Paper 12: Tourism Planning and Sustainable Development

Module 02: Conceptualization, Background Analysis, In-depth Research and

Analysis Phase

THE DEVELOPMENT TEAM

Principal Investigator Prof. S. P. Bansal,

Vice Chancellor, Indira Gandhi University, Rewari

Co-Principal Investigator Dr. Prashant K. Gautam,

Director, UIHTM, Panjab University, Chandigarh

Paper Coordinator Dr. Prashant K. Gautam,

Director, UIHTM, Panjab University, Chandigarh

Paper Co-Coordinator Dr. Jaswinder Sharma,

Assistant Professor UIHTM, Panjab University Chandigarh

Content Writer Mr. Shashank Anand,

School of Hospitality Management
RIMT University, Mandi Gobindgarh, Punjab

Content Reviewer Prof. S.C. Bagri,

Director, Centre for Mountain Tourism & Hospitality
Studies, HNB Garhwal University, Uttarakhand
 ITEMS DESCRIPTION OF MODULE
Subject Name Tourism & Hospitality
Paper Name Tourism Planning and Sustainable Development
Conceptualization, Background Analysis, In-depth Research and
Module Title
Analysis Phase
Module Id Module No - 02
Knowledge of conceptualization, background analysis and In
Pre- Requisites
depth analysis
To study Background analysis, In depth research and analysis
Objectives
phase
Keywords Conceptualization, Analysis, In- depth Research

TABLE OF CONTENTS
1. Learning Outcome
2. Introduction
3. Destination planning – Conceptualization
4. Destination Planning – Background Analysis
5. Destination Planning – In-depth Research
6. Summary

QUADRANT-I

1. Learning Objectives

After completing this module, students you will be able to:

 Know about the conceptualization involved in destination planning

 Know about the background analysis and In-depth research involved in
destination planning.
  You would be able to analyse the effective destination planning across three steps
- the condition analysis phase, the planning process and on-going arrangement.
 The steps involved in efficient destination planning.

2. Introduction

Tourism can be developed and managed with planning or without planning. But
it is very important that the type and range of tourism is apt for a particular tourism
destination or not. Here, the sustainability factor in a destination plays a crucial role in
tourism development. Hence, effective destination management is the requisite to
develop a tourist area, so that the various resources of the place can be utilized in an
effective and efficient way without damaging the interests of the local community which
may be social, economic and environmental. Though the tourism planning is done at
various levels- international/ national/ regional/ local areas. But the most common
planning is followed at regional or destination level. This type of destination planning
may be defined as the land area within a destination zone, usually controlled by one
individual firm or a government agency. The focus is to do planning of attractions,
facilities and services for the tourist. Though the specialized experts as a important role
to play for finalizing the plans, though the ultimate plan is not under their exclusive
control. Here, also the important part is played by the owners, developers, construction
industry, and public groups. Also, here importance is given to the vernacular style of the
place, climatic factors, natural settings, cultural diversity, and history of the place which
give a special sense of place.

3. Destination Planning – Conceptualization

Destination planning is an important challenge in the sustainable development of any

