Tourism Policy Planning and Development multiplier effect as other local economic sectors, such as agriculture, retort to

Mr. John Zagala | 1st Semester | Joyce Sagun tourism’s demand for a wide range of linked products and services. A similar
effect is discussed with reverence to employment, wherein the labor-intensive
UNIT 6: APPROACHES TO TOURISM PLANNING AND DEVELOPMENT tourism industry would provide a large number of direct and indirect jobs
LESSON 1: TOURISM PLATFORMS suitable particularly for largely unskilled labor forces. Tourism is additionally
regarded as a stimulus of economic development in peripheral regions
This module covers the different tourism platforms, the theories of tourism development, experiencing stagnation or decline in the primary sector but lacking the
key principles and strategies of sustainable tourism, and the different approaches to potential to accommodate large scale industrialization or other alternatives.
tourism planning. b) Purported social and cultural benefits - augment the economic arguments
that dominate the Advocacy Platform. One of these is the idea that tourism
Planning is the process of thinking about the activities required to achieve the desired promotes cross-cultural understanding and, ultimately, world peace, through
goal. It is the primary activity to attain the desired results. It comprises the conception direct contact between host and guest. Moreover, tourism offers an incentive to
and preservation of a plan, such as psychological aspects that necessitate conceptual conserve a destination’s distinctive environmental, cultural, and historical
skills. Therefore, planning plays a vital role in the creation and development of a tourism assets, from which a part of the revenue can be allotted for ongoing renovation
site. This module will address all concerns on what approaches are appropriate in and conservation purposes
planning a possible tourism site.
2. Cautionary Platform – This platform argues that unregulated tourism development
Abstraction: eventually culminates in unacceptably high environmental, economic, and socio-cultural
The Jafari’s ‘platform’ model provides a useful framework for understanding the costs for the residents of destinations, who have the most to lose as a result of these costs.
emergence and development of sustainable tourism. It emphasizes that all four platforms It views tourism as a bad thing and decries the negative effects of mass tourism that the
coexist within the contemporary tourism sector. advocacy platform has endangered.

1. Advocacy Platform – This platform is characterized by strong support for tourism as a) Economic costs. While the supporters of the Advocacy Platform said that
it has a positive and uncritical attitude toward tourism. The platform sees that tourism tourism generates revenue, the supporters of the Cautionary Platform raise an
always has benefits to various regions of the world and emphasizes on market-product issue about economic costs in that in the tourism industry, the multiplier effect
equation vs. host communities. The appearance and dominance of this protourism is minimal or non- existent due to revenue leakages associated with local
perspective (platform) in the 1950s and 1960s reflected the convergence of several economies too weak to generate meaningful linkages with tourism. Moreover,
facilitating factors during that era. These included: tourism employment is criticized as constantly:
▪ low wage
-The emergence of a strong middle class in the more developed world with a ▪ part-time
growing tendency to travel for recreational purposes (search for foreign culture, ▪ seasonal
search for nature/ naturalism, wild and escapism, social esteem/ ego ▪ lack of employee benefits
enhancement) ▪ lack of opportunities for upward mobility (better social status
travel is a form of consumption; - The return of peace and stability to much of and living quality).
the world after World War II, and the Korean War; b) Socio-cultural and environmental costs. In the socio-cultural arena,
The introduction of technological inventions that condensed the actual cost of supporters of the Cautionary Platform contend that tourism is just as likely to
travel, creating more destinations reachable to a larger market. foster misunderstanding and conflict, rather than harmony and world peace, due
to the cultural divide and disparities (gap) in wealth that often occurs between
Tourism, particularly for the newly independent but underprivileged countries of the host and guest and to the in-situ nature of tourism consumption.
South, was touted as a benign avenue to economic development that would be sustained c) Destination life cycle model. The well-known destination life cycle model of
by an unlimited supply of tourism assets such as beaches, local culture, and scenery Butler (1980) may be regarded as the culmination of the Cautionary Platform
a) Economic benefits - The extensive economic influences for tourism that dictate given its contention that unregulated tourism development eventually
the advocacy platform literature include the generation of direct revenues, but undermines the very foundation assets that support the growth of a tourist
also considerable indirect revenues recognized through the succeeding vigorous destination in the first instance
 Contrasting tourism contentions of the advocacy and cautionary platform Tourism Development Theories

