TOURISM PLANNING & DEVELOPMENT 12-09-2005

TON TEPE

TODAY

• • • • • • TPDi : WHY?

TOURISM PRODUCTS TOURISM SYSTEMS DESTINATIONS ~ PRODUCTS DESTINATION ~ COMPLEXITY & CONTEXT TOWARDS SUSTAINABILITY

TPDi role and function

• • • • • TOURISM PLANNING ~ …… TOURISM DEVELOPMENT ~ …… TPDi ~ FUTURE ORIENTATED, BASED ON UNDERSTANDING PAST AND PRESENT TPD ~ DESIGNING THE FUTURE TPDi assignment ………

TOURISM PRODUCTS DESTINATIONS …

• • • • • HUGE….

LOTS OF VARIETIES….

AMALGAMS~MIXTURES PRODUCT ELEMENTS SO MANY AND ALL DIFFERENT

TOURISM PRODUCT ELEMENTS ..

• • • • ATTRACTIONS – – – NATURAL CULTURAL (based on history, past) MAN-MADE AMENITIES: ACCOmmodation, F&B, ENTERTAINMENT, ETC ACCES & INFRASTRUCTURE OTHER: HOSPITABILITY ETC NEXT WEEK:…………………….

ATTRACTING~SUPPORTING

TOURISM PRODUCTS ~=~ DESTINATIONS

ITMC(TPDi) >>>> DESTINATIONS

2 TOURISM SYSTEMS

• • MILL & MORISSON LIU : bigger than MM model The MM model fits in the Liu model (not the other way around)

THE (!)TOURISM SYSTEM M&M

• • • • • 4 MAJOR ELEMENTS 1 OF THEM IS DESTINATION (most interesting one for ITMC- the visited area) THE OTHER IS DEMAND (tourism generating areas) Destination and demand LINKED THROUGH – TRAVEL – MARKETING CHANGE (!) (start model with destination now instead of demand)

TOURISM SYSTEM MODEL MILL AND MORRISON

TOURISM SYSTEM MODEL MILL AND MORRISON

TOURISM SYSTEM (M&M)

TOURISM PRODUCTS = DESTINATIONS

• • • • DESTINATION AREAS – – SUPPLY SIDE TOURISM PRODUCTS (you can only analyze products if you look at the market) – PRODUCT LED DESTINATIONS = SELLERS OF TOURISM PRODUCTS TPD >> focus on DESTINATIONS >>ITMC FOCUS ON : DESTINATIONS – WITH A LOT OF ATTENTION FOR TOURISM MARKETS

Example TOURISM DESTINA

TION AREA: INDONESIA

• • = TOURISM PRODUCT, in order to analyze product, looking at the market is essential.

MAIN MARKETS: – DOMESTIC – INCOMING • SINGAPORE • • • • • MALAYSIA JAPAN TAIWAN AUSTRALIA USA / GERMANY / NL

TOURISM SYSTEM (M&M) DEMAND = TOURISM MARKETS

• • DEMAND (has to do with destination) Supply has to do with product – – – – TOURIST GENERATING AREAS MARKETS (people from tourism generating areas) TOURISTS/TRAVELERS/CONSUMERS TOURISM MARKETS : BUYERS OF TOURISM PRODUCTS – MARKET LED ~ MARKET ORIENTATED

TOURISM GENERATING AREA: HOLLAND

• • MARKET = HOLLAND FAVOURITE DESTINATIONS (long trips) – HOLLAND (8Mln) – ABROAD (12Mln) – neighbouring countries most important • FRANCE 20 % • • • SPAIN 15% GERMANY 10% Belgium, Italy, Greece: 5% (each) (often the country of destination attracts visitors and the generating country does not focus on the country of destination. E.g. Germany only aims less than5% of outgoing activities on the Netherlands. Still, 50% of tourism goes to NL. So the NL focusses on Germany and not the other way around.

THE(!) TOURISM SYSTEM LIU

TOURISM SYSTEM 1.

2.

3.

INTERNAL ENVIRONMENT ASPECTS: POLICY, PLANNING, MARKETING, ORGANISATIONAL, FINANCIAL, HUMAN OPERATING ENVIRONMENT – working space: competing destinations, generating areas/destinations MACRO ENVIRONMENT wider environment On the internal and operating environment the Tourism system has some influence, on the macro environment there is hardly any influence. (the reader focusses too much on the macro environment!! Instead focus on other 2 environments!

