Course learning outcomes:
A) An ability to express the rationale for visitor industry planning
B) An ability to use and evaluate standard techniques and approaches to strategic visitor industry development.
C) An ability to apply the principles and practice of marketing at the strategic level.
D) An ability to draw upon a range of approaches when formulating appropriate strategies.
E) Have a working knowledge of the practical constraints associated with strategic planning for tourism in a mixed economy.
Case Scenario:
Broadstairs is a beautiful town on the East Kent coast, between Margate and Ramsgate. The town has seven beautiful sandy bays, a characterful high street, pretty parks and plenty of things to see and do. However, with the rise of package holidays and low cost airfares making foreign travel much more accessible and affordable, Broadstairs has been struggling to compete. The local authorities though, are keen to come up with a tourism plan that will help Broadstairs coastal area to build on their heritage and take advantage of new opportunities to develop strong economies and communities for the future. Their long-term ambition is to see Broadstairs thriving, with a vibrant, creative and sustainable economy based on strong local businesses that meet the needs of residents, visitors and investors in the town.
Section 1:
Question 1: Examine the benefits of producing tourism strategic plans for a coastal area and illustrate that with an example of a destination that has benefited from it. (Academic and other sources must be used)
Question 2: Evaluate the importance of Collaborative Planning in tourism and justify why this approach would be useful for Broadstairs coastal area. Discuss the pros and cons of this approach.
Section 2:
Question 1: Compile a brief tourism strategy with clear vision and objectives, which will address the current issues and challenges that Broadstairs is facing.
Question 2: Describe how your vision and objectives could be implemented and identify the key stakeholders in charge of delivering those objectives.
Question 3: Evaluate how your strategy is going to benefit the residents and visitors socially and economically.
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