Strategic Planning for Tourism and Leisure: Comprehensive Report

This report delves into the strategic planning processes within the tourism and leisure sector. It highlights the advantages of strategic planning, such as competitive advantages, enhanced profitability, and reduced risk, emphasizing its importance in attracting tourists and generating revenue. The report also evaluates the community and cooperative-based approaches to tourism development, stressing the significance of future planning for organizations. Furthermore, the report examines how the reuse of historic buildings contributes to strategic tourism development, offering a comprehensive analysis of various strategic elements within the industry. The report uses the London Eye as a case study, highlighting the benefits of strategic planning in attracting tourists, implementing innovative marketing strategies, and diversifying products to meet the demands of tourists.

Strategic planning for
tourism and leisure

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
A) Advantages of producing tourism strategic plans..................................................................1
(B) Evaluation of Community Approach and Co-operative based approach.............................1
TASK 2............................................................................................................................................5
A) Reuse of historic buildings contributes to strategic tourism development............................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
.........................................................................................................................................................8

INTRODUCTION
Strategic planning of visitors destination allows executing instruments of market in to an
practice of tourism regional management. With field of leisure and tourism, people and the
finance as tourists are enhancing globally. Strategic planning is procedure under which a
business firm develop its strategy and also allocate, direction and necessary resources and make
effective decisions in order to execute action plan. Strategic planning plays a necessary role in
the tourism as well as leisure (Carlsen and Butler, 2011). The travel and tourism sector is
growing rapidly and also contribute towards an economy of country. In this given report discuss
about the advantages of producing strategic and also provides the effective benefits. Strategic
planning in the tourism is helpful for an organisation to fulfil needs and requirements of
consumers in proving better experience to visitors in a better or effective manner. In addition to
this, it is a responsibility of travel sector to provide better destination places to visitors so that
they can take interest in that country. Under this report discuss about planning approach for
development of tourism. Reuse of historic building contribute towards development of strategic
tourism will be discussed under this mention report.
TASK 1
A) Advantages of producing tourism strategic plans
Strategic plans- Strategic planning is a process which is helpful in find out what an
organisation or attraction places should become. This also shows stages which are necessary to
accomplish set objectives. It is an effective technique which is important for doing judgements
on continuous basis. In addition to this strategic planning plays a necessary role in travel and
tourism sector for attracting large number of people and generate more profit level. Under this, it
is a responsibility of tour operator of travel company to provide attractive as well as effective
travelling package for upper and middle class of people (Choi and Turk, 2011). With the help of
this positive affect on people of company will be developed in better manner. The main benefit
of strategic planning for travel and leisure is to update about the current tends of sector and
assess in satisfying needs of visitors in an effective manner. Through this, firm can get the
competitive advantage at market place. It is helpful in support company in order top determining
its understanding as well as determining wants and objectives for satisfy their needs in a better
manner. Through process of strategic planning, company can evaluate itself for decide its wanted
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attractive placed and developed many guidelines as well as ideas. In addition to strategy, it is
helpful in accomplishing long term goals and objectives with in a specific period of time.
Planning for tourism as well as leisure is determined as continuous process which should be
continues, integrated, environmental, comprehensive, accentuation on including community
along with the sustainable development (Cuccia and Rizzo, 2011). In addition to this, tourism
planning is important to achieve goals, making business successfully, proper resources
utilisation, increased economy and also satisfy the demands and preferences of visitors. All these
given components are effective to business entity in order to enhance its efficiency and
effectiveness of company.
Advantages of tourism strategic planning
Competitive advantages- This component is very effective as well as beneficial to gain
the competitive benefit in the limited period of time. In context to this, it is a responsibility or
role of tour operator to apply various channels in order to introducing innovate as well as
attractive packages at marketplace. Firm use many different ways to communicate with visitors
in a better manner. Under this organisation provides its information on its company website so
from this visitors or people can aware about the services of travel packages in a better way. With
the help of this, persons will take interest in firm and will use its services. It will be helpful for
companion to gain competitive advantage at market place.
Enhance profitability and also market share- Strategic planning is necessary for travel
and tourism industry in order to capture large market share and increase profit level of company.
