Chapter 1:

Tourism Planning

Basic Concepts,
Approaches and
Techniques
Meaning of Planning

 Planning is the process of setting goals, selecting alternative courses or

action to achieve those goals, implementing the chosen alternative and
evaluating the choices to find out if it is successful.

 Planning is the key to the success of any activity.

The Need for Tourism Planning

 In tourism, success is neither guaranteed nor permanent.

 Many areas have experienced tourism cycles which start with few rich
visitors, proceed through a series of expansion programs, attain saturation,
then go into decline.

 If an eventual decline is to be avoided, responsible planning and

management are essential.
 Many success stories describe tourist destinations which have undergone
through planning supported by strong commitments for their attainment.
 “Planning, Commitment and Management are principal elements in
determining the decline or success of a tourist destination.”
 A tourism plan and development program can provide guidelines for areas
in which government and the private sectors have little or no experience on
how to develop these areas.
 Since tourism is a complex, multisectoral activity, a tourism plan is
necessary to coordinate the different sectors to better service the needs of
tourism and the general public.
 Through an integrated tourism plan, the various direct and indirect
economic benefits of tourism can be achieved.
 A responsible tourism plan is a means to attain environmental conservation
objectives through the development of tourist attractions, facilities, and
infrastructure.
 A careful tourism plan is a means to achieve cultural conservation
objectives and produce sociocultural benefits.
 A good tourism plan is a means in which the natural and cultural resources
for tourism are maintained, not destroyed, in the development process.
 The right type of tourism plan can be used to invigorate poorly developed
tourism destinations.
 Careful planning is necessary to develop specialized training facilities for the
education and training for particular manpower skills and abilities.
Tourism Planning Approaches and Techniques

 Systems Approach
 Comprehensive Approach
 Integrated Approach
 Environmental and Sustainable Approach
 Community Approach
 Implementable Approach
 Systematic Approach
 1. SYSTEMS APPROACH

 Requires that adequate information about the system is available to

understand and analyze it.

 Computer technology is needed to collect and analyze this data.

 2. COMPREHENSIVE APPROACH

 All aspects of tourism development are analyzed and planned on a

broad scope.
 3. 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.
 4. ENVIRONMENTAL AND SUSTAINABLE APPROACH

 Tourism is planned, developed and managed in such a way that the

natural and cultural resources are not used up so that they are available for
continuous and permanent use in the future.

 Carrying capacity analysis is an important technique used in the

environmental and sustainable approach.
 5. COMMUNITY APPROACH

 Planning is for the residents of the area. The local residents should
be given the opportunity to participate in the planning of their community’s
future development and express their opinion on the type of community
they want to live in.
 6. IMPLEMENTABLE APPROACH

 Tourism plan, policies and recommendations are expressed in a

practical and achievable manner.
 6. SYSTEMATIC APPROACH

 Tourism planning is based on an orderly arrangement of activities.

Levels of Tourism Planning

 International Planning
 National Planning
 Regional Planning
 Subregional Planning
International Planning

 Involves:
 International transportation services;
 The movement and scheduling of the tours of tourists among different countries;
 The development of major tourist attractions and facilities in neighboring
countries as well as the working strategies and promotional programs of the many
countries.

 Usually takes place through:
 World Tourism Organization (WTO) and its regional commissions;
 International Civil Aviation Organization (ICAO);
 International Air Transport Association (IATA);
 Pacific Asia Travel Association (PATA)
 Caribbean Tourism Organization (CTO)
 Tourism Council of the South Pacific (TCSP)
 Sub-Committee on Tourism (SCOT) of the Association of the Southeast Asian
Nations (ASEAN)
 Tourism Coordination Unit (TCU) of the Southeast Africa Development
Coordination Conference (SADCC); and the
 Tourism Committee of the Organization for the Economic Cooperation and
Development (OECD).
National Planning

 Concerned with the following components:

 Tourism policy
 Infrastructure facilities
 A physical structure plan which includes important tourist attractions, selected
tourism development regions, international entry points, facilities, and services
 The amount, kinds, and quality of accommodation and other required tourist
facilities and services
 The important tour routes in the country and their regional connections
 Tourism organizational entities, laws, and investment policies
 Tourism marketing strategies and promotion
 Education and training programs
 Design standards and facility development
 Environmental, economic, and socio-cultural analyses
 National level implementation methods including the short-term development
plan and project scheduling.
Regional Planning

 The regional level of tourism planning is for one region of a country, usually
a state or province or an island.

