THL 302 (MD): Strategic Planning and Tourism in Broadstairs Report

This report, prepared for THL 302, examines the tourism industry in Broadstairs, a coastal town facing challenges due to rising holiday packages and decreasing airfares. The introduction highlights the importance of the tourism sector and its economic impact, setting the stage for an analysis of strategic planning. Part 1 defines strategic planning, its benefits (proactive organization, direction, efficiency, market share, profitability), and collaborative planning, emphasizing brainstorming, trust-building, and learning. It also discusses the pros (idea generation, relationship development) and cons (potential conflicts) of collaboration. Part 2 identifies the key issues in Broadstairs, including increased competition from other destinations due to the affordability of travel. The report then explores the need for strategic solutions to maintain and improve the economic standing of Broadstairs in the tourism market. The report concludes by emphasizing the importance of proactive planning and collaborative efforts to address challenges and capitalize on opportunities within the tourism sector. References are provided to support the analysis and findings presented in the report.

THL 302
(MD)
1

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
A. ...........................................................................................................................................3
B. ...........................................................................................................................................5
PART 2............................................................................................................................................8
C. ...........................................................................................................................................8
D. ...........................................................................................................................................9
E............................................................................................................................................11
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................13
2

INTRODUCTION
Tourism industry is one of the leading industry that facilitate by providing products and
services and infrastructure as well as companies operating in this sector will provide
opportunities for people to travel different places in order to attain different purpose. It is also
consider as largest sector at which huge numbers of people working together (Battour and Ismail,
2016). Moreover, tourism industry is also responsible for growing country economy. The
respective assignment is based on Broadstairs which is an attractive town situated at East Kent
Coast i.e. between Margate and Ramsgate. This location have seven charismatic sandy bays
which attract huge ratio of tourist, a characterful high street, plenty of things and pretty parks and
many more.
Respective location is facing issues related to travel and tourism sector because there is
rise in holiday packages and decrease cost of airfares due to which visiting at Broadstairs for
foreign travels become affordable and accessible. Topics included in this report are advantages
of developing tourism strategic plans generally for coastal area as well as it will also include
effectiveness collaborative planning in respective sector. Along with this respective report will
also explain about brief tourism planning along with clear objective and vision and it will also
define about how these can be implement as well as it will also explain how strategies can be
beneficial for residents and visitors at social and economical level.
PART 1
A.
A Strategic plan can be defined as a document used to conduct communication with a
company about their goals, in this action needed to attain those goals are developed as well as
other critical elements are also created while planning the exercises. Strategic plan also required
to have a clear statement of an organisation's purpose so that management can conduct work
accordingly (Boniface, Cooper and Cooper, 2016). This will also include various phases that
enclosed formulation of strategy, implementation of strategy and strategy evaluation in order to
conduct work properly. Moreover there are numbers of benefits related to strategic business
planning for a company that are conduct its business operations and function at travel and
tourism industry, some of the major benefits are given below:-
3

 Proactive organisation – Through strategic planning a company able to develop more
proactive plan as compare to reactive. That will help in forecasting future as well as
preparing work accordingly. In respect of travel and tourism industry it is essential for
them to be always proactive rather then reactive because through that they can develop
best plans for conducting business operations and functions. Moreover, through proactive
plans an organisation able to identify more opportunities and effective deal by avoiding
unfavourable situations (Buhalis and Foerste, 2015). In context of Braadstairs, through
proactive planning they able to be develop effective dealing for their area. Respective
destination is going through several issues which can be reduced by effective strategic
planning and proactive approaches because through that they can manage activities
effectively. For example through strategic planning firm dealing in tourism sector at
Braadstairs will forecast future issues according to which they can develop effective
planning. Sense of direction – For a company who is operating in tourism sector, it is necessary to
set right direction. A company operation in travel and tourism sector can attract huge
numbers of customers towards specific destination by adopting right sense of direction.
Through an effective strategic planning a company able to conduct their business
operations and functions in right direction which help them in improving as well as
growing their business. So in respect of Broadstairs destination companies operating in
tourism sector can develop strategic planning which help them in develop sense of
direction in order to attain their desire goal as well as aim. It is also considered as the
foundation through which respective destination can resolve their issues and lead to
growth of business operations. Increase operational efficiency – Strategic planning is considered as factor which is
beneficial for company and their growth. In travel and tourism industry there are various
factors which help firm operating at respective industry in growing their business by
minimising issues (Eid and El- Gohary, 2015). Moreover strategies planning will aid in
evaluating as well as analysing aspects of a business unit so that they can conduct their
operations effectively as well as impressively. Through strategics planning Broadstairs
destination companies able to develop proper roadmap through which they can resolve
issues related to foreign tourism and will also help them in conducting business
4

