Micro Perspectives of Tourism and Hospitality

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Module 5
Tourism Planning and Development
Tourism Planning Dimensions decisions directly affecting long-
Tourism Policy And Planning term tourism development and the
 These two terms are largely daily activities within a destination
interchangeable.  are taken

Tourism Policy Planning

 A set of rules, regulations,  The process of making decisions for
guidelines, directives, and the future, and not simply the
development/ promotion objectives physical preparation of a plan.  
and strategies that provide  Planning involves implementing
framework within which the decisions and monitoring the
collective, as well as individual outcomes.

Components of tourism
Tourism policy and planning typically involves a number of components, namely:
Components
Tourism attractions and activities
Accommodation
Other tourist facilities and services
Transportation facilities and services access into the country or area, internal
Other infrastructure
Institutional elements
Elements/ Samples
all natural, cultural and special features
of an area which attracts tourists to visit
the area
hotels and other types of facilities
eating establishments, outlets for
handicrafts and souvenir, tourist
information offices, medical facilities,
etc.
transport, and facilities related to all
modes of transportation
water supply, power and sewage
systems, telecommunications as well as
drainage systems
manpower planning and educational
programs, training and development,
public and private sectors investment
policies and control of tourism impacts
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Levels Of Tourism Planning

Tourism policy and planning takes place  International Producer

on different levels. This can take a top- Organizations
down approach, for example by  World Travel and Tourism Council
international or national bodies, or a  International NonProducer
bottom-up approach, from a local level. Organizations
 Tourism Concern
International tourism planning  World Wildlife Fund (WWF)
At the international level tourism  Greenpeace
planning typically involves:
 International Single Interest
International Transportation Services
Organizations
 the movement and scheduling of the
 World Congress Against the
tours of tourists among different
Commercial
countries; the development of major
 Sexual Exploitation of Children
tourist attractions and facilities in
neighboring countries and the
The following organizations will
working strategies and promotional
consider similar issues, but not limited
programs of many countries.
by the concerns or boundaries of a single
nation. Decisions and influences from
Examples of international level
this level can be significant for tourism at
participation groups include:
a national and local level
 International Government and
 European Union
Intra-government Organizations: 
 Association of Caribbean States (ACS)
 World Tourism Organization
 The Organization for Economic Co-
 Organization for Economic
operation and Development
Cooperation and Development
 The South Pacific Tourism
(OECD)
Organization (SPTO)
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 The “Tourism Program” of the  National Non-
Organization of American States Producer Organizations
(OAS)  National Trust
 The British Association for Nature
National Tourism Planning Conservationists
The national level of tourism planning is  National Single
concerned with: Interest Organizations
 Tourism policy  The Wilderness Society
 Infrastructure facilities  Society for the Protection of Birds
 A physical structure plan which
includes important tourist attractions, Regional tourism planning
selected tourism development regions,  The regional level of tourism planning
international entry points, facilities, is for one region of a country, usually a
and services  state or province or an island.
 The amount, kinds, and quality of  The regional level of tourism planning
accommodation and other required is more specific than the national
tourist facilities and services planning level.
 The important tour routes in the
country and their regional connections Regional planning emphasizes the
 Tourism organizational entities, laws following:
and investment policies  Regional policy
 Tourism marketing strategies and  Regional entry points and
promotion transportation facilities and services
 Education and training programs  Kinds of tourist attractions and their
 Environmental, economic, and socio- locations
cultural analysis.  The amount, kinds, and location of
tourist accommodation and other
Examples of national level participation tourist facilities, and services
groups include:  Location of tourist development areas
 National Government and Intra- including resort areas.
government Organizations  Socio-cultural, environmental,
 Visit Britain, Tourism economic, and impact analyses
 New Zealand  Education and training programs on
 National Producer Organizations the regional level
 Visit Scotland  Marketing techniques and promotion
 ABTA  Organizational establishments, laws,
 The Association of Independent regulations and investment policies
Tour Operators (AITO)
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 Implementation methods which  Local Government and Intra-
include project plans and regional government Organizations
zoning regulations.  Local Government Involvement In
Leisure And Tourism Provision
Examples of regional level participation o Visit Cornwall
groups include: o Tourism South East
 Regional Government and Intra-  Local Producer Organizations
government Organizations  local chambers of commerce and
 Caricom industry associations
 Organisation of Eastern Caribbean  local sporting clubs and private sport
States (OECS) and leisure centers
 Regional Producer Organizations  Local Non-Producer Organizations
 Caribbean Hotel &Tourism  Ratepayers and resident associations
Association  Single Interest Organization 
 Regional Non-Producer  organizations such as ‘friends of a
Organizations park’ or a group which has been
 European Environmental Bureau formed in order to prevent particular
(EEB) developments such as a hotel or
 Regional Environmental Centre for airport
Central and Eastern Europe
 Regional Single The approach and implementation of
Interest Organizations tourism policy and planning differs
 Coastwatch Europe considerably between destinations. It
 Climate Action Network may, for example, be well organized and
 Europe regulated in a developed country (or
even over-regulated in some cases), and
Local tourism planning less resourced in developing countries.
Local level participants will consider
tourism planning goals/objectives,
analysis, plan preparation, outputs,
outcomes, and evaluation at grass roots
level.