Advocacy Theories:

1. Laissez-Faire Theory – Laissez-faire is French for “leave it be”. This theory is

recognized as a substantial economic theory. The government does not interfere
in terms of policy strategies, principles, procedures, code, and standards.
2. Modernization Theory – accepts that tourism contributes to the economic
growth and development of “traditional societies” into modern ones.
3. Trickle-down Theory – Accepts that any form of economic growth will lead
to the development of the living conditions of everyone.
4. Neoliberal Theory – Government has insignificant involvement. Admits the
notion of government regulation but discards government opposition with
private sectors.

Cautionary Theories:

1. Dependency Theory – The first world countries exploit Third World countries.
Third worlds depend on the developed countries
2. Irridex Theory – is about the social impacts of tourism. It states that residents’
outlooks towards tourism will fade over time.

LESSON 3: PRINCIPLES AND STRATEGIES OF SUSTAINABLE TOURISM

UNWTO defines sustainable tourism as “tourism that takes full account of its current
and future economic, social and environmental impacts, addressing the needs of visitors,
the industry, the environment, and host communities”.
3) Adaptancy Platform – The Cautionary Platform recognizes the potential negative The guiding principles and strategies of sustainable tourism development as follows,
impacts on tourism but does not articulate models of tourism that would avoid these divided into three key phases.
effects and realize the array of benefits described by the supporters of the Advocacy
Platform. The platform suggests one of the adaptations, which is ‘alternative’ modes of 1. Holistic. A holistic approach takes into account all impacts and
tourism activities that are positive for host communities (alternative tourism) (e.g. relationships within the tourism sector itself and considers tourism
homestays). Alternative tourism means that it is an alternative to mass tourism. may affect public policies.
2. Multi-stakeholder engagement. Tourism development must ensure
4) Knowledge-based Platform – This platform presents that all scales of tourism have buy-in (support) from the community by providing an opportunity for
positive and negative impacts. This platform was inspired by emerging notions of every sector to have a voice in the decision-making process from
sustainable development where a holistic, systematic approach is needed to utilize planning to the operational stage.
rigorous scientific methods to compile the knowledge needed to properly assess 3. Long-term perspective. Tourism must be developed with full
(evaluate) and manage the tourism sector. consideration of the resources that are required to keep projects viable
in the long-run. Planners must be aware that tourism once started will
5) Social Justice Platform – It holds participatory practices concerning open dialogue,
have far-reaching positive or negative consequences to the community,
resource distribution, equity, pro-poor planning, and gender sensitivity. Tourism planners
which may be irreversible.
as an agent of positive change.
4. Address both global and local impact. These two levels of impact
LESSON 2: THEORIES OF TOURISM DEVELOPMENT affect each other. For example, local health issues can spread and
become pandemics that restrict international travel. The bombing of
 the World Trade Center is a perfect example of how seemingly local Enhanced community quality of life
events can have ramifications on global tourism. o There should be a balance of social, economic, and environmental
5. Sustainable consumption. Sustainable tourism must also involve goals.
modifying tourist consumption behaviors to ensure the viability of the o Tourism planning must enlist the cooperation, assistance, and inputs
planet. For example, tourists must not buy souvenir products that are from constituencies.
delivered from endangered animals, such as ivory ornaments or o The roles of various tourism entities must be clarified.
shark’s fin dumplings. o Slow-paced indigenous tourism is best.

