Tourism Tabs

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    Guillermo Levinton Business Development

    The Process of Planning

    John Wiley & Sons, Inc, 2009

    Definitional

    Phase

    Analytical

    Phase

    Operational

    Phase

    Implementation

    Phase

    Definition of TourismDestination SystemExplication of a TourismPhilosophyCrafting of a Destination

    VisionObjectives andConstraints

    Internal AnalysisReview of existingpolicies and programsResource auditStrategic impactanalysisExternal AnalysisMacro level analysis ofcurrent and futuredemandMicro level analysis ofcurrent and future

    demand and behaviorsReview of competitiveand supportive tourismdevelopment andpromotion policies

    Identification of strategicconclusionsImplications ofconclusions for supplyand demand

    developmentPolicy /Programrecommendations

    Implementation ofstrategy for DestinationDevelopment,Promotion, andStewardshipAllocation of

    responsibilities forrecommendationimplementationIdentification of sourcesof funding to supportcompetitive initiatives

    and stewardshipprogramsSpecification of timingfor recommendationimplementationMonitoring and

    evaluation of the results

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    Guillermo Levinton Business Development

    Overview

    Analysis &Evaluation

    Evaluate Current BusinessDefinition of BusinessStakeholders

    CustomersProductsCore CompetenceMission/Vision

    Evaluate Future TrendsExternal/Internal

    Core CompetenceOpportunities/ThreatsStrengths/WeaknessesCompetitors

    Identify viable

    sustainable ideas

    Identify Attractive

    Segment/Market

    Develop Strategies

    by BU/Market for

    selected idea

    Implement Project

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    Guillermo Levinton Business Development

    Facts to considerSuppliersTech

    nology

    Objectives

    Reso

    urce

    s

    Costu

    mes

    &

    Beh

    avio

    r

    Comp

    etitio

    n

    Economy

    Stage

    Leg

    al&

    Politic

    Geograp

    hy

    Organiza

    tion

    D

    emog

    raph

    y

    ProductPrice

    DistributionCommunication

    ExogenousFactors

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    Guillermo Levinton Business Development

    Touristic Integration ChainTouristicAttraction

    BasicServices

    Suppliers

    Infrastructure

    TouristicProduct

    Infrastructure

    Hum

    an

    Res

    ources

    Travel

    Age

    ncie

    s

    Lod

    ging

    Trans

    port

    Re

    stau

    rant

    Rent

    Fin

    ancial

    Res

    ources

    Ph

    ysic

    Infr

    a

    Com

    merce

    Infra

    Techn

    ologic

    Sup

    port

    Textil

    e

    Alim

    ents

    Carpe

    ntrie

    s

    Con

    structio

    n

    Combu

    stible

    Bev

    erag

    e

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    Guillermo Levinton Business Development

    Travel

    Trade

    Sector

    AccommodationSector

    Events

    Secto

    r

    Tr

    ans

    portation

    Sector

    Adventure&Outdoor

    RecreationSector

    FoodServi

    ces

    Sector

    Attra

    ctio

    nsSector

    Ent

    ertain

    ment

    Secto

    r

    Tourism

    ServicesWorld & NationalTravel IndustryAssociations

    World & NationalGovernment

    Tourism Offices

    State and ProvincialGovernment

    Tourism Offices

    Local & CityGovernment

    TourismDepartments

    Local & RegionalTourism Associations/Convention & Visitor

    Bureaus

    State and ProvincialTravel IndustryAssociations

    Components of tourism

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    Guillermo Levinton Business Development

    Destination Life Cycle Model

    Time

    R

    emuneration

    Exploration

    Involvement

    Development

    Growth

    Consolidation

    Maturity

    Critical ZoneCapacity Load

    Rejuvenation

    Stagnation

    Deteriorate

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    Guillermo Levinton Business Development

    Touristic Cluster

    Infrastructure

    Lodging Food

    Transport Beverages

    TravelAgencies

    Textiles

    TourOperators

    Confection

    Restaurants Decoration

    TouristGuides

    Crafts

    AC AC AC AC

    Principal

    Product

    Touristic

    Cluster

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    Guillermo Levinton Business Development

    Touristic Market Segmentation

    Touristic

    Market

    BY ORIGEN BY TYPE BY ACTIVITY

    Business

    Health

    Cultural

    ArcheologicalEnt

    ertain

    ment

    Adv

    entu

    reNational

    Foreigners

    European

    African

    Latino-Americano

    Asiatic

    Norte

    Americano

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    Guillermo Levinton Business Development

    Family Influences

    Cultural

    Needs &Wants

    Motives

    Personality

    Perce-

    tion

    Attitudes

    Learn

    -ing

    Awareness

    Influences

    Infl

    uences

    Influences

    In

    fluences

    Econ

    omic

    Busines

    s

    Soc

    ial

    ConsumerPurchase

    Decisions

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    Guillermo Levinton Business Development

    Performance Control Period: From _____ To ______

    Sales Forecast Total: ______ Units Revenue Forecast Total: _______ $

    Difference

    Revenue

    Difference

    Sales

    Difference

    ProductionActActForActForActForActForActFor

    Total5th Period4th Period3rd Period2nd Period1st PeriodPeriod

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    Guillermo Levinton Business Development

    Risk Management TableScale: 1=very low, 2=low, 3=medium, 4=high, 5=very high

    Treatment ActionsP X IImpactProbabilityRisk

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    Guillermo Levinton Business Development

    Stakeholders Analysis

    5

    4

    3

    2

    1

    Drive awayObstaclesPressureAttractionStakeholders

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    Guillermo Levinton Business Development

    Competitive Analysis

    Weight: 1=very low, 2=low, 3=medium, 4=high, 5=very high

    U$D

    Planned Product

    9.

    8.

    7.

    6.

    5.

    4.

    3.

    2. Quality

    U$DU$D1. Price

    WeightCompetitor BCompetitor AFeature

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    Guillermo Levinton Business Development

    Scenario Analysis

    Net Profit %

    Net Profit (U$D)

    Sales (U$D)

    Sales & Profitability In 201X

    Sales Price

    Sales- Quantities

    OptimisticMost LikelyPessimistic