TOURISM POLICY

PLANNING AND
DEVELOPMENT
ROSE ANNE A. BERONILLA, LPT

Aurora State College of

Technology
Zabali, Baler Aurora
 TOURISM POLICY PLANNING AND
DEVELOPMENT

2 n d Semester S.Y. 2021 - 2022

BASIC CONCEPTS IN TOURISM AND DEVELOPMENT

Objectives:
1. Identify the elements of effective and efficient tourism
2. Identify the reasons and barriers in planning
3. Discuss the life cycle of tourism attraction
4. Identify the roles of public and private sectors in tourism development

Planning is one of the most fundamental

skills that you will need as a future tourism
professional, this is because every company
that you want to work with makes plans at
every level of their organization that
includes the company that you might want to
establish on your own.

GENERAL CONCEPTS OF PLANNING

➢ Planning- organizing the future to achieve certain objective. Planning is carried out at all levels from
individuals planning their everyday activities and personal lives to formalized comprehensive national
and regional planning undertaken by some governments.

➢ Tourism Policy- is a defined set of rules, regulations, guidelines, directive, and development or
promotion objectives and strategies that provide framework within which the collective, as well as
individual decision directly affecting long-term tourism development and daily activities within a
destination are taken. Tourism policy is one of the primary bases of tourism planning, along with
national, local development plans, land use plans, natural and cultural assets of the place,
environmental policy, cultural policy, foreign policy and expressed national or local needs.

➢ Tourism planning is the process of (1) gathering and evaluating information to identify and prioritize
the current tourism development issues, (2) imagining a desired future state of tourism in the
destination, and (3) choosing from a number of alternatives for achieving them.

In technical terms, this process involves:

1. Situational analysis
2. Vision, Goals, Mission, and Objectives
a. Vision is the desires future state of the destination
b. Goals are broad-based targets for tourism
c. Objectives are targets that are specific, measurable, attainable, realistic, and time-bound.
d. Strategies are the method which objectives will be achieved.

1 Prepared by: Rose Anne A. Beronilla, LPT

 TOURISM POLICY PLANNING AND
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2 n d Semester S.Y. 2021 - 2022

Butler’s Tourism Destination Lifecycle Model

Seven Stages of Destination Life Cycle

Consolidation
•Growth in visitor
Development numbers will
decline, although
•There is a rapid total numbers will
growth in visitor still increase.
numbers as the Tourism becomes
Involvement destination “mass market”
•Local investment in becomes heavily
tourism and tourism advertised. The
advertising start. amenities are
Visitor number increased and
begin to increase improved. Visitors
Exploration change to less
and government
• A destination agencies start to adventurous.
begins as a develop the
relatively infrastructure.
unknown and
adventurous
visitors initially
come in small
numbers restricted
by lack of access,
facilities, and
local knowledge.

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 TOURISM POLICY PLANNING AND
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2 n d Semester S.Y. 2021 - 2022

Rejuvenation
• New attractions
are developed or
Decline new natural
resources are
• Visitor number used to reverse
decrease. the negative
External trends in visitor
investors begin arrivals.”
to pull out.
Stagnation
The peak numbers of visitors will
have been reached. Capacity levels
for many variables will have been
reached or exceeded. The area will
have a well-established image but
it will no longer be in
fashion. There will be heavy
reliance on repeat visitation and on
conventions and similar forms of
traffic.

The Relation between Tourism Planning and Tourism Development

The tourism planning process is designed to produce goals, strategies and objectives for the destination area
related to tourism development, marketing, industry organization, awareness and other support activities.

The tourism development plan provides overall guidelines for development, outlines broad development
concepts and identifies individual development opportunities worthy of in-depth analysis through feasibility
studies and cost/benefit analysis.

“It carrying out tourism development in the destination area, it is necessary to first establish overall
development guidelines to be sure that when development occurs it complies with the area’s economic,
social/ cultural and environmental policies and goals”.