tourist location. Conceptualization in destination planning is the step vital and achieved
after situation analysis. Every destination planning is preceded by a conceptual structure.
Conceptualization takes into accounts the designing of sites and attractions. This
approach is an improvement over the traditional approach as it helps in understanding the
interrelationship of tourism sites and their surroundings. It helps in sustainable
development which is need of the hour. It also takes into consideration a design criterion
which includes functional criteria, integration with early plans, host experience, visitors
experience, suitable activities, authenticity, and marketability and off course the
sustainability. It helps to make a preliminary plan by considering the location, on-site and
off-site factors. It helps to create effective and efficient plan suitable for a tourist
destination by enhancing the awareness of planners, developers and policy makers.
Functional Criteria: - The tourism plans must show and create developments which
further function as efficient and effective tourism systems. Therefore importance should
be given on structural stability, use of function and application of aesthetic sense.
Integration with Earlier Plans: - Tourism plans should be unique, innovative, focused,
directed but at the same time should match and integrate earlier and existing tourism
plans. Also the plans should consider the resources present on the tourism destination so
that maximum benefits are given to the local people and local economy.
Visitor Experience: - To making a tourism plan the characteristics of the tourists should
be taken into account, so that the developments create a positive impact in the mind of
the tourists. Therefore the demographic attributes of the tourists such as age, income,
education occupation and origin should be considered to multiply the benefits of the
tourism for both tourist and host.
Local’s Experience: - In any form of tourism development due importance should be
given to the local community. As the basic motive of tourism is to benefit the local
community in terms of economic, socio-cultural and ecological aspects. Also the more
participation of local community due to increase in livelihood opportunities in locals.
Activities Preferred: - The interest of the tourists should be given a priority. But at the
same time those activities should be preferred which form the main dependency. On the
core tourism resources of that places. In order to enhance the travel experience of the
guests some skills should be given to the local man power employed in tourism. Also
knowledge of some modern gadgets which enhances the quality of tourism product can
also be beneficial.
Authenticity: - The origin and vernacular resources of the tourism destination should be
given huge importance. But at the same time the originality of the tourism product should
be maintained. The culture, traditions, dresses and costumes, dance forms, cuisines,
folklores should be conserved without addition of extrinsic aspects so that the original
tourism resources are preserved and promoted.
Marketability: - It is a important function and proper marketing at promotion strategies
should be implemented to make the tourism product noticeable to tourists. Also the
tourism services, facilities should be developed keeping in mind the tastes and attributes
of travellers demand.
Sustainability: - Sustainability is a most important aspect of tourism development. It
helps in utilising the resources in effective and efficient way so that the misuse of local
resources could be avoided. This approach implies that the various resources (natural,
cultural etc) should be preserved for continuous use in future, while getting the benefits
to the present community. This approach is significant in planning tourism because it
prevents degradation or destruction of tourism resources and helps to maintain
environmental quality through the participation of local community.

4. Destination Planning – Background Analysis

Background analysis is an important step of destination planning. The purpose of

background analysis is to answer a number of questions with regard to destination. The
various questions are;

 Is a destination having tourism potential?

 Is the destination attractive?
 Will tourism activity possible in the tourism destination?
 Has the destination got the infrastructure?
 Are 4A’s of destination suitable for carrying tourism?
 Has the destination got any weaknesses?
 Are there opportunities present for local communities?

The answers to all above questions can be got by background analysis of the tourism
destination. It is an important aspect as it helps to analyse the destination critically and to
evaluate destination from the aspect of tourism activity. The background analysis the
environment, demographics, customers, sector specific tends, and the frame work which
is present in the tourism destination. The background analysis helps us to understand the
destination in terms of on-site factors and off-site factors.

On-site factors: - These factors are present on the destination and defines destination in
terms of constructed elements (created by man) natural resources and perceptual
characteristics.

Constructed elements

 Legal and physical boundaries.

 Buildings of historical, cultural and archeological interests.
 Basic infrastructure present.
 Means of transportation and communication.
 Existing land uses.
 The regulations, ordinances and health codes applicable at the destination.

Natural Resources: - Constitute the rich bio-diversity present in the destination along
with the life supporting systems i.e. air, water and land. It also includes the floua and
fauna present in the destination. It includes;

 Wild life habitats with flora and fauna.

 Vegetation type
 Topography
 Swat types and rock types
 Water bodies
 Climate and weather

Perceptual Characteristics: - Includes the aspects like;

 Esthetic Characteristics
 Smells and sounds within the destination
  Spatial patterns such as presence of wooded areas, open spaces and water
features

Off-site Factors: - The off-site factors relates to the surrounding areas of the destination
along with its characteristics like topography, demography and nature of land area it
includes aspects like

 The nature of activity i.e. agriculture, industry, entertainment present in the

nearby areas
 Surrounding land uses and there characteristics the view from the destination
outward
 Transportation and excess ability land use regulation
 Type of population

