Strategic Planning for Tourism: Broadstairs Coastal Area Analysis

This report delves into strategic planning for tourism, specifically within coastal areas, examining the advantages of creating such plans and the importance of collaborative planning. It highlights the economic benefits of tourism, including revenue generation, job creation, and infrastructure improvements, while also emphasizing the need for environmental protection and foreign exchange income. The report uses Rothesay, Isle of Bute, as a case study, demonstrating the successful implementation of strategic plans and the resulting growth in tourism. Furthermore, the report explores the benefits of collaborative planning, particularly for Broadstairs, emphasizing the involvement of stakeholders and the advantages such as democracy, development, and effective solutions. It also acknowledges the potential disadvantages, including political issues, extra costs, and challenges in participation and legitimacy. The report then outlines the vision, objectives, and challenges faced by the tourism sector, particularly in Broadstairs, including globalization and taxation, and concludes with a discussion of the strategies that can benefit both residents and visitors socially and economically.

Strategic planning for tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
Part 1 ...............................................................................................................................................1
A:Advantages of producing strategic plans for tourism for a coastal area.................................1
B:Importance of collaborative planning in tourism and its usefulness for Broadstairs area. The
advantages or disadvantage of this approach...............................................................................3
PART 2............................................................................................................................................5
C. Vision and objectives along with issues and challenges of Tourism facing...........................5
D. Identification of the stakeholders help in delivering the objectives........................................7
E Strategies benefited to the residents and visitors socially and economically...........................9
CONCLUSION..............................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Strategic planning or making a plan is setting up of directions or formulating the
strategies which is required to be implemented in order to achieve the objective. This plan helps
the companies to reach their objective. In simple words is refers to making of document or plan
as per the objective of the company which includes the actions being taken out by the company
in order to achieve its specified goal. While collaborative planning is that process which is being
made by taking the consultation and considering the views of various stakeholders. This planning
includes all the approaches to raise the cooperation. Making of strategies by the companies will
act as direction on which it has to concentrate its efforts in order to achieve its objective. This
report will study about the concept of strategic planning and collaborative planning along with its
importance and role that it plays in the raising of tourism in coastal areas. This project will also
highlight the concept of formulating strategies by considering the visions and missions regarding
the objectives and how with the help of those strategies the challenges will be overcome is also
being discussed in this report.
Part 1
A:Advantages of producing strategic plans for tourism for a coastal area.
Strategic planning of tourism is a comprehensive process that helps in determining the steps
that is necessary for an organisations in achieving its overall goal and objectives. Strategic
planning is consider as essential functions in hospitality and tourism industry as it enables
company to stay aware about the latest trends of the industry along with keeping the
requirements of customers. The coastal tourism industry is now emerging and become of the
fastest growing industry globally (Soulard, J.and et.al 2018). The coastal tourism have been
indicated with sand and sun, and become the attractive tourism destinations in the world. There
are various advantages of developing tourism strategic plan specifically for coastal areas, few of
them are includes here:
Economic advantages
The tourism planning for coastal areas are really benefited the economy as a whole. The
sustainable tourism is helping in many ways like it adds revenue to the government and create
business opportunities. As coastal tourism is the one of the fastest growing industries around the
world that automatically generates the employment opportunities for many people. However, the
contribution made to the government revenue can be categorized as direct or indirect. The direct

contribution of revenue is made through tourism businesses, income tax from employment of
tourism and tax of departure that is charged on tourists. Additionally, the communities at coastal
areas are also get benefited from employment opportunities that is made from tourism and
consider as indirect contribution. Further, tourism will generate million of jobs worldwide by the
next few years (Algieri, Aquino, and Succurro,2018). The jobs are specifically related with
restaurants, travel agencies, hotels, motels and other recreational activities.