Developing the Approach Planning Process

1. Polluter pays principle. This means that those who cause negative impacts on 1. Planning must be systematic and integrated.
the environment must shoulder the cost of mitigating or adapting to the damage 2. A Market-supply match is essential.
caused by their actions. 3. Capitalize on the special attributes of an area.
2. Precautionary principle. Before any tourism project ensues, there should be a 4. Not all areas are sustainable for tourism development.
careful assessment of its impacts. Measures must be put in place to prevent 5. Planning is a continuous process.
expected damage, rather than to act on to it after the damage has occurred. 6. Natural and cultural resources provide the foundation (for tourism
3. Life cycle-perspective. Tourism development must consider impacts over the development) but they have capacity limits. Thus, they should be protected
entire life-cycle of tourist attraction. This includes considering the resources to through careful site design and management.
be used during the initial phase of development, siting and design, development
Tourism Development
and construction, all inputs to its operation, and disposal and after-use
implications. Urban and rural areas depend on each other for tourism growth.
4. Considering functional alternatives. Choose the option that can provide the Clustering is superior to dispersal because it facilitates better crowd control,
best return for the investment and at least damage to environment and culture. more efficient use of infrastructure, and results in time-saving for tourists.
5. Respect limits. Tourism resources are finite. This applies to the area where Services depend on attractions. Develop tourist attractions first, then provide
tourism takes place. An island destination has a fixed area and cannot be the services needed by the tourists.
expanded to accommodate an ever-increasing number of tourists. As such, Transportation requires special planning; engineering and technology must be
limits must be established to ensure ecological protection, community welfare supplemented with an understanding of travel market segments.
and visitor satisfaction, among others. Short-stay and longer-stay tourism should both be developed as they
complement each other. Short-stay tourists engages in passive activities in tour
Ensuring Ongoing Progress
circuits while longer stay tourists engage in repetitive and active pursuits
1. Adapt to changes. Tourism planners, being sensitive to external environment,
Tourism Planning Needs (Circa 1988)
must put in place risk management strategies to handle shocks and crises.
2. Monitor with the use of indicators. Indicators provide evidence of changes The need for research, training, and education. Learning about tourism should
over time upon which adjustments to policies and actions can be based. start at an early age for people to learn about the opportunities presented by
Indicators, which are not limited to tourist arrivals and tourist receipts, may be tourism and how they can fully enjoy tourism and avoid the negative effects.
developed to capture the impact of intervention on the destination or specific There is a need for creativity and innovation to cope with the ever-changing
sectors. trends. Tourism planners should try new concepts.
Tourism must be flexible. Rigid planning can take away the joy out of tourism
Planning Policy Directions
experiences, which is an expression of individual freedom. Tourism planning
The (tourism) development policy must emanate from the national level. must foster individuality and personal satisfaction that can only be derived from
o economic benefits traveling. For tourism to be sustainable, the government should undertake the
o high-quality visitor satisfaction following measures according to McKercher (2003).
o sustainable utilization of natural and cultural resources
 Establish national tourism objectives that reflect the unique character, 11. Eco-Tourism Approach – Form of sustainable tourism within a natural and
opportunities, and constraints in a destination. cultural heritage in which community participation, protection and management
Develop a shared vision of what type of tourism is wanted and how to achieve of natural resources, culture and indigenous knowledge and practices,
that goal. environmental education, and ethics.
Establish a policy framework to achieve those objectives.
Develop a collaboration with others, guidelines, policies and practices for both UNIT 7: INVOLVING THE COMMUNITY IN TOURISM DEVELOPMENT
new tourism projects and the management of ongoing tourism activities. While LGUs have primary responsibility for tourism in their jurisdictions, the tourism
Work with the educational institutions and other organizations in education, industry is a multi-sectoral collaboration involving various stakeholders in the locality
training and development programs.
Provide a longer-term commitment to move from the current situation to a more A Tourism Planning Committee (TPC) should be created under the Local Development
attractive future position. Council (LDC) which should make sure that the plan will be adopted. While the local
Sanggunian (the local legislative body), should also be represented to help secure the
LESSON 4: APPROACHES TO TOURISM PLANNING approval of the plan.
Planning can be used to improve and regenerate existing outdated or underdeveloped The LGU should also make sure that women are well represented in the team.
tourism areas. This lesson will discuss the different approaches to tourism planning and
development. The local Tourism Council also plays a vital role in shaping the local tourism and be part
of the committee.
Approaches to Tourism Planning and Development
WHO MAY COMPOSE THE LOCAL TOURISM COUNCIL?
1. No Planning – Planning is unnecessary. Tourism may not be seen as a
significant industry Local Chief Executive
2. Ad-Hoc Planning – Planning only as needed (e.g. preparing a town fiesta). Tourism Council (private)
3. Integrated Tourism Planning – Planning is developed and planned compatible Tourism Officer
with existing economic activities and the values of the local residents. Local Planning and Development Coordinator (LPDC)
4. Boosterist Approach – Perceives tourism as a positive force for economic Sanggunian Representative for Tourism
growth. Its main objective is to maximize tourism income through mass Local Agriculturist
tourism. People’s organization in the tourism areas
5. Product-led Development - “Build it and they come it” Women’s organization involved in tourism
6. Spatial Planning Approach - It emphases on “destination” layout and design NGO working in tourism
and breaks down tourism into spatial units: Academe
a. Site scale (planning at the level of individual tourism property like DOT-Regional Rep
hotel, resort, or restaurant) DILG-LGOO Local Government Operations Officer
b. Destination scale (planning tourism in a community and its DENR Rep
surrounding areas PNP
c. Regionalscale (planning level of province, region, and country) Disaster Risk-Reduction Management Council (DRRMC)
7. The demand-led Approach is the “Know the customer and satisfy them”. Transport Sector
8. Bureaucratic/ Government-led Approach – Puts the government at the center Protected Area Superintendent (PASU) if NIPAS area is located in the locality
of planning and development. Government action refers to infrastructure, Other sectors
provision, marketing, promotion, education, and research.
HOW TO GO ABOUT THE TOURISM PLANNING PROCESS
9. Middle Path Approach (Bhutan Model) – Opposite of boosterism is low
volume, high yield tourism. Strict control of the volume of tourism. Once the Tourism Planning Committee has been formed, the tourism planning process
10. Environmental Approach – Tourism development is endowed with natural may begin.
attractions of outstanding beauty, beyond the reach of commercialism.
Start with the recognition of the situation and possible issues in the project. You may k. Relevant policies
ask the committee: Why do we need tourism development? And what are the available
data and information that we can put to use Step 5: Analysis of Secondary and Primary data