Levels of Tourism Planning

There are various levels to tourism planning, these are:
1. International Planning is concerned mostly with international transportation services, the flow and tour
programming of tourists among different countries, complementary development of major attraction
features and facilities in nearby countries, and multi-country marketing, and cooperative activities
generally take place at the international level through international organizations.

2. National Planning is focused on several elements like tourism policy, a physical structure plan, other
major infrastructure, major tour routes in the country and their regional connections, tourism
organizational structures, legislation and investment policies, tourism marketing strategies and
promotional programs, education and training programs, facility development and design standards,
sociocultural environmental, and economic considerations and impact analysis, and, national

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2 n d Semester S.Y. 2021 - 2022

implementation techniques.

3. Regional level of tourism planning is for one region of a country, often a state of province, or perhaps an
island group, and formulated within the framework of the national tourism policy and plan.

4. Provincial Planning is a more specific planning than the regional level but not as detailed as city or
municipal planning or site level planning.

5. City/Municipality Planning

6. Site-Level Tourism Planning is a very specific planning for individual buildings or complexes of
buildings such as hotels, commercial centers, and visitor facilities.

Other Dimensions of Tourism Planning

Time Frame
All plans are future-oriented and these plans may be short-, medium, or long-term. Short-term usually
means two years or less in the future, medium-term is two to five years, and long –term as five years and up.

Scope
A tourism plan may be comprehensive in scope, or focused on one or just few aspects of tourism
planning. A comprehensive tourism plan is also known as Master Plan. A master plan is actually composed
of smaller plans. A tourism plan may also concentrate on just one or two specific components.

Spatial Units
The space covered in tourism planning is called a tourism development unit. These are the following
spatial concepts.
• Tourist site is an area that contains one or more tourist attractions. A tourist attraction is a place of
interest where tourists visit, typically for its inherent or exhibited natural or cultural value, historical
significance, natural or built beauty, offering leisure, adventure and amusement.
• Tourism Development Area is an area designated for possessing an important site or groups of
tourist site. A town or city that has one or more tourist sites or more than one town or city can be
considered as TDA.

Components of Tourism Development

Components Elements/ Samples
1. Tourism attractions and facilities - All natural and special features of an area
which attracts tourists to visit the area
2. Accommodation - Hotels and other types of facilities
3. Other tourist facilities and services - Eating establishments, outlets for
handicrafts and souvenir, tourist
information offices, medical facilities, etc.
4. Transportation facilities and services - Access into the country or area, internal
transport, and facilities related to all modes
of transportation
5. Other infrastructure - Water supply, power and sewage systems,
telecommunications as well as drainage
systems
6. Institutional elements - Manpower planning and educational
programs, training and development. Public
and private sectors investment policies and
control of tourism impacts

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• Tourism cluster is composed of two or more TDA.

• Tourism Circuit is defined as route involving at least three major tourist destinations which are
located in different town, villages or cities and the destinations share common characteristics or
themes.
• Tourism corridor refers to a route defined by a theme spanning several countries or even continents.

Tourism Characteristics and their Planning Implications

• Tourism is a composite product and comprised of goods and services that are provided by entities in
the tourism value chain. Thus, one of the rationales for tourism planning is to identify, organize, and
integrate entities along the tourism value chain to ensure the delivery of consistency and high quality
tourist experiences.
• Tourist destinations are intangible and as a tourism planner, you should incorporate strategies for
managing expectations and maximizing visitor satisfaction.
• Tourism destinations have long gestation periods. The tourism plan must cover long-term horizon, and
tourism entities should give it their enduring commitment.
• Tourism is very capital intensive. Your plan must be able to present realistic estimates of the financial
requirements. Feasibility studies can help potential investors to firm up their decisions whether to
venture or not.
• Nature and culture are tourism’s main assets. While it is true that they are free, they are also finite.
• Tourism is subject to external forces that are largely uncontrollable.
• Tourism exerts impacts on the environment, culture, and economy of destinations. Planners must help
avoid undesirable changes by drawing up precautionary measures at the earliest stage of tourism
development.
• Tourism is a highly dynamic and competitive industry. Planners must devise competitive strategies
and collaboration strategies at the same time.
• Planners should not devise stakeholders such as the local community, tourism association, donor
agencies, government offices, indigenous people and already existing tourism business.