Coastal areas and improvements
Coastal areas encourages its local government to bring some necessary improvements in its
local standards, health and safety conditions and infrastructure. The infrastructure needed in
order to support tourism for coastal areas. That generally includes the railways, airports,
development in housing of employees and build attractive shopping malls. All these facilities
will enhance the overall area and help in improving the quality life of tourists or for local
residents as well (Chim-Miki and BatistaCanino, 2018).
Protection of nature
Coastal tourism also encourages in taking initiative to save the environment and contribute
to the conservation of sensitive habitants. The government also took initiative and has introduced
protection for beaches and also make development at coastal parks and heritage. All these groups
also focus to conserve coral communities, beaches, natural resources, which fulfil the purpose of
supporting the ecosystem.
Foreign exchange income
It is one of the primary advantages from tourism of coastal areas that is associated with
earnings of foreign exchange. They are connected with import or export of all goods and services
in conjunctions with coastal tourism house that aids in creating revenue for host economy.
The best example of successful tourism is Rothesay, Isle of Bute. It is located in council
area of Bute and Argyll, Scotland. At the centre of town is 'Rothesay' castle, which dates back to
the 13 century, and become unique for its circular plan in Scotland and adding to the popularity
of this destination. This town is also well known by its attractive hotels and resorts. It is also
become 'holiday capital' of Scotland. Moreover, there are also various attractive places that
includes entertainment venues, shopping malls, amazing nightlife for tourists, which benefits the
economy as a whole. Rothesay was also granted harbour development project for the arrival of
the next generation lower ferries Bute and Argyle. Its also has the biggest club for sporting on
the island in Bute Shinty Club and has played the highest number of sports. The town hosts High
School of Glasgow which is rugby camp and held every summer to encourage youngsters to
participate and has football club called Rothesay Brandane which founded in 1946 (Rothesay,
2021). The government of Scotland also took initiative for the development of this town and has
been introducing national supports programs and also provide financial support to make
improvements in marine coast and infrastructure. Moreover, there have been a significant growth

and successful implement of strategic plans which aim to upgrade the tourist appeal of region. If
consider the average international tourists for this region, approximately 10,000 tourists visited
Rothesay, which indicates the popularity of the destination. As a result of making the strategic
planning and promotions of this tourist destination, Rothesay connected with more tour operators
and increase its growth in near future.
B:Importance of collaborative planning in tourism and its usefulness for Broadstairs area. The
advantages or disadvantage of this approach.
Importance of collaborative planning:
In tourist destinations, collaborative planning is basically an efforts to actively manage the
growth and development of related destinations of tourists. As this process of planning is not
only consider the stakeholders so that it create an opportunity to upgrade the profit margin, but
also encourage the tourism development in particular region. Collaborative Planning in sector of
tourism is generally important tool of strategic alliance. Therefore, its allows participation of
maximum number of stakeholders, implement those strategic planning that help in attracting the
large number of tourists and helps tourism businesses to sustain for a longer period of time. The
prospects of collaborative planning helps tourism sector in order to guide for its visions, mission,
objectives, strategy and aim and help them to achieve those plans in an effective manner
(Gössling, Hall,and Scott 2018). This approach also helps to accomplish the goal of tourism
sector in coastal areas in more efficient way by making a collaboration with broader
communities framework.
Collaborative planning brings opportunities for those communities who take interest in
incorporating tourism in their surroundings, social or economic ventures. Hence, this refer that
the opportunity does not impose enforced actions for development of tourism. However, its
creates an opportunity for community to work in partnership, makes an effective supply chain
and offers maximum amount of return to consumers for their investment.
Broadstairs is located in between Ramsgate and Margate. This tourism destination has seven
attractive beaches, beautiful parts, along with picturesque high streets. The careful
implementation of collaborative tourism planning will provide an advantages to Broadstairs to
gain the competitive advantages and than they will make an permanent mark in the local tourism
business (Thomas,and et.al 2017). As the local members are aware about issues related with
culture, availability of resources and engagement ideas, so similar information can be efficiently

