PLANNING FOR
TOURISM
GROUP III

TOURISM MANAGEMENT
 PLANNING FOR TOURISM

 Tourism planning refers to the overall process of deploying the development goals
and the implementation of a comprehensive tourism system. The aims of tourism
planning include increased visitor satisfaction, increased economic benefits, and
the protection of basic cultural and natural resources.

 The fundamental reason behind planning and implementing strategies

for developing the tourism sector is primarily to make money and to subsequently
increase the GDP of a country/area. A good tourism plan is a means in which the
natural and cultural resources for tourism are maintained, not destroyed, in the
development process.

 A responsible tourism plan is a mean to attain environmental conservation

objectives through the development of tourist attractions, facilities, and
infrastructures.
 TOURISM PLANNING APPROACHES AND TECHNIQUES

• SYSTEMS APPROACH

• COMPREHENSIVE APPROACH

• INTEGRATED APPROACH

• ENVIRONMENTAL AND SUSTAINABLE

APPROACH  

• COMMUNITY APPROACH

• IMPLEMENTABLE APPROACH

• SYSTEMATIC APPROACH
.
  TOURISM PLANNING APPROACHES AND TECHNIQUES

• SYSTEMS APPROACH –
REQUIRES THAT ADEQUATE INFORATION ABOUT THE SYSTEM IS AVAILABLE TO UNDERSTAND AND
ANALYZE IT. COMPUTER TECHNOLOGY IS NEEDED TO COLLECT AND ANALYZE THIS DATA.

• COMPREHENSIVE APPROACH –
ALL ASPECTS OF TOURISM DEVELOPMENT ARE ANALYZED AND PLANNED ON A BROAD SCOPE.

• INTEGRATED APPROACH –
TOURISM IS PLANNED AND DEVELOPED AS AN INTEGRATED SYSTEM WITHIN ITSELF AND
INTEGRATED INTO THE OVERALL PLAN AND DEVELOPMENT PATTERN OF THE AREA.

• ENVIRONMENTAL AND SUSTAINABLE APPROACH –

TOURISM IS PLANNED, DEVELOPED AND MANAGED IN SUCH A WAYTHAT THE NATURAL AND
CULTURAL RESOURCES ARE NOT USED UP SO THAT THEY ARE AVAILABLE FOR CONTINUOUS AND PERMANENT USE IN THE
FUTURE. CARRYING CAPATICY ANALYSIS IS AN IMPORTANT TECHNIQUE USED IN THE ENVIRONMENTAL AND SUSTAINABLE
APPROACH.
 
•   COMMUNITY APPROACH –
PLANNING IS FOR THE RESIDENTS OF THE AREA. THE LOCAL RESIDENTS SHOULD BE GIVEN THE
OPPORTUNITY TO PARTICIPATE IN THE PLANNING OF THE COMMUNITY’S FUTURE DEVELOPMENT AND EXPRESS
THEIR OPINION ON THE TYPE OF COMMUNITY THEY WANT TO LIVE IN.
 
• IMPLEMENTABLE APPROACH –
TOURISM PLAN, POLICIES AND RECOMMENDATIONS ARE EXPRESSED IN A PRACTICAL AND ACHIEVABLE
MANNER.

• SYSTEMATIC APPROACH –
TOURISM PLANNING IS BASED ON AN ORDERLY ARRANGEMENT OF ACTIVITIES.
 LEVELS OF TOURISM PLANNING

• INTERNATIONAL PLANNING

• NATIONAL PLANNING

• REGIONAL PLANNING
 TYPES OF TOURISM PLANNING

 LAND USE PLANNING

 FACILITY SITE PLANNING

 FACILITY DESIGN

 SPECIAL STUDIES
 LAND USE PLANNING
TOURIST DEVELOPMENT AREAS SELECTED AS TOURIST RESORTS, RESORT TOWNS, TOURIST ATTRACTIONS AND URBAN
TOURISM IMPOSE LAND USE PLANS.

• FACILITY SITE PLANNING

SITE PLANNING IS PLANNING FOR INDIVIDUAL BUILDINGS SUCH AS HOTELS, COMMERCIAL CENTERS, AND VISITOR
FACILITIES. THE ACTUAL LOCATION OF BUILDINGS, RECREATION AREAS, STREETS, WALKWAYS, PARKING, LANDSCAPING AREAS, AND OTHER LAND
USES ARE SHOWN IN MAPS.

