Tourism and Leisure Strategic Plan: Broadstairs Coastal Area Analysis

Desklib provides solved assignments and past papers to help students succeed.

INTERNATIONAL TOURISM HOSPITALITY STRATEGIC
PLANNING FOR TOURISM AND LEISURE
1

Executive summary
In this report, effective plan based on tourism sector has been discussed that guides the
organisation to manage their tourism issues perfectly. Implementation of digital technology,
promotional strategy, and urban mobility plan and so on is discussed in the study. Importance
of sustainable tourism is also included along with employment factor, natural resource
conservation and so on is discussed in the report. Implementation of digital technology will
allow BTLA (Broadstairs Tourism and Leisure Association) to improve their communication
factor with all their stakeholders. Monitoring indicators are used by tourism sector to
determine their present statues in recent community of UK. Feedback of tourist is often taken
by tourism sector related to their service so that they can manage their service issues as per
user demand. Additionally, tourism sector takes suggestion from government agents based on
rules and policies of the enterprise so that they can prepare their business strategies in a
systematic way. Importance of correlation analysis is also discussed in the report that will
guide tourism sector to understand their present service status.
2

Table of Contents
Introduction................................................................................................................................4
Part 1..........................................................................................................................................5
A. Benefits of producing innovative strategic plan for the coastal area along with examples. .5
B. Importance of Collaborative planning in tourism.................................................................7
Part 2........................................................................................................................................12
C. Evaluation of tourism strategy in order to interpret clear vision and objectives, it will
mention all current issues along with challenges that Broadstairs is facing in recent days.....12
D. Description of clear vision and objectives that could be implemented. Identification of key
stakeholders while delivering those objectives........................................................................14
E. Evaluation of strategy is going to benefit the residents and visitors socially and
economically............................................................................................................................15
Conclusion................................................................................................................................19
Reference List..........................................................................................................................20
3

Introduction
Broadstairs is beautiful place in UK where it has seven beautiful sandy bays, pretty parks,
cheerful high street and plenty of things that attracts more tourists from modern community.
However, as per the case study, rise of package holidays price in Broadstairs mitigates tourist
attraction.
In the report, benefits of strategic tourism plan is incorporated along with importance of
collaborative planning that guides tourism organisation to improve their pricing strategy and
holiday package criteria. BTLA (Broadstairs Tourism and Leisure Association) is the tourism
organisation that will be selected for the report where effective tourism strategy needs to be
created to improve attraction of tourist in Broadstairs (Broadstairschamber.org.uk, 2019).
Clear objectives of tourism sector have been included that can guide the enterprise to improve
their performance in tourism sector. Different strategy based on coastal development plan
will be discussed in the report that can attract more tourists from the international market.
4

Part 1
A. Benefits of producing innovative strategic plan for the coastal area along with
examples
Coastal areas have high biodiversity due to which tourists often get attracted about the place.
As per the case study, it has been noticed that Broadstairs too much pricing strategy of tour
package decreases tourist rate. According to Broadhurst (2001), the government should
perform sustainable development so that tourist can enjoy their tour and can respect local
environment and culture. Additionally, improvement of natural sources is very much
important in the innovative strategic plan related to coastal areas that can allow tourist to
enjoy green environment precisely. On the other hand, Collier (1995) argue that maintaining
green environment in coastal areas is very difficult due to over pressure on natural
environment and this over pressure occurs due to overpopulation. Therefore, tourism sector
should focuses on natural resources, local people demand, and tourist demand before
preparing any strategy so that they can attract more tourists from merchandise market. For
instance, BTLA tries their level best to resolve over pressure on natural environment by
implementing urban cultural heritage restoration plan in order to decrease over pressure
on natural resources. It has been noticed that government of UK creates tourist zone in
Broadstairs, where government preserve natural resources and local culture in a systematic
way. BTLA also focuses on preservation strategy along with government so that more
tourists can easily get attracted about the spot and this will enhance their tourism industry.
Dredge and Jenkins (2007) opine that well trained employees in tourism sector can allow the
sector to improve their service as per recent demand of tourists and it improves financial
condition of the country in a perfect way. In case of BTLA, higher team also provides
training based on modern services in tourism sector that can allow the organisation to cater
5

