Thl 302 (GI C): Broadstairs Tourism Strategic Plan Evaluation Report

This report examines the development of a tourism strategic plan for Broadstairs, a coastal town in the UK. It begins by outlining the benefits of strategic planning for tourism, including proactive management, clear direction, increased efficiency, and market share growth. The report then evaluat...Read More

Thl 302 (GI C)

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PART 1............................................................................................................................................3
A. Examine the benefits of producing tourism strategic plans for a coastal area with example
of destination...............................................................................................................................3
B. Evaluate the importance of Collaborative Planning in tourism and justify why this
approach would be useful for Broadstairs coastal area. Discuss the pros and cons of this
approach......................................................................................................................................6
PART 2............................................................................................................................................8
C. Compile a brief tourism strategy with clear vision and objectives, which will address the
current issues and challenges that Broadstairs is facing.............................................................8
D. Describe how your vision and objectives could be implemented and identify the key
stakeholders in charge of delivering those objectives. .............................................................10
E. Evaluate how your strategy is going to benefit the residents and visitors socially and
economically.............................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Travel and tourism industry is one of the fastest growing and large business sector. It is
very important for analysing as well as evaluating each and every factor that have impact over
tourism of a particular area (Bramham and et.al.,2017). Travel and tourism is majorly concerned
with the act of travelling from one place to other another place. This involve accommodation,
travelling to new areas, round trips and so on. Travel and tourism sector is help enhancing
overall growth and development of a country. This will help in enhancing the growth rate and
GDP of nation as well as provide various employment opportunities. This report is based on a
beautiful town on the East Kent coast that is Broadstairs. This is located between margate and
Ramsgate. This town includes seven beautiful sandy bays, a characterful high street and pretty
parks as well as various other things to do and see. This area is facing issues in travel and
tourism industry because of rise in holiday packages as well as low cost of airfares. This is
making foreign travel more accessible as well as affordable. This report will includes various
benefits of developing tourism strategic plan for a coastal area. It will also consist of importance
of collaborative planning tourism as well as its useful for Broadstairs. This will includes pros and
cons of this approach. Apart from this various tourism strategy is develop which includes clear
vision as well as objectives that will help in addressing current issues. This will evaluate how
strategy is going to benefits the residents as well as visitors.
MAIN BODY
PART 1
A. Examine the benefits of producing tourism strategic plans for a coastal area with example of
destination.
Strategic plan can be describe as a process which will help organisation to determine the
vision as well as identifying the goals and objectives. It is very important for travel and tourism
company to develop an effective strategic plan that will help in achievement of desired goals.
Process of strategic plan includes different elements as well as sequence of business activities
that will help performing business objectives in effective manner (Hooper-Greenhill, 2013).
Strategic planning refer as a art of formulating different business strategies as well as
implementing it in effective manner. In this organisation will focus on developing effective

business plan as well as strategies that will help in achievement of set goals. Strategic planning
process includes different steps which includes strategy formulation, strategy implementation
and evaluation of strategy in order to perform better. There are various benefits of strategic
business planning for an organisation which is dealing in travel and tourism sector. Benefits of
strategic plan for travel and tourism industry is mention below. Proactive organisation – A strategic plan help company to be more proactive rather than
reactive. This will lead to foresee the future as well as prepare business activities
accordingly (Rogers, 2013). It is very important for a tourism company to be more
proactive rather than reactive so that company will be able to develop better business
plan. Proactive organisation will be able to gain more business opportunities as well as
effectively dealing with unfavourable scenarios. This will be huge beneficial for
Broadstairs destination as this will help in effectively dealing with requirement of this
area. This destination is facing several issues and by effective strategic planning as well
as proactive approach this area will be able to accuracy manage problems. With strong
proactive strategic plan this tourism destination will be able to deal with unnecessary
problems as well as unfavourable scenarios. Sense of direction - It is very important for tourism company to be in right set of
directions. A travel and tourism organisation will be able to attract more and more
customers towards required destination when it is following right sense of directions. An
effective strategic plan is very helpful in providing right direction to organisation so that
they can perform business operations in effective and efficient manner. This is beneficial
for company will is not able to meet with desired goals and objectives. So with the help
of strategic planning travel and tourism company of Broadstairs destination will be able
to develop realistic goals and aims as well as clear set vision (Kim, Longest and
Lippmann, 2015). This can be consider as a foundation which will help in overall growth
and development of tourism sector of particular area such as Broadstairs. Strategic
planning in tourism will help in providing a sense of direction to company in order to
enhance functions which will help in development of strategic planning and
accomplishment of desired goals. Increase operational efficiency – Strategic planning is beneficial for organisation as this
will help in increasing the efficiency of organisation. There are different factors which

