Tourism: Principles, Practices, Philosophies Part Four: Tourism Supply, Demand, Planning and Development

Learning Objectives
Demonstrate the critical importance of tourism policy to the competitiveness and sustainability of a tourism destination Outline the structure and content of a typical policy framework for a tourism destination Identify some of the methods, techniques, and approaches used to assist in tourism policy formulation

11th Edition - 2009

Chapter 15: Tourism Policy: Structure, Content and Process

Tourism: Principles, Practices, Philosophies Part Four: Tourism Supply, Demand, Planning and Development

The Competitive/Sustainable Tourist Destination: A Managerial Framework

The Competitive/Sustainable Destination

Tourism Policy Structure and Content

The Policy Formulation Process

Policy Formulation Methods

11th Edition - 2009

Chapter 15: Tourism Policy: Structure, Content and Process

Tourism: Principles, Practices, Philosophies Part Four: Tourism Supply, Demand, Planning and Development

Tourism Policy: A Definition Tourism policy can be defined as follows:

A set of regulations, rules, guidelines, directives, and development/ promotion objectives and strategies that provide a framework within which the collective and individual decisions directly affecting tourism development and the daily activities within a destination are taken

11th Edition - 2009

Chapter 15: Tourism Policy: Structure, Content and Process

Tourism: Principles, Practices, Philosophies Part Four: Tourism Supply, Demand, Planning and Development

Examples of the many stakeholders in tourism within a given destination/region.

y y y y y y

Residents of the Host Destination Local/Municipal/Regional/Provincial/National Governments Local/Regional/National Environmental Groups Local visitors/excursionists Remote visitors/tourists Tourism industry sectors:
 Transportation  Accommodation  Attractions  Events  Commercial Outdoor Recreation  Commercial Visitor Service

y Destination Management Organization (DMO) Chapter 15: Tourism Policy: Structure, Content and Process 11th Edition - 2009 y Culture/Heritage Groups y Social/Health/Education Groups

Tourism: Principles, Practices, Philosophies Part Four: Tourism Supply, Demand, Planning and Development

1. The roles of tourism within the overall socio-economic development of the destination region 2. The type of destination that will most effectively fulfill the desired roles 3. Taxation types and levels 4. Financing for the tourism sector sources and terms 5. The nature and direction of product development and maintenance 6. Transportation access and infrastructure 7. Regulatory practices (e.g. airlines, travel agencies) 8. Environmental practices and restrictions 9. Industry image, credibility 10. Community relationships 11. Human resources and labor supply 12. Union and labor legislation 13. Technology 11th Edition - 2009 14. Marketing practices
Chapter 15: Tourism Policy: Structure, Content and Process

Areas Addressed by Tourism Policy

Tourism: Principles, Practices, Philosophies Part Four: Tourism Supply, Demand, Planning and Development

Some Elements of Successful total tourism destination management

"
t

y I n f o r m a t io n

M a n a g e m e n t M a n a g e m e n t

y V is it o r M a n a g e m e n t

11th Edition - 2009

Chapter 15: Tourism Policy: Structure, Content and Process

A B

e s t in a t i

n it

r in g

8 9

I n f

ti

n a g e m e n t

D e s t in a t i

R e s e a r

8 7 6

&

y S t r a t e g ic

la n n in g

o m m e m o r a t iv e

I n t e g r it

y O rg a n i

a t io n

o m m u n it y R e s i e n t/ M a n a g e m e n t

y H u m a n

R e s o u rc e s

M a n a g e m e n t

y F o re s t/

y O p e ra ti

n s

M a n a g e m e n t

y W il

lif e

M a n a g e m e n t la n t M a n a g e m e n t

y F in a n c ia l M a n a g e m e n t

y A ir Q u a lit

M a n a g e m e n t

'

y M a r

e t in g

y W a t e r Q u a lit

M a n a g e m e n t

B u s i

s s /

i ills

E n v ir

n m e n t l n a g e m e n t a p a b ilit ie s

   

[R e s o u r

E T I T I V E N E S S e D e p lo y m e n t ]

S U S T A I N A B I L I T Y [R e s o u r e te w a r s h ip ]