connected for the development of prospects of tourism. Moreover, the process of partnership
includes requirements of responsibility, for example, creating opportunities for food, rent,
accommodations services transportations for local, information centre and networking. Involved
of respective stakeholders in this coastal area is imperative in creation of network and facilitating
the requirements of tourism. It can be noted that collaborative planning for Broadstairs need a
chance to be able merge the local authorize with representative of tourism that includes
governments agencies and companies.
Advantages of Collaborative Planning
Democracy – Collaboration of potential stakeholders also obey by the concept of democracy
and that makes tourism planning legitimate for everyone. Those community members who are
affected by the development of tourism may also get the opportunities to make contribution to
sustainability (Watts andParks, 2018).
Development - This approach of planning helps to avoid the expenditure which are required for
development of tourism. With the help of designing the resource utilization, defining objectives,
executing market requirements into design prospects.
Provide Effective Solution – A contribution of stakeholders can consider to be a cost effective
solution. Making effective use of local resources and acknowledge utilization of cultural context
can help to attract customers. Further, an effort for designing ideas can be established by
decision making approach, by using evidence based approach and with informed decisions
(Ngo, Hales, and Lohmann, 2019).
Disadvantages related with collaborative planning
Issues of Political – The opportunity of this approach will only be effective with the help of
associated cultural, political, operational in connection with the support or participation of local
people.
Extra cost – Additional amount is always required by the responsible authority in order to
compensate the volunteers of the local planning committee (Arif and Du, 2019). This will be
required for performing case analysis and gathering information and that can be involved in the
decision making process.
Capacity of participation – The process of planning must involve the members with necessary
skills and qualifications. Hence, it becomes burden to identify most capable stakeholders who are
specifically required within the scope of process of planning.

Legitimacy - Its essential to determine the legitimacy of the potential stakeholders that is
involved in the planning process. Failure in complying with this requirements will lead to serious
conflicts, loss of resources and failure to comply with the needs of customer.
Burden - The basic requirement of the collaborative planning approach is to identify those
people who are involved directly or indirectly affected by the tourism development (Raynor,
Doyonand Beer,, 2017). However, bringing different interest all together becomes an extra
burden for the planning development.
PART 2
C. Vision and objectives along with issues and challenges of Tourism facing
Tourism is world largest industry and one of main objective in developing economic
profit of countries.
 To improve quality of local population in their life
 Increasing visitors numbers and spending money in local economy.
 To provide more communities facilities moreover tourist facilities.
Vision
-To develop Boardstairs as family destination in East Kent Coast.
Issue and challenges Boardstairs facing in tourism strategies-
Here are some challenges that tourism sector is facing currently:
Globalization:-
It is leading creation in developing tourism sector as well as unique selling point with
travelling companies along with that providing them unique experience (Alvarez-Sousa, 2018).
Some travelling company in this area allow them products that keep people for having the best
experience in travelling at Boardstairs. They can also use online websites in which easily given
about travelling place, guidance in proper manner for tourist. In these ways they should feel like
their home and welcomed again at that place. Boardstairs tourism owner must know about
connective of foreign travelling companies and with some people. Environment can be such
ways that people might be attracted more and more at their place.
Taxation:-
Tourism sector is one of most important in taxed sector. The glanced in airlines tickets,
hotel rooms given an idea for taxation that easily affected to tourism people. Governments
should also come to know about their realization in taxes it means that when tourism comes to

travelling place they spend much money to local economy in buying their any things at time of
travelling as well many more travelling expenditures (Boluk, Cavaliere and Higgins-Desbiolles,
2019). Therefore, it is necessary for governments for set a type of offered for them at time of
travelling either at time booking their tickets. Boardstairs must comes to know more about these
strategies through which they can easily make their more developments as well keep their local
economy more to be developed.
Travel marketing:-
Marketing strategies towards developing innovation in solution of marketing with their
many such advance technology which might be important for them in making their strategies
being developed. Travelling market at Boardstairs should be enough innovative so that more
people can easily gets attracted towards them and buy more products along with that have better
experience of travelling at different places. In addition, technology platforms influencing social
media for having better opportunities but meanwhile they can also have huge risk in attraction of
more people. They can also create travelling blogs where more people can watch videos and
picture so that could be easier in making their employment sector increasing.
Infrastructure:-
Boardstairs areas is located at place of outdates as well undeveloped. Governments
should keep eyes on that area so that can be easier in making that place much beautiful and
attractive infrastructure insights. Future challenges might be addressed in this area as well. If this
can be developed than local economy area can be also more building and people in large number
can be visits for tourism (Arbogast and et.al., 2020). Solution can be that immigration at their
airports, easily checkouts process, travelling guide, proper public transportation, stations and
stands for having large people. Governments should focus on this area for making their countries
as tourism sector in around the world. If these build up in proper manner than visitor while have
more experience of their place and try to refer some other people, so they can also visit out that
place.
Security:-
Tourism sector for Boardstairs can be more developed while by keeping their place with
proper security. This might be achieved by local governments, city councils and so on.
Government could work more on manpower and economic in boosting security without shifting
travelling experience within the countries (Della, Lucia and Giudici, 2020). This challenges

