Strategic Planning for Tourism and Leisure: A Case Study

This report provides an in-depth analysis of strategic planning within the tourism and leisure industry, particularly focusing on the context of London and surrounding areas. It explores the concept of Business Development Districts (BIDs), examining their role in driving tourism and leisure initiatives. The report delves into how BIDs are utilized in the strategic planning process, highlighting their contributions to economic growth and the promotion of cultural heritage sites. Furthermore, the report investigates the significance of historic buildings and their reuse in fostering strategic tourism development, using examples like the Imperial War Museum. It emphasizes the importance of strategic planning in attracting visitors, generating revenue, and ensuring the sustainable growth of the tourism sector. The report also addresses potential challenges and the need for collaborative approaches to overcome them, ultimately showcasing the impact of BIDs and historic preservation on the tourism landscape.

Strategic Planning for
Tourism and Leisure

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
A. Concept of BID..................................................................................................................1
B. Evaluating the role of BIDs in the strategic planning of tourism and leisure within London
and surrounding areas.............................................................................................................3
PART 2............................................................................................................................................5
A. Selection of historic building and describing its buildings history...................................5
B Reuse of historic buildings contributes to strategic tourism development in London........8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
With time, there are many changes that has taken place within travel and tourism
industry. The rate of tourism has raised and government is understanding the importance of
travel as it increases the economic condition (Evans, Stonehouse and Campbell, 2012). In this
context, there are many innovations that has taken place and government make investment in
order to make the heritage beautiful and to attract people around the world. Further, there are
different type of measure that are taken by government so that they promote the places with the
help of which traveller around the world can be attracted. With this respect, strategic planning in
travel and tourism is important so that one will be able to design in systematic and logical ways.
There are many heritages and cultural sites in UK and these not only contribute towards the
development of economy but it also enables to raising employment. For this purpose, UK is
focusing over engagement of cultural tourism. This is an effective with the help of which cultural
tourism and other countries within UK are able to solve the issues faced within this industry
(Sigala, Christou and Gretzel, 2012). Present report covers the concept of BIDs (Business
Development Districts). Further, it covers the role of BIDs in strategic planning of tourism and
leisure within London and surrounding areas. Lastly, it also includes the reuse of historic
building contributes to strategic tourism development in London and surrounding areas.
PART 1
A. Concept of BID
Business Development District can be determined as an area that is kept separate and the
organizations that cover these areas needs to pay additional tax or levy so that they run their
project and that particular area can be funded. In this context, both private and public sector are
asked to fund over the maintenance of that particular area (Soteriou and Coccossis, 2010). In this
context, there are various type of issues that act as a barrier for the development of areas. As per
the modern preference of people, they are willing to visit places that are unseen or places that are
make sure that proper services are being delivered and for this purpose, they get fund for these
private and public organizations. These are made in order to make sure that the places get
popular and people tent to visit. This way the economic condition of the country get improved.
Further, there are various services that are addressed in which safety and cleaning is involved so
that places can be maintained. Further, it includes various other key concept that are considered
by BID (Xiang, Magnini and Fesenmaier, 2015). All these concepts that developed by
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government in order to make sure that they contribute in the progress of culture and heritage
sites. In wider scope, it covers overall travel and tourism sector and provides wider scope in
order to develop the areas which are less developed. When the areas developed, specially those
which are less developed, then it enables to raise the rate of visitors.
The various type of initiatives that are introduced by public sector is contributed by non
profit organizations as well. When the there are proper efforts that are put by these organizations,
then it enables to nation to grow (Buhalis and Jun, 2011). Further, BID is helpful enough to make
development in various geographical areas which are not considered by people or are ignored.
