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8/6/2019 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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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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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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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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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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Destination Life Cycle Model

Time

R

emuneration

Exploration

Involvement

Development

Growth

Consolidation

Maturity

Critical ZoneCapacity Load

Rejuvenation

Stagnation

Deteriorate


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

Treatment ActionsP X IImpactProbabilityRisk


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Stakeholders Analysis

5

4

3

2

1

Drive awayObstaclesPressureAttractionStakeholders


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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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Scenario Analysis

Net Profit %

Net Profit (U$D)

Sales (U$D)

Sales & Profitability In 201X

Sales Price

Sales- Quantities

OptimisticMost LikelyPessimistic