ASSIGNMENT….

TPDi

ANALYSE PRESENT AND PAST OF A TOURISM PRODUCT (TO DESIGN THE FUTURE) TO UNDERSTAND Assignment Not meant to design the future!

TPDi (itmc) PERSPECTIVE assignment

• • • • • • • • (TOURISM PRODUCT ANALYSIS- in real life often part of destination analysis DESTINATION ANALYSIS – potential area, product development directions etc. (during fieldtrip) PRE FEASIBILITY : trying to look in what ‘seems to be’ possible/feasible for developments, scanning possibilities FEASIBILITY - pick one or two developments/products and check out : – MARKET – FINANCE GO or NO GO PROJECT DEVELOPMENT PHASE (actual development/building takes place in construction phase) (then comes pre-operational and operational phase. In the latter the tourists come and the PLC starts).

DESTINATION ANALYSIS PREVIEW…..

• • • • • • • • TOURISM PRODUCT ANALYSIS COMPETITION ANALYSIS ECONMICAL & POLITICAL CONTEXT CULTURAL AND SOCIAL CONTEXT LEGAL STRUCTURE / LEGISLATION PLANNING SYSTEM ETCETERA………………..

ALL THIS…. IS NEEDED IN ORDER TO DESIGN FOR THE FUTURE…..

DESTINATION AREA

(M&M ~ LIU ~ INTERNAL SYSTEM)

• • • • M&M POLICY PLANNING DEVELOPMENT CONTROL • • • • • • LIU POLICY PLANNING MARKETING ORGANISATIONAL FINANCIAL HUMAN (DESCRIBE, CREATE,

ANALYSE

, EVALUATE,

SYNTHESISE (try to find out what is possible/creative)

, FORMULATE ‘g’, DEVELOP,

IMPLEMENT

, CONTROL, MANAGEMENT…) Most important product analyze are: Analyze Synthesise implement

TOURISM DEVELOPMENT (PEARCE)

PROVISION OF FACILITIES AND SERVICES TO MEET THE NEEDS OF TOURISTS

TOURISM DEVELOPMENT (LEW)

A PROCESS THAT LEADS TO THE REALISATION OF TOURISM PRODUCTS AT DESTINATION AREAS

TOURISM DEVELOPMENT TPDi…..

Tourism Development always seen as something

PHYSICAL

PRIMARY PRODUCT DEVELOPMENT – there is a physical change in environment SECONDARY PRODUCT DEVELOPMENT (e.g. TO develops new package using same physical elements – no changes/ use elements already present) IN TPDi TOURISM PRODUCT DEVELOPMENT IS ALWAYS…….

TOURISM PRODUCT DEVELOPMENT? Physical change?

YES or NO?

• • • • • • • CONSTRUCTION OF A HOTEL? yes MAKING AND LAUNCHING A NEW MARKETING PLAN? no REALISING A BEACH RESORT? yes COMPOSING A PACKAGE HOLIDAY? no REJUVENATING CRUISE PORT FACILITIES? yes TRAINING PERSONEL FOR HOTELS? no PROMOTING A BEACH RESORT? no

TPD &

ProductLifeCycle

• • • • • • • • • • • • ALL THE THINGS U NEED TO DO BEFORE U CAN START e.g.

PREPARATION CONCEPTUAL THINKING GREAT IDEAS PRODUCT DEVELOPMENT FUNDING PLANNING DESIGNING BUILDING (PERMISSION) FEASIBILITY STUDIES PROMOTION MARKET RESEARCH ETC.

• • • • • ALL THE THINGS U NEED TO DO TO KEEP THE ENGINE RUNNING F.E.

EXPLOITATION REVITALISING CLIENT SATISFACTION HRM ETC.

PLC & TPDi

Tpd activities take place before the operational phase and take place below the surface TPD activities ….

T -1 Operational activities..

