Analysis of Strategic Tourism Destination Plan: Kranjska Gora

This report delves into the realm of strategic tourism planning, using Kranjska Gora in Slovenia as a case study. It meticulously examines the benefits of a well-defined tourism strategic plan, emphasizing aspects like effective resource management, minimizing negative impacts, and enhancing economic returns. The report outlines the key components of a tourism plan, including policy frameworks, resource audits, infrastructure assessments, and market analyses. Furthermore, it explores the concept of community-based tourism, highlighting its importance for sustainable development and local empowerment. The report underscores how strategic planning fosters the satisfaction of tourist demands, achieves set goals, and ensures long-term sustainability within the tourism sector, providing a comprehensive overview of the planning process and its implications for destination success.

Strategic Tourism destination

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
A.)................................................................................................................................................1
B.)................................................................................................................................................5
PART B............................................................................................................................................9
A.)................................................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Tourism is one of the sector which is attaining growth and success at the rapid speed and
this has been mainly happening due to the people who are opting out for this sector as profession
and other purposes. Due to its epic growth, there are various companies of which attention has
been drawn to this sector and in modern scenario, ample of companies are mainly working in this
sector (Alptekin and Büyüközkan, 2011). Hence, to attain growth and success within the
company, it is highly essential for them to adopt the latest tools and techniques along with
formulation of effective plans and strategies. There are number of destinations on which study
can be done upon to get the effective and expected results. In this report, there are various factors
which will be discussed like benefits of the tourism strategic plan along with evaluating the
planning approach upon the certain kind of destinations.
PART 1
A.)
Tourism can be stated as the complicated activity which certainly can overlap various kind of
sectors within the social and economical factors. Without any kind of planning, there are various
kind of unwanted and unexpected impacts. Hence, there should be development in controlling
and sustainable way as per grounds of sound planning. Along with this, there should be
integration within the process of wide planning and thus it can mainly help in promoting the
certain kind of goals in aspect of economical, social and environmental enhancement which in
turn can help in accomplishing by appropriate development of tourism (DEl ChIAPPA and
PrESENzA, 2013). Area which is being selected is Kranjska Gora in Slovenia and it is mainly
situated in area of the Zgornjesavska valley, located at the north west of Slovenia between the
Karavanke Mountains and the Julian Alps. This place is all about year round mountain resort
which is highly essential for winter sports resort with the variation of skiing slopes present.
Basically the tourism planning is highly related to the basic concepts and approaches for
the general planning, however this is being adapted for the certain kind of characteristics within
the tourism sector. There are multiple authors who mainly agrees upon the most significant
feature for any kind of planning which includes the tourism planning. According to the Evans,
Stonehouse and Campbell, (2012) , tourism planning is the procedure of which is highly
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continuous in nature and thus it mainly focus upon the attaining sustainable development along
with community development.
While planning and formulating strategies there are various kind of elements which are
being involved to let the destination and the Govt. avail maximum level of benefits within this
kind of sector. Below described are the factors which are factors of tourism planning , its process
and applying within destination. Tourism Policy and Committee structure: At this kind of stage, there are tourism policies
which are being set as the structure by which issues of tourism are being analysed and
thus decisions are being taken (Gartner and Ruzzier, 2011). Municipality of Kranjska
Gora has mainly established a team who will create the plan of tourism for the Kranjska
Gora with the local people and national Govt. and many more. Tourism Resource Audit: Resource base of the tourism destination which is the core of
tourism appeal of the location. Major function of the tourism resource audit will be
determining the strength, weaknesses of the destination from the supply point of view. Tourist Attraction and Activities: Mentioned destination should mainly be carried out in
tourism resource audit which certainly will include the survey and inventory of the
existing along with potential attractions which are like cultural, natural and activity
resources (Hays, Page and Buhalis, 2013). There are mainly primary and secondary
attractions which has to be evaluated and thus for example there are primary resources of
the Kranjska Gora has the natural kin of resources which in turn can provide all kind of
tourist activities from winter sports for mountainous tourism. There are sports
tournaments which are another primary attraction of the area. Infrastructure Analysis: There is the survey of existing and already planned which are
being accommodated by the number and quality level which in turn can be carried out
for the survey of other kind of tourist facilities within Kranjska Gora. There are specific
infrastructure constraints like they poor quality of the hotels due to the old kind of
buildings which has to be determined. Tourism Market Analysis: This kind of stage mainly consists of the evaluation up of
demand for tourism which can be stated as the key component for the tourism planning
which in turn can help out in scaling any kind of development along with the
infrastructure which is being needed (Horng and Tsai, 2012).