• FACILITY DESIGN
DESIGNS FOR LANDSCAPING, ARCHITECTURE, INFRASTRUCTURE, AND ENGINEERING MUST BE PREPARED FOR
RESORTS, HOTELS, RESTAURANTS, ATTRACTIONS, ARCHAEOLOGICAL AND HISTORIC SITES, INFORMATION AND CULTURAL CENTERS, VISITOR
FACILITIES AT NATIONAL PARKS AND OTHER TOURIST FACILITIES.

• SPECIAL STUDIES
SPECIAL STUDIES ON TOURISM ARE OFTEN UNDERTAKEN BASED ON THE NEEDS OF THE AREA. THESE STUDIES PERTAIN
TO ENVIRONMENTAL, SOCIO-CULTURAL, ECONOMIC IMPACT ANALYSES, MARKETING ANALYSIS AND PROMOTION PROGRAMS.
 COORDINATION IN
PLANNING
GROUP III

TOURISM MANAGEMENT
 COORDINATION IN PLANNING
• Tourism industry requires a diversified organizational structure capable of handling many responsibilities.
Promotion, budget and finance, training and education, research and data collection, and communications are
also responsibilities of the tourism organization.

• Coordination of this organization is not a process which just happens, it has to be planned; each element in the
organization should contribute to the success of the master plan. Whoever leads the program must be
responsible for coordination—the tourism council, a tourism committee in the Chamber of Commerce (COC), a
tourism committee in the city council, or a hired director of tourism.

• One aspect of coordination is flexibility (the ability to change objectives as needed). Close coordination
between organization elements helps avoid duplication of efforts. Clearly defined objectives and assignment of
responsibilities will also be beneficial to the coordination process. In its simplest form coordination is a
communications issue concerned with the two-way sharing of information at each level of development
(initiating, developing, implementing, evaluating) and by each component of the tourism industry.
COMPONENTS IN TOURISM INDUSTRY:

 Communications

 Promotion

 Budget and finance

 Funding of tourism operations and pr
omotion

 Funding of capital improvements or 
development
 COMMUNICATIONS

Coordination requires efficient ways of communicating. Channels should be as direct and simple as
possible; they must be well-defined and understood by everyone involved in the organization.
Each person in the program should know how word about each activity is to be spread to those who need to
know. Channels need to be established; within the community; between the community and the tourist; between
the community and external segments of tourism such as other organizations, travel agencies, and tourism
organizations; and among the various interests that make up the tourism industry.
 COMMON METHODS FOR CONSTRUCTING AN EFFECTIVE COMMUNICATIONS FUNCTION FOLLOW.

 The tourist center is most effective for welcoming tourists, providing information about all attractions in the area, local
customs, and laws.Complaints should be given special attention, however, because poor handling indicates a disregard for the
tourist.
 Well-trained service people. In many communities service personnel will interact with more tourists than the visitors' center.
It is most important that they know the community and current events.

 Good signing on the streets and highways . 
 Meeting, forums, discussion groups, board and committee meetings open to the public, and special planning or problem
solving meetings.
 Organized dissemination of information through newsletters, special reports, local newspaper editorials, radio and television
news reports. Publicity (non-paid advertising), though generally administered through the promotion committee or department,
may also emanate from local government and political sources, private business, and other organization sources. When they
are issued by other organizations, it is important that the tourism organization be informed beforehand so that potential
conflicts do not occur.
 PROMOTION

Promotion is really a part of the overall communications concept, its importance in most tourism programs
indicates that it should be viewed in the organizational structure as a separate and specialized function requiring
professional expertise.

It includes:
 advertising
 publicity and public relations
 sales promotion
 personal selling
o Advertising involves developing a campaign theme, selecting those media that best reach target market audiences, and
preparing or ordering the necessary art work, copy, printing, and other production materials to meet media schedules.

o The publicity function manages all matter relating to the issuance of news releases to local and national media; staging
publicity events; and performing supportive services for the other functions comprising the promotional mix.

o When a community commemorates a special day, occasion, or historical event, it uses the vehicle of publicity to
promote interest in it. The main purpose of publicity is to focus immediate attention on the subject. If the event is well
staged, the news releases are well written and placed with appropriate editors, and are of real news value, they will be
published or presented by the media.
 
