Tourism Strategy for Broadstairs Coastal Area: TLH 302 Assessment

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TLH 302 ASSESSMENT

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Table of Contents
Introduction......................................................................................................................................3
Part 1................................................................................................................................................3
A. Examining the benefits of tourism strategic plans for a coastal area and an example of a
coastal area that has been benefited from it.....................................................................................3
Benefits of tourism strategic plans in a coastal area....................................................................3
Tourism strategic plan in Herne Bay and its benefit from it........................................................4
B. Evaluating the importance of collaborative planning in tourism and its usefulness of
Broadstairs coastal area...................................................................................................................5
Importance of collaborative planning in tourism.........................................................................5
Justification of its usefulness for Broadstairs coastal area...........................................................6
Pros and cons of the collaborative planning in tourism...............................................................7
Part 2................................................................................................................................................8
C. Compiling a brief tourism strategy with vision and objectives thereby addressing the issues
and challenges faced by the Broadstairs coastal area......................................................................8
Tourism strategy..........................................................................................................................8
Vision and Objectives..................................................................................................................9
D. Implementation of the vision and objectives and identifying the key stakeholders delivering
the objectives...................................................................................................................................9
Identification of the key stakeholders..........................................................................................9
Role of the stakeholders in meeting the objectives....................................................................10
E. Evaluation of benefits of the strategy to the residents and visitors in social and economic
contexts..........................................................................................................................................11
Benefits to the Residents............................................................................................................11
Economical context....................................................................................................................12

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Benefits to the Visitors...............................................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................13

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Introduction
Tourism strategy is a governmental action plan that helps the tourism industry to achieve the
potential growth process in every aspect of that area or country. Based on the overview of the
present scenario, it is observed that the Broadstairs is facing various issues in case of their
tourism and that also affects their economic and social conditions with the effective format. The
discussion part of this assignment is serving a strategic plan for the coastal area to serve the
development process in the economic and social condition of that area. In that context, the
discussion part is discussing the tourism strategy in respect with Herne Bay and the benefits that
Herne Bay can get through the involvement of tourism strategy in tourism.
Part 1
A. Examining the benefits of tourism strategic plans for a coastal area and an example of a
coastal area that has been benefited from it
Benefits of tourism strategic plans in a coastal area
Coastal tourism involves travel and some recreational activities of leisure time by tourists.
Nowadays people around the globe get attracted to the coastal areas and islands because of the
scenic beauty and the peaceful atmosphere. That is why the local authority and the government
of the country have decided to introduce coastal area tourism in the locality, for which the
implementation of a strategic plan is essential. There are numerous benefits that coastal tourism
conducts in any place. These benefits include socio-cultural and environmental benefits in one
hand and on the other hand it conducts positive economic impacts and thus makes the whole
coastal tourism sustainable (Jiang and Ritchie, 2017). This type of tourism not only contributes
to the betterment of the country but it also ensures the fact that the tourism strategic plan of the
coastal area can serve the good accommodation and experience of the tourists. One of the most
important benefits of coastal tourism strategic plan includes the commercialization of the local
culture. The commercialization of the local culture also assimilates the reconstruction of
ethnicity. This reconstructed ethnicity in tourism maintenances and preserves the ethnic elements
of the area and also ensures the entertainment of the tourists at the same time. With the
commercialization of the local culture, it serves to the employment of the local people as the

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tourists can purchase products from the local people. In any coastal tourism strategic plan, the
need for keeping the standardization process is noteworthy so that the risk factors in the tourism
plan can be mitigated. With the right use of standardization in coastal tourism strategic plan can
aid in avoiding an unexpected and unfamiliar situation in tourism. This standardization in
tourism also ensures to meet the expectations of the tourists regarding a well-arranged
accommodation, food, drink and transport system. Moreover, the local authority needs to take
care of the demands of the tourists. That is the adaption of commercializing cultural tradition is a
must in the coastal tourism strategic plan. The main base of making the coastal tourist strategic
plan successful and beneficial, tourism plan needs to be kept sustainable. For this purpose, the
economic benefits of tourism are very much important so that it can contribute to government
revenue, employment and business in the long run (Hatipoglu et al. 2016). However, it will also
contribute to the competitive advantage and the tour operators can take a positive step towards
tourism sustainability. Coastal tourism will not only contribute to the economic revenue of the
country but it also will strengthen the communities and thus the revitalization of the cultural
traditions can be experienced.
Tourism strategic plan in Herne Bay and its benefit from it
The framework of local development is one of the important aspects of the development of the
overall area or country. Through the overview of the strategic planning of tourism, it is observed
that the development of the local area is serving a positive impact on the overall tourism
development. In that regard, the involvement of the local development frameworks of the local
areas of Herne Bay is also serving the development of their tourism, as the development of the
local area is offering developed services in front of the tourists (Qi et al. 2018). The local area
framework development is serving easy accommodation and transportation to the tourists and
that serves success graph to the tourism of Herne Bay.
Therefore there is the presence of Herne Bay app which serves the overall information that is
linked with Herne Bay worth the proper view. Thus the involvement of that app also serves extra
impact within the tourism of Herne Bay. Through the help of that app that is included by the
local authority of Herne Bay concerning tourism, tourists can be able to have a detailed analysis
of that area. Not only that tourists also being able to have all the questions that are coming within
their mind concerning tourism in Herne Bay (Madera et al. 2017). Presence of all the

