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A Third Way Approach In Tourism Planning

Planning is necessary for tourism to develop in a way that is beneficial, sustainable,


and not detrimental to the environment, culture, or community. Integrate tourism
planning into your overall community planning. According to Gunn, Many
communities view tourism as a separate layer that is simply added to a community.
Engaging in tourism from this viewpoint is always disappointing because it fails to
integrate tourism into the social and economic life of the community. Tourism may
already be partially included in your local or regional recreation, land use, or
economic development plans. If this is the case, you may work with the planning
authority to expand tourisms role. If not, tourism planning may catalyze further
planning in your community

Agree on Goals for tourism at local Regional & National


Levels
Local Involvement Tourism touches all aspects of a communitybusinesses,
government services, the natural environment, and residents. Efforts to involve
representatives of these various elements in discussions and decisions will help
create positive attitudes and a healthy tourism industry that is in harmony with
community values. All residents should be invited to participate in fundamental
tourism development decisions. Residents will be more inclined to support tourism if
they are involved in initial discussions and have opportunities to voice their
opinions. They will also be more willing to volunteer for tourist-related activities
(recreation, information sharing, interpretation) and events (festivals, celebrations,
sports) later on. Planning: It emphasizes the inclusion of a variety of residents to:

Articulate community values;


Select broad tourism goals for the community;
Generate local support for tourism development;
Help achieve tourism goals; and
Help monitor and evaluate tourisms success in meeting goals.

Develop institutions! Encourage NGOs that will enable


beneficial relationships between actors
In the last years, the trend of NGOs working in cooperation with business has
developed considerably. The global community including leaders of international
governmental institutions and of the non-profit sector as well as some business
leaders has recognized the importance of including business in the process of
international development. NGOs, on the other hand, have become instrumental in
development work internationally, but they generally do not have the means and
resources to carry out their projects efficiently in a sustainable manner. This is why
engaging business with the public and non-profit sectors to find common solutions
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A Third Way Approach In Tourism Planning


to problems has been an increasing trend globally. Some of the benefits of
partnerships to both corporations and NGOs, the practical difficulties they present,
and the elements necessary to establishing a healthy collaboration between both
actors. Partnerships in fair trade seek to address both the economic and
social/environmental aspects of sustainable development, so they present benefits
and challenges simultaneously.

Develop tourism products that enable products to meet


agreed tourism goals
Product development for tourism is a long-term community and/or region-wide
commitment to understanding and engaging community participation.

Product Planning and Development


Which comes first: the place, the visitor or the experience? In marketing we start
with the market we want to attract; then develop product and experiences and
create the most effective communications to reach your target market. In reality,
destinations already have product, experiences and existing visitors.
Tourism product development is a complex intertwined process that involves
research, information, planning, training and implementation, bringing all of these
together. The planning and organizing of tourism products involves:

Knowing what you have as a starting point and being able to identify what
may be missing;
Securing community understanding and engagement to be inclusive in
planning and impact;
Learning about tourist/visitor interests, behavior and needs to better serve
and inform;
Developing a comprehensive approach to planning, developing, training and
stewardship
to guiding development and maintenance;
Collaborating across multiple sites and communities for larger impact to build
destination and to conduct joint marketing;
Identifying what success will look like and developing methods and measures
to assess your success and continually improve visitors tourism experience.

Products in tourism are the places and experiences that you identify, create, and
market to visitors. Accompanying services and support systems are another
element critical to implementing your vision and planning for attracting visitors.
This includes product development, marketing, becoming a hospitable and
welcoming community, and developing and sustaining the resources and capacities
needed to keep your efforts going and successful.

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A Third Way Approach In Tourism Planning


Agree on locations for types of tourism within a
ecologically sustainable framework
Spatial Tourism Planning
The space as well as the environment is scrutinized for creating good quality
infrastructure. Eg. Corbett
Sectorial Tourism Planning
Region to be developed is divided in to various broad sections called sectors.
Integrated Tourism Planning
Parts of a tourist region are integrated so that the region becomes a hot destination
Complex Tourism Planning
When several regions are considered for planning which are far away
Centralized Tourism Planning
Single authority, usually state or central govt, no private sector intervenes
Decentralized Tourism Planning
Parties who are keen to develop the spot, govt do not interfere
But it provides financial support
Eg. Nedumbessary airport
Urban & Rural Tourism Planning
Urban modern infrastructure
Rural culture, history, built from scratch