For an example- Focused planning and also strategic thinking will be uncover tourists
segmentation, products and the market conditions which provide effective benefit to company
towards consumers (Elbanna, 2016). So in context to this it is necessary for an organisation to
increase its effectiveness as well as market share.
Financial advantages- Under this, tourism industry develops better strategic plan which
have more earning per share, high profits, good sales and minimum costs. Effective strategic
planning is helpful in order to attract the large number of tourists which turn high advantages and
business development at market place.
Reduce risk- In this, strategic planning is necessary for giving relevant data or
information with motive to help frame and risk better strategies in regards to reduce capitalise as
well as uncertainty in proving the business opportunities. In industry to tourism, there are various
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risks which are available like for an instance natural, civil, technological, political and biological.
Under this, there is a role of tour operator is to determine this and also get over from them to
plan necessary strategy.
Promotes motivation and innovation- The main advantage of strategic planning is to
promote innovation as well as motivation in a effective manner (Giaoutzi, 2017). In addition to
this, main role of tour operator is to develop some innovation in its services so from this large
number of consumers will be attracted towards firm and will assess in increasing profit level of
firm in a better way. It is necessary that manager of firm should motivate or provide training to
its staff members so from this they will give their better performance and also deal with visitors
in an effective manner.
In addition to this, in London city, there are various attraction places like for an instance
Studio Tour, London eye, Aadame Tussauds London, London tower, Buckingham place tour,
Kensington place, Hop on hop off bus tour, View from the Shard and many other destinations.
So, among all these attraction places, London eye is selected which is very beautiful place as
well as attractive for visitors. There is also a Ferris wheel and its diameter is 394 feet and
situated on south bank of River Thames.
These all are the effective advantages in order to develop better strategic plans in sector
of tourism. In context to this, strategic planning bring some cooperation between different
functions of business. It is a responsibility of manager to increase motivation of staff members so
that they can focus on achieving aims of firm in a better manner. The main motive of strategic
planning is to create a better action plan for predictable future as well as develop them
effectively. The main objective of travel and tourism company to provide better destination
places to visitors so that they can enjoy and take interest. In addition to this, plan will provide
guidance for leading the future trends and also give efforts to increasing activities as well as
functions of tourism in a better manner (Horng and Tsai, 2012). The main motive of tourism
sector is to provide those destination places to visitors which can provide cultural value, natural
beauty and also historical implications. There are various advantages of strategic planning in the
London Eye which are identified as above:
Attract more tourists- Strategic planning is necessary to determine the centre of
attraction places which are direct with an interrelation among the internal and external factors
and both these factors develop on destination places.
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For an example- Various tourists destination plays a necessary role in order to conserving
as well as protecting nature and developing historic heritage in better manner.
Innovation and technology strategies- Strategic planning is necessary for London eye
in order to increase its sales and also profit level through offering attractive destination places to
tourists. In regards to this, there are large number of people which come for travelling purpose
and government of United Kingdom apply advanced technology in business. Innovation plays a
necessary part in attract people and it is main part of the strategic planning which assess to
provide satisfaction and also relax to tourist (Komppula, 2014). Through this, Ferris wheels
raised with using advanced technology such as high-tech glass capsules and from this project
can not be affected badly.
For an example- Firm should provide various luxurious services like for an instance
clean rooms and accommodation facilities for visitors which are interested in spend more time.
In addition to this, innovation provides many advantages to business and helpful in attract large
number of tourists.
Marketing strategies- Under this, major role of strategic planning is to make an
effective plan with the help of including marketing mix and in this 4 ps are included and these
are product, price, place and promotion. In addition to this, marketing mix will helpful for firm to
introduce innovate or creative services at market place so that large number of people can be
attract in a better manner. This is fundamental aspects which London eye gives various services
like for an instance riding in Ferris wheel, hotel, river cruise and also dining. It is an effective
way to increase motivation of visitors in a better manner.
Product diversification- London eye classifies its services as well as good in that
manner which can completely meet with requirement as well as demands of tourists (Kylänen
and Rusko, 2011). In addition to this, range of community from river cruises, dining halls, Ferris
wheel to providing services or other facilities.
