HLT7039: Destination Management Plan for Veliko Tarnovo Tourism

This destination management plan (DMP) examines tourism development in Veliko Tarnovo, focusing on its potential resources, comparative and competitive advantages, and sustainable development. The report includes a SWOT analysis of the destination, highlighting its strengths in historical and cultural heritage, weaknesses in ethnic tensions and marketing strategies, opportunities in new hotel developments and eco-tourism, and threats from changing trends and transportation issues. It proposes an innovative "Tour Guide Audio System (TGAS)" to enhance visitor experience and identifies key market segments, including European Union countries and the Asian market. Stakeholder engagement is emphasized, involving entities such as the Republic of Bulgaria’s Ministry of Tourism, the National Tourist Council, the European Union, and local authorities, to ensure socio-cultural justice and environmental sustainability. The plan addresses upcoming challenges and advantages, aiming to contribute to economic growth and job creation through tourism development, with a focus on medium and small enterprises and critical tourism inventory.

Introduction to
Business studies

Executive Summary
Destination management planning gives tourism business with the tools to create
sustainable and competitive tourism in the destination. It is organised around a destinations
specially tourism inventory and unique improvement, marketing and management requirements.
The main purpose of report is to examine the ratio of tourism and travel company in these
destinations that are also known for wildlife and natural species. Gambia is well known
destination with various international arrivals. In this report justified the concept of destination
management planning as well as it is also stated an importance of destination travelling with its
swot analysis. In last it is explained that how stakeholders are involved in business and how they
are valued in company.

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Value of Tourism for the destination current and future capability- .....................................1
Swot analysis of destination - ...................................................................................................2
Destination development - .........................................................................................................3
Stakeholder engagement - ..........................................................................................................3
Destination Marketing - .............................................................................................................3
Upcoming challenges and advantages - .....................................................................................3
CONCLUSION................................................................................................................................4
References:.......................................................................................................................................4
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INTRODUCTION
It is the procedure of developing, managing and modifying components that are
considered in the making of exclusive product destination where stakeholder can achieve their
socio economic objectives. The direction process might entail product development marketing
and disapproval, cooperation with various partners and community affiliation (Yamagishi and
et., al., 2020). It is important as touristry is highly competitory sector and in regards to
finish expeditiously, destination have transport availability, public comforts and many other.
Tourism terminus hardly request to an individual provides a range of causing and operations.
These attractions designate have to be managed in extent to guarantee the continuity of tourist
inflow. The governing bodies can make or develop the transport and communication
networks in the finish to permit easy mode to and from place. Tour advisors and national
representatives can engage in selling and publicity of places to spread consciousness regrading
the area and to inform loyal guest or any alteration that has been made by the governing
bodies. In this report will consider the Gambia destination. It is small west African country it is
known for its diverse ecosystem around the central Gambia river and wildlife along with its
beautiful nature. In this assignment will explain about the destination and its culture that attract
the tourist. Further it will explain about the value of tourism in destination, after that swot
analysis of destination. Moreover, it will explain the destination development along with that it
will explain the stakeholder engagement further it will describe destination marketing and its
future challenges and benefits.
MAIN BODY
It is a practice if leading and co-ordinating the management of all the factors that
make up a destinations that contributes to the visitors learnings, while also considering the
requirements of the local community, guests and businesses and the surroundings. The
management of a destination takes a strategic approach to collaborate the strategy ,
development and marketing as well as communicating how the destination will be managed
physically, financially and operationally .
