Tourism Strategic Plan for Broadstairs Coastal Area

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Assessment

INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................2
A) Examine the benefits of producing tourism strategic plans for a coastal area and illustrate
that with an example of a destination that has benefited from it................................................2
B) Evaluate the 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......................................................................................................................................4
PART 2............................................................................................................................................7
C) Compile a brief tourism strategy with clear vision and objectives, which will address the
current issues and challenges that Broadstairs is facing.............................................................7
D) Describe how your vision and objectives could be implemented and identify the key
stakeholders in charge of delivering those objectives.................................................................8
E) Evaluate how your strategy is going to benefit the residents and visitors socially and
economically.............................................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Tourism is a word which defines that people are travelling from one place to another with
distinct purpose that includes numerous of activities such as; sightseeing, campaigning, and
business expansion, educational and so on. Broadstairs is a coastal region on the Isle of Thanet
which is a small district in east Kent, England that has been located almost 80 miles east of
London (Garrod and Fyall, 2017). This town is considered as a part of civil parish of Broadstairs
and St Peter’s that includes St Peter’s and in 2011 this town is having a population of almost 25,
000. Thus, local authorities are eager to design various tourism plans which help this region in
enhancing their heritage and acquiring advantage of fresh opportunities for developing strong
economies. Hence, this assignment is going to highlight various benefits of making tourism
strategic plans for coastal region with the help of several examples. Along with this, significance
of collaborative planning in tourism is further outlined in this project by explaining its pros and
cons. Moreover, an effective tourism scheme with clear vision and targets for resolving several
issues and problems of selected region is also discussed in the report. Main objective of this
assignment is to focus on the strategy which is useful for residents and visitors of Broadstairs
economically or socially.
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PART 1
A) Examine the benefits of producing tourism strategic plans for a coastal area and illustrate that
with an example of a destination that has benefited from it.
Tourism industry is increasing more or more due to maximization in consumer demands and in
this modern world numerous of people are there who love to travel across the world with
different purposes. Moreover, tourists who are travelling for fun are known as tourists and
persons who come for seeing the views across the world are known as visitors. Place where they
live or spend their travelling days are known as resorts and spots where they come are known as
tourist destinations. In fact, national income also gets increased at higher extent because of
tourism industry as various types of travellers are coming at distinct place of nation for their
personal motives. For instance; students are selecting London for studying purpose, heritage for
sightseeing, museums to know about their history, businessmen’s are coming for expanding their
business and many more (Roberts and Jones, 2013). As a result, authorities of various regions are
trying to enhance their strategic plans for tourism in order to capture the minds of distinct
visitors. Broadstairs is a small coastal area in England, London but having numerous of attractive
places for tourist visit. For example; Botany Bay, Kent, Viking Bay, Joss bay, THE PAVILION
& GARDEN ON THE SANDS and many more places are there at Broadstairs region which
must attract consumers with its qualities. However, tourism is viewed as complicated activity
which overlaps several industries of entire society and economy. Therefore, planning is really
indispensable for generating various unwanted and unusual influence. Hence, tourism needs to
be enhanced and managed in a sustainable way with the help of sound planning process because
it helps in controlling the probabilities of mistakes. Additionally, it is essential to get involved
within broad planning procedure for promoting various objectives of economic, social and
environment which might completed with suitable tourism development (Rice and Yumibe,
2015).
According to given scenario, local authorities of Broadstairs wanted to come up with effective
tourism planning process in order to enhance its tourism sector for gaining maximum level of
tourist attention. Although, Broadstairs is a very beautiful town on the East Kent coast as this
region is having seven beautiful sandy bays such as; pretty parks and numerous of things to see
or do. As a result, maximization of holiday packages and minimum cost airfares helps
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international travellers to access affordable services but Broadstairs is going through various
tough situations and facing challenges to compete at marketplace. Thus, local bodies have
decided to design tourism plan which help this region for building its heritage in order to take
advantage of new success opportunities for developing strong economies and society for future.
Main objective of this region is to grow this region by making it more vibrant, creative,
innovative and sustainable economy which is entirely rely on strong local businesses that helps
in meeting the requirements of residents, tourists and investors of town. By analysing various
facts or figures, it has been understood that tourism industry of this region needs to come up with
suitable plans for overcoming various problems of Broadstairs (Farr, 2017).