5. Destination Planning – In-depth Research

The in-depth research in destination planning involves the research of the destination
which is hidden and cannot be seen. It is different from the background analysis in terms
of its nature and involves answers to some hidden questions of the researcher. It involves
the analysis of the destination in terms of internal and external aspects. In internal aspects
it involves SWOT analysis i.e. sterns, weakness opportunities and threats related to the
destination. It also gives competitive analysis of the destination along with tourism
potential. In-depth research in tourism planning is a vital asset to the industry. It helps in
identification of market trends and general consume behaviour. In-depth research helps in
ascertaining the need for planning destinations, helps in creating additional sources and
helps in developing the tourism destination. It also helps in understanding the essential
elements for successful region development such as natural resources, cultural resources,
viable services communities, accessibility, markets, and available lands for development,
availability of entrepreneurs and managers, availability of labour and availability of
finances.
The in-depth research involves the survey of all elements prior to destination planning.
As the lack of information is the main constraint. This step involves gathering of
information on existing resources and on potential availability. Hence, it involves
recording of information and statistics, which are crucial.

Doctrines involved in the Assessment

The destination should be developed in progressive manner along with development of

infrastructure and superstructures. Also, areas and attractions singled out for special
development should appeal to a large number of people over the longest possible period.
Priority to those areas should be given, which can be easily developed. Attractions based
on existing infrastructure services should be given priority, as they require less financing.
Similar or competing attractions not developed unless, the capacity of guests validates it.
New, unique and out of ordinary attractions to be developed.

The in-depth research satisfies the requirement of the data, which includes:

 Uniqueness of an existing or potential competing tourist destination that offers

similar products and attracts the same tourist markets.
 Tourist movement trends in the planning analysis country/region.
 Global and regional tourism patterns and trends.
 Current and previously planned tourist accommodation / transportation/ services
including both accesses to the country/region.
 Present natural resources, land use and tenure pattern/ ownership/ leasing.
 Financial and job patterns.
 Physical and community development plan
 Environmental character/ quality-climatic patterns, topography quality, extent of
air, water, noise, visual pollution, congestion etc.
 Socio-cultural patterns-effects on local society’s cultural patterns.
 Current and previously planned education and training property/institutes.
 Present government private sector organizations in tourism and their
organizational structure and staffing.
  Existing investment policies and availability of capital investment in tourist
facilities, services and infrastructure.
 Present tourism legislations and guidelines.

Some key factors that influence tourism development include:

 Population present at a place.
 A range of existing tourist activities and their diversity and liveliness.
 Political situation in the place.
 Custom, tradition and culture at that place.
 Facilities developed due to the demand for them on account of tourist destination
for the reason that man-made or natural attractions were there in the place.
 Impacts of tourism on local community i.e. economic, social, cultural &
ecological aspects and the social costs involved.
 Ease of use of land and funding available for tourism development depending on
the players involved (Public agency/ Private Player).
 Outlook of the local people in the direction of the tourism projects depending on
their involvement.
 Extent and pace of development at a Tourist destination depending on its location
and topography.
 State of the local economy options of alternating development
 Availability of local manpower a dynamic population
 Whether the area is all-embracing for future expansion or only limited expansion
is probable.

