TLH302: Strategic Planning for Urban Tourism in Broadstairs, UK

This report analyzes the urban tourism strategy for Broadstairs, a coastal town in England. It explores the benefits of tourism strategic plans, focusing on the development of such plans for coastal areas. The report examines planning approaches, including competitive scenarios, overarching principles like sustainability and innovation, and areas of intervention. It also conducts an environmental analysis using PEST factors (Political, Economic, Social, and Technological) specific to Broadstairs. Furthermore, the report compiles a tourism strategy with clear vision and objectives, addresses current issues, identifies key stakeholders, and evaluates the strategy's social and economic benefits for residents and visitors. The report concludes with a discussion of the benefits of strategic planning, such as increased employment and enhanced destination image. The assignment is based on the TLH302 module and focuses on applying strategic planning principles to a real-world tourism context. The report includes an introduction, discussion of strategic plans, benefits, and conclusion, including references.

Urban Tourism

Contents
INTRODUCTION...........................................................................................................................4
PART 1............................................................................................................................................4
Benefits to produce tourism strategic plans for the coastal area............................................4
(B): Evaluate planning approach for tourism development...................................................9
PART 2..........................................................................................................................................10
c) Compile a brief tourism strategy with clear vision and objectives, which will address the
current issues and challenges that Broadstairs is facing.......................................................10
D) Illustrate vision and objective that could be executed and discover the key stakeholders in
charge of delivering those objectives:..................................................................................12
E. Evaluate how your strategy is going to benefit the residents and visitors socially and
economically.........................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Tourism industry is growing with rapid speed at the worldwide level as they are the
major contributor for the economic growth of organisation. Travel and tourism industry is one of
the oldest industry which is growing their business's size at the international level. The main
motive of them of the hospitality industry and its stakeholders such as government of nation,
travel and tourism operators is to earn high amount of profits. This report is written from the
perspective of Broadstairs which is a coastal town on the Isle of Thanet in the east Kent,
England. Further, this report highlights on the development of strategic plans along with example
that are benefited from it. Along with this importance of the collaborative planning in tourism
sector and its approach are mention in this report (Benur and Bramwell, 2015). In the last, brief
tourism strategy with clear vision and objectives and key stakeholders to accomplish the
objectives will also be covered in this report.
PART 1
Benefits to produce tourism strategic plans for the coastal area
Urban tourism- Coastal area refers to the transitional areas that are situated between the
land and the sea. Due to such a huge natural environment, coastal area are rich in biodiversity
and attract more number of individuals and tourist to increase the economy of country. With the
term urban tourism it is identified that there are various tourist activities are performed by
management which are based on the place or destination towards which more of individuals are
interested to visit. Broadstairs is situated near the England, so it provided several areas to visit. In
the present scenario, coastal destination are the major places that are visited by individuals due to
amazing view and diversity. The chosen area to visit is Broadstairs and their bays, high street,
parks etc. are the major areas to visit which also provides lot of entertaining activities to do.
Strategic planning refers to those activities that are performed by the individuals for each
year in order to achieve organisational goals and objectives in an appropriate manner. Moreover,
strategic planning leads the travel and tour operators to identify new and innovative methods,
models, market position and operational efficiency to promote urban tourism such as coastal
areas to earn huge amount of profits by defining their aim and goals in effective manner (Costa,
Panyik and Buhalis, 2013). This also leads organisation and a country to sustainability in the
tourism industry. Like the sandy bays of Broadstairs attracts more number of individuals with