will help impact over company of travel and tourism. Strategic planning will help in
analysing and evaluating all aspects of organisation so the company will be able to
perform business operation in effective and accurate manner. Strategic management will
help in developing an effective roadmap for organisation as well as functioning of
business activities. This will be helpful for travel and tourism company of respective
destination as it will aid in take better business decisions (Wei, 2015). This will lead to
resolving of travel issues faced by Broadstairs destination area. Travel companies of this
area will be able to take better decisions as well as determining the required budgets and
all resources in order to successful accomplish set objectives. Increasing market share – With the help of strategic plan travel company will be able to
get insight about the market area. This will be very beneficial for organisation as well as
help in performing effectively. Travel companies of respective destination will get
valuable insight about the market trends, segments of customers as well as various
products and services offered by other companies or destinations. By creating an
effective strategic plan travel and tourism companies will be able to perform better and
enhance its market share. There are many companies which is dealing in travel and
tourism sector in order to attract more customers for several destinations. Strategic
tourism plan will be able to develop effective strategies for enhancing the market share of
this destination as well as increasing economic rate of country. Enhance profitability – There are various advantage of effective strategic plan for all
those organisation which is dealing in travel and tourism plan. It is essential for an
organisation to increase its sales and profits and by developing or implementing effective
strategic plan profits of travel and tourism company will be enhanced (Zhang and Wen,
2013). Strategic plan will aid in attracting large number of customers towards
Broadstairs destination to travel and explore this area. This will lead to have positive
impact over the economic rates as well as profits of travel and tourism companies.
 Formulation of better strategies for attract more customers – it is essential for travel
and tourism company to identify as well as analyse need and requirement of customers in
order to attract them towards particular destination area. Strategic plan is beneficial for
travel destination as well as companies in order to take more durable decisions. Strategies
are considered as one of the crucial part of organisation as well as help in performing

business activities in effective manner. Travel strategic plan will help in formulation of
better strategies which will lead to attract more and more customers towards Broadstairs
destination area. For any travel and tourism company influencing large number of
customers towards particular plan is considered as an essential part. This will help in
meeting with the current issues and problems of respective destination area.
B. Evaluate the importance of Collaborative Planning in tourism and justify why this approach
would be useful for Broadstairs coastal area. Discuss the pros and cons of this approach.
Collaborative plan is considered as an effective approach that help in development of
plan by gathering stakeholders as well as engaging them with the different business process. It is
very helpful in take better business decisions as well as enhancing market share. It includes
various principles that is will lead to mapping accurate process as well as modifying business
process in order to perform organisational activities in effective manner (Habibah and et.al.,
2014). Collaborative plan can be describe as an interactive process that includes stakeholders as
well as various public involvement in order to make effective business decisions. Collaborative
tourism plan will help in planning efforts of organisation as well as guiding business activities in
such a manner that it will lead to achievement of desired goals and objectives in effective
manner. In this planning different individuals who have interest in travel and tourism business
activities will be taking part of business decisions. There are various important of collaborative
planning which is mention below in detail.
Brainstorming creative ideas - Collaborative plan will help in developing an effective
plan as it includes creative and innovative ideas. This type of planning is very important as it
lead to creative and develop a brainstorming creative ideas. In this idea and strategy is developed
by understanding as well as analysing various ideas. There are different people or stakeholders
who can contribute in development of collaborative plan. Each and every person have different
idea as well as view points and they can contribute their idea or knowledge in developing better
business decisions. Collaborative plan is important in considering view point of all interest
member as well as development of effective and accurate plan. Company which is dealing travel
and tourism sector needs to develop brainstorming creative ideas in order to gain competitive
advantage over other rival companies. Creative and innovative idea will help in taking garbing
various market opportunities.

Build trust – By considering stakeholders and other people in business planing, it will
help in building trust between them. It is very important that individuals have trust on other
people who are taking business decisions. This will help in taking better decision as well as
gaining competitive edge over other rival organisations. Trust is very crucial in performing task
in effective and efficient manner (Jones, 2018). It is very important that travel and tourism
company is performing organisation task by considering ideas of different people and taking
better business decisions. When stakeholders are contributing ideas in developing decisions then
it will lead to enhancing their trust.
Enhancing learning – in collaborative plan different people are contributing their ideas
in order to enhance performance as well as achievement of desired objectives. This will help in
enhancing learning as well as using new and innovative ideas. Collaborative planning is
considered as essential part of organisation as in this employees and other individuals will be
able to learn and explore new ideas. It is essential for travel and tourism company to consider
collaborative planning in order to perform task in effective manner as well as attract more
customers.
Collaborative planning approach will be very useful for Broadstairs destinations as in this
approach view point of different people are considered in order to take better business decision.
This type of approach will help in analysing as well as evaluating various factors which can have
positive as well as negative impact over organisation. By analysing different factors travel and
tourism company will be able to take better decision in order to attract large number of
customers (Choi, 2017). Travel and tourism companies Broadstairs destination will be able to
develop better business strategies in order to influence more customers towards organisation in
order to enhance travel and tourism sector of respective area. Collaborative plan will be useful in
developing better relationship between companies as well as visitor. So that they can take better
decision accomplishing desired and enhancing travelling activities in Broadstairs destination.
There are various pros and cons of collaborative planning approach while enhancing
business activities in Broadstairs destination. It is essential to analyse as well as evaluate all
advantage as well as disadvantages of this collaborative planning in order to take better business
decisions. Pros and cons of collaborative planning is mention below in detail.
Pros collaborative planning -