“Example of an in-depth research by means of a Destination Visitor Survey in

Australia Publication date: February 2008 (ABN 99 657 548 712). This italicised
content can also be seen on http://www.tourismnt.com.au/en/research/in-depth-research
website and mentioned just for educational purpose and to show the importance of in-
depth Research. The entire coloured text background is the work of tourism NT
established as a commission by the Northern Territory Government under the Tourism
NT Act 2012 (Australia).
 In 2006-07, Tourism NT and Tourism Research Australia commissioned Nielsen
Research to undertake a series of Destination Visitor Survey projects across the Northern
Territory (NT).
The results from these projects highlighted areas requiring further investigation,
particularly in respect to visitor experiences and expectations of Indigenous culture.
Between May and October 2007 respondents from the original destination surveys were
re-contacted and invited to participate in either an in-depth qualitative interview or
detailed quantitative online survey.
In total 288 online surveys were completed and 12 in-depth interviews were obtained.
Respondents were from the following four visitor groups:
• International backpackers
• International non-backpackers
• Interstate fly-in visitors, and
• Interstate self-drive visitors.
INFORMATION SOURCES
• The majority of respondents (76%) reported seeking information about Aboriginal
people and culture prior to travelling to the NT which was usually available. Information
on ‘how to visit an Aboriginal Community ‘was less easy to find compared to most other
information sort by respondents. The internet and travel guide books were the most
popular sources of information prior to travel, with word of mouth also rating highly.
• Interestingly, a larger number of respondents (84%) sought information on Aboriginal
people and culture during their trip. This indicates that providing information at the
destination is critical. The most popular source of information while travelling were
Visitor Information Centres followed by Local Visitor Guides
VISITOR EXPECTATIONS
• The respondents had a high level of interest in Indigenous people. Nine out of ten
respondents (91%) expected to meet and interact with Aboriginal people when visiting
the NT.
• Most of the respondents (77%) stated it was important for them to meet and interact
with Aboriginal people when visiting the NT. International visitors placed greater
importance on this activity than domestic visitors.
• Of those respondents who rated the opportunity to meet and interact with Aboriginal
people as important, 73% were ‘satisfied’ with their experience while 27% were
‘dissatisfied’.
• The top experiences which respondents were ‘satisfied’ with were: ‘Visiting a
museum/cultural centre’; ‘Listening to an Aboriginal Guide explain methods of hunting,
fishing and survival’; and ‘Observing Aboriginal art and paintings and reading the story
behind the art’.
• The top experiences which respondents were ‘dissatisfied’ with include: ‘Experiencing
Indigenous health and wellbeing’; ‘A tour of an Aboriginal community’; and ‘Learning
and participating in the preparation of Aboriginal foods’.
• Visitors expect to experience an ‘All encompassing’ Aboriginal cultural experience that
is authentic and genuine. That is. ‘To visit Aboriginal land and meet local communities’
and ‘To see Aboriginals in their traditional settings’.
• Visitor information from television, books and past experiences in other cultural
tourism destinations strongly influence the expectations of travellers to the NT.
• International visitors are much more likely to have used books to form expectations
regarding interacting with Aboriginal people compared to domestic travellers.
ISSUES
• Despite extensive information searches prior to travel, the ‘lack of information in
knowing where to go to meet and interact with Aboriginal people’ was a major issue.
• Other notable issues include: the ‘remoteness of Aboriginal communities’; and the lack
of ‘personal confidence with Aboriginal people’.
• International backpackers expressed a higher level of anxiety over interacting with
Aboriginal people than did international non backpackers or domestic visitors.
INTEREST AND EXPERIENCES
• Aspects of Indigenous culture that were of most interest to the respondents included:
‘observing Aboriginal art and paintings and reading the story behind the art’; followed by
‘visiting a museum/cultural centre’; and ‘learning about the Aboriginal belief system and
their relationship with the land”.
• The most common cultural activities experienced by the respondents were: visiting a
museum/cultural centre (82%), followed by observing Aboriginal art and paintings and
reading the story behind the art (74%).
• About half of the visitors interviewed engaged in ‘learning about the Aboriginal belief
systems and their relationship with the land’, and ‘hearing stories and legends of
Aboriginal culture’.
• Overall International visitors particularly expressed interest in ‘a tour to an Aboriginal
community’. This provides a potential area of opportunity to develop additional
Indigenous experiences.
• Another potential area of opportunity for both domestic and international visitors was
indentified through high levels of interest in having an Aboriginal guide explain
Indigenous methods of hunting, fishing and survival.
SATISFACTION
• Overall, there were relatively high levels of satisfaction with individual Aboriginal
cultural experiences and the experiences with the highest satisfaction levels were those
that were of most interest to tourists.
• The most satisfying cultural activity was ‘listening to an Aboriginal guide explain their
methods of hunting, fishing and survival’. In contrast; ‘experiencing Indigenous health
and wellbeing’ had the highest level of dissatisfaction.
• Overall visitors identified the issue of alcohol abuse and social problems in Aboriginal
communities as the main negative cultural experience.
• Overall, visitors typically identified interacting with Indigenous people as their best
cultural experience. These included taking part in an Aboriginal guided tour, a guided
walk around Uluru, followed by, meeting and speaking with local Aboriginal people.
Other notable highlights include visiting Kakadu National Park, and learning about and
seeing Aboriginal customs, history and traditions”.
 6. Destination Planning – Analysis Phase