T 0 Time

DESTINATION COMPLEXITY

• • • • • ACTOR VARIETY INTERDEPENDENCY SCALE PUBLIC – PRIVAT – Non Governmental Organizations (NGO ’S) MULTI OWNERSHIP… With a destination there’s complexity and many other elements/stakeholders play a role context

DESTINATION CONTEXT

• • INTERDEPENDENCY >> EXTERNAL DESTINATION ENVIRONMENT CONTEXT –crucial for development • SYSTEM CONTEXT

TOURISM PRODUCTS

COMPLEXITY & CONTEXT = CRUCIAL

ONE INDIVIDUAL TOURISM PRODUCTELEMENT CAN ONLY BE JUDGED

IN THE CONTEXT

OF THE OTHER PRODUCTELEMENTS

TPD HAS TO DO WITH

UNDERSTANDING AND ANALYSING THE PRESENT & THE PAST & THE CONTEXT & THE MARKETS >>>> All crucial to DESIGN THE FUTURE

• • • • •

TOURISM PRODUCT (DESTINATION) COMPLEXITY

– – INTERFACE >> SOCIO-ECONOMIC POLICIES NATIONAL POLICIES LAND USE – – – INTERFACE >> DIFFERENT MARKETS INTERNATIONAL DOMESTIC LOCAL – INTERFACE >> COMPETING DESTINATIONS EVALUATING AND ANALYSING THE COMPETITION – – – INTERFACE >> DIFFERENT STAKEHOLDERS DEVELOPERS INTERMEDIAIRS PUBLIC AUTHORITIES INTERFACE >> DEVELOPMENT <> CONSERVATION

TOWARDS SUSTAINABILITY

• • • • ENVIRONMENTAL IMPACTS, SO … SUSTAINABLE DEVELOPMENT IS NEEDED – MEETING THE NEEDS OF THE PRESENT WITHOUT COMPROMISING THE ABILITY OF FUTURE GENERATIONS TO MEET THEIR OWN NEEDS SUSTAINABLE IS FAVORED BY: – CONSUMER PRESSURE – – PUBLIC AUTHORITIES INTERNATIONAL & LOCAL CONSERVATION GROUPS SUSTAINABLE ‘COUNTER FORCES’ –don’t look at sustainability – DEVELOPERS: ECONOMIC IMPARATIVE, PROFIT, ROI – DEVELOPING COUNTRIES: FOREIGN EXCHANGE, EMPLOYMENT  these aspects are so important that they neglect the environment and don’t look at sustainability – just want tourism income fast.

SUSTAINABILITY WHO CARES AND WHO SHOULD LEAD?

• • WHO CARES:

STAKEHOLDERS

!

– – – – TOURISM ENTERPRISES LOCAL COMMUNITIES ENVIRONMENTALISTS TOURISTS WHO SHOULD LEAD? :

PUBLIC SECTOR

BECAUSE: – – Not TOURISM INDUSTRY(!) = too FRAGMENTED SUSTAINABILITY RELATES TO AREAS OF PUBLIC CONCERN: AIR, WATER, NATURAL AND CULTURAL HERITAGE, QUALITY OF LIFE – PUBLIC SECTOR HAS THE TOOLS

AGENDA FOR SUSTAINABLE TOURISM development (WTO 2005)

• • • • • • • • • • • • ECONOMIC VIABILITY LOCAL PROSPERITY EMPLOYMENT QUALITY SOCIAL EQUITY VISITOR FULFILLMENT LAND CONTROL COMMUNITY WELLBEING CULTURAL RICHNESS PHYSICAL INTEGRITY BIOLOGICAL DIVERSITY RESOURCE EFFICIENCY ENVIRONMENTAL PURITY SEE A PATTERN ?? ANYTHING NEW ?? All to do with economical, environmental and social-cultural impacts, both negative and positive. Still there is a focus on the economic side.

TPD SHOULD…..pay attention to sustainability

Summary: WHAT YOU SHOULD KNOW…

• • • • • • • • • RELEVANCE OF TPD TOURISM PRODUCT ELEMENTS TOURISM SYSTEMS M&M AND LIU, DIFFERENCES ETC (explain and connect both models) Know REASONS FOR SYSTEM APPROACH Know REASONS FOR COMPLEXITY Know IMPORTANCE OF CONTEXT See RELEVANCE OF SUSTAINABILITY TOURISM DEVELOPMENT (Y/N) ACCORDING TO TPDi POSITION TPD RELATED TO PLC