Examples of local level participation

groups include:
Benefits of Tourism Planning
Tourism planning should be an integral development plan in order to achieve the
part of any destination’s tourism best results and satisfy all stakeholders. 
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Tourism planning is key to maintaining
sustainable tourism and whilst some
destinations do this very well, others
(often developing countries), fail the
recognize the importance of effective
tourism development planning.
Basic Stages In Tourism Development
Planning
Tourism development planning is no
simple task and there are many variables
to consider. There are also different
levels of tourism planning and
policy. policy. Fortunately, destinations
can learn lessons from other areas which
have been successful or otherwise.  It is
also worthwhile to look at the tourism
policies of similar destinations. Some
strong examples
include Jamaica and Cape Town.
On a basic level, the main stages in
tourism development planning include:
the analysis of previous tourist
development; evaluation of the position
of tourism in the area including
competition; formulation of relevant
tourism policy by Government; the
defining of a development strategy and
the formation of a program of action.
The Benefits of Tourism Development
Tourism development planning enables a
range of benefits to all stakeholders
involved, for example:
 It increases income and jobs from
tourist spending
 It helps preserve cultural and natural
heritage for tourists
 It increases understanding of other
cultures
 It builds new facilities such as sewage
for whole communities or new roads
The Costs of Tourism Development
There are also some costs which must be
considered and planned for, which
include:
 Costs of implementing tourist facilities
can be costly
 The environment can be destructed to
make room for hotels etc. to be built
 Social standards may be undermined
e.g. topless women in Dubai
 The natural environment may be
polluted
Formulating an approach to tourism
policy and planning
There are six ‘golden rules’ that should
be applied when formulating an approach
to tourism planning and policy, as
outlined by Inskeep (1991).
1. Goal oriented
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 Clear recognition of tourism’s role
in achieving broad national and
community goals
2. Integrative
 Incorporating tourism policy and
planning into the mainstream of
planning for the economy, land use
and infrastructure, conservation and
environment
3. Market driven
 Planning for tourism development
that trades successfully in a
competitive global marketplace
4. Resource driven
 Developing tourism which build on
the destination’s inherent strengths
whilst protecting and enhancing the
attributes and experiences of current
tourism assets
5. Consultative
 Incorporating the wider community
attitudes, needs and wants to
determine what is acceptable to the
population
6. Systematic
 Drawing on primary or secondary
research to provide conceptual or
predictive support for planners
including the experiences of other
tourism destinations
Why Tourism Planning is Important
Tourism planning really can make or
break a destination. If done well, it can
ensure the longevity of the tourism
industry in the area, take good care of the
environment, have positive economic
outcomes and a positive benefit to the
community.
If done badly, tourism development can
destroy the very environment or culture
that it relies on. It can disrupt local
economies, cause inflation and negative
effects to local people and
businesses. Unfortunately, developing
countries tend to suffer the most from
negative impacts such as these, largely as
a result of limited education and
experience in contrast with Western
nations.

Module 6
Approaches to Tourism Planning and Development
Tourism Platforms  It is very similar to the concept of
Platform paradigm which is a way of looking
 Is a common theme shared by each at a nature of something, identifying
batch of studies of tourism. issues which are most important to
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consider and thinking of ways to  2 sets that constitutes Alternative
solve those issues. Tourism:
a. Environmentally Oriented:
Five Platforms: Ecotourism, soft tourism, and
1. Advocacy Platform green tourism.
2. Cautionary Platform b.Socially Oriented: Altruistic
3. Adaptancy Platform tourism, volunteer tourism, just
4. Knowledge-based Platform tourism, accessible tourism, ethnic
5. Social Justice Platform tourism, community -based
tourism, responsible tourism, pro-
1. Advocacy Platform poor tourism and fair - trade
 It sees tourism as a good thing and tourism.
celebrates tourism’s positive impacts
on the economy, environment, and 4. Knowledge-Based Platform
society.  It views tourism from a holistic
 The end result of advocacy is mass perspective; not just from the
tourism. impacts and forms but in terms of
 Related Theories: Modernization underlying structures and functions.
theory and trickle-down theory.  It supports critical analysis of
tourism and is not inclined to
2. Cautionary Platform labeling certain forms of tourism.
 It views tourism as a bad thing and  Example: Sustainable tourism
decries the negative effects of mass development concept.
tourism that the advocacy platform
has endangered. 5. Social Justice Platform
 Related Theories: Dependency  It embraces “participatory processes
theory and Irritation index model. involving open dialogue inclusivity,
3. Adaptancy Platform resource distribution, equity,
 It acknowledges that mass tourism equality, pro-poor planning; gender
has negative impact but these can be sensitivity responsiveness to
minimized or avoided by diversity”
“alternative tourism” which refers to  It states that tourism that not only
low-volume low impact forms of exploits community resources but
tourism. also tries to “put back” into the
community.
                                                                                                                                            
