MBA (TTM) Semester 4 - 402: Destination Planning & Management (IITTM)

Unit 1: Concept of Destination Development and Management

Meaning, Types and Characteristics of Tourism Destination Development, Destination Lifecycle - Destinations and Products Destination Management Systems - Destination Planning Guidelines - Destination Zone, Planning Model

Introduction:

Tourism is a significant economic driver for many countries around the world. Destination development and management are critical to the success of a tourism industry. This unit covers the concept of destination development, types and characteristics of tourism destinations, destination lifecycle, destination management systems, and destination planning guidelines.

Concept of Destination Development:

Destination development refers to the process of creating and maintaining a tourist destination that meets the needs and expectations of visitors. It involves a range of activities such as infrastructure development, marketing, and product development. Destination development is critical to the success of a tourism industry, as it determines the attractiveness of a destination and the satisfaction of its visitors. A successful example of destination development is Singapore, which has invested in creating world-class attractions such as the Marina Bay Sands integrated resort and Gardens by the Bay. These developments have helped to position Singapore as a must-visit destination for tourists from around the world.

Meaning, Types, and Characteristics of Tourism Destinations:

Tourism destinations can be classified into three main types: natural, cultural, and man-made. Natural destinations can include places like the Grand Canyon in the USA or the Great Barrier Reef in Australia. Cultural destinations can include places like Machu Picchu in Peru or the Angkor Wat complex in Cambodia. Man-made destinations can include places like Disneyland in California or the Las Vegas Strip in Nevada. The characteristics of a tourism destination are important for attracting visitors and ensuring their satisfaction. For example, a clean and safe environment is important for visitors to feel comfortable and enjoy their stay. The availability of amenities such as accommodation, restaurants, and attractions is also critical for the success of a destination. An example of a destination with strong characteristics is New Zealand, which is known for its stunning natural landscapes, friendly people, and high-quality tourism infrastructure.

Suggested reading: UNWTO Tourism Highlights 2021 Edition: https://www.e-unwto.org/doi/pdf/10.18111/9789284422103

Destination Development and Destination Lifecycle:

The destination lifecycle theory can help destinations understand where they are in the development process and plan accordingly. The stages of the destination lifecycle include exploration, involvement, development, consolidation, and stagnation. For example, a destination in the exploration stage may need to focus on developing basic infrastructure such as transportation and accommodation, while a destination in the development stage may need to focus on diversifying its tourism offerings to attract different types of visitors. An example of a destination that has gone through the destination lifecycle is Bali, Indonesia. Bali was a relatively unknown destination until the 1960s when it started to attract a growing number of tourists. Over the next few decades, Bali experienced rapid growth and development, with new hotels, restaurants, and attractions being built to cater to the increasing number of visitors. Today, Bali is a mature destination that attracts millions of visitors each year.

Suggested reading: Sustainable Tourism for Development Guidebook: https://www.greengrowthknowledge.org/sites/default/files/downloads/resource/Sustainable%20Tourism%20for%20Development%20Guidebook.pdf

Destination Management Systems:

Destination management systems involve collaboration between the public and private sectors to ensure the sustainable development and management of a destination. A destination management organization (DMO) may work with local businesses and government agencies to develop a sustainable tourism plan that balances the needs of visitors, residents, and the environment. An example of a successful destination management system is the Barcelona Tourism Board in Spain. The board has implemented a range of initiatives to manage the impacts of tourism on the city, including promoting sustainable tourism practices, limiting the number of visitors in certain areas, and promoting off-season tourism.

Destination Planning Guidelines:

Destination planning guidelines provide a framework for sustainable destination development. These guidelines may include zoning regulations, environmental impact assessments, and community consultation. A destination planning model can help destinations develop a comprehensive plan that takes into account the needs of all stakeholders. An example of a destination planning model is the Tourism Area Life Cycle (TALC) model developed by Richard Butler. This model suggests that tourism destinations go through a series of stages, including exploration, involvement, development, consolidation, and stagnation. By understanding which stage a destination is in, stakeholders can develop appropriate strategies to ensure the sustainable development of the destination.

Case Study: Tourism Development in Dubrovnik, Croatia

Dubrovnik is a historic city located on the Adriatic coast in Croatia. The city is a UNESCO World Heritage site and attracts millions of tourists each year. However, the rapid growth of tourism has raised concerns about the impact of tourism on the city's environment and residents. In response to these concerns, the city has developed a sustainable tourism strategy that focuses on preserving the city's cultural and natural heritage while also promoting sustainable tourism practices. The strategy includes measures such as limiting the number of cruise ships that can dock in the city, promoting sustainable modes of transportation, and encouraging off-season tourism. The city has also implemented a range of measures to manage the impacts of tourism on the environment, including wastewater treatment facilities, waste management programs, and energy efficiency measures in hotels and other tourist facilities.