Analysis of the data gathered from the survey should be the next step in the planning
process. Such analysis may involve the following:

a. Market Analysis (following the Ps of marketing)

b. Impact Analyses on the economy, environment, social and cultural aspects,
Step 1: Recognition of the Situation and Possible Issues in the Project - Recognize local government, business, and community among others that are affected by
whether the area or project is under what authority. If it is under government, private, or the development
community-based where tourism development would be Recognize whether the area or
Step 6: Initial Policy and Plan Formulation - The results from the analysis may prompt
project is under what authority. If it is under government, private, or community-based
the committee to recommend some policy revisions or proposed policies that may answer
where tourism development would be
the need of the area being developed.
Step 2: Setting of Objectives and Goals
Step 7: Recommendation - The proposed plans of action for development will be
A clear understanding of what is needed to be achieved by the development should be reviewed and preferred proposals may be chosen for implementation. After this, the
established. Some of the major objectives may include: completed proposals will be submitted for the approval and implementation of proper
authorities by the committee
To preserve the culture and preserve natural resources
Maximize foreign exchange or earnings Step 8: Implementation - Various methods of implementing the tourism development
Encourage the use of tourism for economic and cultural development plan may be considered throughout. Some projects or programs may be implemented
Promote domestic and international tourism through policies and programs simultaneously or one after the other. A timeframe may also be created to see how the
Attract tourist arrivals and spending in the area plan may be implemented according to their target beginning dates to their deadlines
Increase employment generation while others may consider the proponents who will implement the plan.