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 Environmental Considerations and Recommendations: There are mainly environmental
problems which are being generated by the tourism in Kranjska Gora which can be
determined. Recommendations upon the measures is being done to mainly prevent the
future negative environmental impacts along with reinforcing positive ones which are
being provided (Jalilvand and Samiei, 2012). Along with this, there is the recognisation
of the established conservation policies which in turn can mainly put an impact upon the
reinforcing the positive ones which can be should be provided. Environmental impact
assessment for every kind of certain tourism development project in Kranjska Gora which
can be carried out.
There are various kind of benefits of producing the tourism strategic plan which are being
described below: Good management of country's resources: There are limited kind of resources which a
country mainly possess and thus due to that it has become highly essential for them to
have an effectual channel so that resources can be utilised in effective and optimum
manner (Kim, 2012). Better usage of resources will give expected outcomes and thus it
will help the Govt. of certain country to attain the objectives in efficient manner. This in
turn will help out in drawing the attention of clients and can improve the economical ratio
of country. Effective management of resources will lead to have prosperity within the
social and economical factors. Minimize potential negative impacts: Planning is the process which mainly overlooks
every kind of factor within the factors and that helps out in forecasting of the essential
elements which the country will mainly covers up. For every kind of factor, there is an
advantage and there is drawback as well (Kiráľová and Pavlíčeka, 2015). So strategic
planning mainly helps out in forecasting the impact which the plan will made and thus it
can be further utilised for minimising the negative impacts. By doping this, destination
will be leaded to haver better results and thus objectives and mission will be attained
eventually. Better economical returns: Formulating the plans and strategies in effective manner will
help the Kranjska Gora destination to have expected outcomes. Strategic planning which
is being needed for managing the environment and services which will be given out to the
people who are visiting this kind of place. There are various factors like renting hotels
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with all services at reasonable prices, conducting the sports activities with full security
and many more. Along with this, there should be planning which is being done on the
basis of inter-relationships for the development. Hence, all kind of factors will mainly
help out in making the destination have better level of economical returns. Satisfaction of tourists' demands and expectations: While visiting the place, people
mainly will certain kind of mind set and perceptions regarding the destination just like
Kranjska Gora where the people who are visiting will have expectations like Ski resort,
cycling, climbing, mountaineering and many more (Komppula, 2014). All these kind
expectations which a traveller will have has to fulfilled in effectual way. So for that it is
highly essential to have strategic planning so that ways can be described and
implemented by which the actual needs and desires of the customers who are visiting
place should get satisfied in better and effectual manner. This will be the positive factor
for the destination as this will attract the more amount of customers in effective and
efficient manner. Achievement of goals: Planning process can be stated as bridge which joins the present
with future. There are various kind of tools and techniques which can be adopted and thus
utilised for reaching any kind of certain position (Kylänen and Rusko, 2011). Country has
made some kind of objectives and vision regarding the tourism places which are highly
essential to attain so that property can be bought within the social and economical factors.
Making the plans and other strategies mainly helps out in deciding the step which needs
to be taken at what time and thus this helps out in completing the targets in better and
effectual manner.
 Better future (Sustainability): As stated above, procedure of planning mainly helps out in
bridging the gap between present and future. Planning and forecasting for the future
mainly helps out in determining the factors which has the potential to make an impact
upon the tourism sector in both negative and positive way (Meriläinen and Lemmetyinen,
2011). Hence, this allows them to minimise the negative impacts and enable to avail the
maximum out of the positive impacts and benefits as well. This kind of impact of
planning process within the tourism sector will definitely bring the sustainability within
tourist destination and its economical position and that too for an long period of time.
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B.)
Community Based Tourism
This can be stated as commonly understood concept which is being managed and owned by the
community. This is basically the form of local tourism which mainly favours the local service
providers along with suppliers and they are majorly focused upon the interpreting and
communicating the local culture and environment which in turn can mainly be supported by the
communities, local Govt. and non Govt. companies (Morgan, Pritchard and Pride, 2011).
Community based tourism mainly refers to the initiatives and activities of the local
people within specific rural destination where the local residents are catering out the tourist
needs. This mainly involves upon the host of the community within planning and thus
maintaining the development of tourism for creating more sustainable industry. This kind of
tourism approach mainly shows parallels with broader development of community and thus
taking participation with planning philosophies which mainly gives out the control of the process
at the greater and local level (Moutinho and Vargas-Sanchez, 2018). Community based tourism
which can take up the social, environmental and cultural sustainability within account. This is
mainly managed and owned by the community with the motive of enabling visitors for
improving the awareness and learn about the community and local ways of life. Development of
community based tourism programmes which are developed upon the factors of local lifestyle,
people and nature of the community.
