QHO553 - West Norfolk Destination Management Strategy Report 2016-2020

This report provides an analysis of the West Norfolk Destination Management Plan (2016-2020), evaluating its strategies and implementation. It applies Arnstein's ladder of citizen participation to assess the degree of public consultation in the plan's drafting and implementation, and utilizes Hall's growth triangle to illustrate the governance of the destination from a multi-scalar perspective, identifying the roles and relationships of public and private stakeholders. The report also includes a SWOT analysis to highlight the strengths, weaknesses, opportunities, and threats associated with West Norfolk as a tourist destination, concluding with insights into how these aspects influence the destination's development and sustainability. The report is based on QHO553 module from Solent University.

TOURISM DESTINATION
MANAGEMENT AND
PLANNING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Arnstein’s ladder..........................................................................................................................3
Governance of destination from a multi- scalar perspective.......................................................4
Public and Private stakeholders ..................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Tourism destination management planning provides various tools to tourism
organizations in order to make competitive as well as sustainable tourism in the particular or
specific destination. West Norfolk is one of the best tourism destination place of UK. It is a local
government district in England. It includes 14 divisions such as King's Lynn, Docking, Fincham
and Gaywood, etc (King's Lynn and West Norfolk, 2021). This report shows the destination
management plan of West Norfolk and the degree of public consultation. It also shows the
governance of destination and also the strengths, weaknesses, opportunities and the threats
identified in the plan or the strategy of West Norfolk.
Arnstein’s ladder
This is one of the important model that is related with consideration of the citizen
participation with the drafting of strategy and plan for any destination (Arunkumar and et.al.,
2019). As per this ladder there are usually 8 steps which are as follows:
Manipulation and Therapy:
These stages are non-participative with the aim of educating the participants. Here with
the mode of public relation the public support will be achieved.
Informing:
This is an important step for legitimate the participation. But in this step the flow of
information is one sided which means the aspect of feedback is not involved in this step.
Consultation:
Here with the mode of public enquiries and survey the participation and the public
involvement will be made. But as per the Arnstein it is just a window dressing ritual wherein the
consultation is pretended but actually it is not to be done (Singgalen, Sasongko and Wiloso,
2019).
Placation:
Here participation is advice to make recommendations but with the concentration of
power at the top hand the major decision regarding the implementation of the choice is will be
completely depended upon the top authorities.
Partnership:

Here power is being distributed with the mode of negotiation among the citizens and the
power holders. Here all the decision making and planning responsibilities are shared with the
mode of joint committees.
Delegation:
As per this stage the citizen have decision making power as per the delegated power in
their hand. Along with power the aspect of accountability is also created among the public.
Citizen control:
Here the controlling and the job of planning, managing the programme and decision
making, policy making will be lied under the control of the citizen and the participants.
With the help of this ladder it can be understood that the mode of public participation will
be ranging from the aspect of non-participation to the tokenism followed with the citizen control
under which the entire power would be delegated to them. With the aspect of the concerned plan
the mode of participation will be made and implemented along with the formulation of the plan.
In case of West Norfolk which is one of the major tourist destination with the aim of raising the
tourist and visitors across the country would need to make its plan in such a manner that it will
lead to attain its objective in terms of staying and attracting the tourist (Bobbio, 2019). However,
it is to be noted that with the aspect of formulating the plan regarding the participation of citizens
with regard to the West Norfolk the steps of the Arnstein would play an important role in terms
of following its stages with regard to the participation of the citizens. As the success of any
destination will be depend upon the active participation of the citizens which will be made with
the following of steps of the ladder that would involve the aspect of non-participation to the
active participation of the citizens. Thus as moving with the following stages of the ladder and
like placation to the delegation of the power among the committees so that the need of the
visitors will be able to get identified and necessary amendments will be able to take place. This
will assist the West Norfolk to attain its objectives.
Hall's Growth Triangle
Most of the firms or the companies maintain the external partnership with the other
organizations in order to lower the transaction costs that can be operated from using the market.
These firms can be able to improve the competitive position in the market by combining the
resources or the activities (Hubau and et.al., 2019). The informal relations are based on several
elements such as reciprocity, effective governance, trust and power, etc. On the other hand the