Step 3: Survey Existing Data - A database of existing attractions, demographic profile Step 9: Monitoring and Evaluation - The approved tourism development plan should
of the population, history and probable number and type of tourists coming over to the be closely monitored and evaluated to identify the presence of deficiencies in the plan or
area are samples of data that the tourism planning committee can make use of for further difficulties in its implementation. This is necessary to know whether the development
planning. This is a good indication of progress and development that may be brought plan is working effectively according to the goals and objectives set by the committee.
about by the development plan being implemented.
UNIT 8: PROJECT PLANNING
Step 4: Implementation of New Survey
LESSON 1: WHAT IS PROJECT PLANNING?
A survey of the following may be added to the existing database:
What is planning? Planning is a process of setting goals or objectives and the means to
a. Tourism characteristics achieve them. It helps you to deal with situations in an advanced way so you will make
b. Tourism attractions the right decision. It also involves logical thinking and rational decision making.
c. Accommodation facilities
Characteristics of Planning
d. Other tourism facilities
e. Land available for use 1. Managerial function. The management's responsibility is to provide the
f. Economic structures following like staffing, directing, and controlling in doing the project.
g. Education and training needs of the community 2. Goal-oriented. Defining the purpose is vital as it will help you to decide what
h. Environmental Situation appropriate action plan to do.
i. Investment and capital 3. Pervasive. It is persistent in any level of organization
j. Public and private organizations
 4. Continuous process. There is a specific term in every plan; it could be for S-et go!
months, quarter or a year, etc. It is an ongoing process because after achieving S-pend time wisely
the first plan in the first period, it is followed by another plan considering the
present and future condition of the organization. In Tourism Planning and Development, project planning is the main focus. It introduces
5. Intellectual process. It involves the application of what you think, forecast, desired changes in a particular location for improvement. A project must have the
predict, etc. following characteristics:
6. Futuristic. It analyzes the sneak peek of the future so the organization can a. It should aim to achieve a specific objective;
overcome the challenges which about to come. b. Duration of completion and budget is considered;
7. Decision making. A decision is a course of action to reach the goal. It should c. Stakeholders from different background are present;
be for the betterment of everyone. d. It is unique and never done by anyone before.
What is a project? A project refers to a series of activities to bring about specific LESSON 2: WHAT IS SITUATIONAL ANALYSIS?
changes within a defined period and a limited budget. It can be used to put the desired
changes to improve a particular situation. A planning method that aims to analyze or assess the current situation of the place to be
developed is called the Logical Framework Approach (LFA). It needs to be considered
Project Cycle Management before taking any course of action in a place to be developed. To understand the situation,
It is known as "Plan-Do-Check-Act Cycle (PDCA). It is a method used by the the project manager must use the process called situational analysis. It is also referred
government and private sectors and is commonly used to improve ongoing to as environmental scanning or scoping. There are two main tasks, namely;
projects for both continuous and future. problem/dream analysis and resource analysis. Problem analysis means the existing
In laying out good plans, this method can be used by the organization. It issues or dissatisfaction in the place, while resource analysis defines what is available to
involves four steps: first is to assess the environment with its opportunity to be solve it.
developed. Secondly, after getting the place's potentials, choose where you will
focus and set the specific objectives. The third step is to list all possible ways Inventory of Resource Analysis
to achieve the goals until you select the best. And the last step is to draft a
In tourism planning, a tourism system must be identified first. It is categorized into three;
detailed plan on how, when, and how much the project will cost. Finally, a self-
tourism resources, tourism organizations, and tourism market.
evaluation must accomplish to be able to draw the feasibility of the project.