 It is often devised within the framework of an existing national policy.

 The regional level of tourism planning is more specific than the national
planning level.
 Emphasizes the following:
 Regional policy
 Regional entry points and transportation facilities and services
 Kinds of tourist attractions and their locations
 The amount, kinds, and location of tourist accommodation and other tourist
facilities, and services
 Location of tourist development areas including resort areas.
 Socio-cultural, environmental, economic, and impact analyses
 Education and training programs on the regional level
 Marketing techniques and promotion
 Organizational establishments, laws, regulations, and investment policies
 Implementation methods which include project plans and regional zoning
regulations.
Subregional Planning

 There is a need for subregional planning in some countries or regions.

 This level of planning is more specific than the regional level. However, it is
not as detailed as the resort land use planning.

 The elements of the subregional plan usually include tourist attractions,

location of accommodation and other tourist facilities and services, entry
points to the sub region, transportation facilities, and infrastructure.
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.

 This level of planning is more detailed and shows the specific areas for
hotels, and other types of accommodation.
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 min 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.

 These designs may be based on good international standards.

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.

 Special planning studies can also be done on specific types of tourism

development such as health and youth tourism.
Process for Tourism Planning

 Ten (10) step structural process:

 Acquire understanding
 Preliminary position statement
 Commitment for tourism study
 Market and resources analysis
 Conceptual planning
 Plan approval
 Master planning
 Final Commitment
 Staged implementation program
 Evaluation and direction
Acquire Understanding

 The first step in tourism planning is education.

 Persons who will make the most significant decision must acquire the
understanding necessary to portray a framework for their decisions.
 This will involve securing the services of lecturers or consultants for a series
of presentations.

 It could also involve field trips to areas where tourism planning and
development have already taken place.

 Face-to-face contact should take place between decision makers in an area,

resort, or attraction.
Preliminary Position Statement

 The responsible group should develop a formal statement of interest.

 This would show the objectives they would like to obtain and the result they
wish to achieve.

 Also important are formal statements regarding restrictions on tourism

development.
Commitment for Tourism Study

 There should be an intensive study which establishes feasibility and serves

as a basis for actual development.
Market and Resources Analysis

 This activity gathers and correlates data on the overall size of the
destination or prospective market and the share that market is expected to
gain.

 This body of information will serve as the basis for a major investment
decision.
 In market analysis, data on travel statistics, airline routes, fare structures
and other related reports are needed.

 Other data such as detailed review of the resources in the prospective

destination, surveys of travel origins, markets, as well as the willingness of
airlines to extend their routes are required.
 This activity involves a number of temporary conclusions which are needed
in a market forecast. The market forecast in the final product of their
activity.

 Examples of interim conclusions are:

 The total possibility of travel to the geographic area is or is not large enough to
support the development of a tourism industry.
 Travel routes are or not adequate to support the development of tourism
 The local culture in the area will or will not be able to attract tourists
Conceptual Planning

 This activity uses the results of the market forecast to establish the image
and identification for the project area.

 This involves general description of what the area should look like and how
it will function after development has taken place.
 Conceptual planning includes definite statements of objectives and policies
for the proposed tourism project. These deal separately with the following
facts:
 The theme or character of the tourism project
 The major resources to be developed
 Environmental, social, and cultural aims and restrictions
 Economic targets and returns

 Conceptual planning gives general estimates of benefits and costs which

will be the basis for a major decision on whether to proceed with the expensive,
detailed master plan or to modify, redirect or cancel it.
Plan Approval

 This is a recognition of the necessity of the plan. After a thorough review of

the conceptual plan, the responsible decision makers should make a
decision on whether the tourism planning process should proceed to the
master plan.
Master Planning

 Master planning involves expenses of time and money which are 5 to 10

more expensive than the previous activities.

 The reason for this is because a master plan is more details and frequent
changes take place because of the nature of cooperation required between
the private and public sectors.
 Areas which are detailed in a master plan are:
 Performing an in-depth marketing study
 Designation and extent of land uses for tourism
 Planning infrastructure facilities including roads, airports, walkways, drainage,
sewage, water, power and other utilities.
 Selection of sites for tourist facilities including their sizes and boundaries
 Establishment of architectural designs and standards
 Drawing master, overall landscape plans
 Establishment of zoning and other land-use regulations
Final Commitment

 After the completion of a master plan, many commitments are needed.

