Castlefield Tourism Plan: Leadership, Innovation, and Development

This report presents a comprehensive tourism plan for Castlefield, a historical area in Manchester. It begins with an executive summary and defines the goals of the tourism plan, which center on doubling footfall and enhancing digital engagement. The report then analyzes the current situation by examining market segments (geographical areas, trip categories, and trip purposes), available resources (natural, cultural, human, and capital), and macro-environmental factors, including SWOT and PESTLE analyses. The SWOT analysis highlights Castlefield's strengths (location, culture), weaknesses (ancient place, littering), opportunities (economic impact, Brexit), and threats (tourism management issues). The PESTLE analysis considers political, economic, social, technological, legal, and environmental factors. The report proposes several alternatives, including price reductions for accommodations, customer satisfaction services, and the involvement of travel agencies. The report emphasizes the importance of market segmentation, tourism facilities, and marketing decisions. Finally, the report provides recommendations for implementation and monitoring, aiming to increase tourism and stimulate economic growth.

Running head: Castlefield 1
International tourism and development- leadership and innovation

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Contents
Executive Summary.....................................................................................................................................3
Goals of your Tourism Plan (castlefield).....................................................................................................3
Identification of the current situation...........................................................................................................5
a. Markets............................................................................................................................................5
b. Resources.........................................................................................................................................6
c. Macro Environmental Factors..........................................................................................................6
Proposals...................................................................................................................................................11
Evaluation of Proposals.............................................................................................................................12
Selection of Proposals and Implementation Timetable..............................................................................13
Arrangements for Monitoring the Progress...............................................................................................13
Conclusion.................................................................................................................................................15
References.................................................................................................................................................16

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Executive Summary
Tourism plan is considered as the blueprint that develops the direction for the local tourism
industry. The report has been made on castlefield and each individual stage of the tourism place
has been demonstrated in this assignment. The goal of the tourism plan has described in depth
manner by giving the preference to the customer services. The current situation of the Castlefield
has been analyzed by considering the market, resources and macro environmental factors.
Alternatives are considered as the proposal which help to select other thing in case of issues.
Goals of your Tourism Plan (castlefield)
The major goal of tourism plan regarding castlefield is increasing the footfall by double. Various
tourists from all over the world visit Manchester to see the beauty of Castlefield (Madgin, 2010).
The main aim of the tourism plan is to increase the digital engagement and conversion around
the destination so that people get aware about this place. Tourism plan will provide the excellent
customer services with the RATER model which include Responsiveness, Assurance,
Tangibility, Empathy and Reliability. It is necessary for the effective customer services to being
the responsive towards the customer. Assurance enables people that they are important for the
tourism industry. It is necessary for the tourism plan to show the excellent infrastructure,
equipment and cleanliness of the hotel and selected place of castlefield so that people come back
and use word of mouth strategy to attract other tourists. Tourism plan is made for providing the
assurance that tourist will get empathy from the people of visited place. Along with that the
Celebrity association for the awareness and penetration of the tourist venue will be more
attractive factor to enhance the rate of the customers. These points will be helpful to increase the
footfall by double which will increase the revenues. Increased revenues will impact the huge

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economy of Manchester from which government can initiate development program for
improving the conditions of the venue.
SMART objectives
SMART goal setting is the approach to attain the objectives of the particular project within time
frame. To make the SMART goal, it is required to conform the criteria of Specific, Measurable,
Attainable, Relevant and Timely.
Specific: the goal of this proposal is to increase the number of tourist in Castlefield. Cleanliness
is vital for tourism industry that is why it is required to maintain the cleanliness at the tourist
place. It is specific goal because Castlefield is an inner city conservation area of Manchester in
North West England.
Measurable: it can be measured by taking feedback from the tourist so that the possible changes
can be done within timeframe.
Attainable: the goal can be attained effectively by improving the infrastructure and cleanliness
for the tourist place. The tourism can be increased in Castlefield if the alternatives are being
focussed by local government bodies and tourism community.
Relevant: the goal is worthwhile as it increase the tourism in castlefield. Offline and online
assistance is involved in making changes in infrastructure.
Timely: the specific goal will be attained within time frame which would not influence to the
performance of the organization.

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Identification of the current situation
Tourism is travel for various purposes such as business or pleasure. There is a walk able area
filled with canals, casual waterfront bars and green spaces in Castlefield (Expedia, 2018). The
tourism system of this place can be defined in proper manner by breaking it down into three
subsystems such as markets, resources and macro environmental factors.
a. Markets
Tourism market is the vital component of the tourism program that helps to analyze the current
condition of the selected place. Strong market orientation facilitates to make the successful
tourism program. The segments should be selected for analyzing the market condition of the
tourism place. The tourism market segments can be distinguished into three parts such as
geographical area, trip categories and trip purpose. The market of Castlefield is attractive and full
of various stalls (Leary, 2009). It would be great pleasure for the first time visitor to entire their
whole day with full of amusements. It has been analyzed that the market of castlefield is full of
hot street food, crafty beer, handicrafts thing, cold food producers and amazing range of vintage
clothing. These features of Castlefield market can attract the number of visitors to visit because
the food facility, unique shopping and effective accommodations attract the tourist to visit the
place. The tourism plan will be made by involving the day trips, pass through traffic and
overnight trips in the section of trip categories. Day trip of Roman fort can be evaluated into two
terms such as short- within 50 miles and long up to 200 miles (Mengüşoğlu and Boyacioğlu,
2016). Pass through traffic of Castlefield can be categorized into day visitors and overnight stay.
The trip purpose of tourist for castlefield is visiting the attractive place. There is a huge restored
Roman garden that leads up to the fort. These market segments help tourism plan to evaluate the
further growth of the tourist for Castlefiled.