1. Tourism Resources. Identifying the components of tourism like attractions,
Activities under each step are as follows:
accommodation, accessibility, and amenities will be some consideration in
Plan: Inventory of Tourism Systems, Stakeholders analysis, Problem Analysis, making decisions for the project. Providing the detailed figure for each element
Objective Analysis, Alternative Analysis, Developing the Logframe, Activity will affect as well.
Scheduling, Resource Scheduling. 2. Tourism Organizations (stakeholder analysis). Stakeholders refer to people
who are interested in investing in the project. It includes the government sector,
Do: Implementation and monitoring. private firms, individuals (tourists or local community), or organizations. The
Check: Evaluation steps in stakeholder analysis are as follows:
a. Identify the stakeholders;
Act: Results Improvement b. Identify their roles and interest;
c. Identify their needs and wants;
Steps in Planning (According to Winnie-the-Pooh) d. Identify the resources; and
S-elect a dream e. Identify which stakeholder should serve as an implementer
U-se your dream to set a goal 3. Tourism Market. Without tourists, tourism businesses will never exist.
C-onsider resources According to its purpose, the market can be classified: origin, age group,
C-reate a plan income, preferences, whom they are with when traveling. Good market research
E-nhance skills will help a business to get more possible clients. Market research refers to a
systematic gathering of information to understand the target market better.
 Tourism products must match their needs and wants. Objectives of market 5. Value Chain Analysis. Mainly states that the suppliers and values that add to the
research are the following: product pass through each of them. In the Tourism Industry, the value chain is the tourist's
a. To identify if the products/services resemble the wants of the market; overall experience from the arrival to departure.
b. To improve existing products/services;
c. To help make new products/services; 6. Sandwich Method. A method that uses constructive criticism means putting the
d. To consider pricing strategy; and negative comment between the two positive ones. In doing this, first, list what has been
e. To determine what marketing strategy is effective achieved or what is available. Then, discuss the issue, and lastly, recommend to address
the issue.
Other Assessment Tools for Resource Analysis
Problem (Dream) Analysis – The word "problem" is contrasted with the word
1. Checklist. During the site inspections, a checklist can help. It serves as a reminder of "dreams" in terms of usage and meaning. Asking people about what they wish
what the planner must look for in the destination. It provides two choices, either existing they have is better than asking their problem. Problem analysis is an essential
or absent. Example: step after doing the resource analysis in analyzing the current situation of a
place to be developed. Using a tree-like diagram called "Tree of Dreams," the
Unique animals: ____________ causes and effect of perceived needs and wants are presented. The following
Unique plants: ____________ are the steps in formulating a "Tree of Dreams."
Transportation: _____________ o Choosing the main problem. It is the focus of why the project will
2. Criteria. It refers to the degree of effectiveness of a project in establishing specific exist.
standards or setting priorities o Identify the root cause.
o Identify the effects of the main problem it is not taken any action, place
3. SWOT. An acronym stands for strengths, weaknesses, opportunities, and threats them on top.
Internal conditions – within the control of destination management. LESSON 3: TOURISM PRODUCT DEVELOPMENT
o Strength – characteristics of the products, organization, or project is
contributing growth. Tourism product development is defined by the UNWTO and the European Travel
o Weaknesses – undesirable characteristics lead to failure. Commission (2011) as “a process whereby assets of a particular destination are molded
External conditions – beyond the control of destination management. to meet the needs of national and international customers."
o Opportunities - can help to achieve the growth of business with proper It can provide livelihood and income opportunities to the community because it converts
management. our resources into value. In a more detailed definition, it comprises only those attractions,
o Threats – things that yet to come can be a problem/obstacle. activities, and facilities provided solely for the visitors. There are two types of Tourism
product development: existing product improvement and new product development.