all needs and demands of tourist precisely. Modern digital technology can be used by BTLA
so that they can improve their communication rate with current tourist from international
market. Online marketing strategy can also increase tourist attraction about the spot.
BTLA follow urban mobility plan, food promotion innovative strategy in order to attract
more tourist in Broadstairs. It has been noticed that tourism services increases when the
tourist sector often provides outstanding food facilities, transportation facilities and hotel
facilities so that tourist can enjoy their leisure uniquely. BTLA and government try their level
best to improve their pedestrian culture in order to increase green space, improving street
scene and public realm that can attract more tourists in Broadstairs. Additionally, it has been
noticed that BTLA provides special discounts on special occasion such as during Christmas
Eve, New Year in order to improve their promotional activities among their potential tourist.
Dredge and Jenkins (2011) commented that online marketing strategies are followed by
tourism sector to provide detail information about their services and tourist can easily clear
their doubts about their service in current society.
In order to promote tourism service in Broadstairs, BTLA can provide special discount to
tourist on special occasion and this might improve their oral advertisement rate. Furthermore,
improving connectivity of all modes of transportation can also enhance tourist attraction and
this will guide tourism sector to improve their connectivity in Broadstairs. BTLA can provide
detail information about present issues that Broadstairs tourism sector are facing and this may
decrease tourism issues according to its priority. Campaign can be performed BTLA
executives based on Broadstairs tourist spot so that tourist can improve their knowledge
about spot. It has been observed that government promotes popular food and culture while
advertising tourist spot so that tourist can easily get attracted (Dredge and Jamal, 2015). In
case of BTLA, higher team of tourism sector needs to perform effective research based on
community culture and recent trends of tourist before making any strategy and this strategy
6

can meet tourist demand in an effective manner. On the other hand, BTLA needs to improve
their monitoring approach based on tourist activities and local people activities in order to
reduce the chance of overexploitation of natural resources. Therefore, it can be analysed that
BTLA needs to keep them updated about tourist demand, tourist criteria, natural resources
usage, transportation and other tourism facilities so that they can give right information about
Broadstairs in front of their potential tourist.
Brochures along with illustrative plan of holiday packages can be serving among potential
tourist by BTLA and this will raise their communication factor with all their stakeholders.
Edgell (2013) depicts that each tourism sector should use monitoring indicators such as social
sustainability, environmental sustainability and economic sustainability in order to handle
tourism sector according to its weight-age. In case of BTLA, executives of BTLA can use
different monitoring indicators so that they can keep them updated about recent trends of
tourist, current natural resources and transportation facilities of Broadstairs and present
service issues due to which tourist dissatisfaction are occurred. BTLA can change their
pricing strategy based on Broadstairs tour that can guide the tourism sector to attract more
customers from modern community. Before making pricing strategy, potential customers
feedback based on tour price can be taken by higher team of BTLA and can prepare their
pricing strategy so that they can modify their tour strategy systematically. BTLA can take
help of monkey survey in order to execute survey based on tour spot in a perfect manner.
B. Importance of Collaborative planning in tourism
The implementation of collaborative planning can be understood in the way it has allowed
tourism companies to plan important aspects of their business with the inclusion of their
shareholders and consumers. This has allowed them to make sure that the company is able to
know about the perspective of the customers in the market and they are able to know about
7

the preference of their shareholders (Collier, 1995). With the help of collaborative planning,
the organisation is able to make sure that they are gaining better results to enhance their
process of business operations. Besides this, the process of collaborative planning is
considered highly flexible in terms of their application in the workplace. The main reason for
its flexibility is that the process is driven by effective communication amongst the members
of the team in the tourism sector. As a result, it is important for the management of the
tourism company to make sure that they are being able to communicate with the customers
and employees in an effective manner, so that it benefits the organisation to prosper in terms
of their business operations.
In a generalised manner, it can be stated that collaborative planning allows the level of
diversity to increase in the workplace of the organisation. This helps them to function in
accordance with the employees and enhance their process of working with one another. There
are instances, when organisation faces conflicts in terms of their business. As a result, the
application of collaborative planning allows them to decrease the level of conflicts and ensure
peace and harmony in the workplace amongst the employees. This can be done with the help
of including the stakeholders in the market and develop certain policies that will help them to
function in a collaborative manner (Dredge and Jenkins, 2007). This planning process allows
the organisation to ensure that all their beneficiaries are being able to participate in an equal
manner. The main aim of collaborative planning allows the organisation to understand that
the difference existing in the community level can be overcome to enhance the organisational
performance.
The impacts of collaborative planning in the tourism sector allow creating a learning
environment for the employees in the workplace and increase their generation of revenue in
the company. With the implementation of collaborative planning in the workplace, the
organisation is able to develop effective and realistic goals for the benefit of their customers.
8