implementing strategic plans in effective manner such as to organise fun and entering activities
for visitors.
On the other side, the effective strategic planning for tourism is defined as the process
that is used to create innovative and new plans related with tourism activities. The main motive
to implement the strategic plans is to improve the current destinations such as to develop positive
situations in the near by place in order to attract more number of individuals. On the other side,
government also plays an essential role for developing the tourism activities by advertising
tourist places for the country. Along, with this if the government develop better relations with
other countries then local as well as international tourist also visit the country. It increases the
import-export activities as well as revenue for the country (Fernandes, 2011).
In the present scenario, urban tourism industry and the demand of place to visit coastal
area, shopping streets and parks is increasing with rapid speed it determines that it is attracting
more number of individuals by satisfying their needs in effective manner. In the context of the
Broadstairs, tour and travel operators as well as government is attracting more number of
individuals and tourist for satisfying the needs of individuals in effective manner. Like the parks,
Bays and streets are the major places for organisation to visit. There are large number of
companies are performing their work in tourist industry such as travel choice, Thanet travel etc.
are the major companies that are offering effective plans at minimum rate for attracting more
number of visitors. It increases the customer's base for companies as well as to increase the
income of country from travel operations. This result it is easy for country to enhance their
image among overall world.
STRATEGIC PLAN OF BROADSTAIRS
Strategic plans of the Broadstairs relates with the plans that is used to attract more
number of individuals by the government of UK. Some components of the strategic plans are
mention as follow:
Competitive scenario:
This is important for the organisation for identifying the existing opportunities from the
market. Along with this, it is also mandatory for organisation to analysis the internal and external
factors in which tour operator are performing their business's. So it is easy for the management to
identify and satisfy the needs of customer's in effective manner by managing the challenges and
trends of organisation. The main motive of them is to satisfy the needs according to trends at

national and global level. UK is expanding their business's s as per trends that is used to enhance
business's and its work at global level.
Overarching Principle:
Large number of principle are beneficial for organisation that is used to implement and
execute effective design, policies, objectives and strategies for company in an appropriate
manner.
Sustainability- This is mandatory for the organisation to design right strategies,
intervention, action etc. in order to provide maximum support and motivation to offer sustainable
tourism in the organisation. Further, it includes to provide maximum support to make strategies
as per environment, society culture and socio-economic system. Moreover, with strategic plans
there is more improvement in the function and destination of organisation (Giriwati, Homma and
Iki, 2013).
Innovation- With the innovation feature it is easy for management to generate unique
and new ideas as well as concept for attracting large number of individuals to perform their work
as per management results to perform their work in effective manner. Along with this it is also
used by management to perform work in an exact manner. Like, by implementing and utilising
digital tools it is easy for tour operators to approach large number of customer's.
Overall Targets:
 For enhancing competitiveness in the tourism industry to enhance the economy of
country.
 To introduce the concept of innovation and to adopt marketing policy for becoming the
top leader in tourist industry.
 For increasing the sustainable and competitiveness in the industries for enhancing
sustainability in tourism industry.
Area of Intervention:
By providing the organisation to engage by providing and offering better tourist services
and products for enhancing the image at particular destination to make better proper projects that
enhances economic of country with in proper manner such as on regional basis as well as
international basis.
 The main motive of organisation is to enhance business's performance is to make
sustainable plans for completing all work with the purpose of tourism.

 This undertakes the short as well as medium term process to provide better results for
completing the work as per the coastal area and to make plans for achieving longer
stability in the tourist industry.
With the above areas of intervention it is analysed that by implementing this tools it is easy for
organisation to make long term benefits and achievement in an exact manner. This results the
number of tourist is increased at the destination of Broadstaries will be improved in better
manner (Haven‐Tang and Jones, 2012).
Environment analysis:
In order to analyse the macro environmental factors of tourism industry, conduct PEST
analysis which contains political, economical, social as well as technological factors that impacts
on the performance of businesses or tour and travel. It is essential to design and adopt strategies
in order to facilitates products and services of tourism sector or travel plans and accomplish
objectives and goals of companies in an effective way and within the time frame. These factors
re further discussed within the context of Broadstairs UK: Political factors: The political conditions of UK is quite stable as this factor involves
political stability, trade policy, as well as government policies. In UK, due to the
increasing awareness about green issues the government of country is thinking to brings
some effective policies in order to protect as well as secure the environment. Whereas,
new visa fee policy also consider as a positive aspects for the tourism industry but the
increasing terrorism significant a negative impact on the travel businesses or tourism. Economic factors: Currently the foreign exchange rate of pound currency is not strong so
the foreign travellers can spend less money as compared to before while travailing UK. In
addition, seasonality is other challenge as holidays is the busiest period of time which
creates issues for the tourism industry because rest of the time tourism businesses do not
have any deals or travellers. In addition, the government of UK announced to reduce
corporate tax rate as from 1 April 2020, it will be 18%. Social factors: This is defined as a person's values, beliefs, perceptions, behaviour as
well as needs and interest towards the tour plans. UK considered as a large market of
consumer, most of the people of society highly concern towards the environmental
challenges on tourism which linked with carbon footmarks (Liszewski, 2014). Persons
who emphasise on green issues who will refuse to travel in order to support the reduction