 BUDGET AND FINANCE
The organization structure must have a sound system of fiscal management. This system will
include provisions for generating or receiving funds as well as sound policies and practices for expenditures and
accounting.
All organization structures require operating funds. The funds for salary and wage, office space and equipment,
supplies, postage and funds necessary for accomplishing special responsibilities such as promotion and advertising,
education and training, research and data collection, are a part of the normal operating expenses of the organization.

 Funding of tourism operations and promotion
Communities vary widely in how they organize to provide ongoing and sustaining emphasis for tourism both
internally and externally.

In many communities, the Chamber of Commerce provides the vehicle, in others it is a committee of that group, a separate visitors
and convention bureau, a department of the city for tourism development, or in other cases a privately organized group
representing tourism related business. 
 FUNDING OF CAPITAL IMPROVEMENTS OR DEVELOPMENT

Sources of funds for capital development differ somewhat from those available for operation and promotion.
Local resort tax. A number of communities earmark a certain percentage of the local resort tax to be spent for capital
development projects related to tourism. This insures a balance between internal expenses to upgrade the product to be
sold as well as external expenses for marketing to bring the public to the facilities.
City capital improvement budgets. Another related form of capital funding is the inclusion of some building
projects on the capital improvements development list of the city. While some facilities, such as historic redevelopment of
homes, and for the most part of direct benefit to tourists, other capital developments such as golf courses, tennis courts,
and restroom facilities, while primarily for the local public, can be of equal value to the tourist
 ASSESSMENT OF TOURIST
DEMAND AND SUPPLY

GROUP III

TOURISM MANAGEMENT
 ASSESSMENT OF TOURIST DEMAND AND SUPPLY

One of the early steps in planning is gathering information on the thing the way
they are and on the potential available for desirable growth.
One of the main problems in investigating the potential of tourism can be the simple lack of
information.
The important initial steps in evaluating a potential for tourism development lives in
determining present status. An analysis of the present structure of demand and supply in tourism
is a precondition of any other estimate.
This information base is a prerequisite for initiating tourism planning program. In the first place
there must be a survey of the tourist attractions of various types which the country has to offer.
Principles on which assessment should be based.
.
• It is highly desirable that the attractions should be developed progressively throughout the entire country so that tourism
is spread as widely as possible

• Areas and attractions which are singled out for special development should appeal to the widest possible cross section
of tourists over the longest possible season.

• Priority should be given to those attractions which can be most easily and most successfully developed.

• Since it is very difficult, rather impossible, to develop all the potential attractions at the same time, it is important that
similar or competing attractions should not be embarked upon until the volume of visitors can justify them.

• It is important to know that the tourist is usually looking for something new; he desires new experiences, different
environments, new thrills, etc.
  Definition of tourism supply-

The supply of all assets, services, and goods to be enjoyed or bought by visitors and
occasioned by the journeys of visitors.
Tourism supply consists of an amalgamation or mix of attractions. Tourism supply
shapes the demand for tourism in a country. Tourism services include tour companies, information
offices, transport rental agencies.

  Tourism Suppliers-
 Hospitality- accommodation, food service, entertainment, leisure activities.
 Transport- Air, road, rail- both to the destination and travelling around.
 Attractions- Theme parks, museums, buildings, ski-slopes etc.
 Definition of demand for Tourism-
The total number of persons who travel or wish to travel and use tourist facilities and services
at places away from their places of work or residence.

 Demand for Tourism:

• Development at a tourism destination is shaped by the demand for tourism in that country. Thus, the
demand for the tourism in any country is shaped by the tourism opportunity.
• Tourism opportunities represent a mix of attractions.
• For a destination to succeed it is important to deliver a quality product based on sustainable
principles necessary for tourism development.
 External factors that influence tourism demand:
 External factors- eg. Disposable income, time availability, change in the demographic composition of a society.
 Basic services intertwined with the tourists motivations

eg- availability of the right kind pf accommodation, reliable and available transport, infrastructure.
 Market Segments- the categorization of tourists
 Tourism policy by government organisations.
 Marketing through promotional campaigns that lift or create demand.
 The media through either positively endorsing or recommending a destinations or tourism supplier, or adversely reporting
on negative aspects of tourism in an area.
THANK YOU!