Tourism planning

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Tourism planning

• Types of planning
• Short range
• 1-4 years
• Long range or strategic
• 5-10 years or longer
• Continuous

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Planning process

• Background information inventory
• Goals
• Theme development
• Objectives
• Prioritize recommendations
• Action plan
• Evaluation strategies
• Write plan
• Implement plan
• Evaluate implementation

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Planning process

• Background information inventory
• Goals
• Theme development
• Objectives
• Prioritize recommendations
• Action plan
• Evaluation strategies
• Write plan
• Implement plan
• Evaluate implementation

Get feedback throughout the process!!
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Planning process

• Background information inventory
• Goals
• Theme development
• Objectives
• Prioritize recommendations
• Action plan
• Evaluation strategies
• Write plan
• Implement plan
• Evaluate implementation

Adapt it for your planning area!!
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1. Background Information

• Issues constraints
• Concerns of residents
• Inventory
• Marketing analysis
• Local decision makers, government agencies,
  NGOs to be involved

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Example Issues constraints

• Potential existing issues/constraints
• Environmental impacts
• Social impacts
• Economic impacts
• What are some existing issues and constraints for
  the Town of Eden?

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Example Resident concerns

• Protecting and improving water quality
• Maintaining small town atmosphere
• Protecting natural cultural resources
• Developing a sustainable economy
• What are some concerns of residents of the Town
  of Eden?

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Example Inventory

• Resources
• Attractions
• Facilities services

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Example Marketing analysis

• Market identification
• Visitor interests needs
• Group composition
• Visitor area of origin
• Education
• Gender
• Length of stay

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Example Marketing analysis

• Market position
• What is the market position of the Town of Eden?

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Example Public participation

• Who are the following for Eden?
• Local decision makers
• Government agencies
• Non-governmental organizations
• Residents

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2. Goals

• The end product resulting from implementation of
  the tourism plan.
• Goals should be
• Specific
• Attainable
• Feasible

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Example Goal

• Goal
• To increase by 25 over the next five years CNEs
  program audience. (NOTE CNEs program audience
  in 2002 was approximately 20,000 people.)

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Goal?

• Write a goal for our tourism plan for the Town of
  Eden Farm Museum.

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3. Theme development

• The concept or idea that...
• unifies the attractions and resources in an area
  AND
• that you want visitors to leave with.
• Themes are written in sentence format and are
  used for staff purposes only!
• The theme should reflect the marketing position.

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Example Theme

• Central New York is a rich and dynamic mixture of
  landscape narratives that reveal opportunities
  for an individual and collective sense of
  belonging, understanding, stewardship, and
  celebration of the evolving natural world.
• CNE theme

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Theme?

• What concepts do we want to communicate to
  visitors of the Town of Eden Farm Museum?

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4. Objectives

• Objectives Recommendations
• Statements that clearly identify how goals will
  be accomplished.
• Objective statements should include
• WHO - WHAT- WHERE - WHEN - WHY

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Types of objectives

• NOTE Objectives Recommendations
• Regional (linkages between attractions
  facilities)
• Site
• Marketing, promotional, interpretive
• Contingency

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Example Goal objective

• Goal To increase by 25 over the next five years
  CNEs program audience. (NOTE CNEs program
  audience in 2002 was approximately 20,000
  people.)
• Objective For CNE to increase and enhance
  program publicity and visibility in the Central
  New York area by enlarging the distribution of
  The Overlook newsletter to 1500 (from 1000)
  within 5 years.

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Objective?

• Write an objective for our tourism plan for the
  Town of Eden Farm Museum.

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5. Prioritize recommendations

• Prioritize by
• Necessity (infrastructure first, promotion later)
• Budget
• Staff capacity
• Visitor needs
• Accomplishment of goals

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6. Action Plan

• A detailed account of how you will implement your
  objectives.
• Includes
• Steps involved
• Person/Organization responsible
• Timeline for completion
• Potential funding sources

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Example Action plan

• Objective
• Enlarging the distribution of The Overlook
  newsletter
• Steps Research identify organizations
  schools not affiliated with CNE in the Central
  NY area
• Who CNE staff
• Completion 3 months
• Budget CNE (staff responsibility)

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Action plan?

• What step(s), personnel, and timeline are needed
  to accomplish the objective you have written?

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7. Identify evaluation strategies

• Identify evaluation monitoring strategies
  before plan is implemented!

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Example Evaluation

• Goal
• To increase by 25 over the next five years CNEs
  program audience. (NOTE CNEs program audience
  in 2002 was approximately 20,000 people.)
• Evaluation strategy
• Collect attendance data for programs annually.
  Identify if an increase of 1,000 people per year
  is occurring.

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Evaluation strategy?

• Write an evaluation strategy for the goal you
  have written for the town of Eden Farm Museum.

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8. Write plan

• Introduction
• Area assessment enhancement
• Facility/service assessment enhancement
• Marketing, promotions, interpretation
• Evaluation
• Public participation support
• Recommendations
• Conclusion

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8. Write plan

• Introduction
• Area assessment enhancement
• Facility/service assessment enhancement
• Marketing, promotions, interpretation
• Evaluation
• Public participation support
• Recommendations
• Conclusion

Assessment report
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8. Write plan

• Introduction
• Area assessment enhancement
• Facility/service assessment enhancement
• Marketing, promotions, interpretation
• Evaluation
• Public participation support
• Recommendations
• Conclusion

Recommendations report
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9. Implementation

• The hardest step of the planning process!
• What holds up implementation?
• Budget constraints
• Time constraints
• Lack of staff or volunteers
• Lack of leadership
• Political issues

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10. Evaluate implementation

• Use evaluation strategies identified in step 7 to
  monitor evaluate the implementation of plan.
• Evaluation should occur at scheduled intervals
  (e.g., every 3 years).

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Any questions?