The in-depth research plays an important role in destination planning but recording of
information can alone not bring good development unless the information is analysed
properly. Analysis helps so comprehensively understanding a tourist destination by
understanding the core elements of the destination. The data collected by the means of
the in-depth research in analysed qualitatively and quantitatively. Several analyses can be
made from the data collected through research. It also helps to analyse the deficiencies
present in the destruction system. It also helps to understand the problems existing in the
destination. It helps us in object framing in tourism with regard to a destination.

Tourism destination planning is an area which involves considerable amount of

research and analysis and summarized in the following sub-sections of Destination
Planning:
 Situation Analysis.
 Planning Process.
 On-going Engagement.
1) Situation Analysis: - Is the most initial step for effective tourism planning. As it
helps in analysing the real situation existing in a tourism destination. It tries to
analyse the actual scenario of a tourism destination. This analysis can be easily
done by comparing it with agreed benchmarks. The agreed benchmark helps to
analyse the various factors of the destination against some standards. Situation
analysis helps in analysing and understanding the environment in which a tourism
destination operates. It helps the destination managers in recognizing the basic
factors that will control how a tourism destination should be developed, marketed
and managed over time. It is an important step of destination planning and helps
in strengthening the implementation stage, where the strategic direction for a
destination is committed to action. It is primarily the market analysis and helps in
analysing on site (constructed, natural, and perpetual) and off site (vicinity land
use and characteristics) factors.
2) Planning Process: - Follows the situation analysis of a tourism destination. This
planning process is based on sustainable, integrated, co-ordinated and
 implementable approaches. It involves study preparation determination of
objectives survey of all elements, assesses and synthesis, plan and policy
formulation, financial planning, HR planning etc.
3) Ongoing Engagement: - Refers to monitoring of the progress of a plan by
insuring that the tourism plan is working in according to the objectives laid down.
It helps in detecting problems and taking remedial measures, so that the problems
are solved. This step is an integral and important part of planning process and
helps to monitoring the progress of a plan. Destination planning involves
conceptualization, background analysis, in-depth research, analysis phase,
synthesis phase preparation of position statement followed by objective settings
goal setting strategy, planning tourism project feasibility study.
The effective analysis of destination planning provides best available knowledge
which further helps in effective destination planning. The analysis of in-depth
researches helps in following way

 It helps in understanding the various prospective of the destination

 Helps in coordinated approach based on clearly defined processes and frame wok
 Helps in accepting of existing internal and external circumstances of the
destination
 It gives a healthy understanding of tourism supply and demand forecast for the
destination
 Gives a planned route to the destination by establishing a vision , mission, goals,
strategies, actions, brands and positioning
 Result in development of key planning, planning for destination management,
continuing research, planned marketing, risk identification and managing

The tourism trade functions in a continuously shifting environment that is influenced by a

broad range of global, national, regional and organizational trends. An understanding of
the shifting environment should direct destination planning and management. A study
should contain consideration of the:
Internal Environment – comprises of an evaluation of the strengths and weaknesses of
the destination, admission to human resources and funding, knowing the stakeholder
network, the destination life cycle, vital problems and challenges, and the development of
potential and appeal of the destination.

External Environment – comprises of an evaluation of the macro and micro environment

trends (economic, political, social and environmental) at a global, national and regional
level that may influence on the destination. This comprises identifying future dangers and
chances, study of the competitive characteristics of the destination and potential
contenders.

It also helps in SWOT study which stands for strengths, weaknesses, opportunities and
threats. Strengths and weaknesses define the internal factors existing in the destination
while opportunities and threats tells about the external factors.