relationship between the different companies are able to influence commercial success in future
and also lead to economic growth of the whole industry. The healthy relationship among these
firms is one of the important factor for increasing the regional competitiveness. According to the
research and the analysis of the various tourism destination found that it as adaptive, complex
and dynamic systems. However the participative approach of management focuses on the
relations and can be able to enhance the tourist experience.
Mainly there are three types of experiences that contributes in improving the relationship
among the stakeholders in the destination triangle. The first stage of governance includes the
manner in which services provided to the customers and also the product offerings by the West
Norfolk destination in order to reach more and more customers daily. Likewise the West Norfolk
give offers offline as well as online to the customers in which they provide the information
regarding the cost of the package and also the route of the destination. West Norfolk also tries to
provide high quality services to the stakeholders and the experiences that offers integrated
package (Polat and Aktaş-Polat, 2020). This will help the organization to improve or enhance the
visibility of stakeholders for tourists. Secondly, the West Norfolk focuses on the service
providers so that they can be able to improve the relations with the stakeholders to do the
adequate additions in the value chain. For this purpose various stakeholders collaborate with
each other to enhance the product value. West Norfolk tries to involve the use of local resources
and the ownership to the value chain and also put efforts to maintain the originality of the
destination through this collaboration and also tries to attract customers by increasing their
experience. This will help the West Norfolk to improve the brand value of their destination and
also have the new and innovative opportunities for the introduction of the new offers or products.
It also increases the trust, local identity and increases the network development.
On the other hand, the third type of governance is about the growing demand of the
customers regarding the high quality experiences to fulfil the desired objectives or the goals of
West Norfolk and also the services offered to adjust the supply chain (Anooz and et.al., 2020). In
the supply chain the two important components are the entrepreneurs and the governmental
bodies that plays a vital role in establishing the relationship. So, the governance of tourism
experiences is possible only with the help of collaborating all the three corners of destination
triangle.

Public and Private stakeholders
Stakeholders are those personnels which play an important role with regard to any place
and destination. They have the power which may lead to affect the place but with the persistence
of interest they may also be affected. With respect to the West Norfolk there are usually two
categories of the stakeholders which may include the public and private. Public stakeholders
includes the governmental bodies like state tourism organization, regional tourism organization,
etc. and the private stakeholders are tourists or the visitors, local communities, other companies
or the partners, etc (Rašovská, Kubickova and Ryglová, 2021). These stakeholders plays an
important role in making the strategies or in the formulation of the new plans that are introduced
by West Norfolk to attract more and more tourists. So, the organization make plans and
strategies with the help of these stakeholders and by making the healthy collaboration with them.
West Norfolk tries to maintain the originality or the beauty of the destination place so
that the visitors can fell comfortable and can enjoy more. It also put efforts to give them leisure
and provides the facilities regarding the travel of the tourists. This will enhance the experiences
of the tourists and also contributes to the growth of the West Norfolk destination. It provides
other facilities such as the rooms, hotels, relaxation points, spas, visits of the historical places,
etc. in order to facilitates the tourists and to improve their experiences (Dudka and et.al., 2020).
The stakeholders both private and public are important for the leisure, travel and tourism
industry of the West Norfolk as they have the power to influence the activities, plan and the
strategies of the destination and also its sustainability. They are also helpful in developing the
competitive advantage for West Norfolk and also analyse the current market situation regarding
leisure, travel and tourism industry. So, in this way all the stakeholders plays a significant role in
the development and growth of the West Norfolk and also gives them new opportunities to
achieve success and to attract tourists or visitors.
SWOT analysis
With the aspect of SWOT analysis, the aspect of strength, weakness, opportunities and
threats will be able to get identified that will lead to enable the raising of the existing capabilities
along with taking of suitable steps so that the threats and weakness will be able to get overcome.
While making an analysis of the West Norfolk it can be understood that the place has various
strength in terms of well adequate availability of the accommodation, with the facility of eating