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b. Resources
There are various kinds of resources of tourism such as natural resources, cultural resources,
human resources and capital (Baum, 2016). The destination place of castlefield is on the North
West England of the city where can be reached easily. The tourism plan will consider the all
aspects of the resources which may impact the tourists. The ethnic culture of Castlefield will be
valued by tourism plan so that the people of Manchester do not get hurt. It is vital for increasing
the rate of tourists to focus on the infrastructure in context of utilities and transportation
(Sharpley and Telfer, 2015). It has been found from the review of tourists on Castlefield Artisan
Market page that they had great fun in the city and had good quality of food. The tourism plan
will involve two kind of assistance facility such as offsite and onsite. Off-site will include
planning, technical assistance, regulation, research and coordination where as on-site will include
development and promotion of tourism resources such as accommodations, transportations, food
and beverages and information.
c. Macro Environmental Factors
The use of macro environmental factors will be facilitated to know about the condition and the
requirement of Castlefield. The SWOT analysis and Pestle will be described below in the context
of defining the current situation of Castlefield.
Strength The strength of tourism plan is to enhance the
rate of tourism for the specific place. The
strength of Castlefield is that it is situated on
the North West England side in the city where

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people can easily approach train, bus and car.
Culture of Castlefield is so attractive which can
influence the number of tourists. People will
experience the pleasant and convenient
environment.
Weakness The major weakness of this venue is ancient
place. However, there are majority of people
who belief to see the ancient monuments and
forts but today’s generation has different
desires. They want adventurous place for
amusement. Bad littering is the weakness for
castlefield as it produces disease, polluted air
and water. It is considered as big threat to
public health.
Lack of safety can bring the huge issue for the
tourist and fort itself. Guidance is required to
define the ancient story behind the fort
otherwise tourist would not get satisfied.
Opportunity The tourism plan can enhance the rate of
tourists which would influence the economy of
the country. Historical knowledge of people
will be increased due to effective introduction
about the venue. The local government budget

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will be increased for tourism sector. The
regional employment and recreational
opportunities will be increased. The income of
household will be increased (Li, Hu, Huang
and Duan, 2017). Along with that Brexit is the
opportunity for Castlefield as it develops a
skilled workforce and improves policies of
tourism industry.
Threats Weakness of tourism management can be the
major threat for the tourism planning such as
bad litter, infrastructure issues and proper
guidance about the place. Reduction of social
and family integration is another threat of it.
Pestle analysis
Pestle analysis will be helpful for analyzing the international tourism and development. It
comprises political, environmental, social, technological, legal and economical.
Political: the contribution of government in boosting up the tourism of UK is huge as it invests
huge amount in improving the infrastructure of the monuments and promotions (Wachowiak,
2016). It is necessary to have the support of local government bodies to improve the
development of tourism in castlefield. The government has introduced £3 per person per night
tourist tax which being the cause of huge reduction in overnight guests.

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Economical: the issue of price inflation can be the major cause of economical. It has been found
that the value of £ has slipped against the €. It shows that the Europeans can visit frequently UK
which enhances the number of visitors. The castlefield is attractive place where people can find
various things to wander.
Social: It is vital for the development of the tourism in castlefield to give the respect to the
tourists. Cleanliness and safety is the major point for the tourist and if tourist gets disrespected
and unhygienic things around places of castlefield, it would impact the image of the Castlefield.
Technological: the high speed train is introduced for tourists that reduce the journey times
between London and Manchester to 1 hour 15 minutes. This latest technology would be helpful
to increase the number of visitors of castlefield. It would be beneficial for those who come from
the North West England and it can also reduce the number of visitors who live aside North West.
Legal: The government of UK has increased the penalty from £50 to £80 for those people who
caught on the Metrolink. This strategy of government can put negative impact for those who are
unaware about the metrolink ticketing system. They can be penalized due to unawareness which
can have the negative experience for them.
Environmental:
The environmental protection is vital for the tourism industry as many tourist come from
different places to visit one specific place. Castlefield is the largest convention area in
Manchester. Various buildings in the Liverpool Road Station complex have undergone extensive
repair and modification.