There are many benefits that local people with the help of these developments. In this context,
one of the benefit people get it related to employees. The rate of employment increases and they
are able to live a healthy life. There are conditions in which the places in which improvement s
are made can not be even imagined for tourism but with the help of strategic planning is all has
come true. Through strategic planning, it enables to understand the development that can be
made by government and accordingly plans are prepared with the help of which people are
attracted. There are also negative issues faced. With this respect, it includes issue in relation with
conflict. When government make places, then there re cases in which local people may not
support (Chiou, Lin and Perng, 2011). In such condition, decisions are made by mutual
understanding of local people and government. In UK there are number of places that are able to
capture attention of people like monuments, art galleries, heritage sites, theatres, etc. Further, to
make improvement in the places, it is essential to make proper study so that plan can be designed
and appropriate steps can be taken to make development. On the other hand, improvement can
lead to increase in crimes and corruption that affects the locality. Due to this, the rate of tourism
can also get negatively affected. In addition to this, public and local bodies enables to support
and to formulate strategies that helps to overcome problems.
As per the research made, it has been identified that the concept has helped and
encouraged. The mayor of UK understand the importance of BIDs and so he has focused more
on making development in areas that are ignored (Phillips and Moutinho, 2014). This is effective
to raise tourism as people will get advantage of travelling to new places. Decisions related to
development are made by mayor as per the data that are presented by researches. This way it
enables to develop programs for present and future BIDs projects. With this respect, there are
small work programmes are organized that are helpful enough to provided relevant information
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regarding BID. In addition to this, there are various type of relationships that are developed with
the help of methods of working. This way it can be stated that whole concept of BID is helpful
enough to make sure that improvement is made within different areas and traveller will be raised
(Bornhorst, Ritchie and Sheehan, 2010). For example, Tower of London, which was one of the
works of BID that is known well know place and contributes effectively towards the growth of
the economy. In other words, it enables attract people both internationally and locally. In
addition to this, it includes Buckingham palace, Kenwood house, Victoria and Albert museum
are the examples that government has made use of strategic place in order to make it an attractive
place. Further, the concept related to BID is effective and contributes effectively towards the
growth of the country. In addition to this, it also enables to generate income and increases the
economic stability of the country.
B. Evaluating the role of BIDs in the strategic planning of tourism and leisure within London and
surrounding areas
Business Development District can be determined as an effective framework that is
considered to be effective enough to plan for travel and leisure within London for the activities
that are planned (Morgan, Pritchard and Pride, 2011). Further, all the project that are being
undertaken by BID has proved to be most effective and it also takes up the contribution that is
given by non profit organizations. As per the data, it has been identified that there are 200 plus
projects that are considered by BID in UK. All these project will contribute effectively towards
the growth and development of the country and predetermined objectives are achieved. In
London, there are different type of projects of famous places and cultural sites that are
contributed by private and public sets organizations in order to maintain the sites and culture.
The development are achieved by making strategic planning that are made by these
organizations. This way with the help of promotion made, it enables people to make
development in the places and to get benefited with the view that are being developed (Horng,
and Tsai, 2012). The development focuses over all the different aspect that enables to grab
attention of people. Further, it also includes the maintenance of all the other places that are
already developed. There are cases in which due to lack of maintenance, their has elimination of
places and this has caused to reduce the rate of visitors. One of the main examples for
development is Imperial war museum, this place can be determined as one of the most
spectacular places in London. The development tool place since World War 2, after then there
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are numerous visitors who come from various pasts of the world to admire Imperial was museum
(Avci, Madanoglu and Okumus, 2011). The protection is done by Imperial museum and they
fund it so that it can be maintained. Imperial museum make sure that each and every month all
the areas of Imperial war museum is maintained and improvement s are also made so more and
more people can be attracted. During the time of war, British government used the room of
cabinet as headquarter and they used to pass on the information to other people who are war. At
that time the cabinet was made in the basement and that wanted to eliminate the risk of bomb
blasts. Further, number of people spend hours in order to help soldiers to get proper information
time to time (Cuccia and Rizzo, 2011).
