative planning is also very effective it is associated with various
cultural, politic and structural limits. Such issues are very common in case of collaborative
planning. In case of Broadstairs, coastal area efforts must be made to reduce the negative impact
of such political issues in overall procedure of planning and implementation.
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Part 2
C. Compilation of a brief tourism strategy with clear vision and objectives, which will address
the current issues and challenges that Broadstairs is facing.
Broadstairs, which is a beautiful town on East Kent Coast, has faced a number of issues in
relation to their tourism industry, where it has developed a particular strategy i.e. Inter-Agency
Collaboration. This approach effectively retains the fundamental principle of healthcare, focuses
on putting together and involving key partners, such as wellness, social justice, education, police
forces and local authority, which can contribute to a concerted and organized initiative to serve
visitors who are looking forward to visit a particular place and enjoy the best of their time
(Deatherage, 2019). Challenges and some of the current issues that came in front that Broadstairs
is facing is low airfares, reduction in price of holiday packages of different exotic locations in all
over the world. This shifted the customer’s mind-set towards other areas.
This impacted negatively on Broadstairs performance level and reduced the competitive
advantages as well. On the other hand, it is also said that the developed vision, mission along
with objective. This tourism destination's goal is to provide high-quality service, lure diverse
visitor groups and achieve economic benefit. The related dream is to transform Broadstairs into
the customers ' most coveted, glamorous and unforgettable tourist spot. The dream is
complementary to the fundamental values of the UK tourism future that involves; creativity,
solidarity, creativity, and competitiveness. The essential target of this goal is to keep up and
assemble the waterfront legacy just as get the chances to reinforce the monetary structure
(Hübner and et. al., 2016).
The long haul objective is to manufacture an innovative, economical, and lively economy based
on solid nearby organizations that can satisfy the prerequisites of guests, inhabitants, and
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speculators. In order to achieve a realistic target for tourists, the local government has begun
moving towards upgrading the town's system and transportation offices. In turn, the aims and
task often include incentives for the local individuals to benefit from their work and boost their
standards for daily comforts (Kemp, 2018).
On the other hand, if it is talked about attractions then, it is said that Broadstairs consists of a
number of spots that has offered potential guests as well as for their inhabitants. These
incorporate blue banner sandy sea shores, contemporary workmanship displays, conventional
diversion arcades, bistros, eateries, bistros, and bars. Some other significant spots to visit are
Crampton tower exhibition hall, St. Diminish's town visit, blues slam concert, Broadstairs water
affair, Bleak House Museum, and Dickens House Museum. Close by sea shores, the guests can
appreciate surfing, biking straight, sea shore shops, kids' ride, harbour and precipice top walk,
and sea shore cottages. The traveller visiting during Easter weekend and harvest time can
likewise get free passage to the Broadstairs celebration. In the aide nourishment celebration,
there exist open doors for getting a charge out of nearby nourishment (Nickols, 2016).
On the other hand, this is has said that the "High Top Coach" travel service to experience the
cool air and beautiful scenery of the city from Ramsgate to Broadstairs Sand Bay. The Elevated-
Speed rail connection and was launched for holidaymakers from mainland Europe and New york
for easy access. Current problems and prospects that have been taken into account are that
tourism marketing is in its decline period due to insufficient of local governments and
government involvement in tourist promotion. That has an effect on this area's economic growth.
Never making use through machines, shortage of advertising, able to fully appeal to people for
their recreational time travelling abroad location. No plans to pursue consistency development
and performance programs (Papke-Shields and Boyer-Wright, 2017).
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Away with this, it is also said that both trade among London and Europe, may lead
Broadstairs to gain ample number of competitive advantages. Away with this, it is said that
location can be considered as an attractive tourist destination for families and young couples who
prefer mild climate and miles of scenic English coast. Therefore, considering the Inter-Agency
Collaboration, this tourist destination would easily become a whole new area, where it may lead
ample number of competitive advantages.
D. Description of vision and objectives that could be implemented and identify the key
stakeholders in charge of delivering objectives.
The coastal area i.e. Broadstairs consists of an effective coastal community team, which has
helped them in implementing the business strategy so that economy, community and its own
support towards country could effectively be improvised. On the other hand, it has been analysed
that the objective that has been taken into consideration is to improvise civic pride through
decreasing number of elements that are directly linked with anti-social behaviour along with
littering (Smith, 2017). Moreover, it is said that Broadstairs has also kept its focus on improving
the overall income related flows, so that its local community along with the encouragement
could effectively be improvised in order to raise the number of investors for the betterment of
future.
Including this, if it is talk about objective and vision of developed tourism strategy than it is
implemented considering community team through the following ways: In present time, it is said
that Broadstairs has collaborated with all the business organizations that are having interest and
targeted tourists from all over the world. Broadstairs city, and its dimension of tourism. Such
organizations will function in collaboration to promote and structure the town's business activity.
Transport, education, entertainment, lodging, and hotels are among the numerous institutional
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industries. The City will focus on restoring the city centre. It will have to reorganize the ancient
buildings for such a reason, bringing new business plans and develop the town's civilian domain.
Tourists in the UK can also be welcomed to travel by multi-lingual marketing techniques and to
introduce annual rail and golf packs. (Soulard and et. al., 2018).