effectively. Furthermore, it will also help respective location tourism companies to
forecast issues in advance and develop strategies accordingly in effective manner. Enhance market share – By developing effective strategic plan tourism and travel
companies able to increase their market shares because through these techniques the
respective company will be able to conduct their operations and functions effectively as
well as successfully (Fang, Ye and Law, 2015). In respect of Broadstairs, tourism
companies able to develop planning according to new trends, segment and offering when
they adopt strategic planning method which help them in increase their market shares by
minimising impact of foreign tourism issues. Along with this it will also help respective
place companies to conduct better performance which increase or grow their market
shares in successful manner. At United kingdom there are numbers of travel and tourism
companies who offer several destination visit, so by adopting strategic planning firms at
Broadstairs can develop strategies in order to attract audiences toward them and will also
help them in increasing their overall share in the market.
 Enhance profitability and customers range – It is one of the main benefits of strategic
planning according to which a company can grow their business as well as it will also
help them in enhancing their profitability successfully. Moreover through that firm also
able to attract more customers which help in increasing their selling, market shares and
profitability ratio (Giap, Gopalan and Ye, 2016). In respect of Broadstairs destination by
developing strategic planning companies able to develop new ideas as well as plans
which will help them in increasing their sales through which they can directly increase
their profitability. Along with this, it will also help them in developing strategics in order
to attract more and more customers by resolving issues related to foreign tourist as well
as it will also help in improving economy of respective location successfully.
B.
Collaborative Planning is consider as practice which include approach to design. In travel
and tourism sector collaboration take place when there is a group of independent stakeholders of
a issues domain engaged in a interactive procedure. Moreover this will include several aspects
such as norms, structures, rules, acts and many more related to specific domain. In respect of
Broadstairs destination they also adopt collaborative planning through which they determine its
5

several importance. From that some importance of collaborative planning for travel and tourism
sector are given below:-
 Brainstorming creative ideas – Through collaborative planning an organisation
management able to formulate effective strategies that are creative as well as innovative
in nature. Along with this while developing this types of planning members conduct
brainstorming which leads to development of more innovate ideas which help in
resolving issues and growing business effectively (Han and Hyun, 2015). In respect of
Broadstairs, companies operating there will conduct collaborative planning which help
them in conducting brainstorming through which they come up with new as well as
innovative idea. That will help in resolving issues related to foreign tourism and it will
also help them in growing their economy successfully.
 Build trust – During the development of collaborative planning stakeholders and other
related peoples are also involved which help firm in building trust among them as well as
it will also help in generating new innovative idea. In decision making process it is very
important that their will be trust among all people so that they effectively particular as
well as respect each other suggestion. This is so because if there is no trust them there is
high chance that conflict can take place. In respect of Broadstairs, when companies
operating there in travel and tourism sector will come together and involve all
stakeholder as well as their will also trust among all. Then their will strong chance that
they come up with new idea which help them in minimising or resolving issues related to
foreign tourism.
 Enhancing learning – Collaborative planning also help an organisation as well as
peoples in enhancing their learning which aid them in enhancing their performance and
attaining desire goal successfully (Henderson, 2016). Through this they also able to
enhance learning which lead to generation innovative as well as creative ideas. In respect
of respective destination by adopting collaborative planning organization as well as
society able to enhance their knowledge which will help them in developing new as well
as innovative ideas through which they can attract more audiences and minimising or
avoiding issues related to foreign tourists. Moreover it will also help them in developing
opportunities through that Broadstairs economy can grow.
6