Imperial war museum enables to raise the historical importance to people and the type of
culture that being used due the time of World war 2. It is helpful to attract people who are found
of historic places as well as people who prefer to side view the spots (Fotis, Buhalis and
Rossides, 2012). As per the place was used during the time of World war 2 and so it was
important to make proper development so that they will be able to attract people from around the
world. With this respect, this project was take up by BID in order to make developments
effectively and efficiently. Further, it signifies the cultural and historic values of London and it is
helpful to promote tourism. With the help of Imperial museum, they made use of BID with the
help of which improvement were made and it is fully controlled by it. There are different type of
steps that are taken into consideration by BID for domestic improvement and to solve the issues
that are faced in relation with tourism (Hall, Timothy and Duval, 2012). Moreover, evaluation is
done over the critical issues that are faced by the place and appropriate steps are taken to
overcome them. All the steps taken under BID are planned and with this help it enables to make
improvement for overall sustainable tourism sector. Further, there are many changes that are
undertaken and has led transformation facilities. This enables to ensure economic development
and also contributes effectively for the growth of the country. People who are interested for
viewing historical information, Imperial museum is one of the most effective source.
Improvement is made by BID by considering the various domestic and internal issues
that are faced by these places (Hanna and Rowley, 2011). BID make sure that funds are collected
for different organizations that present in that places where development is to be made. This way
restoration and preservation of the sites take place that enables to add up the beauty and enables
to attract people. In this modern time, there are many improvements that are taken place in which
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they have considered different type of promotional tools. These enables to provide people with
proper information about the developments that are taken place. With this respect, below given
are the benefits through Business Development District are as follows:
 All the organization need to provide fund for the development of sites and culture.
Further, it becomes the responsibility of authority that has to be considered by them in
order to make sure that the work is completed within speculated time (Uysal, Perdue and
Sirgy, 2012).
 When there is development made for the historic places for the other cultural sites, then it
becomes beneficial for the country to raise their economic rate. This will get boosted up
with the help of increase in rate of travellers from around the world.
 BID is helpful enough to formulate long term and short term objectives which enables to
resolve the issues related with the places in which improvement need to be made.
 There are different type of policies and directives that are made by BID. These are
helpful enough to promote opportunities that help to attract traveller around the globe
(Carlsen and Butler, 2011).
PART 2
A. Selection of historic building and describing its buildings history
The Imperial war museum can be determined as the significant and remarkable historic
building that represents the World war 2. This building play vital role in attracting people around
the world. The type of architecture that grabs the attention of people (Evans, Stonehouse and
Campbell, 2012). Further, the type of structure is highly attractive and it enables to make sure
that enable to develop the understanding of views to know the type of creativity that was used
those days. Further, it shown a marvellous piece of architect. Moreover, Imperial war museum
was termed to be the most important building at the time of World war 2. There were about 1000
people who worked there are it was used as a defensive place and these people worked for hours.
Further, people used to take shelter at the time of war and they stayed there for more them 1000
hours (Sigala, Christou and Gretzel, 2012). The place that has such historic importance is
important to be restored so that in future people will get to know the historic times of UK.
Further, there are many rooms that are available in this historic place. In this context, one
of the roles were used by ministers and officials and they stayed in cabinet room. They used to
discuss matters and decision were made in relation with the war. The rooms were used by
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Imperial war museum during the time of war and this way done by considering maps and he also
collected various information so that effective decisions can be taken. Further, the place also has
major importance due to the type of location it has and with time there are many improvements
that as been made by BID (Soteriou and Coccossis, 2010).
It was in the year 1984 when Imperial museum took step to maintain it and to open it for
public. This step was helpful for the visitors to have closer look at the strategies that were used
by people during the time of war. This was also helpful to increase the value and perception of
people towards historic times. Further, people were able to look deep insight over the stories that
happened during the time of World war 2 (Xiang, Magnini and Fesenmaier, 2015). Further, there
are various evidences that are kept safe and these are helpful to provider understanding about the
stories that happened those times. Moreover, all these evidence are saved and protected by IWM.
When the inspection was done by Business Development District concept, it was IWM
which took up the accountability of Imperial war museum. After that, there was many
improvements that were made this way it helped in raising tourism. Earlier, there was not
transportation facility, people faced by issues in order to reach the destination (Buhalis and Jun,
2011). However, facilities related to transportation was improved, this way traveller were able to
reach out the destination without any type of problem. It gave raise to various developments in
the region and to raise the rate of tourism in this particular place. Further, it gave raise to number
of employment opportunity. In this context, it includes raise in employment with the help of
established like hotels. There are many hotels that have been started up near Imperial war
museum and it includes Taj Buckingham suites, Citadines Trafalgar square, Sofitel London, etc.