Strategic planning is seen as formalized, documented enterprise management procedure utilized
for assessing its existing circumstances by setting the different priorities and focus on resources
for attaining company targets in order to maintain organization competitive advantage. Thus,
number of organizations is there which involved in understanding the significance of strategic
planning and spending major deal associated with time and money for designing strategic plan.
There are numerous of benefits are identified for strategic planning is discussed as follows-
 It permits organizations to being more proactive instead of reactive- According to
this element; strategic plan allows an association to forecast their future in order to design
accordingly. With the help of strategic planning process, tourism organization is
anticipating various unfavourable situations before it happens by taking useful
precautions to ignore it. Thus, strong plan helps organization to become proactive instead
of only reacting on certain situations. Mainly, proactive strategic plans help an enterprise
for maintaining tourism association cooperation’s with ever changing trends at
marketplace (Wales, 2017).
 Set ups the direction- Strategic plans supports in defining the corrective path for an
organization to travel and helps in establishing realistic targets. Main objective of plan is
to offer much required foundations from which overall tourism is growing, evaluation its
growth, compensating its staff members and establish boundaries for effective decisional
process.
 Helps in increasing efficiency- Strategic plans aids in providing an appropriate roadmap
to management of an organization for aligning various functional activities in order to
attain set targets in a defined time frame. It helps in assisting management team while
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negotiations, discussion and making judgement process by determining resources for
accomplishing all the business activities for enhancing operational efficiency.
 Helps in maximizing market share and profitability- With the help of dedicated
strategic plan, tourism of Broadstairs can easily acquire valuable insights on market
trends and products or services offerings which might influence their growth.
 Maintain durability of business- Business is considered as tumultuous concept because
every firm or industry might boom in single year and might debt in another year.
Therefore, constant changing sector and markets influence the development of
Broadstairs (Hadfield and Hammond, 2016).
Therefore, all the above benefits of strategic plan helps distinct places of Broadstairs in
developing more or more by improving the condition of spots in better manner. In fact, number
of places is there which plays a major role in enhancing tourism industry by capturing the minds
of distinct tourists. For instance; Pavilions garden of sands, Catherine, Dickens House museum,
Viking Bay is seen as Broadstairs premiere place for those who love to enjoy the beach site and
so on.
B) Evaluate the 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.
According to the given scenario of Broadstairs, collaboration and coordination in tourism plan is
really indispensable for overall industry because there are numerous stakeholders are there
whose are having interests in tourist planning process. In fact, collaboration is only process
through which tourism sector get succeeded in minimizing the negative influence which might
incurred due to changes in several internal and external factors. Although, there are numerous of
authors are there who have defined the term collaboration planning in their own style but
meaning of everyone is almost same. Mainly, collaboration planning is considered as a formal
institutional connectivity amongst current networks of an organizations, interests and individuals.
It means, this word defines that it’s a process of making joint decision in which several number if
stakeholders are involved for making an effective plan for the success of overall industry. First or
foremost stage in collaborative planning is cooperation amongst various members which were
involved in making similar plan by having same target (Culmer, 2018).
In simple terms, collaborative planning is word which highlights that planning needs to be done
in a team by cooperating with various shareholders for minimizing the probabilities of mistakes
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and issues. Therefore, bringing of several stakeholders together is a first or foremost stage of
effective collaborative processes. There are number of elements which prove that collaborative
planning is really indispensable for the success of Broadstairs.
 Collaborative planning is significant for Broadstairs because it helps tourism industry in
making appropriate plans by acquiring suggestion from several stakeholders which were
expertise in business field.
 Togetherness is a key to success which shows that this factor is seen as main reason
which shows that collaborative planning is important in growth of overall tourism sector.
If various members of tourism industry and authorities of Broadstairs come closer for
discussing the problems related with tourist destinations then they can definitely come up
with best solutions (Jarman, 2018).
 Collaborative planning helps in providing various alternative options because several
members are having distinct viewpoints which aids in minimizing the probabilities of
heavy losses.
 Moreover, this planning process helps in accomplishing large projects in a minimum time
period by allotting various activities to distinct people.
 In fact, main important of this planning process is that this helps in distributing the
responsibilities between various members because of which work pressure from one
person get minimized.
Consequently, it has been understood that approach of collaborative planning is highly
advantageous for success of Broadstairs because it helps this coastal region in various manner.