of CO2 emission from environment. Whereas, social events consider as a positive factor
which includes FIFA world cup that helps in development of tourism industry. Technological factor: UK is most advanced in technologies development across the
globe as it contributes more towards the economy of a country. It is rapidly increases but
in the tourism industry it is concerned with the on line booking services, hospitality
network system as well as technological development. The on-line boarding mechanism
defined as a method of booking tickets of their transportation that results in rapidly
technological development which assists in saving time as well as money of both
customers and companies. In addition, the network system of hospitality businesses is
most helpful for travelling companies or agencies as it provides service packages such as
hotel booking, flight tickets and so on.
<https://www.howandwhat.net/pestel-analysis-uk/>
Action
After analysing all the plans as well as by formulating it is essential for the companies to
engage and utilise those resources that is used for achieving desired goals and objectives of tour
operators in minimum time period (Mok, Sparks and Kadampully, 2013). Tourism is one of the
major tools by which it is used to make long term plans for enhancing urban tourism in effective
manner.
BENEFITS OF TOURISM STRATEGIC PLANS
There are various plans are developed by organisation that leads management to
completer their work in minimum time period. It results this is easy for organisation to enhance
their business size and to achieve desired goals and objectives. The main objectives to prepare
this plans is to improve the situations of destinations which enureses long term benefits for
organisation and its goals. Along with this the existing government of the country is also offering
better plans which is leading organisation to gain long term benefits. Some benefits in context of
Broadstaries are mention as follow:
Increase in Employment- Tourism and travellers both are essential part for the tourism
industry as they are performing major role in the operations of functions. Like as the number of
travellers increased in the Broadstaries the sale of local products is also increased. With this it is

easy for organisation to perform their work as per strategies due to which longer results will be
gained by management.
New business organization- The earning in the hospitality sector is too high and it is
related with start-up and entrepreneurs. As this individuals perform their work according to the
goals that enhances business's infrastructure as well as profits of organisation. Moreover,
majority of the organisation are free in travel industry due to which better results will be
achieved.
(B): Evaluate planning approach for tourism development
Tourism industry is increasing their business's size with high rate in order to attract more
number of international tourist. This is also identified majority of tourist prefer to visit European
areas in order to complete the research for fulfilling various purpose such as educational,
entertainment and luxury. Therefore, it is mandatory for travel operators and Broadstairs to
complete their work as per tourist destination and needs of customer's. This results that with the
urban tourism it is easy for management to complete their work in positive manner (Murphy,
2013). It is also complex for organisation to perform with in easy manner. As it motivated the
individuals to adverse the impact of external environment on organisation. Therefore, to enhance
the tourist industry organisation is more focused towards community based approach which is
mention as follow:
Community based approach- According to the community based approach all the
members of the society will focused towards overcoming from the specific issue like low number
of tourist, low exchange rate and low development of plans to perform their work in effective
manner. By motivating individuals it is easy for organisation to select individuals as well as to
attract more visitor through providing them better tourism services to customer's. Like
Broadstairs face various challenges from the tour operators because of less coordination from the
stakeholders of organisation. The main motive of community based approach is to enhance the
GDP of a country.
Evaluation- By the above approach, it is identified that there are different members are
working in a cooperative way to overcome from the issue with in short intervals. With the
cooperative behaviour it is easy for organisation and its employee's to complete their work as per
individuals basis (Otgaar, Van Den Berg and Feng, 2016). Like uncertainty face by individuals at