 The government must pledge legislation policies, funds and programs to

encourage tourism.

 Final commitment must be closely coordinated.

 Failure to secure commitment within any sector will result in failure.

 Commitment must be unchangeable to avoid unfavorable results.

Staged Implementation Program

 Implementation activities fill the gap between accepted development plans

and the creation of an operational, integrated tourism industry.

 Continuous planning is needed because tourism and its elements tend to be

dynamic.
Evaluation and Direction

 Established operations must be monitored to assure continuing quality of

services and operating success.

 Mechanisms must be established to provide continuous feedback on tourism

volumes and levels of satisfaction provided.

 Such programs will prevent the decline of resorts, attractions, or

destinations.
Major Elements in Planning a Tourism Destination
The major elements in planning a
tourist destination are:
 Market analysis
 Assessment of available resources
 Visitor attractions
 Culture
 Infrastructure and superstructure
 Transportation
 Support services
 Visitor accommodations
 Marketing
 Economic and financial analysis
 Environment
 Social impact
 Types and Quality of Market
Facilities and Services Analysis

Historic and
Available Economic and Comprehensive
Environmental
Resources and Financial Master Plan
Constraints
Labor Capital Analysis

State and
Infrastructur Environmental
Country
e and Social
Planning and
Impact
Zoning
Statements
Transportatio Regulations
n
Financing
Package
Superstructure

Construction
Documents
Elements involved in developing a destination
Construction
Starts
Marketing Analysis

 Market analysis requires a thorough study of past and present trends,

traveler profiles, traveler performances and habits, market position, and
destination images.
Assessment of Available Resources

 VISITOR ATTRACTIONS – the success of a destination depends not only on its

power to attract visitors but also on its ability to maintain them. Destination
planning must look at existing attractions plus the possibility of building
new ones such as marinas, theme parks, and others.

 CULTURE – destination planning encourages the inclusion of cultural

heritage in tourism. Native customs, dance, rituals, foods, crafts,
ceremonies, traditional architecture should be included in tourism planning
to enable a new destination to preserve its native culture instead of
lessening its value.
 c. MANPOWER – in destination planning, an adequately trained labor force is
required. Tourism as an industry, is not only people oriented but also people
dependent. A pleasant experience for visitors is an important factor for the
success of a tourism destination. Appropriate training and development are
necessary in two specific areas of employee qualification namely: attitudinal
and technical. It may be necessary to establish hotel and tourism schools
and provide scholarships for some students to study abroad.
 d. INFRASTRUCTURE and SUPERSTRUCTURE – this term infrastructure refers
to all underground and surface construction of a region. It includes water
supply, electric lines, sewage and drainage systems, roads and highways,
communication and other related services. Superstructure are the facilities
and services that are above the ground such as hotels, resorts, restaurants,
shopping centers, airports buildings, museums, stores and similar
structures.


 The infrastructure comes before the superstructure. The lack of an adequate
infrastructure often hinders the development and growth of a tourism
destination. A country may have beautiful beaches but these are worthless
if they are not connected to major markets by roads or air facilities.

 They are also valueless if adequate water, electricity and sewage facilities
are not available. The development of infrastructure facilities are generally
a government responsibility. Developing nations may seek assistance from
international agencies such as the United Nations Development Bank in
order to develop their infrastructure.
 e. TRANSPORTATION – a study of the present and future transportation
needs such as air, highways, rail, and water is necessary in the movement
of passengers and goods. This information can help the government in
planning the expansion of air routes, assessing traffic patterns between
terminals and destinations and measuring the effect of congestion in major
tourist attractions, historical sites, parks and beaches.
 f. SUPPORT SERVICES – they include services such as maintenance and
repair facilities, police protection, fire protection, retail shops, sports
facilities, gaming, festivals, pharmacies, handicraft facilities, bookstores,
department stores, art galleries, museums and others.