Value of Tourism for the destination current and future capability-
Tourism is an important for the success of many economics across the world. There are
various benefits of tourism on Gambia destination. Tourism boosts the income of the
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economy makes thousands of occupation improves the substructure of a nation and plants a
sense of culture exchange among tourist and localities. It is a small part of the west Africa
which is well known for its nature and its beauty along with its wildlife. The Gambia
country is in western Africa situated in the Atlantic coast and enclosed by the other nation
of Republic of Senegal . It holds a extended constricting part of land that surrounds the
Gambia river, which is navigate through the length of the nation. It is consist of huge
population, a few towns are located upriver, but most of Gambian live in village. Tourism in
Gambia is crucial, and second source of occupation is agriculture in its location. It is a prime
source of foreign transaction comprises a important portion of growth rate and is an
essential beginning of income earnings occupation, giving more than 18000 jobs. It is some of
least economical domain that turned important growth chances. This is especially crucial in
providing the linked reduced level of incomes per capita in the destination (Okumus, 2020). It
is one of few sectors capable to give paid occupation along with it producing foreign
currency(Touray and et., al.,2018.).
Swot analysis of destination -
It is a framework that helps in analysing the internal factors and trends to understand
them so that the nation and authority can work on that areas (Deng and Liesch, 2022) . This is
the only way to analyse the activities and other opportunity for Gambia further discussion is in
below:-
Strength
1. The power of Gambian country is its
beauty and its nature which is surrounded by
greenery and attractive wildlife.
2. The hospitality services and its building
where tourist stay are stunning and attractive.
Just as they have sea view , hotels in green
forest and river side hotels that are attractive
point for guest to stay.
3. In Gambia tourism is the major source for
earning economy and having a sustainable life.
The travel business is hugely Important to a
Weakness
1. Ethnic tensions and politics are the major
issues that is being faced by the population of
Gambia.
2. lack of communication among the leaders
adds the huge challenge finally undermining
the public trust and assumption about
governing bodies.
3. The majority of concern in the tourist sector
implied traditional marketing tactics. They are
impassive but have a restricted area to reach,
just as billboards, television and many others.
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nation GDP and economy. This will not aid in attracting international
audience.
Opportunity
1. The completion of new quality hotel under
the Sheraton brand and other new
accommodation is coming on stream.
2. The launching of employment and other
activities like eco tourism and river sports and
many others.
3. Expanding Tourism sector can provide the
great possibility by exporting Gambia based
goods and hand made items in other country
that tends in growth if economic infrastructure.
Threat
1. changing trends can be a huge threat for
Gambia as they failed in modifying culture
and taste in movement.
2. The other threat Is lack of transport for
guest and tourist that leads in lack of visitors
that impact on revenue system of the country.
3. Tourism had improved ad one of the world
largest fastest expanding and most competitive
sections in the 20 century. In Gambia many
tourist company are facing huge competition
within the destination.
Destination development -
It is strategic planning and procession of explained areas to assist the evolution of
wanted destinations for travellers with a particular focus on the providing side of tourism
by giving accomplishment of learnings, quality substructure and memorable services to
entice repeat visitation(Mankhomwa, Chilembwe and Ronald, 2019).
Development 1 - Hold level
Holding property much as they are with few retiring goods and merchandising
improvement. This is being linked with the keeping things that are traditional with the people
and there culture this is created with the people who is basically from the location and familiar
with the place. This is being enforced by the governing bodies in order to target the tourist and
guest who are coming to visit Gambia. They are separated on the basis of age, place and sex.
According to the segmentation the goods are served to them so that they get attracted towards
the goods (W h a t i s d e s t i n a t i o n d e v e l o p m e n t , 2 0 2 2 ).
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Development – 2 = Modest increase
Accelerative importance on goods development and condition . This implies that good
are being sold by ever-changing them with more innovative manner in order to attract the other
ones. Heighten product quality and scope, via improvement to the current stock of
accommodation and progressively broaden the range of attractions and activities that are
available, so that it can attract many customer and influence them to buy goods. Product
development includes an increased emphasis on the nation’s cultural heritage and a larger
community involvement in tourism. It targets the localities and new visitors in order to sell
goods to them (Okumus,2020.) .
Development -3 Double income -
An considerable committee of services listing to copy the imagination for tourism
affiliated among growing merchandising action and selling expenditure. By attaining goals
and activity which is being done with the aim of making money from investing a huge amount
in business infrastructure and others sources that generates income from market place. This
targets and divides the capitalist and investors so that they can invest in good ideas and schemes.