Community based tourism can be stated as visitor based interaction which has the
meaningful participation by the both and thus can generate the economical and conservation
benefits for the environment. This kind of approach is mainly utilised by the Destination in UK
named as London. This kind of approach has been applied by London in effective and efficient
manner. World Wildlife Funds (WWF 2001) has stated that the community based tourism which
is the measurement of ecotourism where there will be local empowerment which can be stated as
the major centre of attraction of community based centre (Saraniemi and Kylänen, 2011). In
addition, World Wildlife funds (WWF) depicted that CBT as a visitor-host connection that has
significant investment together and produces economy and preservation benefits for
neighbourhood groups and condition. The distinction amongst ecotourism and group based
ecotourism is that ecotourism underscores condition while group construct ecotourism focusses
in light of group investment. Numerous administration offices and preservation associations have
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utilized CBT as a primary system to accomplish their objectives in light of the fact that CBT
gives advantages and motivating forces to nearby individuals from their protection motivating
force. As the term, “Community-based” perceives the significance of social measurement, Group
Based Tourism alludes to a type of tourism in which the nearby group has considerable control
over, and is engaged with, its improvement and administration are a noteworthy extent of the
advantages remain within the group (Sigala, Christou and Gretzel, 2012).
There is the term which is community based upon the recognisation which has the
importance of social dimension, community based tourism mainly refers to the form of tourism
which is the local community. This is mainly involved in developing London and its
management which in turn are the major proportion of the benefits within the community. This is
mainly linked to the ecotourism and thus it can mainly offer to the concept by the stating this
kind of type and the cost attached to it (Soteriades, 2012). There is the idea which is mainly
behind the community based approach which can create the potential for community
empowerment along with bringing improvisation within process of decision making along with
making sure that the there will be incentive for participating from the community itself. There
must be control of the local people and thus manage the productive resource as per the interests
of family. Hence, it is highly essential that a responsible proportion of the revenue of tourism
which is mainly enjoyed by the community in various kind of ways.
Concept of community tourism is mainly being utilised as the abbreviation of
Community based tourism and this can mainly delivers the net socio economical along with
environmental which in turn is considered as form of the tourism which mainly can fall under the
umbrella of the leading paradigms for the Pro-Poor Tourism, responsible and sustainable
tourism (Swanson and Edgell Sr, 2013). At starting, there are various kind of terms which are
being utilised for same kind of activities and example can be taken up of Latin America which is
often utilised. In the parts of UK, Ecotourism is mainly delivered along with community based
tourism as they have common kind of goals. These kind of actual terms which are being utilised
for some kind of key processes along with the practices which can make sure that the CBT is
mainly being utilised in effective manner keeping the balance of benefits for both kind of people
and place.
From the review of the above statements which are being followed by the factors which
are emerged to be the part of community based tourism:
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 Major focus is upon the benefits for the local community, certainly rural and the
indigenous people who are living at small places and thus they are mainly contributing to
the welfare of the people, its culture and environmental assets.
 Tourists which are being hosted within the local community.
 There are certain kind of profits which are being shared.
 There are certain portion of the profit for the development of community along with
maintaining and protecting the community natural and cultural assets. There are various kind of communities which are being involved within tourism
planning, process of decision making and thus developing the process and its operations.
Benefits of Community based Tourism:
This kind of approach is being monitored and thus the researchers know the results.
Implementation of CBT from various kind of perspective is being observed and thus can be
delivered in by it. There is the indication which in turn can mainly benefit the communities of
London and thus can add the value to the tourists experience of the tourists and preserves the
natural resources. This can be stated as the nature of the tourists where they have become part of
the community where they can live and leave affects as outsiders (Tsiotsou and Goldsmith,
2012). Another major benefit is the local culture preservation of CBT. There is the value of
culture and traditions along with the wisdom and the local knowledge which in turn can be
transferred from one generation to another. Along with this, there will be the cooperation with
Govt. of London and other private agencies along with having close contact with the tourists and
enhancing the quality of life which can give social kind of benefits from CBT. There is the social
cohesion, harmony and cooperation which CBT can enable for improvisation within one person,
pride and hope for the future as well.
Development
Area
Potential Development Benefits
Economical  This mainly generates the suitable and autonomous funds sources
for the development of community.
 This will majorly creates the employment rate.
 This will mainly improve the household income.
Social  This will help in raising the quality of life.
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 It will mainly promote the pride of community like Govt. of
London.
 This will also promote the gender and age equality.
 Capacity will be built for the community management companies.
Cultural  This will mainly encourage the respect for various kind of cultures.
 Helps out in fostering the exchange of culture .
 There will be development embeds in local culture.