This way the convenience of the visitors have also raised (Chiou, Lin and Perng, 2011). This
way the rate of tourism has tremendously with the development that ha occurred in this place.
Further, there are many various type of historic importance like the clock that was used at the
cabinet war room. Moreover, all the things that are been kept in underground. Further, there are
many small scale restaurants that are made available with the help of which the rate of
employment have raised. Further, the taxi that are used by people have also raised and this is
helpful enough to make sure that the rate of facilities that are provided to them are increased.
This has contributed effectively towards the development and has raised the tourism and
contributed effectively towards the economic condition of the country (Phillips and Moutinho,
2014).
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Thus, the Churchill war room in Imperial war museum is helpful for drawing more and
more travellers which shows the proof of earlier times. This tourist place attracts students,
families, visitors and archaeologists that is helpful to attain a practical exposure regarding the
period of World War 2 (Evans, Stonehouse and Campbell, 2012). Apart from this, for
archaeologists this tourist destination is a place which is given preference because it depicts the
piece of fine arts and interiors which are supportive for them to carry out different researches and
studies. Thus, the chosen tourist place delivers high value for tourism sector in UK as it attracts
large number of travellers which in turn contributes in the development and growth of the
economy. This showcases the significant importance of these type of tourist destinations which
makes betterment in social and economical aspects. The enhancements and developments which
are done in these historical and cultural monuments catches eyeballs of more and more number
of travellers. At the same time, this arises a necessity of restoring the distinct surrounding places
also which are assisting in the betterment of infrastructures giving their contribution in
development of the whole society (Sigala, Christou and Gretzel, 2012). It also gives an
opportunity to have a close contact ancient arts and varied sculptures which links the travellers
with the earlier times.
These kinds of developments are very much supportive for drawing local and foreign
visitors as well which in turn helps the economy of UK to flourish. For the purpose of visiting
this tourist place, a particular amount has to be paid as an entrance fees which is ultimately taken
in use for the betterment and restoration of the place. Apart from this, the other areas which also
have opportunities for development are food and tourism industry which finally gives their
contribution in the growth of GDP (Soteriou and Coccossis, 2010). The historical moments
which are presented in the building shows varied features that relates the travellers with the
ancient period. The BIDs are having significant capability for assisting the development of
historical and cultural place along with increasing awareness. The quoted destination is also
added on multimedia so that more and more visitors can be involved in it and they can be
motivate to see the site. The Cabinet room depicts the collection of numerous objects which tells
the story of historical time and demonstrates the situations and circumstances of the warfare for
which strategies were build by meeting in this particular room. In the present context, museum is
having a collection of primary artefacts, pictures and documents, posters and maps.
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All these things are of good use for the students to learn something very fruitful. They
can be taken in use by booking them for self guided visit. The IWM assists in it through opening
museum for general public for doing researches and studies (Xiang, Magnini and Fesenmaier,
2015). Besides this, museum provides all these collections for non-commercial utility that can be
used by visiting the place which is open every time excluding 24 to 26 December every year.
B Reuse of historic buildings contributes to strategic tourism development in London
There are various purpose for which historic building are reused, it just depends on the
present condition and its architecture. This support in deciding use of historic building according
to its architecture further decision are made by authorities who take responsibility for the
maintenance of such building (Dwyer, Cvelbar and Mihalic, 2012). They make the decision the
for reusability and development of such historical building. For example, there are lots of
historical places which are renovated and further used for royal hotels or marriage hall.
Moreover, it is also used by the government where they make their office and keep records of
historical memory. For the Imperial war museum decision of its reused should be based on its
suitability and architecture because it is also a historical building. Therefore, for making suitable
decision for imperial war museum advice and views can be taken from experts so that any type
of damage does not take place at the time of renovating such historical monuments. In prehistoric
times, this room was used for discussing in war and defence techniques, so at present it can be
used for a similar type of purpose or as in the form of the museum ( Pennington-Gray, Thapa and
McLaughlin, 2011). It will recover the old memory and valuable articles and objects in a
museum will be highly important because it is rare in the collection. For the future out look, this
place can be used by the UK in the form of defence services so that different strategies and
tactics cna be discussed if any war situation take place.