Developing relationship – This will help in developing better relationship with
customers as well as gaining trust. It is very helpful in enhancing the relationship while taking
collaborative decision of organisation. This will help in develop gaining trust as well as
developing better relationship with customers in order to perform organisation task in effective
manner.
Greater creative inputs – Collaborative planning is helpful in analysing as well as
evaluating most appropriate as well as effective inputs in order to perform travel and tourism
activities in effective manner (Shaw, 2014). This will help in collecting greater inputs by taking
collective decisions.
Cons of collaborative planning -
Increase in conflicts – When more number of people are contributing their ideas in
taking one common decision there is high changes of increasing in conflicts. This can have
negative impact over the business performance as well as travel and tourism activities of
Broadstairs destination. Collaborative planning will affect the overall performance as well as
impact over the relationships.
PART 2
C. Compile a brief tourism strategy with clear vision and objectives, which will address the
current issues and challenges that Broadstairs is facing.
The constant rise in package holidays and low cost of airlines, has made travelling to foreign
places a lot affordable and accessible. Due to this, Broadstairs has been lacking behind and is not
able to compete. The town has been able to attract tourists particularly children, parents and the
older generation from across the globe simply by maintaining and retaining its traditional feel of
the 50s, its beaches and promenades until recently (Boniface, Cooper and Cooper, 2016). People
who like visiting conservative places were mainly attracted to the town of Broadstairs. The
town's economy is highly dependent upon the disposable income of the local residents and
visitors to the place including holidaymakers, special interest groups and a large number of
students who come from different parts of the world to do their graduation. The town is also
highly dependent upon tourism which serves among the biggest sources of income for
Broadstairs. Lately, the town has been facing problems like the effect of declining levels of
investment in infrastructure and assets by the public as well as the major entry route of the town

etc. The town must realise that it should develop a concrete strategy which will the town in
facing the challenges and finding solutions to them. Therefore, the local authorities have raised
their concerns regarding coming up with a tourism plan that will not only help the town to build
on its heritage but also help in acquiring new opportunities in order to develop a strong and
powerful economy for the future. The authorities want to see the town flourishing with a vibrant
and creative economy that will be sustainable and based on strong local businesses that will meet
the visitors' as well as residents' expectations as well as needs.
Opting for a sustainable tourism strategy can help Broadstairs in increasing its overall
earning from visitors as well as importing and exporting products. Opting for considerate
strategies assist in gaining a competitive advantage against other countries who are leading in
their tourism aspect (Xiang, Magnini and Fesenmaier, 2015). These strategies can help in raising
awareness regarding environmental issues and addressing the same. Effective management of the
hotels and resorts like minimising waste, using environment friendly materials, various measures
pertaining to saving energy and water can help decrease the impact on the environment. Since
people today are becoming more environment conscious, they would like to visit Broadstairs to
promote and be a part of the same. Applying the method of story telling while promoting itself,
the town will be able to gain attention of the people and hence will be able to attract more
tourists. This can be done through a variety of channels, social media being the most recent
among them. The content that the town will put forward should be creative as well as innovative
so that people get a positive vibe about the place.
The town should have a clear vision and objective of increasing the rate of tourism and
should promote its peaceful and vintage environment through various channels so that more
people become aware of the place and thus the number of people visiting the place will increase
thereby increasing the rate of tourism there because tourists are always attracted to places that
are peaceful with no noise and clean as people like visiting to places for relaxation away from
their hectic everyday routines. Also, coastal areas offer a lot of fun activities for the people and
have a lot of biodiversity (Gladstone, 2013). Therefore, the town must on removing the excess
sand from beaches and the harbour and new sites should be revamped by the community people.
The town should appoint tour guides that have all the information about the town and its various
destinations. Also, different heritage sites and monuments should be clean and neatly maintained
by the authorities of Broadstairs. Since the town has seven beautiful sandy bays, a characterful