The tourism product is a combination of tangible and intangible components. Tangibles

include the natural environment, hotels, restaurants, resorts, food, support facilities like
airports, aircraft, roads, destinations, festivals, etc. Intangibles include the image,
hospitality, courtesy, friendliness, helpfulness, ambiance, security, etc. (DOT 2013).

The word experience is always incorporated when "tourism product" is mentioned.

Experience represents our senses; what we can do, see, touch, see, smell, and learn. This
experience means the overall outcome of the travel experience from arrival to departure.
4. Portfolio Analysis. It refers to the collection of general products or services offered Prerequisites to Tourism Product Development
by the company. Major income-generating business units (BU) are being identified. For
example, in an airline, it includes the number of seats and cargo space. Based on UNWTO-ETC, tourism product development is introduced in the following
conditions:
 1. Accessibility – the availability of transport infrastructure and independence 1. Relevance – The context of overall tourism development strategic planning
from foreign operators is a must to consider. Factors that affect it are trip should be done.
frequencies, seat capacities, and transportation connectivity in the destination. 2. Sustainability – It should follow sustainable tourism development.
2. Resources/existing products – quality, authenticity, uniqueness, and 3. Circuits and routes – It is an approach for organizing the tourism components
composition in tourism products should be there. Distribution and supply must by geographical location or themes.
also consider. 4. Market Knowledge – Know the profile, characteristics, tasks, and trends of the
3. Demand – The tourism products should be in line with the current trend, so\ it various market segment. Market segmentation means grouping the target
matches the target market's tastes. market accordingly, i.e., leisure and business travelers.
4. Policy and government – The support, openness, and priority given by the 5. Product Knowledge – Knowing the full range of your destination is an
government in decision-making, policy on tourism investment, and advantage.
development indicate their participation level. 6. Product-market Match – Satisfy the needs and wants of your target market.
5. Tourism concerning the destination's overall economy – Tourism creates 7. Hubs and spokes- Hubs refer to the flagship attraction of the destination. Spokes
jobs, open investment to businesses; therefore, it contributes to the Gross mean creating a bundle of attractions and activities leading to tourism routes
Domestic Product (GDP) of a country. and organizing events.
6. Acceptability to tourism stakeholders – The support of each stakeholder 8. Variety – Offer diverse activities to make the destination always in trend.
helps the destination to develop and upgrade continuously.
Components of Tourism Product Development Plan
The Tourism Product Development Process
1. Development strategy
Motivation to travel and the availability of resources/attractions in the destination are the 2. Development zones
foundations of this process. It consists of the development of specific activities or 3. Scale and form of development
experiences. The existence of a destination management organization in a place is 4. Policy and intervention initiatives
required to lead, coordinate, structure, develop, and implement the process 5. Economic analysis of new developments
6. Marketing plan
Steps in Tourism Product Development 7. Action plan
1. Identify tourism assets or resources in your destination. It can be made through Development Strategies for Different Types of Destinations
research, site visits, and stakeholder consultation.
2. Match the available assets with the potential target market—Group according The tourism product development strategy will depend on the type of destination.
to what resources attract the most significant potential clients.
1. The destination with fragile environments:
3. Upgrading the tourism components like accommodation makes the product
more inviting. Train local people as local guides as they have rich knowledge about their place.
4. Create activities suited for tourism assets: example, water activities in Create community-based projects
Camiguin. Consider carrying capacity through the help of a biodiversity specialist
5. Make tour packages that highlight the tourism assets. Promote nature-based tourism products
6. Educate the target market about what are the functional and emotional benefits Use tourism so that the local people will appreciate the value of their place
of the tourism product.
7. Develop a destination marketing organization DMO) to merge all marketing 2. Countries with image problems overseas:
activities.
Educate tourism's front liners
Principles of Tourism Product Development Develop unique and high-quality tourist attractions
Create cheap tour packages but the excellent value of money
According to the Handbook on Tourism Product Development of UNWTO-ETC (2011),
product development principles are as follows: 3. Destinations with a dominant product:

Develop other resources in different locations of the country

 Offer more flexible tour packages that are suited for a broader range of markets. 15. Complement and do not compete. You may add places nearby in your tour
package.
4. Destinations without a significant tourism development opportunity: 16. Add other activity into the main action to enhance the experience.
Create a man-made flagship attraction 17. Find a niche and be different.
Design tour packages highlighting the destination’s industrial heritage and 18. Give certificates with photographs of finishing specific unique activities like
agriculture "Being baptized at the Jordan River Certificate."