Differentiated costing- In this, it is a main responsibility of tour manager is to develop
better plan for taking effective decision regarding cost. It is a necessary part of the strategic-
planning which provide advantages for London Eye. In plan, firm set various cost for adults and
children.
For an example- London eye implanted or divide its cost for different services through
considering river cruises, riding in Ferris, accommodation and many other services.
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(B) Evaluation of Community Approach and Co-operative based approach
Future planning is must for every single organisation therefore, it can be stated asa main
function of administration of firm. Desired aims and objectives can be achieved right on time if
company is planning on a regular basis. Along with this, it has been examined that executives of
an enterprise looks into different aspects and keeps on making alternations accordingly whenever
it is needed (Sigala, Christou and Gretzel, 2012). Apart from this, strategies are being made in
order to hit targets which includes a proper plan. On the other hand, ideas, thoughts plays vital
role as planning is being done so that to maintain the sustainability at marketplace in near future.
Firms should locate and make a proper plan which is related to community. Here, this
sort of planning is being done in order to raise poor communities or improve their living
standardisation. It has also been measured that people from various geographical areas have
some common needs which they mostly looks forward to fulfil so that life can be lived with ease.
Mass tourism is totally different from community approach. Community tourism plan is being
considered and are being made in order to better serve to clients that have some common
requirements. Under tourism sector this sort of plans are being made so that attention of guests
can be grabbed that are willing to go to a whole new place so that to relax or for some business
purpose. Along with this, it has been examined that tourism sector is consist with high profit
therefore, most of business people are trying to develop their business under this section. Along
side this, various attractive sites can help them in grabbing attention of customers towards
services that they are providing (Smith, 2013). A proper plan can help tourist firms to come up
with and reduce all the risks that are involved and can be faced by them. With the help of this, it
has been examined that negative impacts are being decreased to minimum level and scenario
directly affect their profitability and productivity in an appropriate manner. While making
determinations it is must for travel and tourism organisations to keep on considering about all the
people who do not have great earnings. Apart form this, planning should be done after locating
all needs and wants of them in an appropriate manner so that to attain all the goals and objectives
of firms of tourism sector right on time. This sort of approach comes up with various issues as
well therefore, it is vital for organisation of tourism section and develop a proper plan so that
they do not meet with any losses. Time can also get wasted if decorous planning is not being
done. This concept is basically do not look into individuals needs but focuses on wholly and
solely on community.

Community based tourism as community development
Focussing and development of a community is basically main aim of this sort of planning
which is being done by firms from time to time. Monitoring should also be done of plan which is
being executed by organisation so that to proper development of community can be done.
Relationship with guests or clients are very much needed under this as they only firm will get to
know about their needs or requirements (Sotiriadis, 2015). Along with this, it has been located
that it helps in enhancing economical conditions of a country. Therefore, government of United
Kingdom also keeps on supporting these firms to various ways. Developing appropriate roads
and continuous renovations of sites which are connected with history are some sort of actions
that are being taken by government. Apart from this, high rate of return on investments can also
be expected by these firms under tourism sector. In order to sustain at marketplace organisations
in tourism sub section needs to focus and consider needs of community like their common
requirement and offer them products and services accordingly. With the help of this, companies
of this section have raised employment and are continuously catching eyes of tourists which is
aiding them in making profit in a very huge amount.
Community based tourism as community engagement:-
Proper communication in between planning agency and community can be stated as
engagement. This needs to be considered in an appropriate manner by organisations so that to
maintain the sustainability at marketplace for a longer period of time. Natural, legal requirement,
community are some elements that helps organisations in hitting their targets right on time.
Proper planning may help firms in fulfilling needs of consumers through making modifications
in their services that they are offering at marketplace (Tribe, 2016). With the help of this, good
rivalry can also be given to them which may aid them in maintaining their profit margins.
Agreements in between communities in order to do promotional activities of tourism sector can
raise their reputation among consumers of different countries. Economical conditions can be
raised in an appropriate manner if proper and healthy communication is their among
communities. Along with this, it has been examined that this sort of planning also considering
about various tools and techniques right on time in effective and appropriate manner.