Tourism: Principles, Practices, Philosophies Part Four: Tourism Supply, Demand, Planning and Development

y y y y y y y y y y y y y

Taxation affects costs and thus profitability; Interest Rate Policy affects costs and thus profitability; Bilateral Air Agreements determines foreign visitor access; Environmental Policy limits growth and access to attractive, but sensitive areas; Customs and Immigration Policy can facilitate or hinder international visitation; Communications Policy can restrict use of certain advertising media; Minimum Wage Policy can affect labor markets; Welfare Policy can influence nature and behavior of work force; Education Policy can affect quality of workforce; Cultural Policy can affect preservation and promotion of national heritage; Foreign Investment Policy/Regulations can affect availability of investment capital; Local Zoning Policy/By-Laws can restrict or encourage tourism facility development; National/Provincial/Local Policy re: funding support for major public facilities (e.g. stadiums, convention centers, museums, parks) can drastically affect destination attractiveness; y Infrastructure Policy can make destination safer for visitors, or restrict resident travel to foreign destinations; y Currency/Exchange Rate Policies directly affects destination cost competitiveness; and y Legal System determines consumer/visitor protection legislation (e.g. liability for failing to deliver advertised facilities/tours/experiences).
11th Edition - 2009 Chapter 15: Tourism Policy: Structure, Content and Process

General Economic & Social Policies Affecting Tourism

Tourism: Principles, Practices, Philosophies Part Four: Tourism Supply, Demand, Planning and Development

Tourism: Some of its multiple interfaces with other sectors of the economy and society
Legal/Political Players Environmental Movement Technology Sector Entertainment Industry Financial Sector Education Sector

Health Services Sector esource Extraction Industries

T O U I S M
T r a n s p o r t a t io n I n d u s t r ie s a n d I n fr a s tr u c tu r e

11th Edition - 2009

Chapter 15: Tourism Policy: Structure, Content and Process

Tourism: Principles, Practices, Philosophies Part Four: Tourism Supply, Demand, Planning and Development

The Structure and Composition of Tourism Policy

Tourism Philosophy Tourism Philosophy Tourism Vision Tourism Vision Destination Audit Destination Audit Tourism Objectives Tourism Objectives and Constraints and Constraints Supply Supply Development Development Strategies Strategies Demand Demand Development Development Strategies Strategies

Macro-Management Macro-Management Or ganizational Or ganizational Structur e Structur e

Operational/Tactical Operational/Tactical Supply Development Supply Development Policies/Pr ograms Policies/Pr ograms

Operational/Tactical Operational/Tactical Demand Development Demand Development Policies/Pr ograms Policies/Pr ograms

11th Edition - 2009

Chapter 15: Tourism Policy: Structure, Content and Process

Tourism: Principles, Practices, Philosophies Part Four: Tourism Supply, Demand, Planning and Development

Destination Vision Framework

P r e a m b le C o re V is io n E le m e n ts o f th e V is io n
E c o lo g y A w a ren ess V is ito r E x p e r ie n c e E co n o m y C o m m u n ity G o vern a n ce

V a lu e s
O n W h ic h th e V is io n is B a s e d

P r in c ip le s
G u id in g Im p le m e n ta tio n o f V is io n

11th Edition - 2009

Chapter 15: Tourism Policy: Structure, Content and Process

Tourism: Principles, Practices, Philosophies Part Four: Tourism Supply, Demand, Planning and Development

The Process of Tourism Policy, Strategy Formulation and Implementation

Definitional Phase
Definition of Tourism Destination System Explication of a Tourism Philosophy Crafting of a Destination Vision Objectives and Constraints

Analytical Phase
Internal Analysis Review of existing policies and programs Resource audit Strategic impact analysis External Analysis Macro level analysis of current and future demand Micro level analysis of current and future demand and behaviors Review of competitive and supportive tourism development and promotion policies

Operational Phase
Identification of strategic conclusions Implications of conclusions for supply and demand development Policy/Program recommendations

Implementation Phase
Implementation of strategy for Destination Development, Promotion, and Stewardship Allocation of responsibilities for recommendation implementation Identification of sources of funding to support competitive initiatives and stewardship programs Specification of timing for recommendation implementation Monitoring and evaluation of the results

11th Edition - 2009

Chapter 15: Tourism Policy: Structure, Content and Process

John Wiley & Sons, Inc, 2009