Working in cooperation with other coastal community teams of county for a communal
meeting thus it results in the improvement of the town in a better form. Most significantly, it
emphasised on Viking Bay as it is the primal place that attract the tourist. Several stakeholders
and their obligation towards goals and objective accomplishments which is going to be discussed
below:
Local municipality - The local municipalities emphasised on developing an effective
strategy, plan and actions for conducting monthly meeting related to regional tourism. All the
strategies, plan and policies are financed and planned under the control of supervisor. The
decision related to provision of job opportunities is also taken by local municipality.
State and federal government - State government and federal government are focusing on
providing transportation facilities to the individuals. They should focus on providing the flight at
low price inside and outside the UK in order to attract the huge number of tourist at national and
international level.
Broadstairs Town Team - It is the project leader that works in cooperation with other
stakeholders like retailers, leaseholders and landlords to implement the local action plan in an
appropriate manner.
The Broadstairs Society - It is connected with the destination management program and
improvement of the local infrastructure to increase the standard of architecture. It is also
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involved in the scrutiny of public toilets which is located near the beach as well as town centre.
In addition to this, it also includes town planning in an effective manner.
Broadstairs and St. Peter's Town Council - It works with the property owners and leaseholders
for rising the visual appearance of infrastructure (Stauss and Seidel, 2019).
Broadstairs tourism and leisure Association – They are involved in auditing the actual
offerings provided in the tourism booklet. It analyses the essential data and information in
booklet and translates them in other specific languages that is easily understand by the tourist.
Instead of this, they also analyse the best practices placed in the catalogue which is appropriate
for the visually impaired tourist.
E. Evaluation of strategy, which is going to benefit the residents and visitors socially and
economically
Evaluation of strategies: the objectives which are enforced for coast wise tourism, the
Broadstairs coastal community team would cooperate within the applicable team members in
order to bring down the sustainability in the improvement of tourism. Further, it involves
motivation as well as the service which is growing individually and primarily it could achieve
objectives and goals for local people in retail business. In addition to this, the evolution of
trustee’s goal is to prevent and raise the historic build monuments. Replace of beaches, gardens,
parks, museums would lead to effect in the designing of a public environment for residential and
visitors.
The people of team further goals is to change the occurrence of tourists on their visit to
Broadstairs. Moreover, the team members are redeveloping the Crampton tower museum,
beaches and also modify the visual as well as form the new programmes for the global tourists. It
also helps them to provide suitable transportation facilities for the visitors that helps in
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promoting the tourism sector. Transportation facilities involves airways, railways as well as bus
services and so on.
The planning and strategic team emphasised on offering local job opportunities. Based on
this report, Broadstairs share a high percentage of working residents. The town possess a
population of 25000 persons in which larger proportion of older resident is involved and it has
been examined that they are retired. The self-employment rate for 16 to 65-year residents is 19%
and for coastal communities the rate of employment is 24%. moreover, it also focuses on
improving the facility which is related to public health in an effective manner. It has been
examined that the local leisure facility helps in managing public health in the town in an
appropriate manner. Kent public health observatory is helps in managing the good health of
residence and visitors.
Social benefits include the health care services of the community residence and visitors.
With the execution of public health services needs an effective strategy planning and procedure.
In addition to this, the emergency brake health care centres are available for the tourists and also
it is very helpful for the residents.
On the other hand, it is also said that tourism strategic planning has also facilitated itself
through developing a number of opportunities as this for local high skilled employment. For this
purpose, the local government provides training courses to enhance their basic skills like soft
skills, and numeracy which later on can help to boost their productivity. Restoring of Coastal
community housing markets boosts the confidence of the local business sector. It acts as a driver
for economic growth as well as support for the shops (Wolf and Floyd, 2017). This seaside shop
is also a major form of attraction for the outsiders as it reveals the local culture and tradition.
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Action Plan
VISION OBJECTIVES IMPLEMENTA
TION
STAKEHOLDE
RS
TIME FRAME
Boosting
Sustainability
To become leader
in the potential
market.
Effective market
entry strategy
Investors and
other stakeholders
Within 6 Months
Effective and
Quality services
to customers.
To offer quality
services to
customers.
Application of
Total Quality
Management
Stakeholders like
government of
foreign country
and so on.
Within 12 Months
CONCLUSION
With the help of above mention report, it is concluded that it is significant for authorities
to consider different external elements, mission, vision and objectives at the time of developing
an effective tourism strategic plan. With the help of this, appropriate decisions can be easily
being made by destinations to enhance number of business opportunities for themselves.
Through this, appropriate (positive) impact upon economic condition of the particular destination
can easily be seen. Along with this, considering particular collaborative planning strategy i.e.
Enhanced Inter-Agency Collaboration, a destination would become able to enhance a number of
competitive advantages.
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RECOMMENDATIONS
Considering the above mentioned report, it is being recommended to Broadstairs is that
following a collaborative approach like Enhanced Inter-Agency Collaboration would help
organisation in sustaining withing the market for a longer period of time. Also, it will be required
by company to keep on recruiting individuals that belongs to the potential area as they already
know what is specifically required to be done to grab the attention of customers.
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