Agree on markets and segments most likely to appreciate


destination attributes
A destination marketing organization is charged with the task of convincingly
appealing to potential visitors and so attracting them to their destination.
Destination image plays a central role in this process and the effect of destination
image on destination choice decisions has been well established in the tourism. It is
also known that visitors generally do not constitute one homogenous group.
Another key challenge of a destination marketing organization, consequently, is to
identify sub-markets of visitors. The uncovering of separate target markets,
captured by the concept of market segmentation, is well recognized by practitioners
and researchers in the fields of marketing, and in applications related to tourist
destination choices

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A Third Way Approach In Tourism Planning


Private sectors develops tourism within set parameters
their activities framed by agreed tourism systems assisted
and monitored by variety of social institutions
Private sectors develops tourism within set parameters their activities framed by
agreed tourism systems assisted and monitored by variety of social institutions are
affected by various economic social and environmental factors

Positive Economic Impacts


Balance of payments
Employment
Income
Investment and Development
Multiplier Effect

Balance of Payments (BOP)


The difference between the amount of money leaving a country and the amount of
money coming into the same country

Tourism can help minimize BOP


Tourist brings currency into country and spends
Benefits the host country
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A Third Way Approach In Tourism Planning

Particularly ones that have tourists from high value areas such as the UK,
EU, US

Employment
Tourism creates many various jobs via:
Direct employment
Directly involved in tourism e.g. hotel, travel agency
Indirect employment
Jobs in the tourism supply sector e.g. catering company providing food to an airline

Induced employment
Created because of an increase wealth of the locals from tourism; locals spend more
money in their local economy
Income
Money created in local economy at a destination through:
Wages and salaries
Locals employed in the local area
Profits
Local businesses benefitting from tourist spending
Rent
Leasing accommodation to tourists and migrating workforce
Tax
Value Added Tax (VAT); local or national tax gained from tourist spending

Public

Government wants to develop a destination


Invests in infrastructure (roads, airports, buildings etc)
Make destination more appealing to tourists

Private

TNCs or MNCs (Multinational Companies) invest at a destination in order to


set up their own organizations there
Can lead to other companies investing in the same are

Positive Environmental Impacts


Conservation and preservation
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A Third Way Approach In Tourism Planning


Enhancement of environment
Environmental awareness
Financial contributions
Protection

Conservation and preservation

Can be done by zoning areas of the natural environment e.g. national parks
Strict guidelines to follow for developments, and visitors
Built or man-made constructions can also be preserved
Restricted access to certain areas
Money raised from visitors can help restorations
E.g. castles, cathedrals etc.

Enhancement of environment
Make an area look visually prettier to visitors
Can involve cleaning areas, reforestation, and installation of public spaces
(e.g. public art)
Funded by money from tourism industry
E.g. London 2010 Olympic Park
Environmental awareness
Public more aware of environmental issues
Private and public sectors inform consumers of environmental impacts
Hotels will inform customers of laundry process and how to save energy and
water etc
Tourism industry adapting to tourists needs
Sustainable tourism, ecotourism etc.

Positive Socio-cultural Impacts


Education and training
Enhanced quality of life
Pride
Socio-cultural awareness and peace

Education and training

Provides opportunity for locals to learn new skills and qualifications


Skills and qualifications are essential in tourism industry
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Staff training and development within organizations


e.g. customer services, IT etc.

Enhanced quality of life

Positive economic impacts of tourism affect the quality of life locals will
experience
Increase in tourist spending in tourist destination leads to an increase in
disposable income for locals
Public sector investment in an area can improve local infrastructure (roads,
facilities etc)

Pride
Increase in local pride as:

More tourists visit a destination and


As increase in investment into local area
Pride in local traditions, customs, culture, food, crafts, ceremonies etc
Can renew interest in host populations culture

Socio-cultural awareness and peace

Tourism allows people to understand and learn about new cultures and
experiences
Learning about a culture first hand can increase a better understanding of
different backgrounds and heritage
Can benefit both the locals and the tourists

Tourism Business ethics and laws


Business ethics (also corporate ethics) is a form of applied ethics or professional
ethics that examines ethical principles and moral or ethical problems that arise in a
business environment. It applies to all aspects of business conduct and is relevant
to the conduct of individuals and entire organizations.
An emerging typology for applied ethics (Porter, 2006) uses six domains to help
improve organizations and social issues at the national and global level:

Decision ethics, or ethical theories and ethical decision processes


Professional ethics, or ethics to improve professionalism
Clinical ethics, or ethics to improve our basic health needs
Business ethics, or individual based morals to improve ethics in an
organization
Organizational ethics, or ethics among organizations
Social ethics, or ethics among nations and as one global unit

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