It was observed that the implementation of collaborative planning in the workplace allows the
stakeholders know about collective problems from one another, so that it can help in the
solution of the identified challenges (Dredge and Jenkins, 2011). Despite having certain
advantages, the process of collaborative planning can be regarded as utopian and idealistic in
nature, as a result, the question can be raised on its practicality. As a result, it is important for
the management of the tourism companies to make sure that they are implementing
collaborative planning in the right manner, so that it helps them to operate in the right
manner.
Tourism sector follows collaboration theory so that they can prepare tourism planning as per
the recent demand of their stakeholders. It has been observed that destination planning guides
tourism sector to resolve all planning issues due to which this sector can perform
coordinating tourism development (Godfrey and Clarke, 2000). Moreover, Gunn and Var
(2002) opine that community based tourism planning is also an important strategy under
collaboration planning that allows tourism sector to manage natural resources, tourist demand
and local community cultural factor perfectly. In case of BTLA, this collaboration planning
aids this tourism sector to manage all common problems in tourism-based destination that is
in Broadstairs coastal area.
9

Figure 1: Elements of successful collaborative planning
(Source: Fodness, 2017)
Lack of political stability in the tourist destination mitigates efficiency of collaboration planning
and it adversely affects economical condition of country. BTLA prepares tourism strategy by
following tourist trends and demand, however, lack of political stability compels them to change
their strategy (Hall, 2007). In addition to it, it has been found that less budget tourism planning
also creates extra pressure on natural resources and on employees due to which employees faced
low payment issues. Lack of effective payment structure of employees in BTLA mitigates
performance level of employees due to which employees’ turnover rate is going on decreasing.
On the other hand, too much less, budget strategy eliminates service efficiency and it increases
tourist dissatisfaction rate. Collaborative planning often deals with low budget strategy due to
which tourist sector service becomes poor and it hampers their business adversely ( Fodness,
2017).
Advantages of collaborative planning in BTLA are it guides the organisation to follow up all
demands of stakeholders and changes their strategy so that they can manage their issues precisely.
Gössling et al. (2016) depicts that service provider follows collaborative planning in order to
follow up tourist cultural and language barrier. In case of BTLA, this organisation follows up all
local culture and tourist culture so that they can prepare their strategy in a precise way.
Collaborative planning includes accurate training session for employees can improve their
communication level with international tourist without any hindrance. Language training, body
language training, and other tourism sector are given to employees by BTLA higher team so that
their employees can improve their service skills in an innovative manner.
This planning will be very useful for Broadstairs coastal areas as it guides employees to manage
present demands of their potential tourist effectively. Increment of natural resources improves
green environment in tourist spot that will attract more tourist from international market. It has
been seen that government along with BTLA are trying their level best to improve green
10

environment, political issues and transportation factor in low cost so that Broadstairs can attract
more tourist from global market.
11

Part 2
C. Evaluation of tourism strategy in order to interpret clear vision and objectives, it will
mention all current issues along with challenges that Broadstairs is facing in recent
days.
As per the case scenario, it has been monitored that Broadstairs coastal areas are diminishing
their recognition and importance among tourist due to which local community are facing
economical hindrance. Lack of green environment, cultural barriers, and lack of recreational
facilities also maximises tourist dissatisfaction level. Additionally, too much service charge in
Broadstairs compels tourist to focus on foreign tour and this adversely affects economical
condition of the country. Furthermore, this tourist spot also faced transportation issues, cultural
barrier in between tourist and local people due to which local people cannot communicate with
tourist with friendly approach. Too much pressure on natural resources decreases green
environment concept and it hampers local scenario and scenic beauty of the spot. Below
mentioned plan is discussed that guides Broadstairs to improve their tourist issues and it will
attract more customers from international market.
NDP (Neighbourhood development plan) is prepared by the government of UK in order to
improve transportation facilities, hotel facilities, and green environment in Broadstairs coastal
areas. It is found that Braodstairs is facing transportation issues due to which tourist faced
communication and transportation issues. Therefore, BTLA and government prepared route plan
where three types of routes are present that are pedestrian route, dominant vehicle route and vista
viewing routes for different vehicles (broadstairs.gov.uk, 2019). It has been noticed that green
environment is another major strategy that government follows, however, too much pressure on
natural resources disrupts green environment adversely. It is found that government prepares
Draft Thane local plan where it can control natural resources usage in a precise manner
12