             
Tourism Development Theories
Advocacy Theories 1. Laissez Faire Theory
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 Assumes that an industry will
function best when it is left solely to 4. Neoliberal Theory
market forces  Assumes that the economy functions
 A.k.a. Liberal economic theory, best when there is minimal
which means that the government government intervention
does not intervene in terms of  In context of philippines tourism,
policy, plans, regulations, neoliberalism would manifest in the
guidelines, codes or standards. deregulation of the airline industry
and the privatization of government
2. Modernization Theory controlled tourism assets.
 Assumes that tourism contributes to  Accepts government regulation but
the economic progress and rejects government competing with
transformation of “traditional” the private sector by being a
societies into modern ones business operator itself
 The advocates of modernization
tends to think of new as being better
than old, and this can lead to the
destruction of heritage – rich places
or old buildings in favor of
“modern” structures. Even local
cultures may disappear
 Assumes that tourism improves the Cautionary Theories
standard of living through 1. Dependency Theory
technology transfer, improvement of  States that tourism can worsen the
knowledge and skills, and the plight of third world countries
adoption of “western culture” because first world countries exploit
and siphon off the resources of the
former
 Destination depends on foreign
3. Trickle-down Theory countries for technology, know-how,
 Assumes that any form of economic and products to satisfy the demands
growth will lead to the improvement of international tourists.
of the living conditions of all  In the process, the local economy
 Related to the concept of multiplier suffers from leakages in the form of
effect, where the value of the repatriated income, imports,
original tourist expenditure seems to royalties and management services.
become greater as the money passes
hands among different sectors of the 2. Irridex theory
economy.
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 Doxey’s Irritation Index model is a  It states that residents’ attitudes
theory about the social impacts of towards tourism will deteriorate over
tourism. the destination life cycle as the
negative consequences of tourism
intensify.
                                                                                                                                            
             
Approaches to Tourism Planning
1. No Planning  Sees tourism as a positive force for
 Planning may not be seen as economic development.
necessary when the place has  Its primary goal is to maximize
underdeveloped supply and demand, tourism revenues through mass
or when visitation rates are so small tourism.
as not to perceive any impact from  The main strategies are to expand
it. tourism physical capacity and
 There may be a felt need to plan but conduct heavy international
a destination or local government promotion campaigns.
unit may not have the capacity in  Primary indicators of success are
terms of planning skills or budget to increasing tourist arrivals and
invest in tourism. receipts on the demand side and
number of hotel rooms and air seats
2. Ad-hoc Planning on the supply side.
 Planning only as the need arises.  This may be a product-led or
 Planning done on a piecemeal basis market-led, state-led, industry-led or
and there is no established tourism a shared enterprisebetween the
agenda at all. public and private sector.

3. Integrated Tourism Planning 5. Product-led Approach

 When tourism is developed and  “Build it and they will come”
planned as an integrated system  This suggests that the key to
within itself and as part of an overall successful tourism program is to
tourism plan and total development provide infrastructure, facilities, and
patterns in an area. amenities to the tourists.
 This implies that tourism must be  Theoretically, this may not be true if
compatible with existing economic the target market chosen happens to
activities and the values of the local be indifferent to a particular
residents. attraction.
 A practical way to do this is to
4. Boosterist Approach conduct tourism resource inventory
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and match each resources with characteristics and requirements, it
potential markets (product-market must be tailored from the
matching). specifications of the tourists.