anytime so if cooperative behaviour is adopted by individuals then it is easy to complete their
work in minimum time period.
Positive Negative
This results it is complex for operators to deal
with the issue of international visitors.
To formulate cooperative environment that is
used to attract foreigners and organisation
easily.
To control and manage the probabilities of
managing conflicts that is impacting on
whole tourism industry.
All individuals perform different roles and
responsibilities. So it is complex for all
workforce to perform their work as a team.
It is difficult to complete the task in decided
time period because each and every task
relates with goals of organisation and it is
completed in different period.
By analysing the above approach, it is easily understand that there are various approaches
but in context specifically Broadstairs community based approach is most effective method.
Therefore, with the approach of making better results it is to develop better tourism approach for
the customer's and plans that is used for fulfilling long term results in minimum time period.
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.
Vision of Broadstairs: The vision statement of Broadstairs is to preserves as well as
increase the natural beauty, coastal as well as cultural heritage of Broadstairs and raising the
quality of life of all residents (Page, 2014).
Objectives of Broadstairs: There are many objectives of Broadstairs that are as follows:
 To secure attractive views as well as vistas so that Broadstairs can proceed to be enjoyed
by community for their further generations.
 To protect the nature of seven beaches as well as bays along with their surrounds.
 To support “Green Wedge” policy as a strict social control mechanism.
 To develop businesses in mainly shopping areas as well as support huge employment
opportunities.

 To develop better transport management practices for the purpose of providing benefits to
the visitors.
 To increase effective design of new development at a time of securing unique place.
Current issues and challenges that is facing by Broadstairs:
There are many challenges or issues that are currently faced by Broadstairs within the
tourism sector. Some of these are discussed below along with the appropriate solutions and
control mechanism: Infrastructure: It is related to the underdeveloped and outdated locations of tourism. For
developing and maintaining the present infrastructure the governments, destination
marketing businesses as well as tourism boards of Broadstairs must work accordingly and
systematically and addressed future issues also. In order to that Broadstairs management
of tourism could facilitate effective solutions that includes faster checkout process,
airport immigration, effective public transportation as well as stations or ports. Security: Competitors among tourism industry must work for developing effective
security infrastructure for the travelers that can be accomplished by working with some
domestic law enforcement, governments as well as city councils. The government of
Broadstairs must work towards beginning for people and economic resources in order to
increase security as well as vigilances without any stifling the experience of travel in a
particular area (Park and Yoon, 2011). Travel marketing: It can be considered by the travelers in order to being inadequate or
overstated. Within the Broadstairs, for the purpose of change this kind of perception,
marketing activities must essential for developing the innovative solutions in order to
attract more travelers who are becoming clear as well as informed properly. Moreover,
technological disruption and its effect on social media also termed as an opportunities as
well as challenges. Travel marketers must support creative as well as tech in order to
search various ways in travel plans as well as must pay attention to the localised content.
Strategy related to business's
In the present scenario, there are various task are performed by management through
making effective strategy that leads organisation to complete their work by arranging resources
according to goals and objectives of the travel operator. In the context of Broadstairs
management implement technical strategy as it leads organisation to perform their task with