Community based tourism as a process of planning:-
In modern era, travel and tourism sector plays a vital role when it comes to growth of
whole country. There are many nations like India have many tourists sites which mostly attracts
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the consumers from all over world. Almost 30% of earning are being done by this nation through
travel and tourism sector. It has been examined that United Kingdom is also full of site seeing
place that are mostly connected with history of this nation. Therefore, it is must for community
to get indulge with this sector and make proper planning so that economical growth can be
enhanced. Proper development every single organisation looks forward to, as then only long term
sustainability can be maintained at marketplace (Tyrväinen, Uusitalo, Silvennoinen and Hasu,
2014). Basically, friendly and people centred approach needs proper planning on a regular basis
which needs to be considered right on time. It has been examined that planning process is
enclosed with various steps and these are given below:
 Developing or formulating a proper vision so that to continuous growth of travel and
tourism section of United Kingdom.
 Making decisions so that to maintain the profitability margins and to enhance them.
 Processing proper plan so that desired targets can get right on time.
 Measuring and monitoring the plan and to allocate finance accordingly so that to save
both time and money.
 Monitoring of assessment so that reduction can be done of all the problems that are being
faced while developing it.
Henceforth, proper planning of tasks may aid communities in hitting their targets on a
regular basis so that to support travel and tourism sector. Along with this, it will directly put
positive impact on living standardisation of individuals that are coming in a community.
Community based approach can help travel and tourism sector to enhance both sales and
revenues which will directly put positive impact on economical growth of United Kingdom.
Advantages:
Community based approach of tourism is main advantage and it is an effective method
which helps in taking better decisions regarding society which see execution as well as
development if an infrastructure such as internet, communication, water and roads (Wray, 2011).
It provides cultural preservation, foreign exchange, improvement of health related facilities and
employment.
Disadvantages:
It has been examined that this sort of approach do not affects travel and tourism sector or
develop its image in front of social people of United Kingdom. Because it may affect both
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culture and thoughts as well of people who belongs to a whole different culture. It will also done
not put much impact on foreign as regime which will directly decrease benefits, withdraw tax,
and many other.
Implementation of community based planning: Decisions are not being made in a
proper manner under mass tourism which can be stated as a barrier which needs to be kept in
mind on a regular basis so that to reduce all the risks that are involved with this. Development
and progress also are being done in a really very slow manner which affects profitability of travel
and tourism sector (Xiang, Magnini and Fesenmaier, 2015). Economical and social factors are
mostly get affected through this therefore it is must for them to keep on making alterations under
this sector so that to resolve issues economical growth of United Kingdom can be maintained.
Along with this, promotional mix can also be followed by this sub section as it is being
considered as one of best approach that may aid travel and tourism firms in developing products
and services that they are offering with innovations. Here, they can use different policies and
tools as well in order to formulate a from plan so that to enhance sales and revenue both at the
same time. With the help of this, it has been examined that profitability can be enhanced with
reputation among society.
Pro and cons of community based tourism planning: Some of advantages and
disadvantages of this sort of planning is being given below:
Advantages Disadvantages
All the operations are being enhanced through
making a proper plan so that to develop a
whole community and not of an individual. It
do not cost much because common needs are
being fulfilled right on time.
Telecommunication, roads, electricity, internet,
water and so on are some of elements that are
being developed through this.
It may affect environmental and cultural in a
negative manner. Low benefits can be seen
because of its effect on culture of a whole
community. Reduction in living standards
which will directly affect the lifestyle of whole
community.
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TASK 2
A) Reuse of historic buildings contributes to strategic tourism development
Strategic tourism development is necessary or important part of tourism industry to create
better approach regarding increasing profit level. In context to this, tourism development develop
plans as well as strategies to enhance tourism for country. The main reason behind planning as
well as executing effective strategies for developing tourism industry is to enhance GDP rate of
United Kingdom country. Plan of Reuse of historical building is important for travel company to
make strong its consumer base (Young, 2016). With the help of this firm can gain competitive
advantages at market place and also achieve long term objectives in set period of time. It is
determines process of regeneration and also include in order to meet with needs and demands of
innovative framework. It is a necessary as well as sustainable option to promote revitalisation
efforts. Reuse of historical building provide various intangible benefits to society. So in regards
to this, it will be beneficial to attract people towards the famous tourists destination places in a
better manner. Hence, historic buildings alter to development of strategic tourism though attract
more tourists towards popular attraction places in United Kingdom.