Stakeholder engagement -
It is the technique through which organisation pass along and get to cognize their
stakeholder. By getting to know them institution are confident to better analysis what they
want, when they want it, how occupied they are and how they institution plans and act will
impact their goals. Furthermore, they can develop their abstraction and initiate their planning
and activities, having long period advantages just as brand honour or first mover performance.
It can helps in managing meet tactics and strategic requirements reaching from collecting
details and spotting trends that may effect their operations , to develop transparency and
building the trust of the particular or units whose support is critical to an company long
term success to sparking the creativity and organization modification is required to reach new
challenges and opportunity. Touristy is one of the big and fastest growing plane figure in the
world, choice of an complex system of stakeholders with an involvement in the development,
merchandising, and direction of tourism designate . Other than economic and collection
thinking, the principle of sustainable destination development, is the socio-cultural discourse,
accordant to the Gambia, Property goal preparation and improvement request abreast applicable
neutral involvement, along with powerful sentiment leading, to facilitate agreement structure. It
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assist in present a competitor border for the destination, ensure long term property, growing
institutional governance and construct a strong and vibrant brand determination around a
destination. It is often presented as the connector, delivery together all industry stakeholders
to create a tourism policy for their destination that will advantages the community as a
complete. The purposed aims to contributes to economic growth and occupation generation
by growing selected tourism destination in the Gambia by developing the Medium small
enterprise and improving sector repercussion with the fixing, amplification and conservation
of critical tourism inventory as well as goods diversification(Mele and Lobinger, 2020).
Here are some major points that shows the stakeholder engagement advantages -
1. Specialized government agencies just as Gambia tourism broad to better leverage
market intelligence to raise the acute of demand trends and promote the destination
diversification towards new sources marketplace and higher value growth section just
as birdwatching , ecotourism and many more (Shaykh-Baygloo, 2021.).
2. Medium small enterprises in the sector includes in accommodation, adventure and
recreation, attraction , events and conferences, arts and crafts, tourism services and
travel trade that can be beneficial from partnerships with big company like hotels ,
the digital market place, tour operators that have proximately to market and are
creators in the section.
3. Female and young ones will be subsidiary to attend tourism skills training since
particularly female who are hardly more present in food services and growth in the
tourism sector and provided that women owned businesses are presented to face more
chance. The younger on the other side leads to be in a permanent cycle of
unemployment and vulnerable to hazardous irregular migration because of deficiency
of local occupation and business opportunity. There are certain females and girls and
men and women who are vulnerable in this areas to issue linked to sexual tourism and
sexual development. In this sector females are beneficial to save these risk through this
task.
4. Population living in the region or operating along the riverside they will be protect
against disasters and soil erosion.
This considers a broad group of stakeholder who may be involved in the task due to its
location its immediate to natural or other sources, considering heritage, or many others. It
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includes the major stakeholders are as ministry of tourism, ministry of finance central bank
of the Gambia, national tourism board, national environment agency and ministry if
operations and infrastructure and many more that assist in managing the tourism sector and
occupation of the Gambia . the development of tourism and other industries that occurs a
possibility of jobs in country. Thus , there is less focus on participation of stakeholders in
planning for sustainable tourism research and development in Gambia. Many of countries now
days is constructed on a capitalist society within which there us a typical web off interconnecting
stakeholders. From customer to providers, workers, investors and regional society. It is essential
that their requires and wants are taken into consideration in regards to yield optimal outcomes.
The company must take some steps to satisfy stakeholders so that work can be done
effectively(Fu, X., 2019.).