Strengths: - Strengths of a destination helps to identify positive internal characteristics of

the destination. The strengths of a destination are a indicator of the good health of the
destination such as infrastructure, scenic beauty, picturesque location, skilled man power
good means of transportation etc.

Weaknesses: - Just like strengths weaknesses also tell about the internal environment
present in the tourism destination system. They help us to realize the aspects of
destinations which need improvement. Proper utilization of money, time and other
necessary sources can help to overcome the weaknesses present in the destination.

Opportunities: - Opportunities are positive possibilities for a tourism destination that

exists in the outside environment an opportunity in tourism destination planning helps to
develop new tourism products to incase the latent hidden potential of the destination.
Taking hold of opportunities and action fast is a important aspect in strategic planning of
tourism destination. High demand, positive consume trends; changes in social land square
are some of the opportunities which can bring prosperity in some tourist destinations.
Threats: - The threats can be compared to opportunities as they are not in the control of
the destination planners, however their knowledge can help to prevent losses. Wars,
political instability, corruption, nepotism are some of the examples in destination
planning.

Tourism Planning has the following significance:

 A tourism plan and development programme can instruct guidelines in those areas
for developing this sector.
 All the elements & components are developed in an balanced manner to present
tourism as well as the necessary needs in a society.
 Softly combining of the tourist markets and products with the help of the planning
process. But this combining should be done without compromising environmental
and socio-cultural goals in fulfilling market demands.
 Planning can bring different types of direct and indirect economic benefits.
 Planning can also generate different socio-cultural benefits to fulfil cultural
conservation objectives.
 Planning can be used to improved and reconstruct present outmoded or poorly
developed tourism destinations. With the help of planning process, new tourism
destination can be planned to give opportunity for future flexibility of
development.
 Expansion of tourist attractions, facilities, and infrastructure and tourist visits
generally has positive and negative impacts on the physical environment.
 Proper planning is needed to find the optimum type and level of tourism that will
not result in environmental depletion.
 Through proper tourism planning one can fully utilise tourism as a resource to
achieve environmental conservation goals.
 Correct type of planning can guarantee that the natural and cultural resources for
tourism are definitely maintained and not damaged or degraded in the process of
development.
 Encouraging specialized training facilities.
  Reaching controlled tourism development needs special organizational structures,
promotional strategies and advertisement programmes, laws and regulations, and
financial measures.
7. Summary

Tourism can be developed and managed with planning or without planning. But it is very
important that the type and range of tourism is apt for a particular tourism destination or
not. Here, the sustainability factor in a destination plays a crucial role in tourism
development. Hence, effective destination management is the requisite to develop a
tourist area, so that the various resources of the place can be utilized in an effective and
efficient way without damaging the interests of the local community which may be
social, economic and environmental. Conceptualization in destination planning is the step
vital and achieved after situation analysis. Every destination planning is preceded by a
conceptual structure. Conceptualization takes into accounts the designing of sites and
attractions. This approach is an improvement over the traditional approach as it helps in
understanding the interrelationship of tourism sites and their surroundings. It helps in
sustainable development which is need of the hour. It also takes into consideration a
design criterion which includes functional criteria, integration with early plans, host
experience, visitors experience, suitable activities, authenticity, and marketability and off
course the sustainability.

The next step after conceptualization is the background analysis of the tourism
destination. It is an important aspect as it helps to analyse the destination critically and to
evaluate destination from the aspect of tourism activity. The background analysis the
environment, demographics, customers, sector specific tends, and the frame work which
is present in the tourism destination. The background analysis helps us to understand the
destination in terms of on-site factors and off-site factors. The in-depth research in
destruction planning involves the research of the destination which is hidden and cannot
be seen. It is different from the background analysis in terms of its nature and involves
answers to some hidden questions of the researcher. It involves the analysis of the
destination in terms of internal and external aspects.
The in-depth research plays an important role in destination planning but recording of
information can alone not bring good development unless the information is analysed
properly. Analysis helps so comprehensively understanding a tourist destination by
understanding the core elements of the destination. The data collected by the means of
the in-depth research in analyzed qualitatively and quantitatively. Several analyses can be
made from the data collected through research.