Unit 1. Tourism planning
1.1. Definition and characteristics
The essential elements of planning not only list actions and programs detailed in cost and time, but also involve the ability to determine an objective, associate resources and actions for that purpose, and examine the results and consequences of those decisions, with reference to the achievement of predefined goals.
The steps to be followed are determined, some in summary form, from the diagnosis of an area's suitability for tourism development to the definition of strategic and specific objectives.
It is possible to distinguish two salient aspects of tourism planning.
First:
Organized tourism planning from the beginning. This means that if there is a natural, cultural, religious or historical tourist attraction, all the necessary activities, products and services must be planned so that this attraction becomes a sustainable and sustainable tourist destination.
Second:
Tourism planning based on pre-existing structures. In this case, the tourist destination already exists and as such has all the structures, activities, products and services, and planning arises as a need for coordination, efficiency and rationalization of existing resources.
Within the planning process, it is necessary to define the absorption capacity of the tourist destination's demand, i.e., the number of tourists that the destination is willing to receive together with the possibility and availability to serve them, providing the quality of the integral service that will satisfy them.
With respect to integral planning, the coordination of the different activities for the definition and establishment of the occupancy capacities of such activities does not escape from it.
To this end, the following points must be considered as a minimum: the probable demand for visitors (tourists), the number of attractions to be visited, the time required to visit the different attractions, the minimum length of stay, seasonal cycles, the availability of lodging to accommodate the demand, and the means of transportation available and their frequency.
Tourism planning makes it possible to safeguard a country's natural resources and ensure much-needed foreign exchange earnings.
1.2. The tourism planning process. Processes
There are currently at least six stages in tourism development planning.
Determination of objectives
Tourism policy statement
Formulation of tourism policy guidelines
Elaboration of the Implementation Program
Follow-up of the plan
Review and refinement of objectives and policies
Determination of objectives:
It has played an important role, the starting point for the tourism planning process is the establishment of the most appropriate objectives for tourism development within a coherent analysis procedure, additionally in the formulation of strategies and this is mainly due to the need to be modified depending on the variations of the environment.
An objective is the expression of a purpose to be achieved and must be realistic to appreciate exactly what is intended:
- Acceptable
- Flexible
- Easy to measure
- Tangible
- Challenging
- Motivating
- Adaptable
- Understandable
- Accurate in scope
Policies:
Tourism policy can be defined as "a reasoned consideration of alternatives" that is, determining the best use of resources, often scarce in terms of the opportunity costs of using resources in one way or another. Thus, in most countries there are always alternative uses of scarce resources that are available for development and policy is needed to consider the various alternatives and the benefits of using one alternative over the others.
In order to analyze the determination of a tourism policy, it is necessary to answer the following questions:
¿What type of tourism product can be offered?
This will require an evaluation of tourism resources, taking into account that the resources available to a country, from a policy point of view, may attract a market or be desired, since for some countries certain types of tourism would not be desirable development options.
¿What type of tourism product should be offered??
Depending on the characteristics of the market, supply and demand will be matched. Thus the marketing of tourism is essentially based on segmentation taking into account that the type of tourists attracted and tourists from certain countries may be more acceptable than others, this question will have to answer the development objectives.
¿How tourism should be marketed?
In addition to the commercialization of tourism through the distribution and sales network formed by tour operators and travel agencies, it is necessary to prioritize the development of a tourism marketing policy based on the image that the country and its tourism sector wish to project; the image is of great importance, it must be attractive, realistic and differentiated from other destinations in order to consolidate the marketing effort.
¿What type of tourist should be attracted?
The type of tourist to be attracted will depend on the inventory of tourism resources and accommodation facilities, available transportation will be determined in part by the available tourism resources themselves and the accommodation facilities, transportation and services. Market studies should be carried out based on an inventory of supply, i.e., what the country has to offer and the state of development of tourism resources.
¿What are the possible impacts resulting from the chosen policy?
Tourism activity as a generator of immediate economic benefits is important for governments considering that tourism development is a long-term process that requires substantial and permanent investment in infrastructure and facilities.
It is important to evaluate not only the economic results of tourism but also the social and environmental impacts of this activity, impacts that occur over a longer period of time than the economic benefits.
1.3. Management by tourism entities of the Public Administration
At the state level, the planning of tourism development must be framed with
The country's development objectives, since the tourism sector is only one sector within the economy, which may be dominant or of minimal relevance.
The role of the State in relation to the planning and development of tourism is determined not only by the task of defining a tourism policy, but also by the task of managing relevant issues such as the promotion of products in foreign markets, the preparation of general plans that contribute to improving the quantity and quality of supply, the coordination and financing (through its own resources or those of other state agents) of a number of areas such as road infrastructure, telecommunications, transportation, among others.
This is expressed in the different spheres of action of the State:
The Macro level, being the strategic level, where plans, policies and standards are managed and elaborated.
The Meso level, which corresponds to the work of the respective public and private institutions in charge of implementing tourism policy through planning and inter-sectoral coordination.
The Micro level, where the smaller operational and project implementation units are located. Each of these levels of action related to tourism must be coordinated with the others and also with other actors, both public (including public works, health, environment, foreign affairs, economy) and private (tourism associations, guilds, non-governmental organizations (NGOs), various representatives and others).
Another essential task of the State corresponds to tourism planning, through which the objectives that the actors involved wish to achieve together and that concern a specific territory, i.e. a region or a locality, depending on the scope of the respective plan, are determined.
The public entity must allocate its projects to: urban tourist signage, the establishment of Tourist Information Offices throughout the city, especially in those areas that are eminently touristy; the beautification and improvement of tourist environments, with special reference to the management of natural spaces, the enhancement of tourist resources and routes and the illumination of enclaves and monumental sites, as well as the provision of complementary offerings and tourist entertainment.
To implement tourism promotion plans, which concentrate an important number of projects materialized through the presence in International Tourism Fairs, the organization of Fun Trips and the elaboration of a multitude of brochures and publications distributed through the Tourist Information Offices.
1.4. Management by tourism entities of the Private Administration
The private sector plays a central role in generating employment and prosperity.
The management from tourism entities of the Private Administration is concentrated in:
The execution of a large number of projects dedicated to the modernization and renovation of existing lodging facilities, the modernization of the equipment of these facilities and the improvement of the services offered, the creation of new lodging facilities, travel agencies, restaurants, promotion and sponsorship of cultural and sporting events, as well as projects aimed at improving tourism training and those related to educational centers.
In short, to make an important contribution to the improvement of the quality of the tourist offer, making them more modern and competitive, and in the process of continuous adaptation to the ever increasing demands of the demands and, at the same time, making great strides in the creation of increasingly richer complementary offers.
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