For example; there are numerous of destination are there which helps in attracting visitors but it
is essential to maintain the infrastructure and clean the environment by distributing each
destinations in between several employers or state authorities. As a result, every contractor or
employer can easily get succeeded in completing their task by maintaining the legacy of
particular place. Therefore, as per the orders of collaborative meetings every member of it will
try to complete their assigned task in proper manner by maintaining the environment clean of
allotted place (Brodie, 2013). For instance; head of collaborative planning have allotted a work
to shareholders like; maintenance of cleanliness and hygienic environment at Pavilions Park. Just
like this, different destinations are allotted to every member or to the shareholders of tourism in
order to resolve the problem of Broadstairs. Hence, collaborative planning approach helps in
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providing best growth opportunity to the tourism industry of coastal region. By analysing distinct
information, it has been understood that collaborative planning is having some advantages and
disadvantages which is discussed as follows-
Advantages of collaborative planning-
 It helps in distributing work pressure in between various members or shareholders for
completing it.
 Consume minimum time period for accomplishing large projects by achieving its
objectives in a define duration.
 Resolve the large problems and issues in a better manner.
 Provides best opportunity to resolve the problems in a minimum time period.
 Highlights relevant information and data in front of various shareholders.
 Minimize the possibilities of heavy losses and mistakes by acquiring suitable information
and data.
 Achieve the targets and objectives on a set time frame.
 Helps in making effective decision making process.
 Pressurize the work load.
 Support Broadstairs by enhancing its tourism plan by attaining set targets in a minimum
time frame.
Collaborative planning is useful but still there are some disadvantages which is detailed bellows-
 If there is an availability of various members then there is a maximum chance of
conflicting situations (Mathieson, 2017).
 Misunderstanding might create in between shareholders due to the difference in
viewpoints of various members.
 Collaborative planning consumes maximum funds due to the involvement of various
things such as; arrangement of meeting rooms, formal area and many more.
 There is a chance of biasness if different parties are belongs from various areas.
Hence, it has been understood that collaborative planning is very useful for tourism sector of
Broadstairs by making effective plans by acquiring suggestion from distinct members. It helps in
minimizing the probabilities of mistakes by involving several members (Balfour, 2016).
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PART 2
C) Compile a brief tourism strategy with clear vision and objectives, which will address the
current issues and challenges that Broadstairs is facing
In this present era, tourism industry is going through various issues and problems which
influence their long term development and success which includes several things such as;
 Globalisation and modification in current markets.
 Wide influence of economy upon tourism
 Climatic modification and sustainability
 information about economy
 human resources
 Productivity and increase of competition at marketplace.
However, concept of globalisation is connected with both procedures through which economic
markets, modern technologies and interactions become successively more international in
coming time frame. Tourism industry is operating in this new international economy due to
which they are confronting various challenges in this competitive advantage. Travel and tourism
is seen as most significant player at global level because of rapid expansion in new tourist places,
demand and market which is directly influenced by globalisation. Hence, influence of strong
economic development in various developing nations, liberal economic policies, and constant
modifications in efficiency and expense of transport as well as growth in middle class with
maximizing living standards (De Groote, 2017). Mainly, tourism industry is expanded across
various regions because in this modern world number of people is there who loves to roam here
and there with distinct purposes. Tourism have gone through various problems and issues while
accomplishing their business activities such as; changes in governmental policies, fluctuations in
pricing policies, currency rate, change in consumer demand, choice, emergence of high level of
competition and many more. Apart from this, tourism is surrounded with several problems which
affect the success of Broadstairs industry in various manners. Thus, it is essential to make an
effective plan or tourism strategy by covering vision and main objectives with the help of several
elements.
Globalisation is most foremost strategy which is used by tourism for improving their services
and business activities. Internationalization helps in updating local authorities about benefits of
modern technology such as; computer, internet led tools which helped users in getting update
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about knowledge and human skills. Therefore, most useful scheme for Broadstairs is to adopt
modern technology and changes which has been incurred at marketplace for managing various
business operations in better manner. Internet tools have supporting consumers in offering them
with unparalleled access to data about tourism goods and capability to bypassing traditional
intermediate’s, compared shops and to design their own goods packages. In fact, this industry
have seen as most leading industry which engaged in distributing information with various
modern communication technology for assisting several tourist such as; Internet booking and
marketing capabilities which are becoming more advanced with the help of artificial intelligence
(Chapman, 2013).