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information of Herne Bay serves attractiveness to the tourists in case of choosing that place as
their desired one. The involvement of the tourist within the tourism of Herne Bay is also serving
the economic development of the town. However, through the developed tourism not only the
economic development has happened the social development of the society is also took place
(Moutinho and Vargas-Sanchez, 2018).
Within the tourism of Herne Bay, there is also introducing the sustainable community strategy. It
is observed that the sustainable community strategy is one of the innovative approaches in the
betterment of the communication of local people. The involvement of a sustainable community
strategy is fostering the business operations of Herne Bay on the basis of their tourism.
Furthermore, the local authority of that town can make their business relationship with the other
business authorities through the easy format (Morán‐Ordóñez et al. 2017). The development of
the business in terms of tourism also serves effective services to the overall town and also to the
tourists with the successful contexts.
B. Evaluating the importance of collaborative planning in tourism and its usefulness of
Broadstairs coastal area
Importance of collaborative planning in tourism
Collaborative planning is a participatory approach to include as many stakeholders as possible in
tourism. The major nature of the tourism industry is to advocate the need for coordination and
collaboration in the tourism industry. This is a process through which the tourism industry can
actually make the stakeholders take initiative to get involved in the tourism plans. For this
purpose, the identification of the stakeholders and the legitimization of the potential stakeholders
is very much important for the Broadstairs coastal area. As collaborative planning in tourism is
beneficial that is why the importance of this approach in the tourism industry is also important.
As the name suggests the collaboration of the main stakeholders can contribute to the long term
benefit for the tourism industry of Broadstairs coastal area (Carter et al. 2015). Planning,
development and promotion these are the major key factors of any tourism industry. For the
coastal tourism industry, it is also a crucial aspect as the residents, government, tourists, business
associations and the tourism developers are also involved with this attitude towards tourism.
Collaborative planning in tourism can provide cost-effective solutions regarding tourism in the

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area. It can pool the resources and thus the costs of potential stakeholder’s conflict can be
avoided to a huge scale. On the other hand, the collaborative planning in tourism is more
appropriate and appreciated as this can promote the sharing and active participation of the non-
industry stakeholders. Moreover, the collaborations of the stakeholders in the tourism industry
can mitigate the conflicts between policies and values. Hence the key problems of implementing
policies and values towards tourism can be prevented. Collaborative approaches work as an
economic profit for the tourism industry as a whole. Most importantly collaborative process can
undo power imbalances as the stakeholders are involved in this process. That is why the
existence of systematic constraint can be alleviated (Farmaki, 2015).
Justification of its usefulness for Broadstairs coastal area
Broadstairs Coastal area is regarded as a beautiful town and the local authority pay greater
attention to draught suitable collaborative planning to develop tourism in the area. In this
context, local authority and associated stakeholders such as the staff of the entire beaches,
management, government and shareholders are collectively working and trying to develop
tourism in the area. However, they pay greater attention to search out the entire issues that affect
the glory of Broadstairs and develop such tourism plans that they can enhance a better tourism
package for the international as well as national tourists. However, the stakeholders are paying
keen attention to promote the beauty of the Broadstairs coastal are and that helps them to attract
tourists worldwide (Jiang and Ritchie, 2017). To accomplish this prior objective the local
authority motivate the residents that they can play a significant role in developing the Broadstairs
coastal area. The residence of the area is given suitable training and recruit them into the
hospitality sector that they can properly guide tourists who come to visit the coastal area of
Broadstairs. Similarly the local authority, government and shareholders are developing such
tourism scheme for Broadstairs that they can provide tourists and communities innovative and
practical solutions that secure and maximise the natural, financial and natural beauty of the
coastal area. Cost-effective solutions are also increased in the Broadstairs with the collaborative
activities of stakeholders and that help them to provide a suitable package for their tourists. With
the effort of collective work, the authority obtains success to set up sustainability to grow
benefits and thus the local authority succeeds to provide destination plan for their tourists. Staff,

