Introduction
Well-managed tourism destinations are more likely to generate `wise growth’ in their visitor economy, maximising the benefits of that growth in long-term, additional income and jobs.
Destinations are diverse and multifaceted, creating individual challenges, opportunities and stakeholders to work with, so there can be no ‘one size fits all’ for destination management. Creating a strategic vision and joint plan, or Destination Management Plan (DMP), can help unite organisations, acting as a shared statement of intent to manage, develop and promote a destination over a specific period of time. A DMP identifies the roles of the different stakeholders, sets out clear actions and allocates resources.
This unit supports the application and development of analytical skills and encourages an appreciation of the planning process when developing a tourism destination. Students will investigate a range of ‘macro’ factors that impact on successful destination development and explore the role and importance of situational analysis to ensure full understanding of the destination’s strengths and weaknesses, and the opportunities and threats it faces.
Students will have an opportunity to analyse and evaluate the
planning approach taken in different destinations, and evaluate the different
strategies in place. They will also develop a destination plan, thus enabling
them to consolidate and apply the learning from the overall unit.
Learning Outcomes
By the end of this unit students will be able to:
- Analyse the components of a destination management plan and factors to consider during development
- Conduct situational analysis to establish strategic vision and objectives for a destination management plan
- Devise and implement strategic goals and tactics to achieve overall vision and objectives for a destination management plan
- Evaluate the process, implementation and evaluation of destination management planning.
Essential content
LO1 Analyse the components of a destination management plan and factors to consider during development
The destination management plan:
What is a destination management plan (DMP) The purpose of the destination management plan Managing both the demand and supply aspects
The key elements of the destination management plan:
The need for stakeholder collaboration and who should be involved
Situational analysis and the importance of understanding current tourism businesses performance, issues and trends
Establishing appropriate vision and mission statements, goals and objectives Shaping the strategic direction and setting strategic goals and strategies Tactical implementation and action planning
Methods of monitoring and evaluating the overall effectiveness of the destination management plan
Key factors to consider:
The stage of destination life cycle
Alignment with wider policy framework and regulatory environment Ethical planning and sustainability
Crisis management and planning
Importance of collaboration and communication between key stakeholders Allocation of responsibilities and performance management indicators
LO2 Conduct situational analysis to establish strategic vision and objectives for a destination management plan
Situational analysis:
Identification and use of different information and market research sources (primary and secondary, quantitative and qualitative) to understand current performance, issues and trends
Analytical tools for planning and competitive positioning Competitor
analysis
Review of the macro and micro environment and the factors influencing destination tourism
Destination review: quantity and quality of tourism providers, resources and tourism support services
Identification and mapping engagement of key stakeholders (visitors, tourism businesses, public sector)
Setting vision and objectives:
The outcomes of situational analysis and identifying overall principles and objectives for tourism management
The importance of engagement of stakeholders in vision and implementation The need to ensure clarity of vision and goals
Setting clear and measurable objectives that balance both qualitative and quantitative
LO3 Devise and implement strategic goals and tactics to achieve overall vision and objectives for a destination management plan
Formulate strategy:
What is strategy and different types of strategy
Different strategic options e.g. cost leadership, differentiation, focus, product or market development, market penetration
Different strategic options for development, planning and marketing of a destination
Implement strategies:
Setting tactical measures aligned to chosen strategic options
Focus of investment and resources e.g. physical environment, skills infrastructure, accommodation stock
LO4 Evaluate the process, implementation and evaluation of destination management planning
Evaluate outcomes of destination management planning:
Mechanisms for measuring and monitoring delivery of the plan
Setting milestones with tangible outputs, assignment of performance indicators, measurable metrics and analytics
Plan for review and evaluation schedule agreed Risk mitigation and
contingency planning
Learning Outcomes and Assessment Criteria
| Pass | Merit | Distinction |
| LO1 Analyse the components of a destination management plan and factors to consider during development | D1 Critically analyse the importance of a range of factors to consider when developing a destination management plan and justify their potential influence on the outcomes of the planning process | |
| P1 Analyse the major components and purpose of a destination management plan for a specific destination P2 Assess factors to consider during the development of a destination management plan | M1 Critically analyse the importance of different factors to consider when developing a destination management plan | |
| LO2 Conduct situational analysis to establish strategic vision and objectives for a destination management plan | D2 Develop a destination management plan that critically analyses a diverse range of information sources through its situational analysis to support justified and feasible objectives | |
| P3 Produce an internal and external assessment of a specific destination, applying appropriate analytical models for a destination management plan P4 Illustrate how the outcomes of situational analysis inform the development of the overall vision and strategic objectives for a destination management plan | M2 Analyse the key outcomes of situational analysis to establish appropriate strategic objectives for a destination management plan | |
| LO3 Devise and implement strategic goals and tactics to achieve overall vision and objectives for a destination management plan | D3 Justify the choice of strategic goals and provide an implementation schedule of tactical measures to successfully achieve strategic objectives | |
| P5 Assess the different options available when formulating strategic goals for managing a specific destination P6 Produce a strategic destination management plan with strategic goals and tactics for the planning, development and marketing of a specific destination | M3 Produce a range of valid strategic goals that are informed by situational analysis and tactical measures used to implement strategy for a specific destination |
| Pass | Merit | Distinction |
| LO4 Evaluate the process, implementation and evaluation of destination management planning | D4 Make valid and justified recommendations to improve monitoring and evaluation of a destination management plan to meet key performance indicators | |
| P7 Review different strategic options and evaluate the opportunities and risks in each case P8 Evaluate the importance of monitoring the delivery of a destination management plan and select mechanisms to enable effective monitoring of a destination management plan | M4 Critically evaluate mechanisms used for the implementation and monitoring of the delivery of a destination management plan, providing recommendations |
Recommended resources
Textbooks
AGARWAL, S. and SHAW, G. (2007) Managing Coastal Tourism Resorts A Global Perspective. Clevedon: Channel View Publications.
EDGELL, D. and SWANSON, J.R. (2013) Tourism Policy and Planning: yesterday, today and tomorrow. 2nd ed. Oxford: Routledge.
KOZAK, M. and KOZAK, N. (2015) Destination Marketing: An International Perspective. Oxford: Routledge.
MORRISON, A. (2018) Managing and Marketing Tourism Destinations. 2nd ed. Oxford: Routledge.
Websites
| www.destinationmarketing.org | Destination Marketing Association International (General Reference) |
| www.eyefortravel.com | Eye for Travel Social Media and Marketing (General Reference) |
Links
This unit links to the following related units:
Unit 24: Destination Management Services
Unit 26: Destination Marketing
Unit 33: Global Sustainable Tourism Development
Unit 43: International Tourism Planning and Policy
The post Unit 25 Strategic Destination Planning appeared first on HND Assignment Help.