 Problems will arise if any of these services is not available. It is

important to plan these services can be provided.
 g. ACCOMMODATION – accommodation facilities are the places where
tourists stop being travelers and become guests. These are also places
where tourists spend most of their time and money. Thus, planning for
accommodation is very important to the success of a tourist destination. A
careful analysis of visitor accommodations can help government officials in
making decisions such as rezoning, acquisitions of property, release of
public property for other uses, invitations for private capital investment.
Marketing

 Marketing is the process of selecting a target, choosing strategies to reach

the market, establishing objectives, coordinating the efforts of those
involved in promoting the destination and evaluating successes and failures.
Economic and Financial Analysis

 It involves a careful analysis of economic conditions and financial

requirements such as feasibility studies, cash flow, available capital and
interest rates. On the international level, economic analysis also includes
balance of trade from inbound and outbound tourism.
Social Impact

 Developers of a tourist destination should consider the effect of tourist

growth on the local population. Too much contact between the resident
population and visitors can lead to internal trouble. This is the reason why
many countries plan and develop resort areas away from population centers
to avoid congestion and to be able to distribute tourism resources over a
wide area.
Stages of Destination Development

 The product life cycle characterizes the stages of destination development.

 This theory includes four stages of the product development from inception
to growth to maturity and finally to decline.
 These stages are the following:
 I. Inception – discovery
 II. Growth – local response and initiative
 III. Maturity – institutionalization
 IV. Decline – saturation and alienation

 A knowledge of these four stages will make the planner to avoid problems
related to mass development and ensure the continuous success of a tourist
destination.
 Visitor
Arrivals
Rejuvenation
Maturity

Decline

Growth

Inception

Time
Hypothetical Evolution of a Tourist Area
Stage I – INCEPTION - Discovery

 During this stage of development, a few adventurous tourist visit the area.
These are the allocentric type of tourists. Some of them decide to stay in
the area and become expatriates. These expatriates establish restaurants,
guest residences, souvenir shops and tour services. Their business usually
succeed because they offer services that are more modern, more sanitary
and more reliable than those offered by the local population. These are the
reasons why a greater number of allocentrics are encouraged to visit the
destination.
 During stage I, tourists are generally welcomed by the residents. There is a
great amount of interpersonal contact between the tourists and the
residents.

 The tourists adjust to the local environment and the people.

Stage II – GROWTH – Local Response
and Initiative
 For stage II, the number of tourists increases. The area has developed a
good reputation by word of mouth. Although tourism is growing, the
facilities and services are owned and controlled by the residents.

 There is a lack of standardization of facilities. Tourism development is

uncoordinated and spontaneous instead of planned. Tourist continue to
adapt the local culture. However, these are signs that the tourist industry is
beginning to adapt to the needs of the tourist. Motorboats replace manually
propelled boats. Increase attention is given to sanitation and visitor comfort.
 The increased interaction between tourist and residents result in a desire of
residents for better education, increased awareness of the outside world,
trend toward equality, and a change of traditional lifestyles.
Stage III – MATURITY -
Institutionalization
 Maturity is characterized by the increase in the number of tourists and the
formalization of services, itineraries, and roles. There is a loss of local
decision-making and control in the tourist industry.

 Many hotels, airlines and other services are associated with international
corporations who make corporate decisions from offices outside the country.
Hence, the local population are economically dependent on individuals or
corporations who do not reside in the area and yet own and control many
tourist services. This creates a feeling that outsiders have taken control.
 During the Maturity – Institutionalization stage facilities and procedures are
standardized which results in greater efficiency. The diets of the local
residents improve because they are exposed to new foods. Native crafts are
revived since they are in demand by the tourists. The increased production
of native crafts generates more income for the resident population.
Stage IV – DECLINE – Saturation and
Alienation
 In the final stage, the destination has become saturated. The residents have
become disillusioned because tourism has not produce at all the benefits
they expected. For the visitors, the factors that were responsible for the
earlier success of the destination, such as the hospitality of the residents,
the clean and uncongested environment, and the appeal of the new
destination have disappeared so the tourists begin to look for other
unaltered destinations.
 A destination is not expected to pas through all these four stages. Some do
not move beyond stage I. There are destinations that move directly from
Stage I to Stage III as in the case of Guam and Fiji.

 Even in the decline stage, measures can be taken to rejuvinate a declining

destination. An example of this is the repositioning of Miami, Florida as a
gateway city to and from Latin America.