more efficiency. Along with this by implementing strategies related with digital tools leads
organisation to gain long term results.
D) Illustrate vision and objective that could be executed and discover the key stakeholders in
charge of delivering those objectives:
In an organization vision and objectives can executed in the working premises by training
the staff members accordingly. Effective training sessions are provided to the employees in
order to implement set vision and mission statement of the organization in proper manner. There
are numerous stakeholders such as, suppliers, employees, owners, creditors, policies, directors,
unions, and so on. All of this contributes largely in attaining the set vision and mission statement
so that they can compete in the international market easily. In every organization stakeholder
work day and night to meet the set goals and objectives. They are the real owner and investor of
the company in the intense competitive world. The vision statement is to preserves as well as
increase the natural beauty, coastal as well as cultural heritage of Broadstairs and raising the
quality of life of all residents (Park, 2013). Management at the time of planning strategies invite
all the stakeholders of the and encourage them to put forwards their view points regarding
attainment of set vision. Top level management take into consideration all the valuable points of
the stakeholders so that productive results can be attained easily.
Key stakeholders of the tour and travel organisation and destination of Broadstairs are
visitor, companies, place and promoting activities to enhance tourist industry among the country.
In the present scenario, the major key stakeholder for the organisation are the customer's as they
leads the management to perform their work in minimum time period. Along with this, all the
task which are performed by management must be resulted towards enhancing the customer's
base. Along with this there are various task are also performed by management that is increasing
their business's size and it also leads organisation to perform their work in effective manner.
Example- the objective of Broadstairs tourist industry is to save the beaches so if
customer's perform maintain the cleanliness and keep ensure environment safety then it is easy
for industry to achieve their objectives with the help of stakeholders. Further, customer's or
buyers are the individuals which leads management to enhance the economy of country. In order
to enhance economy of country, tourist industry must promote local products in appropriate
manner due to which the objectives to increase economy of country will be achieved (Petrova
and Hristov, 2016).

Vision of Broadstairs is to increase and keep ensure that the environment and bio-
diversity present in the city will be safe. As the main motive of organisation is to perform the
work according to the vision that is impacting on business's. Therefore, by developing the goals
and objectives of organisation it is easy for management to complete the work as per
management tools as well as to complete the task in appropriate manner.
E. Evaluate how your strategy is going to benefit the residents and visitors socially and
economically
The strategy which is performed and implemented by the management of Tourist industry
and travel operates is to complete their work or task as per objectives and goals of organisation.
It determines that it is necessary for management to implement communicate based approach
and technical strategy for completing the work as per management task and to enhance work
performance of organisation (Phillips and Moutinho, 2014). It determines that the performance
of organisation also linked with visitors and residents and increases social and economical
performance of management.
In the context of residents the tasks which are related with tourism industry and it
operations. Like all major task which are provided by management relates with business's
performance and majority of them are completed with the exiting local individuals because they
are aware about local culture, language, places to visit and many more. So it is easy for them to
provide better knowledge to visitor about local food and country. This result with the interaction
between visitors and customers it is easy for local individuals to earn sufficient amount of
income. It also leads individuals to perform their work in better way. Along with this, with the
implement of technology factor it is identified that it leads individuals to complete their work in
easy manner.
In the context of visitor it also helps them to get good quality products and services at the
affordable prices. This determine with the help of better strategy and approach such as
technology and communication based approach it is easy to visit more number of places. Along
with this the social and economic base of the customers leads them to visit more number of
places. On the other side, customers are the main key for travel operators and Broadstairs that
increases the profits for organisation by increasing the sales of their products (Sharpley and
Telfer, 2015).

CONCLUSION
In the last, by determining all the above report it is analysed that tourism industry is growing
with rapid speed. So there are large number of companies are entering into the market to capture
more market share as they are attracted with their management. Thus, it is mandatory for travel
companies to formulate right action plans and strategies that leads visitor as well as organisation
to earn better amount of profits. Along with this the approaches that is implemented by
management also performs as an effective tool for organisation to complete their work
effectively. In the last, with the appropriate vision, mission and strategies it is easy for
organisation to perform their operations in a manner which ensure positive results for the
country, visitor and customers.

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