Benefits of Tourism Planning

• Planning forces us to focus on the task at hand and to think critically.

• Planning prevents waste of time, money, and effort.
• Planning helps avoid mistakes that can lead to irreparable change to
destinations.
• Participatory tourism planning also contributes to the development of
social capital by building trust and support among the carious stakeholders in a
destination.

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2 n d Semester S.Y. 2021 - 2022

Factors to Consider for Effective Tourism Planning and Development

There are number of factors that need to be considered for effective tourism planning and product
development:

• availability and quality of tourism-related data

• caliber of planning expertise
• type and variety of tourism resources
• kind of tourism resources in adjacent destinations
o Originality refers being first to have a particular attraction
o Indigenousness is having something that can only be found in your destination
o Authenticity refers to being true to traditions and methods of preparation, not contrived
o Uniqueness means that it is not found anywhere else
o Historicity is being significant for a particular event
o Magnitude refers to the superlatively of the destination
o Excellence is having the best quality
• culture of the destination residents
• geographic location and spatial distributions of the TDU
• target markets
• stages in the tourism area life cycle
o exploration
o involvement
o development
o consolidation
o stagnation
o decline or rejuvenation
• tourism development paradigm
• national tourism policy and legislation
• stakeholder’s perceptions and attitudes
• awareness of external forces
• financial capital requirement

6 Prepared by: Rose Anne A. Beronilla, LPT

 TOURISM POLICY PLANNING AND
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2 n d Semester S.Y. 2021 - 2022

THE TOURISM PLANNING PROCESS

Objectives:
1. Explain the meaning of planning
2. Discuss the reasons of tourism planning
3. Describe the role and responsibilities of tourism planning
4. Discuss the tourism planning process

PLANNING is a dynamic process of determining goals, systematically selecting alternative courses of

actions to achieve those goals, implementing the chosen alternatives and evaluating the choice to determine if
it is successful.

TOURISM PLANNING is greatly needed, the stagnation and decline of a destination or attraction may be
due to the lack of planning or poor planning. The planning is an ongoing process that must keep up with the
changing character of the world and of the destination area. The planning procedure follows a step by step
patter.

Tourism Planning Process

1. Background Analysis - This is the logical launching point for most

tourism plans since most destination areas,
whether they are countries have some existing
tourism activity and regularly/ policy
framework for the industry
a. Issues and Constraints - Environmental Impacts
- Social Impacts
- Economic Impacts

- Protecting and improving water quality

b. Resident Concerns - Maintaining small town atmosphere
- Protecting natural and cultural resources
- Developing a sustainable economy

- Resources
c. Inventory - Attractions
- Facilities and Services

d. Marketing Analysis - Market Identification

- Market Position

e. Public Participation - Local Decision Maker

- Government Agencies
- Non- Government Organizations
- Residents

2. Vision Statement - What do you want the destination to be like

after the implementation of your tourism
plan?

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3. Goal - The end product resulting from

implementation of the tourism plan

4. Theme Development - The concept or idea that:

a. Unifies the attractions and resources in an
area that you want visitors to leave with

5. Objectives - Objectives= Recommendations

- Statements that clearly identify how goals will
be accomplishes

6. Prioritize Recommendations - Prioritize by:

a. Necessity
b. Budget
c. Staff capacity
d. Visitor needs
e. Accomplished Goals

7. Action Plan - A detailed account of how you will implement

your objective: includes
a. Steps involved
b. Person/ Organizations responsible
c. Timeline for completion
d. Potential funding sources

8. Identify Evaluation - Identify evaluation and monitoring strategies

before plan is implemented

9. Write Plan

10. Implementation - What holds up implementation?

a. Budget constraints
b. Time constraints
c. Lack of staffs or volunteers
d. Lack of leadership
e. Political issues

11. Evaluation and Monitoring - Evaluation should occur at scheduled intervals

8 Prepared by: Rose Anne A. Beronilla, LPT

 TOURISM POLICY PLANNING AND
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2 n d Semester S.Y. 2021 - 2022