These are some of the main importance of collaborative planning which can be gain by
Broadstairs destination. On the other hand there several pros and corns of collaborative planning
so it is essential for companies to conduct a proper analysis of this as that will help them in
developing strategies accordingly in effective manner. Some of the major pros as well as corns
are given below which must be considered by Broadstairs located companies operating in travel
and tourism industry:-
Pros collaborative planning Generation of new ideas: Through collaborative planning people able to generate new
and innovative ideas which help companies to conduct their work properly for attaining
goal (Moutinho and Vargas- Sanchez, 2018). In respect of Broadstairs destination by
adopt collaborative planning companies able to enhance their business they able to
generate new as well as innovative ideas that will help them growing their business as
well as economy.
 Developing relationship: In collaborative planning interaction of people are conducted at
high level which help in developing effective relationship among them. Along with this
by developing relationship their will also creation of feeling of respect for each other,
through that they can conduct work in effectively in collaborative manner. In respect of
Broadstairs location by adopting collaborative planning all companies able to develop
effective relationship which help them in conducting work properly for attaining goal.
Cons of collaborative planning
 Occurrence of conflict situation: In collaboration planning all people suggest or give
their ideas which may arise conflict because there is a high chance that one person's idea
or suggestion is not liked by another person. In respect of travel and tourism sector, it
may arise negative impact on people as well as directly or indirectly it affect their
performance (Nezakati and et. al., 2015). So if Broadstairs company may adopt this
method their overall performance may impact due to which issues may arise in travel and
tourism sector.
7

PART 2
C.
Broadstairs is a beautiful country that is currently facing various issues as well as
problems. It is very important for this country to identify all of the major challenges and thus
find solutions to resolve it. This will help in overall growth and development of respective town.
It has been identified that the major issues that is faced by this company is increase in different
types of holiday packages as well as reduction in airline fares (Prebensen, Chen and Uysal,
2018). Due to this targeted customers will be able to travel other attracting part of the world.
This will lead to have direct as well as indirect impact over economic rates of Broadstairs area.
This town is currently struggling in competing with other tourism companies of various nations.
With the increase and rise of holiday packages as well as different offers provided by several
rival companies of travel and tourism sector. Broadstairs country needs to focus on attracting as
well as influencing large number of customers towards respective area as this will help in
resolving issues. Travel and tourism companies of this nation needs to focus in creating vision
and objectives in order to development of tourism strategies. It is significant for this company to
develop and create a strong and effective strategies in order to accomplish desired objectives.
A clear vision and mission will help travel and tourism companies of Broadstairs town
to create as successful part. This will help in enhancing tourism activities in respective area as
well as increase economic rates of particular nation. Mission and vision statement of this area
will help in providing a proper framework to travel and tourism companies to perform business
task in effective and efficient manner (Pulido- Fernández, Andrades- Caldito and Sánchez-
Rivero, 2015). Vision and mission statement of Broadstairs town area is mention below in
detail.
 Vision of this region is to create and develop a sustainable tourism destination for
customers.
 Mission of Broadstairs town is to build strong economic rates as well as communities
growth.
The mission and vision of respective area will help the respective company in attracting
more and more customers towards this area. Travel and tourism companies of Broadstairs town
needs to develop effective strategies in order to conduct task in better manner. Tourism strategies
of this area will help in accomplishing of set goals as well as objectives. Broadstairs is very
8

beautiful town which has seven sandy bays that can be consider as attraction of customers. This
area has pretty parks as well as high street that will be helpful in influencing customers. Different
strategies of tourism that will help Broadstairs area to resolve its major issues and challenges are
mention below in detail.
 Promote attracting areas – This area have different place to visit that will help in
attracting large number of customers. There are different ways that will help in promoting
these places as well as informing customers (Riasi and Pourmiri, 2016). Travel and
tourism companies of Broadstairs needs to use various tools and techniques in order to
communicate with customers in order to attract that towards this area.
 Offer attractive offers – It is a human nature that they are attracted towards the offers
like discount, buy one get one, extra offers and many more. So it can be adopted by
companies of respective location because through that they can attract more and more
tourist towards Broadstairs. This will help them in sustaining tourism activities these as
well as it will also help in building strong economic rate and communities growth
successfully.
D.
In order to implement the vision and objectives effectively, there are numbers of factors
need to be considered in travel and tourism sector as well as it is also necessary to adopt proper
procedure because that will help in increasing travel and tourism industry successfully (Tan and
et. al., 2017). The vision as well as objective of Broadstairs is to attract more numbers of
customers in order to that they are providing different creative services to visitors. There are
some factors which they need to consider so that they can attain their vision and objective, from
which some factors are given below:-
 Understanding requirements and needs of visitors – For a company it is essential to
understand need as well as requirement of their potential and targeted customers because
that will help them in develop products and services accordingly. Similarly in the case of
Broadstairs are it is essential for organisations that operate in the travel and tourism
sector to understand requirement of visitors because through this they can formulate
strategies accordingly. It will also help them in successfully attainment of their
objectives.
9