Fundamentally, Internet played a major role in changing the entire tourism industry by
maintaining positive communication in between consumers and company. In fact, all the
categories of associations such as; large, small and medium are now directly interacted with their
customers for explaining their goods. As a result, customers are now having an opportunity to
access the products or services with the help of modern technology. It means, consumers are now
having wide range of techniques through they can easily identify the product choice. They are
moving from direct to indirect tourism channels of distribution, advantages from relative internet
expense transparency, gives informed comparisons and so on.
Hence, modern tools are useful in improving business operations of Broadstairs tourism industry
by implementing at workplace. For example; social media is most suitable technique for
capturing attention of various domestic as well as international customers by informing them
about necessary products or services. As a result, these things helps in minimizing issues and
complications which might incurred at marketplace due to fluctuations in various factors.
Broadstairs is encountering major problems and wanted to be a creative place by capturing
attention of tourists. In fact, maintenance of infrastructure at tourist place as well as maintain the
positive environment (Burdsey, 2016).
D) Describe how your vision and objectives could be implemented and identify the key
stakeholders in charge of delivering those objectives
Tourism industry is playing crucial role in enhancing economy of nation by coming up with
distinct ideas such as; implementation of modern technology at workplace for informing
consumers with different facilities. Broadstairs is a small region by having various destinations
that are really useful and attractive spots for tourists. According to given scenario, it has been
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understood that there local authorities are trying to come up with various plans and procedures
for attaining set vision. However, number of techniques is there through which they can easily
implement it (Harris, 2019). Some of the useful technology is used for implementing the vision
and objectives at Broadstairs which is discussed as follows-
Social media is one of the most useful and suitable technology for informing various domestic as
well as international customers about the quality of destinations which is located in Broadstairs.
In this modern world, number of people is there whose are having their account on social sites
such as; Facebook, Instagram, Whatsapp, Twitter and many more. Basically, main vision of
tourism industry is to grab the opportunity which is available at marketplace by seeking the
attention of numerous tourists. This can achieve by taking useful measures such as; making
posters, pamphlets, attractive sites for informing distinct domestic as well as foreigners travellers
about qualities of destinations which is really effective.
All these activities are managed by various stakeholders for attaining set targets in a defined time
frame. Thus, some of the key stakeholders who is responsible for delivering set objectives in
proper ways by overcoming set problems (Groth, 2016).
According to above diagrammatic representation, it has been understood that number of
stakeholders are there who is responsible in completing business activities of tourism.
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Employees- There are numerous of staff members are present whose are playing major role in
managing business operations such as; aids in making plans for helping tourist, provides
hospitality services to the tourist like hotel at the destination of Broadstairs, public amenities and
many more. All these things have been managed by staff of tourism industries and various
companies which were emerge at marketplace for gaining maximum range of benefits (Meehan
and Howells, 2018).
Local Businesses- There are number of multinational organization are emerges at marketplace
for providing best hospitality services to the end users whose are coming for sightseeing,
enjoying their free time, spending quality time with loved ones and so on. Therefore, these
businesses are playing major role in supporting tourism of Broadstairs by offering best facilities
to visitors. For example; hotels, pubs for enjoyment, restaurants for having tasty or delicious
foods, travelling agencies and much more local business are there who help tourist in various
manners which resultant into attainment of vision or objectives set by tourism industry.
Residents- Local people whomsoever are living there are also plays a major role in guiding
tourist while travelling towards corrective direction. Along with this, make them aware about
facts or figures related with Broadstairs destination.
Government- According to this element, governing bodies are liable for designing various
policies, norms, rules and regulations in order to impose it on entire tourism industry. This helps
in controlling possibilities of fraudulent activities which automatically influence the success of
overall sector. In fact, government policies maintain the peaceful and equal environment at
marketplace by giving equal development opportunities to every member without doing any
discrimination.
Competitors- Tourism sector is growing industry and number of companies gets succeeded in
generating large number of revenue by offering best facilities and accommodations to the
visitors. As a result, competition gets increased and number of rivalries get emerges in every
year with distinct motives. Hence, this helps Broadstairs in attaining its tourism objectives by
maintaining competition at marketplace which promotes tourism at marketplace.
Tourists- Foremost element is visitors and these are the members through which tourism
company get succeeded in attaining their set targets. In fact, number of facilities is offered to
them by taking initiatives in various ways. For example; online booking, managing business
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