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Proposals
The creative thinking and brainstorming are required to propose the alternatives to meet the
goals. It is necessary for this stage to think widely because narrow thinking can lead into wrong
direction which may hamper the entire plan. Tourism plan involves a huge range of interrelated
development and marketing decisions (Sharpley and Telfer, 2014). It is necessary to have the
depth information about the alternatives before implementing the proposals. The tourism can be
increased in Castlefield if the alternatives are being focussed by local government bodies and
tourism community. The proposal will be made regarding tourism plan after analyzing the
importance of tourism within the region of Castlefield. The proposal is tourism industry should
decrease the price of accommodations and provide the customer satisfaction services. There are
various companies of specifically tourism industry that supports to increase the visitors of
particular place (Benur and Bramwell,2015). The organization will be analyzed that can provide
the leadership and coordination required for community tourism planning. The involvement of
various travel agencies should be involved in tourism plan which will be helpful for the tourism
to get all services such as ticketing, accommodation, food and travelling at one place. Tourism
marketing decision involves segments, product, place, promotion and price. The geographic
market and trip types segments can be considered in proposal for increasing the tourism in
castlefield. Tourism facilities should be focused before implementing the proposal. There are
various techniques such as use of social media, advertisements and word of mouth to promote
the beauty of Castlefield in the world. The price strategy should be judged in effective manner so
that the potential customers can approach this place as per their budget (Tourism planning, n.d.).

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Evaluation of Proposals
The evaluation of tourism development and marketing options can be done by assessing the
degree to which each alternative would be able to meet the requirements of goals and objectives.
The evaluation of proposal can be done with the help of feasibility analysis and impact of
assessment. The evaluation of proposal can be done by analyzing the various factors such as
political, environmental and economical which may impact the proposal and eliminate that factor
which can be the reason of issues while accepting the proposal (Lin and Yang, 2016). The
market of Castlefield is attractive as it provides the vintage clothing to the customers and healthy
environment which may attract number of customers towards it. However, the government of
UK is more focused towards the safety of the tourists and introduced £3 per person per night
tourist tax which has the advantages such as government can invest in the improvement of
various area of Castlefield. There are various impacts of tourism such as economic impacts,
environmental impacts and social impacts. The increment of tourism on Castlefield will bring
huge impact in economies such as in prices, employment, sales, revenues and infrastructure
costs. It is essential to evaluate the environmental factors before implementing any proposal in
the context of increasing the tourism such as lands, water, air and infrastructure (Nieves and
Segarra-Ciprés, 2015). The cost and benefits of proposed plan such as involvement of tourism
agency, reduction of costs of accommodation and travelling services and promotion of
Castlefield should be evaluated. It has been evaluated that the proposed these things will bring
huge changes in the rate of tourist of castlefield. Along with that the tourism industry may
impact of business and industries, local government and residents as well. It has been found that
the residential area and land have become costly of that place which being the cause of frustrated
people.

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Selection of Proposals and Implementation Timetable
There are various proposals in which the first proposal is Involvement of local travel agency
which objective is involvement of local travel agency is to increase the employment within
Castlefield. It would require approximately 3 months. The strategy of advertisements can be
adopted to make them aware about the tourism plan (Aguirre, Mahr, Grewal, de Ruyter &
Wetzels, 2015). It will improve the economic condition of Manchester and people will get
employed through involve in the tourism plan. Tourist will get all facilities at one place from
those agencies because they can provide them regional knowledge. Focus on geographical area is
another proposal which is time saving and for this approximately 1 month would be required.
The strategy of market research can be opted which impact the specific geographical area will
will get benefitted due to effective services. Reduction in cost is the proposal to increase the
number of visitors. Penetration pricing strategy would be applied to attain the objectives.
Customers will get more attract towards the Castlefield due to this proposal.
Arrangements for Monitoring the Progress
Monitoring is considered as the important element of any planning and process and there can be
various arrangements for monitoring the process of the tourism plan (Steele, Dredge and
Scherrer, 2017). The visitor impacts can be measured to see the progress of the tourism plan.
Along with that the services quality can be monitors to improve the efficiency of the tourism
industry. Arrangements should be done by analyzing the various conditions such as when, where,
who and what should monitor. Research is the efficient method to analyze the new information
and procedures of tourism management. It is vital to conduct the reward system as it has been

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evaluated that there are some travel agencies that provide rewards to tourism researcher (Mayne,
2017). The monitoring plan can be implemented to evaluate the progress of the tourism plan. It
can include some steps.
1- Planning for monitoring
It can be done by development of the steering committee and conducting a community meeting
(Jordan, 2015).
2- Developing the monitoring programme
By recognizing the impacts to be monitored in the tourism plan and selecting the way of
monitoring the process is the part of this section.
3- Conducting monitoring and applying results
Staffs should be trained to evaluate the performance.
4- Evaluating and advancing monitoring
The evaluation of monitoring program should be done in an effective manner and conducting the
outreach.

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Conclusion
It has been concluded that tourism plan has huge importance in the tourism industry as it develops the
different changes to bring the effectual impact on the tourism industry. Tourism plan can increase the
number of tourism for specific tourist place. This tourism plan has been made on Castlefield which is
situated in Manchester. SMART objectives are being set for this tourism plan. It is necessary for this
stage to think widely because narrow thinking can lead into wrong direction which may hamper
the entire plan. Involvement of local travel agency, reduction in cost and Focus on geographical
area are wide proposal and remove bad litters and increase cleanliness is small initiative to make
proposal.

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