Example of historic building is Tower of London. This place is iconic and necessary
landmark in London. On the other hand historic fortress is another most popular place ion city
over the 8 centuries in London. In addition to this, Tower of London in London mostly use for
events, leisure etc. Some benefits for economical, social and local areas are mention below:
Leisure- It is explained as experience quality or free time period. Under this time spend
is away from the education, work, domestic chores, business and many other necessary activities
such as eating, travelling and sleeping (Cuccia and Rizzo, 2011). Renovation in the London
tower is effective for the people of community because they spend their time for doing different
work.
Tourism: London Eye, Tower of London are two main sites that mostly attracts the
clients from different countries to visit United Kingdom. It is very much needed for UK's
government to keep on making alterations and renovating process so that to keep all the
historical infrastructure so that to grab attention of human beings who are willing to visit these
places. With the help of this, firms under travel and tourism sector can maximise their both
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productivity and profitability at the same time. Benefits are being seen in previous years which
are related to renovating the historical building that has been utilised for leisure, tourism and
some other factors that are related under this context. It has given various benefits which are
being mentioned below:
Social Sustainability: Under tourism, re-utilisation is a process which is being mostly
used by government of different countries. It has been examined that there are ample number of
issues that are being faced by government of United Kingdom while restructuring the historical
monuments. But, it is mandatory for them to apply new tools and techniques and make sites
much attractive so that to maintain the interest of tourists.
Economic Sustainability: Decrease of waste materials should be kept in mind of
customers so that to maintain belief of clients that are willing to visit a whole new place. Along
side this, re-utilisation can aid under this scenario. Using historical monuments through which
economical conditions can be maintained in great way.
Environmental Sustainability: London city is full of monuments which are linked with
its culture that previous people used to follow. Therefore, it is much required for travel and
tourism sector to keep on making alterations in them so that to maintain presence of history.
Along side this, they also keep on conducting various seminars so that to give knowledge to
children about their history that they have. With the help of this, environment is being
maintained with positive approaches.
Therefore, government of United Kingdom should keep on making alterations with the
help of re-utilisation of process so that historical monuments can be maintained in a proper
manner. For an example: London tower was reuse and made with keeping an eye on tourists
needs and wants which has impacted positively on economical growth of UK.
CONCLUSION
It has been concluded from above given report that tourism sector is developing very
quickly and give contribution towards increasing an economy of country. In order to accomplish
the long term objectives, strategic planning is helpful for business firm to meet with long term
targets in a better manner. In this assignment studied about the many advantages of developing
the tourism strategic plans and also include some examples from them. There was discussion
about planning approach taken for development of tourism. In mention reports also studied
regarding reuse of the historic building which contribute towards the development of strategic.
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REFERENCES
Books & Journals
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Choi, H.C. and Turk, E.S., 2011. Sustainability indicators for managing community tourism. In
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Elbanna, S., 2016. Managers' autonomy, strategic control, organizational politics and strategic
planning effectiveness: An empirical investigation into missing links in the hotel sector.
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Giaoutzi, M., 2017. Tourism and regional development: New pathways. Routledge.
Horng, J. S. and Tsai, C. T. S., 2012. Culinary tourism strategic development: An Asia‐Pacific
perspective. International journal of tourism research. 14(1). pp.40-55.
Komppula, R., 2014. The role of individual entrepreneurs in the development of competitiveness
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nature-based tourism destinations: Clients’ views of land use options in Finnish
Lapland. Landscape and Urban Planning. 122. pp.1-15.
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planning: Translating theory into practice. Journal of Sustainable Tourism.19(4-
5). pp.605-627.
Xiang, Z., Magnini, V. P. and Fesenmaier, D. R., 2015. Information technology and consumer
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Young, G., 2016. Reshaping planning with culture. Routledge.
Online
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<http://www.solimarinternational.com/what-we-do/strategic-planning>./
Travel and tourism in the United Kingdom - Statistics & Facts, 2018. [Online]. Available
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