high street, pretty parks and plenty of things to see and do for the visitors, it should enhance the
same in order to provide them with a relaxing yet fun experience when they visit the places. The
government should provide a proper funding for the prime projects that the authorities have
decided to work upon and the resources that are available within the town should be utilized to
their full capacity and any kind of duplication should be avoided so that when tourists visit
Broadstairs, they have a lasting experience of a lifetime and would consider visiting the place
again.
D. Describe how your vision and objectives could be implemented and identify the key
stakeholders in charge of delivering those objectives.
In order to successful implement the vision and objectives there are various factors that
needs to be considered by travel and tourism industry. It is essential to develop an effective
process that will help in enhancing the travel and tourism industry of Broadstairs destination. It
is essential for travel and tourism companies of this area to analyse as well as evaluate all
elements that can have impact over the industry (Vellas, 2016). This will help in performing task
in correct manner as well as achievement of desired objectives. Vision and objective of
Broadstairs town is to attract more and more customers by providing different and creative
services to customers. This vision and objective could be timely achieved when travel and
tourism organisation is successful implementing the activities.
Understanding needs and requirement - It is essential to analyse as well as evaluate
needs and wants of customers in order to meet with the need and wants of customers there are
different needs of customer that should be meet by travel and tourism companies of Broadstairs
area (Jucan and Jucan, 2013). This will he very helpful satisfying needs and requirements of
customers as well as successful implementing objective.
Analysing strength and weakness – There are various strength and weakness of
Broadstairs destination which needs to be evaluated by travel and tourism companies. This will
help in promoting the strength of this area in order to attract large number of customers towards
particular destination (Buhalis and Foerste, 2015). By understanding the weaknesses this town
will help in identify in which elements this destination is lacking. This can be consider as an
opportunity for Broadstairs area by developing overall travel and tourism activities.
Developing strategies – In order to implement the objective in successful manner
respective destination or town needs to develop better strategies. These strategies will help in

meeting with the goal and objective of organisation in effective manner. This town should focus
on strategies that will lead to promoting its strengths in different travels so that they enhance
their interest in Broadstairs destination.
Implementing plan in effective manner - This is the last stage in successfully
implementation of plan in order to achieve desired objectives. Travel and tourism companies
needs to focus in identification of strategies that will directly lead to accomplishment of desired
objectives.
There are various stakeholder which are taking actively part in enhancing travel and
tourism industry of respective destinations. It is essential to determine all stakeholder in order to
achieve desired goals in effective manner (Standing, Tang-Taye and Boyer,2014). Stakeholder
which can help in attaining goals and objectives of Broadstairs destination is mention below.
 National government – This play a crucial role in overall development of travel and
tourism areas. In order to attract more customers towards this place as well as enhance
overall tourism performance of Broadstairs destination. Government of England needs to
develop various rules and regulation that will help in attracting more travellers towards
this destination.
 Local government -
 Tourism enterprises – There are various tourism enterprise which is dealing in this
sectors. These companies play crucial role in overall development of travel and tourism
sector. There are many organisation which needs perform travel and tourism activities in
effective manner in order to achieve desired goals.
 Tourist – Tourist the the most crucial stakeholder and most the the decision of this sector
is majorly developed on the potential customers (Standing, Tang-Taye, and Boyer, 2014).
Broadstairs town needs to analyse as well as evaluate different needs and requirements of
tourist in order to take better business decisions.
 Local people – People who are living in Broadstairs town will have major impact over
the travel and tourism sectors. Behaviour as well as attitude of local people have major
impact over travel and tourism activities of respective destination.
 Employees and professional – Employees as well as professional which are performing
different business activities of travel and tourism sector. These are important

stakeholders as they as well as their performance will have major impact over successful
achievement of desired goals.
E. Evaluate how your strategy is going to benefit the residents and visitors socially and
economically
The strategies that is developed by in order to enhance travel and tourism activities of
Broadstairs destination (Thakran and Verma, 2013). These strategies will be beneficial for the
residents as well as visitors to this particular area. They can have social as well as economically
benefits when desired goals and objective is timely achievement. Benefits of strategies for both
residents as well as visitors are mention below in detail.
Benefits for residents
Residents will be benefited as they will get better job opportunities with the increment in
travel and tourism sector. This will lead to have economical advantage for the local people of
Broadstairs area as they will be able to earn more money by conducting travel and tourism
activates. This will lead to increase in their social lifestyle.
Benefits for visitors
Visitors will be able to explore new and different travel destinations. Broadstairs
destination is providing effective and efficient travel and tourism services by exploring more
areas (Huang and et.al., 2013). Visitors will be able to enjoy better services with less money so
that will lead to provide economical benefits as well as social benefits to visitors.
CONCLUSION
From the above report it can be concluded that there are various factors that needs to be
analysed as well as evaluated in order to perform travel and tourism activities in effective
manner. Strategic planning play a crucial role in overall growth as well as development of travel
activities in a particular destinations. It is essential to take collaborative decision by effective
planning. This will help in developing better relationship as well as trust among individuals in
order to take better decision for organisation.

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