For student’s TPAD Plan (Final Requirement for this subject):

Students will be group per municipality by their instructor for this subject (wait for your members per group)

Follow these 5 essential steps in the tourism planning process:

1. Background analysis phase

2. Detailed research and analysis phase
3. Synthesis phase
4. Goal setting, strategy selection and objective setting phase
5. Plan development phase

Background Analysis

• The first step in the tourism planning process is a situation analysis that provides the basic direction
for the succeeding steps. This is the logical launching point for most tourism plans since most
destination areas, whether they are countries, states, provinces, regions or local communities, have
some existing tourism activity and regulatory/ policy framework for the industry.
• The background analysis should produce an inventory or listing of the area’s tourism resource
components, the categorization of the tourism resource components and their subcomponents. These
resource components and subcomponents constitute the existing tourism product of the destination.
Component Subcomponent
Natural Features Landscapes
Scenery
Unique feature
Flora and fauna
Historical and Cultural Features Buildings
Sites
Themes
Communities
Subcommunities
Tourist Operations and Facilities Attractions
Accommodations
Food service
Events
Hospitality services Information centers
Reservation system
Commercial stores and services (bank, retail stores)
Transportation systems (road, rail, airport)
Underground services
Human Resources Population services
Population and work force
Ethnic community
Attitude toward tourism
General Socioeconomic Employment/ unemployment
Industries
Economic conditions
Social problems

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 TOURISM POLICY PLANNING AND
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2 n d Semester S.Y. 2021 - 2022

Present Lang Use Land ownership

Planning and zoning regulations
Future growth and development

• The third step in the background analysis is a description of existing tourism demand in the destination
area using readily available secondary or published sources of information. Modes of travel to and
within the destination area and past usage volumes (aircraft, bus, train, ship, private automobile)
• The final step in the background analysis is a review of the major strengths, weaknesses, problems and
issues within the destination area’s existing tourism industry.

Detailed Research and Analysis

• Research should be concentrated in four distinct areas namely: resources, markets, activities and
competition
1. The first step on the resource analysis involves the preparation of maps identifying the location of
major resources. The capacities of the various tourism resources are then measured. Capacities of
some of the tourism resource components are easily measured such as guest rooms, restaurant seats
etc.
2. The second component of the detailed research step is the activity analysis. Activities include all
the things the tourist can do while visiting the destination area, ranging from recreational pursuits
like biking to more passive pursuits such as shopping and sightseeing. It is very important to
identify months of the year in which these activities can be pursued.
3. Research about markets help determines the attitude towards future travel to the destination area,
levels of awareness of the area’s tourism resource components, images of the area, the major
competitive destinations and the steps needed to attract potential visitors. It can also provide an
opportunity to “market test” new tourist attraction/packaging/activity ideas.
4. A detailed market research can assist in identifying the most competitive destinations, their
individual strengths and weaknesses and the steps to be taken to make the subject destination area
unique among its competitors.

Synthesis
1. The first step in the synthesis is the preparation of the position statements. The position statement
indicates “where we are now” with respect to development marketing, industry organization,
awareness and other support services. Position statement may be expressed in one sentence or
documented in several pages.
2. The second step is to determine “where we would like to be” or the desired future situation. It is useful
for the destination area to verbalize these desired states in terms of tourism development.

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2 n d Semester S.Y. 2021 - 2022

Goal setting, Strategy Selection and Objective Setting

• 3 Goal Setting, 5 Strategy Selection, 5 Objective Setting
• Refer to the tables below:

Plan Development (Before and After)

• Attach a picture of the site of your chosen area to be improved
• Illustrate the plan including the floor plan of the destination (placement of restaurant, inn, hotel, if
any), leisure activities (if any).

To be submitted in different sheet of paper.

Names of the members
Evaluation
• Overall evaluation of the tourism plan.
• Reflection for the whole project
o How was your experience? Difficulties encountered? What did you learn?

11 Prepared by: Rose Anne A. Beronilla, LPT