 Analysing strength and weakness – For every firm it is essential to understand their
strengths and weaknesses because that will help them in developing strategies
accordingly (Vellas, 2016). It will also help them in analysing opportunities as well as
threat and respect to that they can develop strategies. In context of Broadstairs
destinations companies operating in travel and tourism sectors to understand their
strength as well as weakness so that they can develop vision and objectives effectively.
Along with this it will also help them in attaining set objective as well as vision
successfully.
 Implementing plan in effective manner – In order to attain objective and aim a
company need to implement plan in effective manner. For that firm can conduct several
activities like develop guidelines, train employees and many more. Similarly in respect of
Broadstairs, companies operating in respective area can develop strategies in effective
manner as well as it is also necessary for them to implement that strategics or plan
properly because that will help in attaining objective and aim in successful as well as
effective manner.
There are numbers of stakeholder are connected with a company who help them in
conducting their work in effective manner so that they can attain their desire goal as well as
objective properly. In respect of Broadstairs destination there are numbers of connected
stakeholder, from which some are given below:-
 National government – This stakeholder play an essential role in travel and tourism
sector because they develop proper guidelines as well as framework which help in
conduct activities in effective manner. In respect of respective location it is necessary for
government of England, United Kingdom to develop appropriate rules and regulations so
that visit get attracted to location as well as want to come there (Werthner and et. al.,
2015). Moreover they also need to develop strategies for local people so that they can
also conduct their business operations and functions effectively.
 Tourism enterprises – These are also one of the main stakeholder for a travel and
tourism company because they conduct business operations and functions accordingly.
These firm also conduct activities in order to grow economy as well as leaving standard
of localities. In respect of Broadstairs, their tourism enterprises need to develop proper
strategies as well as plans so that they can attract more and more visitors to respective
10

place. This will also help them in attaining their desire goal as well as objective in
effective manner.
These are the main stakeholder related to travel and tourism sector and they play major
role in case of Broadstairs because according to that companies able to conduct their activities
effectively which help them in attaining their desire goal.
E.
There are several strategies which are developed in order to resolve issues of Broadstairs
destination travel and tourism company. These strategies are effective or beneficial for visitors as
well as residential of respective place and it is also beneficial for society and economy which
directly help firms in attaining their desire goal as well as target (Xiang, Magnini and
Fesenmaier, 2015). From which some of the major benefits are given below:-
Benefits for visitors
By resolving issues visitor get new option for exploring which is different as well as
attractive or beautiful. Along with this companies situated at Broadstairs provides effective travel
and tourism services through which visitors can explore several beautiful destination such as
sandy bays, characterful high street, pretty parks and many more (Zaitseva, Goncharova and
Androsenko, 2016). It will also provide opportunity for visitor that they can enjoy beautiful as
well as attractive place in less amount and it is also beneficial for economy along with society.
Benefits for residents
Resolving travel and tourism issues at Broadstairs will also be beneficial for its residents
because it will generate employment opportunities for people which also help in increasing or
improving their standard of leaving. Along with this it will also enhance the economic condition
of localities of Broadstairs as well as it will also help them in earning money by conduct
activities related to travel and tourism sector.
CONCLUSION
By conducting analysis of above discussed point it can be conclude that tourism industry
is growing day by day as well as this sector also provide numbers of opportunities to respective
sector such as increasing sales, employment generation, growth of economy and many more. But
there are several issues that may arise in respective sector such globalization at huge level,
economic change so on. For that travel and tourism companies may adopt strategics planning
11

because through that they can gain numbers of benefits such as proactive organisation, sense of
direction, increase operational efficiency, enhance market share, enhance profitability and
customers range and many more. Along with this they may also adopt collaborative planning
method because it will help in conducting work in collaborative manner as well as it is also
important in various aspects such as it lead to brainstorming creative ideas, build trust and
enhancing learning. But there are some pros as well as corns related to collaborative planning so
it is essential for companies to develop strategies accordingly. In addition to this, firms operating
in travel and tourism sector need to develop clear vision and objectives so that they can develop
strategies more effectively.
12