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residents, shareholders and suppliers are also committed and paying keen attention to develop the
tourism in Broadstairs (Adu-Ampong, 2017).
Pros and cons of the collaborative planning in tourism
There are plenty of pros and cons present in the collaborative approach in the tourism industry.
For the Broadstairs coastal area, this collaboration of the stakeholders leads the tourism
organisation towards innovation. In the case of tourism in the Broadstairs coastal area, the key
contributors are regarded as the collaboration of the stakeholders. For the better implementation
of the innovative ideas in the tourism industry, the contribution of the stakeholders is prominent.
In the collaboration for the innovation, the contribution of the micro organisations is
commonable.irt will increase the commitment to the local community that is why productivity
will increase. The support of the leader in the tourism organisation can successfully effectuate
inter-organisational communication. Therefore, the implementation of innovative ideas in the
tourism industry, tourists will be attracted to visit the place. These will also aid in better
accommodation, transport and many other essential aspects of tourism (Garrod and Fyall, 2017).
Hence, the economic base will be strengthened; this collaborative approach will make the
tourism of Broadstairs coastal area sustainable. Moreover, this approach accelerates the growth
and business of tourism.
Contrarily, the collaboration of the stakeholders can lead the tourism industry towards a lack of
consistency and conflicts. Different opinions and approaches of the stakeholders decelerate the
growth of the tourism industry. The conflict between the key stakeholders can be seen in the
tourism organisation hence affecting the business (Jarman, 2018). The main stakeholders of
tourism such as the tourists will not be satisfied as the tourism organization will fail to attract the
tourists. Hence the financial growth will be decreased. The responsibility tourism planning can
be oppressive for the residents hence the productivity will be reduced.

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Part 2
C. Compiling a brief tourism strategy with vision and objectives thereby addressing the
issues and challenges faced by the Broadstairs coastal area
Current issues and challenges that are faced by Broadstairs
Through the overview of the present scenario, it can be noted that in terms of tourism the basic
issues that Broad stairs are facing is the lack of involvement of package holidays. In that context,
it can be mentioned that in the modern-day society the modern people are fond of package
holidays and for this, at the time of making their holiday trips the tourists are serving their
reliability on package tourism. Broadstairs is using the authentic tourism process in terms of their
tourism and for this, they cannot be able to serve the developed services to the tourist on the
basis of their interests. Thus the lack of involvement of package tourism with low cost is serving
an effective impact within the overall tourism of Broadstairs (Mathieson, 2017). Therefore the
other issues or challenges that Broadstairs is facing within the tourism is the lack of accessibility
and affordability of the tourist spots that they are offering in front of the tourists all over the
global world. The Broadstairs is a beautiful town and there is also the presence of many
attractive things in the town. Instead of that, they are not being able to attract tourists towards
their tourist spots as there is the presence of accessibility issues within the tourist spots. The
tourists face problems in their travelling with respect to the presence of accessibility issues.
Furthermore, it can be added that the accessibility issues is also serving the other problems that
are linked with the affordability (Culmer, 2018). With the presence of accessibility issues, the
tourism process of Broadstairs is also requiring high amount and that serves the less interest to
the tourists' beaches in many cases tourists can not be able to afford the high prices in their
travelling. The less interest of the tourist in respect to the tourism process of Bropadstaisr also
affecting the social and economic condition of that town (Carter et al. 2016).
Tourism strategy
In order to bring the development within the tourism of Broadstairs through the involvement of
the sustainability of tourism the basic strategy that the local strategy of the town serves low-cost
airfares. Through the involvement of low-cost airfare, the tourists became attracted towards the

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tourist spots and they can choose Broadstairs as one of their desired one in respect to the tourism.
Therefore the government of Broadstairs is also involving the package holidays for the
betterment of their tourism industry. With the introduction of the package holidays, the local
authorities who are associated with the tourism process can bring sustainability in tourism
through effective development (Ezeuduji, 2015). In terms of making tourism strategy the local
authority of Broadstairs is looking after the major issues that were facing in terms of their
development of tourism. In that context, they are including easy transportation for the tourists.
The involvement of easy transportation may help the tourist to travel in different places of
Broadstairs in the essay format. Not only that newly developed tourism strategy is also offering
easy accommodation in front of the tourists who are interested to stay in with the lowest prices.
Moreover, the local authority is also including medical service within their tourism packages in
case of a medical emergency of the tourists (Vellas, 2016). However, the implication of the
medical services in an emergency is serving a reliable and sustainable position within the minds
of the tourists about the tourism of Broadstairs.
Vision and Objectives
The vision of the tourism strategy which is taken concerning the tourism in Broadstairs is to
attract the tourists towards the tourism of that town. The other vision of the tourism strategy of
Broadstairs is to serve affordable and easily accessible tourism to the tourists. The local authority
of Broadstairs is involving the developed tourism strategy within their tourism in order to
mitigate the tourism issues that are already presented in the town (Garrod and Fyall, 2017). The
major objective of that tourism strategy is to make social development of that town with the
presence of tourists with huge contexts. The other objective that is linked with the tourism
strategy is the economic development of Broadstairs through effective and successful contexts
based on tourism development.
D. Implementation of the vision and objectives and identifying the key stakeholders
delivering the objectives
Identification of the key stakeholders