outside. In the same way the place has a combination of heritage and natural beauty which will
make it an attractive tourist place (Laksham, 2019). All the age groups are welcome in West
Norfolk which shows that pace has equality with regard to the tourist. Boating, water sports,
wildlife, walking, cycling, bird watching and various other activities are the major tourist
activities with regard to the West Norfolk. With the presence of these activities and its
capabilities the West Norfolk can be considered as one of the developing and major tourist
destination in respect of the economy. In the same way with the persistence of the available
strength the destination can grab various opportunities in terms of emerging as the best place for
the visitors.
However, with the persistence of the aspect in terms of lack of a single tourist destination
the place will be limited in terms of the lack of single major attraction which would be counted
as major place of attraction. In the same way it is also observed that the West Norfolk is not good
with regard to the food which would be counted as the major limitation of the place. Since tourist
destination are meant to be the place which may contain the heritage sites and places but in case
of the West Norfolk this would be counted as the major limitation (Bonfante and et.al., 2021).
Also the place is yet not fully developed and it is still in the developing phase that would lead to
the major limitation of the place. Similarly, the long distance way of destination would be
counted as its limitation that would create restriction and boundaries with regard to the tourist.
Thus, it would be right to said that the West Norfolk bear various strength and weakness
that may enable the place to grow and meet the need of the tourist.
CONCLUSION
From the above report it can be concluded that in order to make the development of any
tourist destination various aspects including the Arnstein ladder or the growth triangle would
play an important role. This is because with the aspect of these model the tourist destination will
be able to get developed along with raising the participation of the visitors along with the
development of the place. In the same way it is also understood that the consideration of the
stakeholders would play an important role in terms of making their consideration and the
inculcating the necessary changes so that the destination will get developed.

REFERENCES
Books and journals
Anooz, S.B. and et.al., 2020. Impact of chamber pressure and Si-doping on the surface
morphology and electrical properties of homoepitaxial (100) β-Ga2O3 thin films grown
by MOVPE. Journal of Physics D: Applied Physics. 54(3). p.034003.
Arunkumar, K. and et.al., 2019. Conceptualizing youth participation in children’s health
research: insights from a youth-driven process for developing a youth advisory
council. Children. 6(1). p.3.
Bobbio, L., 2019. Designing effective public participation. Policy and Society. 38(1). pp.41-57.
Bonfante, M.C. and et.al., 2021. Achieving Sustainable Development Goals in rare earth
magnets production: A review on state of the art and SWOT analysis. Renewable and
Sustainable Energy Reviews, 137, p.110616.
Dudka, Т. and et.al., 2020. Social and professional designing of tourist destination management
in the professional training of future tourismologists. Revista Turismo Estudos &
Práticas. 2. pp.1-10.
Hubau, W. and et.al., 2019. The persistence of carbon in the African forest understory. Nature
Plants. 5(2). pp.133-140.
Laksham, K.B., 2019. Unmanned aerial vehicle (drones) in public health: A SWOT
analysis. Journal of family medicine and primary care. 8(2). p.342.
Polat, S. and Aktaş-Polat, S., 2020. Transformation of local culinary through gastronomy
tourism. Sosyoekonomi. 28(43). pp.243-256.
Rašovská, I., Kubickova, M. and Ryglová, K., 2021. Importance–performance analysis approach
to destination management. Tourism Economics. 27(4). pp.777-794.
Singgalen, Y.A., Sasongko, G. and Wiloso, P.G., 2019. Community participation in regional
tourism development: a case study in North Halmahera Regency-Indonesia. Insights
into Regional Development. 1(4). pp.318-333.
Online references
King's Lynn and West Norfolk, 2021. [Online]. Available through
<https://www.norfolk.gov.uk/what-we-do-and-how-we-work/councillors-meetings-
decisions-and-elections/elections/electoral-boundaries/kings-lynn-and-west-norfolk>