5. Destinations specializing in sports and activities UNIT 10: THE FUTURE OF TOURISM PLANNING AND DEVELOPMENT

Prioritize safety THE IMPACT OF GLOBAL WARMING ON TOURISM

Offer necessary infrastructure and services for the public A foremost global effect of global warming is the melting of ice caps in both the north
Provide facilities and amenities that could be used for activities outdoor and south pole. The global effect will be an increase in sea level. If this occurs, it is
6. Destinations that are rich in history possible that low-lying small island nations and countries will experience flooding. As a
consequence, coastal tourism in these parts of the world will disappear.
Interpretation of the information is important
Museum tours must be developed Mountain areas will also experience the effects of global warming since there will be
less snow in the areas where it used to fall in huge amounts. The result is the decline or
Examples of Product Development Practices disappearance of snow-based tourism activities.
1. Create activities appropriate for the destination's assets. An example is surfing THE EFFECTS OF NATURAL DISASTERS ON TOURISM
in Baler, Siargao, and La Union.
2. Natural features like terrains should be maximized. An example is Masungi In the primary parts of the 21st century, other tourism destinations suffered from local
GeoReserves in Tanay, Rizal. problems that affect tourist arrivals. These include the effects of disasters such as
3. Man-made attractions could be a highlight—for example, Caliraya Resort in volcanic eruptions, storms, and flooding.
Laguna. Airline disruptions caused by typhoons result in delays and cancellations in weather-
4. Dark tourism and disaster tourism focusing on the destination's negative affected areas. Also, affected airlines suffer undesirable economic effects because delays
happenings could be a tourist product, such as the Marriot Hotel in Baguio. and grounding cause planes to be misdirected for the next round of flight.
5. Packages for special events, for example, New year’s eve countdown.
6. Develop man-made attraction if there are no natural assets. An example was the Hurricane Katrina that happened in New Orleans, USA, and the
7. Offer personalized services and develop service styles, such as buffet lunch with tsunami that engulfed Phuket, Thailand, it has caused massive delays in both local and
the cultural presentation in Villa Escudero. international tourism flights,
8. Use of high-technology to the facilities and amenities of the destinations. For
example, some hotels make use of solar panels to supply their energy needs. Other examples of natural disasters have long-term impacts. Mudslides and landslides
9. Create a new product class unique to your destination, such as the Taksyapo disrupt businesses; they destroy landscapes, and result in the costly clear up.
experience in Isdaan Restaurant in Tarlac. THE EFFECTS OF HEALTH ISSUES ON TOURISM
10. Using negative attributes as another product. For example, Boryeong mud
Festival in South Korea. The overall fear of contracting a contagious disease reduces the drive of tourists to travel.
11. Use of "eco-brand" in places which has a deficiency in providing a luxurious Most tourists avoid countries or places that have high health risks. Due to traveling, there
experience. Eco-lodge, eco-toilet, and eco-village could be interesting. is a wide spread of diseases.
12. State your advocacy, like selling organic products and employ local people only.
Examples of diseases that affect tourism are AIDS, SARS, foot, and mouth disease. The
13. Go local, promote local cuisine, transport, styles, music, etc.
latest that has greatly affected a lot of countries and have a huge impact on the rapid
14. Use local products and incorporate them into local food—for example, Vigan
decline of tourist arrivals is CORONA Virus 2019 or also known as COVID-19. Not only
longganisa and empanada.
did it have a massive drop in the number of people traveling, but in some countries, it
was a complete halt.

IMPACTS OF TERRORIST ATTACKS ON TOURISM

Terrorist attack although it should happen in one country, is viewed as part of a global
threat and not only as a local risk.

The bankruptcy of American Airlines in 2002 has been closely linked to the decline in
the number of passengers since the 9/11 terrorist attacks. The effect of the terrorist attacks
in the United States has also affected the decline of tourists in the United Kingdom which
shows that terrorism is a global problem by nature.

If terrorist attacks were made in a different country, there has been evidence that it affects
the tourist arrivals in another country. A large number of tourists postponed or worse,
canceled their trips together.

THE FUTURE OF TOURISM PLANNING AND DEVELOPMENT

The impending future of the global tourism industry is very much likely to be affected
by five main factors: environmental, human, economic, geopolitical, and technological.
These elements are likely to oblige managers to find new ways to advantageously place
their operations across significant global markets, possibly through the implementation
of numerous physical, virtual and integrated value-adding strategies and methodologies.
Directing to the tourist of the future will include a selection of response-focused tactics
through a variety of market levels, markets and localities. Numerous of these alterations
will be determined by new expertise that may herald an era of cyber-tourism. Thus, there
is a need for the tourism industry to position itself as a strategic early mover, in terms of
planning, trialing and integrating emerging technologies and philosophies, and applying
numerous market techniques to supply new business options such as ‘e-tourism houses.
Such concepts will generate new tourism streams, thereby further strengthening the
industry's global competitiveness into the future