By doing this it will deliver two-way objectives by systematic preservation for re
usability and historical object. Thus, this building cannot be used for another purpose such as
involvement of society because it can impact the culture and peace (Gössling, Hall and Scott,
2010). Moreover, there is high risk if this historic place converted for another purpose which can
allow the interference of general public or tourist. So it can be stated that war room can be reuse
as a Museum because its nearby places have various luxurious hotel and facilities for tourist.
Along with there is transport facility is available so that people can easily visit and it attracts
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large number of local people as well as tourist. It converted into the museum it grabs the
attention of researcher, the young generation, archaeologist and students for seeing a historical
weapon which were used in ancient time. As it described earlier that this place is historic so it
can be shared on social media which can attract a large number of people due to its richness and
for knowing history culture (Cox and Wray, 2011). Further, this place can also divert the interest
of local people and government because it is a historic place and all the equipment are stored in
the museum are not seemed by new generation people. If this place converts into a museum then
cost of constructing a new building can be saved and existing place can easily become famous
because of its antique features. However, London is the place where there are many historical
places which show the rule of king and Queen, the war places of an ancient time. This grabs the
attention of a large number of customer and create interest among people for knowing what all
happens in earlier time.
Further, importance of reuse this place help in providing practical knowledge to young
generation about the previous time and history. It has been identified that London is place which
is known for the historical cultural place but there are many areas which are still not developed
in accurate a manner which creates confusing views among tourist and visitor regarding
historical monuments (Simão and Partidário, 2012). For developing tourism entire London there
are many public and private sector which need to focus on renovating the historical monuments.
For this purpose, strategies can be made which support and special focus on cultural tourism.
The plan can be made in accordance to developed strategy and it should be proper monitored so
that changes can be made if required in plan. Along with this, it also required to focus on cultural
of previous time which have been changed with the changes of time. This will provide deep
knowledge of culture to young generation about the ancient times.
Furthermore, the following step can be taken for fulfilling the aim that are as follows:
1. For taking proper care of historical building and cultural places, authorities can be established
who ready to take responsibility for preserving all at the local level (Haugland, Ness and
Aarstad, 2011).
2. For developing and conserving the mentioned places some steps can be taken such as
providing education, so that people not damage the historical place and further seminars can be
conducted which help providing knowledge of taking care of such places.
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3. If infrastructure is developed nearby historical places then it helps to increase the large number
of visitors and tourist. This will support in enhancement of tourism and which result in growth of
economy of particular company (Lucarelli and Olof Berg, 2011).
The research and studies of World tourism organization show that in modern era cultural
tourism is increasing but due to lack in knowledge and detail information there are many issues
faced for the cultural places. This gap of knowledge can be recovered if market research is
conducted for gaining knowledge. Moreover, it is important for authority to understand the
significance of places in regarding to their culture so that it can be reused with it same features.
There are various colleges and school plan a visit to museum for making aware students about
the Historical places. So Imperial war museum can be reshaped for visitor which make aware
them about its history details (Lucarelli and Olof Berg, 2011). Fund provided by government can
be used in proper manner so that building can be able reconstruct properly. Along with this
collected money can be distributed equally so that all areas can be developed effectively. This
will attract large number of tourist and support in growth and development of economy.
CONCLUSION
As per the findings, it can be stated that it is important to make use of strategic planning
as it provides the opportunity to identify the areas in which improvement needs to be made.
Further, the concept of BID is effective to make development in which the contribution that is
made by companies is helpful enough to make development. The provision causes to charge the
organization to pay out taxes and this way it helps to make development over the areas in which
improvement needs to be made. It contributes effectively towards the development of travel and
tourism sector. Further, the development in Churchill war room took place when Imperial
museum took up steps to open it for public. This was an effective step that helped to raise
employment opportunity and increased the rate of tourism. Further, Churchill war room is able to
contribute up huge profit as they charge entry fee for visitors. Moreover, there are number of
hotel that has opened up near Imperial war museum. Similarly, all the developments that are
made with the help of strategic plans has enabled to reduce the unemployment rate and
contributed effectively towards economic growth of the country.
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