might have big issues in their Boardstairs developing as they are required to keep more security
to their visitor, so that more people can be attracted towards their area in which they can make
their local economy being established.
Recommendations-
Increasing more customer attraction can be had profits margin in presenting big
challenges. Boardstairs place should build up campaigns through which they can know more
about various customer tastes in travelling that could be easier for government in making their
place much better. In travelling season government taxes can be decrease at that place as much
as people are spending their more money on local economy. Infrastructure investments more in
such as roads, network, medical facilities etc. It can also help in developing proper connection
with international and local business which bring business furthermore cultural collaborations in
long term run.
D. Identification of the stakeholders help in delivering the objectives

Stakeholders:
Stakeholders complete the organization and without them organization cannot even run, the
stakeholders have direct interest in the business. Stakeholders are of two types internal
stakeholders and external stakeholders.
Tourism industry is one of the fastest gowning and dynamic industry in the world. But this
industry is depended on tourist and visitors (Shamsudin and et.al, 2019). As the number of
visitors and tourist increases it will impact the local economy as well so the government also
helps this industry by reducing some strict lows and regulation. Apart from this the stakeholders
such as customers, government, media, infrastructure and suppliers will help the tourism
industry to attain its goal. Customers plays a vital role in this industry as it is based on providing
services to the customer, guest and visitors only. If their needs and demands get satisfied they
also do mouth publicity of this industry and help the industry to attain the goal. Apart from this
media plays a critical role in the growth of this industry, if some good news take place about the
hospitality industry, it will directly increase the sale and also increase the interest among public
which leads this industry towards its objectives. Suppliers also plays a vital role in the success of
this industry as they provide necessary equipments to the hotels such as catering, furniture,
lightning and vegetables which used in the restaurant and resorts present in the hotel. Except
this, infrastructure of this is very important for this industry as it draws the attraction of tourists,
public, guest and visitors, and people also like to spend time such hotels whose infrastructure is
excellent. Competitors can also help in the growth of the tourism industry, as it is said that the
healthy competition is always good and if there is healthy competition then the complete industry
will try to grow which will help in achieving objectives and the life standard of people will also
grow. With the culture of the country more tourist will attract, and they will purchase from the
local shop which will give money to the locals and increase their spending power.
Internal stakeholders:
Internal stakeholders are those who have direct relationship with the company it includes
employees, owners, shareholders, board of directors etc.
Employees:
Employee will help the company in manufacturing those items which is in demand by the
tourists as it is the main objective of the tourism industry and in Broadstairs government is also

providing subsidy to the tourism industry. So management should also help and always motivate
the employees by giving them rewards etc which will increase their productivity, and they will
perform good and will helps in achieving the objectives. Employees are the blood to any
organization because their hard work will help the company in the long run and increase the
market share of the company.
Owners:
Owners are those who have most interest in the organization as the name suggests that they are
the owner of the company, so they can make such strategies which help the company in
manufacturing more items which are preferred by the tourists as it will help the industry in
growth and generating more revenue and if the industry will generate more revenue than it will
contribute in the economy of the country (da Mota and Pickering, 2020).
E Strategies benefited to the residents and visitors socially and economically
Strategies which is adopted by the government of Broadstairs to attract more tourists are:
Highlighting main attractions:
This is the important step when have to increase the tourism of the country which is highlighting
the attractive places of Broadstairs. This is the unique feature for selling the tourism which
include highlighting heritage sites, beaches, holy places, mountains etc. Broadstairs have high
streets, pretty parks which can help in raising the tourism.
Identifying target visitors:
It the authority of the country know who are their target audience then it is helpful in creating
effective marketing strategies (Ivanov and Webster, 2020). Here the major target of government
are youngsters and senior people, young people which include students, newly married couples
etc and senior people can also come with their family after the retirement. Those people can also
visit who want to enjoy beach holiday. Target people can also be the citizens of the neighbouring
countries because it will be easy for them to visit nearby country.
Use data to know the visitors:
In this government have to gather all the information of the target audience and this can be done
online also by using the website or the google analytic tools.
Using social media for promotion:

Social media platforms which are Facebook, twitter, Instagram etc to reach towards online users
and do promotion of the country (Aquino, Lück and Schänzel,2018). To attract more tourists
authority have to post images or videos on regular basis
focus on branding:
Branding is used by every business for the promotion, branding can be done through logo,
messages etc. the main motive behind this is to highlight the features of the country.
Engagement marketing:
It means to use such resources which can engage and attract people this can be done through
social media or on the website Broadstairs authority should introduce such feature through which
tourists can share their feedbacks and experience.
Social benefits:
Increase in the tourism is helpful in bringing dollars which support the community and also
helpful in increasing the pride and civic involvement. Cultural exchanges it will provide within
the hosts and guests. Celebration of local festivals and culture also got encouraged by this and if
their in increase in tourism then development in the infrastructure will be done by the
government and that will benefit to the local residents as well. It is helpful in learning new
language, if tourist visit the country then they have different language and that will give
advantage to locals to learn new skills and language (Boley, Strzelecka and Woosnam, 2018).
Government can also use funds which are collected from tourism in constructing schools and
colleges for the children. It increases the knowledge of local people towards different culture and
give gives them opportunity to showcase their culture in front of tourists. This will help in
increasing the employment opportunities for the local people which will increase the economy of
the country. Tourism will help in famousing the local culture of the country worldwide.
Nowadays there is trend for destination wedding and Broadstairs is ideal for destination
weddings which will give business to many people in the country.
Economic benefits:
It will help Broadstairs country in the stability of the economy and through this government will
generate more revenue in terms of taxes like sales tax, airport tax etc. tourism will be helpful in
creating the business opportunities and that business will provide jobs to the local citizen of the
country. The government will earn foreign exchange, the visitors who have come from tourism
can do investment in the country like purchasing land or house. It will encourage industrial

development as industry will boom and make the products which are heritage related because it
will be purchased by the people as tourists prefer buying local things and that will generate jobs
for localize.
Environment benefits:
If there is increase in tourism then authority will preserve natural and historical resources and
also make the country clean and tidy which can attract more tourists (Czernek-Marszałek, 2020).
Pollution will also decrease as the government will make strict strategies for dealing with the
pollution because tourists are not attracted towards the polluted country so the authority will
make policies for the factories and for auto mobile industry so that pollution can be prevented.
CONCLUSION
From the above report it is concluded that the strategic planning plays a very important role
in converting the objective into reality or helps in the achievement of objective. Making the
tourism strategic plan will not only help the coastal areas in raising the tourism activities but it
also helps in the development of coastal areas in terms of raising the economic activity or foreign
investment. Similarly, considering the view point of every concerned stakeholder in the
collaborative planning will not only help in fulfilling the need of the stakeholders but it also
helps in the development of tourism in the coastal areas. If the collaborative planning is made
considering the tourism sector and its associated stakeholders then it will lead to the development
of coastal areas in terms of meeting the needs of stakeholder along with generation of economic
growth and tourism activities. Making of strategies considering the visions and missions will also
act as an important element for the achievement of objectives as well as meeting the current
issues and facing the current challenges. It would be right to said that no company or industry
will achieve the objectives without the making of appropriate strategic plan or strategies.

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Online -
Rothesay, 2021 [Online].Available through <https://www.rothesay.ca/>
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