Destination Marketing -
It is a marketing practice in the gravelling business that includes advance a particular
location and its advantages rather of the goods and services that a institution offers. This can
be a country, a town and city or even a particular vacation hotel or attraction( W H A T I S
D E S T I N A T I O N M A R K E T I N G , 2 0 1 8 ). The aim of marketing is to raise users
consciousness of a particular address so that they begin to thought respect visiting or to assist
them in memory the location when they are ready to book a vacation in Gambia. It also
utilised by the tourist boards to the tourist of some nations or areas as a way to try and
bring more travellers to an areas in order to assistance to local prudence and found
themselves as a desirable holiday destination(Mensah and et., al., 2022.). The manner in which
The Gambia is marketplace is a central portion of the process of employ responsible tourism
principles in Gambia. people want to grow the manufacture by pull in market section which
value the earthy and cultural practice assets of Gambia. others seek to distinguish Gambia from
other sun, sand and sea designate people enjoy high levels of repeat concern and person motion
to make on those factors of the product which inspire repeat visit . Location and region
recognize that the advance improvement of an industry in The Gambia, and investment in it, is
dependent upon planning and product development which meet the need of the evolving market.
People also recognize that it can crucial the kinds of tourists that we attract by the way in which
develop and present Gambia as a tourism product. Activity improvement and tour operators
business to collaborate in regards to enrich the developed, raise normal duration of stay and
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traveller spend resource local one to introduce themselves and market new goods and
services and grow making additional occupation and other living chances by rising
complementary goods. This provides opportunity for manlike action at its best these
relationship can proceeds the form, tradition in African trends of those among hosts and
guests. Moreover touristry can also bring societal issues and this will operate with the
traditional and non traditional sections , authorities and local dominant bodies to address the
challenges which raise. It raises the productivity and spread awareness of the place in order to
increase the rate of tourism in Gambia and level of occupation for population. As tourism
majorly impact the GDP in effective term .
Upcoming challenges and advantages -
The tourism is primly rely on the market with the huge majority of tourist on
packages as covid tourism industry has to face the huge loss because of long term lock
down and restrictions of the governing bodies. So they have to go through the big loss and
many of the local marketers have to wind up there business because of no earnings for long
period. But after that it is covering up with the help of development and other improvements.
Gambia Is a beautiful place to stay. The person who is found of natural beauty and animals or
many other natural things it can be better option to spend a quality time with family and loved
ones (Beirman, D., 2018) .
The future benefits are as -
1. the development of airlines in the areas may impact on the revenue of the tourism
sector and other parts which is being contributes in growth of economic system.
2. It flexure the ratio of occupation for the population they don't have to move in other
areas for earn there livings. Gambia has huge population and most if young ones are
jobless so increasing tourism can be a good opportunity for them to earn livings.
3. Its positive vibration impact not only assist local business but foster business and
new business firm.
4. It can also protect and finance the preservation of historic and cultural sites and
even expeditious the making of new community initiatives.
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5. It helps in intensify the combine of ability which can serves the person daily
activity sustainability and making more untouchable learnings (Yamagishi, and et.,
al., 2020).
Some challenges that Gambia face in future -
1. Because of its small size, the Gambian market poses situation to large institution
targeting short profit dish play. Obstacles to approach credit, in increase to high curiosity
rates and immoderate proof of fluidness deposit condition, have made it especially
ambitious for small and moderate organization to access assets within The Gambia.
2. Predominant power outages affectedness danger for organization operating without
accretion power provision and high data duty and break in internet services hinder
businesses’ operational ratio. Telecom operational costs stay high and company is
dragging and taxable to dark retired due to changeless care . frequent power outages can
cause a risk for business running without backup power supplies and huge data tariffs as
well as disruption in internet services hinder company revenue and operational efficiency.
This causes due to the lack of energy supply or fluctuation in providing power supply.
During, the national water and electricity company has created important development in
its activity and financial system in current years, the utility ha s yet to attain financial
viability, users still face changeable supply of water and electricity(Fang, 2020.).
3. Prices is emerging at an appalling or eating house have to hike cost or let down their
work. Conveyance institution have been difficult fated. The airway industry is
particularly undefeatable. Airway look among the food business and the fuel business.
Not yet on the border, airway can do nil more than cut employment and increase value.