6. Spatial Planning Approach 8. Bureaucratic/Government-led

 It is a type of product-led tourism, Approach
but on a wider scale.  Puts the government at the center of
 It is focused on “destination layout planning and development, the
and design” and breaks down primary and multi- tasking actor.
tourism into spatial units such as Various types of policy instruments to
gateways, communities, access promote tourism:
routes, attraction complexes a. Advocacy instruments – refers to
identifies three spatial units in strategic plans, accreditation
tourism: schemes, investment schemes, etc.
a. Site Scale – refers to planning at b.Monetary instruments – include
the level of individual tourism travel taxes, user fees, license
property like resorts, hotels and permits, tax reliefs, income tax
restaurants. holidays, etc.
b. Destination Scale – is the c. Government Action – refers to
planning of tourism in a infrastructure provision,
community and its surrounding marketing, promotion, education,
areas. and research.
c. Regional Scale – is planning at d.Laws – refers to zoning, building
the level of province, region or regulations, fire and safety
country. regulations, and foreign
investments regulations.
7. Demand-led Approach There are two types of bureaucratic
 “Know the customer and satisfy them” approaches:
is the key to success in tourism a)Central planning approach – is
according to this approach. where the national-level agencies carry
 This is important for two reasons: out all functions related to tourism
 Frist, we need to design the tourism planning and development.
product around the market b)Devolved planning approach – is
 Second, demand projection serve as where local government units assume
basis for expansion of the physical control of tourism planning and
capacity of the destination. development for their respective
 Tourism facilities, amenities and jurisdiction.
services must follow a thorough
understanding of the market
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The devolution of tourism functions was
mandated in R.A. 7160, known as the
Local Government Code of 1991.
9. Middle Path Approach (Bhutan
Model)
 This is the opposite of boosterism in
Bhutan where strict controls are
imposed on the types and volume of
tourism to maximize revenue but
minimize the adverse effect of
tourism in religion, culture and the
environment.
 To the Bhutanese, “Gross National
Happiness” is more important than
plain material wealth.
10.Environmental Approach
 This works best when the being
considered for tourism development
is endowed with natural attractions
of outstanding beauty; remote;
beyond the reach of commercial
electric and water services; or
protected by laws, such as protected
areas and ancestral domains of
indigenous people.
 Carrying Capacity – the maximum
number of people that may visit a
tourist destination at the same time
without causing destruction of the
physical, economic, socio-cultural
environment, and an unacceptable
decrease in the quality of visitors’
satisfaction.
 Physical carrying capacity – most
salient in environmental planning
 The maximum number of tourists
that can fit on a site at any given
time and still enable people to
move.
 Limit of Acceptable Change –
useful concept in tourism planning.
 Attempts to delimit the conditions
that are deemed ideal for an area
and sets up management strategies
to achieve the condition.
11.Ecotourism Approach
 A form of sustainable tourism within
a natural and cultural heritage area
where community participation,
protection, and management of
natural resources, culture and
indigenous knowledge and practices,
environmental education and ethics,
as well as economic benefits are
fostered and pursued for the
enrichment of host communities and
satisfaction of visitors.
12.Social Approach
 Emphasizes the role of stakeholders
in the tourism planning process.
 Concerned with directing the benefit
and control of resources toward the
community and other vulnerable
groups.
13.Participatory/Stakeholder
Approach
 Puts people at the center of the
planning process approach wherein
each relevant stakeholder has a say
in the deliberation and decision
making process.
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 Stakeholders – group of people, 14.Community-based Tourism
entities or individuals within a  “tourism that is owned and/or
place who have an interest in managed by communities and
tourism because they will be intended to deliver wider community
affected by a decision to develop benefit”
or not develop tourism.  The core idea of this approach is to
 Advantages of participatory allow a community to have control
approach over tourism enterprise
 Enhances a sense of ownership of  This is an example of transactive
the plan which translates into planning approach, which is based
smoother implementation on social learning theory and
 Stakeholders are able to share transactive interaction
their knowledge and past
experience with tourism
development and help avoid 15.Pro Poor Approach
“pitfalls caused by ignorance of  Defined as “tourism that generates
the realities of the community or net benefits for the poor”
the target population” through  In this approach, “the needs of the
consultations and workshops poor are prioritized over externally-
 Builds trust and social capital oriented growth imperatives”
through transfers of skills to the  Assumes that he trickle-down effect
community of liberal style tourism does not
 Disadvantages of participatory happen automatically
approach  Interventions from the government
 There may be strong disagreement or other agencies are needed to
among the members and consensus channel the benefits of tourism to
may be hard to establish the poor
 Not everyone who sits at the table  Principles that needs to be adhered
may be qualified to contribute in a for PPA to succeed:
meaningful way to the process  Participation by the poor people in
 Dominant individuals who have decision affecting their livelihood
vested interest or “axe to grind” may priorities
dominate the proceedings and ruin  A holistic livelihood approach
the process  Equity
 Some groups may just deliberately  Flexibility
shun the proceedings for various  Commercial realism
reasons  Learning
 Time-consuming
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16.Fair Trade Tourism
 A response to the failure of
conventional trade to deliver
sustainable livelihoods and
development opportunities to people
in the poorest countries of the world
 is a trading partnership, based on
dialogue, transparency and respect,
that seeks greater equity in
international trade
 Contributes to sustainable
development by offering better
trading conditions to, and securing
the rights of, marginalized producers
and workers.
 Adheres to the basic principles of
fair trade which includes paying fair
wages and working conditions, fair
purchasing and operations, equitable
distribution of benefits and respect
for human rights, culture and the
environment.