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The participation of stakeholders for the development of Broadstairs tourism is undeniable. In
the multidisciplinary tourism industry, tourists or visitors are considered as the most valuable and
most important stakeholders. The residents, government, NGOs, tour operators are the other
stakeholders in the tourism industry. These stakeholders of Broadstairs tourism industry hold
responsibilities towards society and the environment. As tourists are regarded as the major and
the most important stakeholder in the tourism industry as the tourists have a huge impact on the
tourism of this area. That is why the ultimate satisfaction for the tourists is essential. The tourists
can promote the tourist spot through social media and word of mouth if the experience is positive
(Van Niekerk and Getz, 2016). NGOs in this aspect work for human rights and can promote
social and political changes for the benefit of the tourism industry in Broadstairs coastal area. In
order to improve the local community and to encourage the residents of Broadstairs coastal area
to participate positively the role of the non-governmental and non-profitable organisations is
notable. Moreover, NGOs plays a crucial role in the development of society through tourism.
The tour operators need to know other languages and they are responsible for the holiday tour
preparations. As these operators follow the trend and adjust plans of the tourism company and
adjust the packages accordingly. Local resides are the moral stakeholders in the tourism industry.
The residents play an important role in the policy and decision-making process so that the
tourism industry can be enhanced. However, the government of the UK is not directly involved
with the tourism of Broadstairs coastal area. The Government of the UK has the importance in
the development of tourism information system and to promote the tourist spots at the national
level (Swart et al. 2018). As a whole, the government of the UK acts as the economic power for
the tourism of Broadstairs coastal area.
Role of the stakeholders in meeting the objectives
The stakeholders are playing a different and significant role to develop the tourism of Broadstairs
coastal area. The government and the local authority are playing a significant role to develop that
particular area and also pay greater attention to maintain the heritage site of the place that the
beauty of nature can be preserved. At the same time, the government also takes suitable scheme
that heritage sites can be built up and maintained that it can attract tourists and different
communities to visit Broadstairs. On the other hand, the visitors and tourists also play an
important role to develop the tourism of Broadstairs (Amerta,2017). The Broadstairs can develop

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when more visitors come to the palace. The economy and society are greatly affected by the
increment of visitors in Broadstairs. More visitors invest more money and that helps to develop
the beauty of the place and also provide various scopes to increase employment. The basic object
is to resolve the entire issues such as raise of the package, enhance a suitable tourism plan for
Broadstairs and low-cost airfare markets are mitigated with the great involvement of staff who
operate the entire tour for Broadstairs (Duarte Alonso and Nyanjom, 2017). The management
who is given the responsibility to develop the package of Broadstairs tourism is playing a
responsible role to enhance a suitable and appropriate tourism strategy that they can attract their
clients throughout the world towards them. They also plan how to minimise the cost-effective
expenses that they can offer more discounts to their tourists and attract them to invite Broadstairs
coastal area. There are some NGO areas also play a vital role to develop Broadstairs tourism as
they want to preserve the heritage sides of the palace. The beauty and the historical background
is promoted by NGOs and they also provide a sufficient amount to develop the place that it can
maintain its glory and natural beauty. However, with the involvement of those NGOs the tourism
of Broadstairs coastal area is developing and succeeds to attract international tourists (Todd et al.
2017).
E. Evaluation of benefits of the strategy to the residents and visitors in social and economic
contexts
Benefits to the Residents
The residents of Broadstairs coastal area are benefited by different social and economic context
due to the development of tourism there.
Social context
Residents of Broadstairs coastal area are privileged by tourism as it encourages and preserving
the local culture and festivals that regarded as the assets of the society. However, it also
encourages local culture such as local dance, local festivals of Broadstairs coastal area that affect
the society. The outsource income that earns by tourism is also helping society to develop the
living standard of the local community. The development of that particular society may not
possible expect tourism as it is the only source of income in that place. At the same time, tourism
helps to exchange cultural values and ethics that also add external elements to the development