Environmental  This will mainly promote the environmental responsibility.
 It will also raise up the awareness for the need of conservation for
villagers and tourists.
 Also will help out in promoting the management of waste disposal.
Educational  It will help out in promoting the acquisition of new kind of skills.
 This will mainly creates the new kind of profession within village.
 Will mainly motivate the new kind of knowledge within village.
 There will be cross fertilisation of the thoughts and ideas within
other culture and it will mainly promote the mutual respect.
Political  Will allow to participate the local people.
 Power of the community will mainly increases.
 This will mainly help in making sure that the management of
natural resources within community.
Health  It will promote the good level of hygiene.
 It will mainly improve the food diversification of London for the
tourists which will mainly improve the nutritional status.
Disadvantages of Community-based Tourism:
Depreciatory will propel that there will be social decimation, natural devastation, the host
nation neglects to profit as government can't pull back expenses, minimal business, low
advantages, advancement of illicit and additionally dangerous efficient exercises, occasional
work, impossible desires, hostile to just conspiracy, arrive controlled by the first class, negative
ways of life and in addition redirected and focused improvement (Wang, and Li, 2013). These
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kind of disadvantages for the community based tourism upon the London which mainly brings
out the light on some kind of points which in turn can be tackled with the considerations within
head because it is related to the long term repercussions.
PART B
A.)
Strategic tourism development belong to such aspect and consideration where a definite plan get
formulated so that tourism sector would assess better and define development in better manner.
This includes about various policy and consideration which facilitate to work the visitor
management properly so that effective and better utilisation of resources get done (Gartner and
Ruzzier, 2011). Thus, a short term strategic plan enable and facilitate to work on several
demonstration project for pilot areas. Thus, in such streamline, reuse of historical building is
essential aspect which need to consider by government and many tourism operators so that better
and determined services get deliver properly.
There are many historical buildings get evaluated which are consider under as under
developing and not for utilisation as for tourist. Thus, when such historical building put under a
strategic plan to rebuild or to recreate them then suitable strategies are required to implement so
that more and more number of tourist would get attracted (Horng and Tsai, 2012). Thus, certain
strategies are define and signify as follow:
 Planning: The first stage of strategic development is planning. Thus, when a historical
building again frame or build to reuse it properly then it is required to frame appropriate
plan under which such place used to get recreated. This enable in properly modernising
that so that vast range of visitors would get attracted.
 Marketing and promotion: Another thing or aspect which define and consider under the
strategic tourism development is to promoting a project properly. Thus, for reuse of a
historical building government and operators have to properly promote such destination
so that appropriate number of visitors would get attracted over there (Jalilvand and
Samiei, 2012).
Thus, when such historical building again get building for better and suitable growth and
development then it is really requires to manage number of visitors over there. Although, it
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require to assess the again utilisation and creation of such place properly and then marketing or
promoting at wide level. This enable in better utilisation of such recreated place.
London is a place where various monuments were created and have a good history from
there time. Thus, there are many historical places get evaluated which again get created for the
purpose of use so that they would again become appropriate in nature so that more and more
tourist would get attracted over there (Kiráľová and Pavlíčeka, 2015). For this context, strategic
tourism development plan get launch under which government determine such locations which
become inappropriate in frame and then work on their structure so that they become again in use.
One of a best example of such kind of location is Lycum Theatre which was created in
the year 1771. It was one of a finest place in the world of its time. But due to an accident it got
destroyed by fire in the year 1830. But government start focusing on it more properly and in
determined manner and again recreate it properly within next 4 years. It gained the reputation of
being unlucky after a number of managements went bankrupt, but in 1871 the lease was taken
over by the American impresario 'Colonel' Hezekiah Linthicum Bateman. Thus, there are many
major stancs would also related with such monuments which harm the reputation of such place.
Later it become one of a historical building of UK with highest number of tourist visit
(Saraniemi and Kylänen, 2011). Thus, government focus on so many consideration so that such
monument would again take the reputation and created properly with suitable designing in better
and supportive manner of frame. This result in reflecting and defining better and beneficial
outcome in nature of frame.
These kind of monuments provide certain benefits to the society as well as to economy of
a country as well (Kylänen and Rusko, 2011). Like to the society, they provide job opportunity
to many local individuals which facilitate and become appropriate to manage their standard of
living.
 These monuments preservation enable in attracting vast range of tourist to certain places.
This facilitate and support in maintain social standard of many individuals because they
got the jobs and become employed due to ave good and better knowledge for such
locations. This consideration also support the economic aspect where their spending level
tend to rise.
 Enable in enhancing economical standard because getting jobs by vast sector which is
unemployed in frame become employed. This bring down positive reflection towards
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