The result of such a condition keeps the increase travellers stay away from high-ticket
vacations which promote the general touristy sphere .
4. The Gambia has labour force involvement rate both employed individuals and
unemployed particular seeking occupation of 80 percent, major comprised of youth
people around 20 to 35. farming is the major source of occupation in an economy, giving
jobs to 80 percent of working people. Thus, deficiency of diversification and
modernization combines with a young ones to EU and many other places via manners of
movement, this highly impacts creativity. The low rate of education which stands at low
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rate of skilled employees, despite the growth of skills training centres and scholarly in the
marketplace(Hristov, Scott and Minocha, 2018.).
CONCLUSION
It is terminated from above report that business studies is required in all the businesses
although it is also required in tourism business also so it is discussed in above report that
business tactics are changing rapidly, tourism sector which is required a modification in
conducting activity in a effective manner. As per above discussion it is explained that what
makes the place more attractive so that people can go and travel that location. After that
swot analysis of destination. The place is attractive only when it have the natural resources
and things.
References:
Books and Journals
Beirman, D., 2018. Thailand's approach to destination resilience: An historical perspective of
tourism resilience from 2002 to 2018. Tourism Review International, 22(3-4), pp.277-
292.
Chenchen, X., and et., al., 2020, June. The impact of tik tok video marketing on tourist
destination image cognition and tourism intention. In 2020 International Workshop on
Electronic Communication and Artificial Intelligence (IWECAI) (pp. 116-119). IEEE.
Clark, C., and et., al., 2022. Scenario planning as a tool to manage tourism uncertainties during
the era of COVID-19: a case study of Arizona, USA. Current Issues in Tourism, 25(7),
pp.1063-1073.
Fang, W.T., 2020. Responsible tourism. In Tourism in Emerging Economies (pp. 131-151).
Springer, Singapore.
Fu, X., 2019. Existential authenticity and destination loyalty: Evidence from heritage tourists.
Journal of Destination Marketing & Management, 12, pp.84-94.
Hristov, D., Scott, N. and Minocha, S., 2018. Distributed leadership typologies in destination
management organisations. Tourism management perspectives, 28, pp.126-143.
Kirant Yozcu, O. and Cetin, G., 2019. A strategic approach to managing risk and crisis at tourist
destinations. In Tourist Destination Management (pp. 273-287). Springer, Cham.
Loureiro, A., 2019. Innovation and technology–the only answer for sustainable tourism growth.
Worldwide hospitality and tourism themes.
Mankhomwa, E., Chilembwe, J.M. and Ronald, V., 2019. 3 The Relationship of Food, Tourism,
Destination Branding and Marketing. Sustainable Destination Branding and Marketing,
p.24.
Mele, E. and Lobinger, K., 2020. A framework to analyze cultural values in online tourism
visuals of European destinations. In Destination Management and Marketing:
Breakthroughs in Research and Practice (pp. 204-220). IGI Global.
Mensah, I., and et., al., 2022. Nature and Scope of Destination Marketing in Emerging
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Economies. In Marketing Tourist Destinations in Emerging Economies (pp. 3-25).
Palgrave Macmillan, Cham.
Michael, N., James, R. and Michael, I., 2018. Australia’s cognitive, affective and conative
destination image: an Emirati tourist perspective. Journal of Islamic Marketing.
Okumus, B., 2020. Food tourism research: a perspective article. Tourism Review, 76(1) pp.38-
42.
Shaykh-Baygloo, R., 2021. Foreign tourists' experience: The tri-partite relationships among sense
of place toward destination city, tourism attractions and tourists' overall satisfaction-
Evidence from Shiraz, Iran. Journal of Destination Marketing & Management, 19,
p.100518.
Touray, S., and et., al.,2018. An assessment of critical care capacity in the Gambia. Journal of
critical care, 47, pp.245-253.
Yamagishi, K.D., and et., al., 2020. Characterizing tourism destination and policies forward: The
case in Bantayan Island, Philippines. Tourism Review International, 24(2-3) pp.143-
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Online
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