Ftpd1

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In making an assessment on what approach to adopt in planning and facilitating Tourism Product Development, the first course of action is to

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examine the structures and processes used in countries with successful tourism sectors.

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In making an assessment on what approach to adopt in planning and facilitating Tourism Product Development, the first course of action is to examine the structures and processes used in countries with successful tourism sectors

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INTRODUCTION

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In order to provide the necessary guidelines for each destination around the world there are certain key principles in the process of Tourism Product Development planning that can be illustrated through what might be called ' ______'.

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THE MODEL DESTINATION

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CHARACTERISTICS OF MODEL DESTINATION

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1. Location/Access

2. Resources

3. Tourism Performance

4. Government Policy

5. Tourism Policy

6. Local Economy

7. Manpower

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short haul destination for one major regional source market area, but mid-long haul from others;

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Location/Access

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should have considerable potential for development, with areas of fragile environment that need to be protected from overdevelopment

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Resources

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in the strong growth stage on the TALC, and has a market perception of being a progressive country with much of tourist interest and generally safe.

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Tourism Performance

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A market economy where the government makes strategic intervention and has a decentralized planning authority to the regional level but not to the local level

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Government Policy

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A balance between local and foreign investment in all sectors, and is seeking to achieve an even seasonal spread of tourism; Pursuing a development of a mixed economy

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Tourism Policy

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has growing and dynamic local investment and entrepreneurial sectors but not sufficiently large to finance major development projects without assistance from the national government or foreign partner

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Local Economy

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has a number of planning personnel with fit for tourism development at the central level but limited capacity for regional/ provincial level; has a vocational hospitality industry training college

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Manpower

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is based on the analysis of the fundamental issues and principles and procedures and the strategic analytical tools.

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TPD TEMPLATE

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TPD TEMPLATE COMPONENTS

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1.Institutional/ Organizational Structures2. Planning Systems3. Tourism Product Development Plan

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partnership between the public and private sector and support from the local community.

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Institutional/Organizational Structures

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The task of coordination to ensure that the positions and views of all stakeholders are given appropriate consideration, and that they are kept fully in the picture

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Planning Systems

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is part of tourism development planning which itself is a component of a destination's overall socio-economic planning

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Tourism Product Development Plan

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A.STEPS IN TPD PLANNING PROCESS

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1. Place Audit

2. Vision, Goals, and Objectives

3. Strategic Directions

4. Development Plan

5. Investment and Funding Plan

6. Implementation and Control

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comprising a series of basic destination analyses (e.g. PEST, SWOT, TALC) to produce a clear and detailed picture of the present situation and the likely future options for growth and the threats to these opportunities

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Place Audit

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based on a clear understanding of what the Destination society wants the community to become, and where tourism fits within the vision. "Long term horizon." Includes objectives

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Vision and Goals

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Mid-to-long term, taking account of the long lead times for much tourism infrastructure, necessitating a clear understanding of likely future trends and developments that will impact the destination

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Strategic Directions

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outlining the range of developments necessary to achieve the strategies, including those related to tourism attractions and activities as well as the range of support developments necessary to bring these to fruition

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Development Plan

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identifying the portfolio of investments needed to bring the plan to fruition, the likely sources of finance, and the incentives that might be available to encourage and facilitate private sector investment

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Investment and Funding Plan

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specifying the actions necessary to bring the proposed developments in fulfillment of the strategies to fruition.

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Implementation and Control

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A country may select a number of strategies geared to expanding the provision of things to see and do for existing visitors, and develop attractions and activities for new market segments

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SELECTION OF TPD STRATEGY

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It is imperative for destinations to closely monitor its tourism sector and how well its tourist product offering meets the requirements of its visitors vis-a-vis its main competitors.

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REVIEW, ADJUST AND ADD PRODUCTS

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While long term planning is a prerequisite for successful destination tourism development,

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it is equally important for destinations to have the flexibility to adjust and add to its tourist product inventory in line with market tastes and trends

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While long term planning is a prerequisite for successful destination tourism development, it is equally important for destinations to have the flexibility to adjust and add to its tourist product inventory in line with market tastes and trends

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REVIEW, ADJUST AND ADD PRODUCTS

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Strategy needs to be converted into an action plan with clear implementation responsibilities allocated - easier to do in small destinations than in larger ones.

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IMPLEMENTING THE PLAN

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is a prerequisite for the development and operation of sustainable Tourism Product Development

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CREATING THE SKILLS TO DELIVER TOURISM PRODUCTS

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SKILLS TO DELIVER TOURISM PRODUCTS

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Support workplace-focused learning (LND)Identify new skills neededProvide training for SMESSupport craft skills trainingReview management trainingEstablish 'start-up' incubation fund

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The possible sources of finance need to be investigated and the applicable terms and conditions established before the plan is published.In this way, conversion of the plan components into an action program can be realistic and achievable.

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Financing the plan

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Much of the process outlined for the model destination focuses on the broad - macro - level, rather than the specifics for individual product developments.

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MOVING FROM THE MACRO TO THE MICRO LEVEL

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Reasons for moving from macro to micro

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1. The development and investment conditions need to be in place and appropriate for new developments2. New product proposals need to be in line with the destination's policy and strategy for the sector3. They should have a good 'fit' with the existing product range, serving to complement and extend the appeal of the destination.

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Key steps in developing individual tourism products

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1. Product Concept Development

2. Informal Assessment

3. Market Research

4. Formal Assessment

5. Feasibility Study

6. Planning Application

7. Development

8. Marketing and Promotion

9. Product Launch

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By entrepreneur, community, local council, regional tourism coordination committee through 'brainstorming' looking for gaps in the supply of tourism products, local attributes that can provide a competitive advantage etc.

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Product concept development

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Consultation with national/regional/local government, private sector operators e.g. chambers of commerce, ta associations, individual suppliers to and operators in leisure, lodging, restaurants, attractions and retail, and local residents

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Informal assessment

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Observation (e.g. of users of similar attractions/activities, and of the present 'mix' of visitors to the area), desk research (e.g. market intelligence comprising tourism statistical and studies for similar attractions/activities accessed through the NTA/NTO or other source), primary research (as partner in omnibus or sole commissioner), field visits (eg. to comparable attractions/activities in other locations)

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Market research

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Market (e.g. is there a sufficient market? Does the product have a distinctiveness that will give it a USP? will it constitute a good 'fit' with, and add to, other tourist products in the area?) strategy and support (is it in line with the destination's overall tourism development strategy? Are there any incentives or other support available?) sustainability (eg. Will it be approved by the local population? Will it provide good economic and recreational opportunities for local residents? will it be ecologically sound with a low carbon footprint? are the necessary resources for its development and operation-particularly workers - available locally?) economic and financial (e.g. will it be financially viable? will it make a significant economic contribution to the local area and broader region? Will it be financially viable? Are there ready sources of finance available?)

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Formal assessment

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Detailed design drawings, preparation of detailed market analyses and assessments, and financial projections for presentation to prospective funders

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Feasibility study

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Submission and approval of design concepts and development plans

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Planning application

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Letting of contracts for the construction and management of the product development

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Development

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Preparation of marketing and promotion plan in consultation and full coordination with national and regional tourism promotional agencies, initial public relations and promotions

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Marketing and promotion

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Initial soft opening for local residents followed by full launch with media and travel trade invited (e.g. national and international, as appropriate)

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Product launch