Suggested Reading:

Tourism and Sustainable Development Goals: https://www.unwto.org/tourism-and-sustainable-development-goals
Tourism and the Sustainable Development Goals - Good Practices in the Tourism Sector: https://www.unwto.org/sites/default/files/2020-01/Tourism_and_the_Sustainable_Development_Goals_-_Good_Practices_in_the_Tourism_Sector.pdf

Conclusion:

Destination development and management are critical to the success of a tourism industry. By understanding the concept of destination development, the types and characteristics of tourism destinations, the destination lifecycle, destination management systems, and destination planning guidelines, MBA in Tourism students can gain a comprehensive understanding of the factors that contribute to a successful tourism industry. Examples and case studies such as Singapore, New Zealand, and Dubrovnik, Croatia, provide practical insights into how destination development and management can be achieved sustainably.

Suggested Reading:

Destination Management and Marketing: https://www.taylorfrancis.com/books/9780080983968
Tourism Destination Marketing: https://www.routledge.com/Tourism-Destination-Marketing-An-Integrated-and-Sustainable-Approach/Gibson-Lyons/p/book/9781138642481

References:

Buhalis, D., & Costa, C. (2006). Tourism business frontiers: consumers, products and industry. Butterworth-Heinemann.
Gursoy, D., Saayman, M., & Sotiriadis, M. D. (Eds.). (2018). Tourism destinations and quality of life issues: second homes and indigenous tourism. Channel View Publications.
Hall, C. M., & Page, S. J. (2014). The geography of tourism and recreation: environment, place and space. Routledge.
Pearce, D. G., & Butler, R. W. (2015). Tourism research: an interdisciplinary perspective. Routledge.

Suggested Readings:

Jamal, T. B., & Robinson, M. (Eds.). (2010). The SAGE handbook of tourism studies. SAGE Publications.
Tribe, J., & Airey, D. (2007). Developments in tourism research. Elsevier.

URLs:

UNWTO: https://www.unwto.org/
World Travel and Tourism Council: https://www.wttc.org/

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Unit 2: Tourism Policy

Concept and Meaning of Tourism Policy, Need for Tourism Policy, Significance of Tourism Policy, Objectives & Principles of Tourism Policy, Formulation of Tourism Policy, Approaches to Policy Implementation, Minimization of Policy Gap, Role of Implementing Agencies, Stakeholder - Driven Policy, Hurdles in Formulating and Implementing Tourism Policy, Linking Tourism Policy with Planning.

Introduction:

Tourism policy is a critical aspect of the tourism industry. It sets the framework for the development and management of tourism, provides guidance on the allocation of resources, and establishes the rules and regulations that govern the industry. In this unit, MBA in Tourism students will learn about the concept and meaning of tourism policy, the need for tourism policy, the significance of tourism policy, the objectives and principles of tourism policy, the formulation of tourism policy, approaches to policy implementation, minimization of policy gap, the role of implementing agencies, stakeholder-driven policy, hurdles in formulating and implementing tourism policy, and linking tourism policy with planning.

Concept and Meaning of Tourism Policy:

Tourism policy refers to the set of rules, regulations, and guidelines that govern the development and management of tourism. It is a strategic framework that provides direction for the industry, including the allocation of resources, the development of infrastructure, and the promotion of the destination. The main purpose of tourism policy is to ensure sustainable tourism development and management, to protect the natural and cultural resources of the destination, and to enhance the social and economic benefits of tourism.

Need for Tourism Policy:

Tourism policy is necessary for several reasons. Firstly, it provides guidance and direction for the development and management of tourism, ensuring that it is sustainable and beneficial for all stakeholders. Secondly, it helps to allocate resources effectively, ensuring that investments are made in areas that will yield the highest returns. Thirdly, it establishes rules and regulations that govern the industry, ensuring that it operates in a fair and transparent manner. Finally, tourism policy can help to mitigate the negative impacts of tourism, such as over-tourism and environmental degradation.

Significance of Tourism Policy:

Tourism policy is significant for several reasons. Firstly, it helps to ensure that tourism development and management are sustainable, protecting the natural and cultural resources of the destination. Secondly, it helps to allocate resources effectively, ensuring that investments are made in areas that will yield the highest returns. Thirdly, it establishes rules and regulations that govern the industry, ensuring that it operates in a fair and transparent manner. Finally, tourism policy can help to mitigate the negative impacts of tourism, such as over-tourism and environmental degradation.

Objectives & Principles of Tourism Policy:

The objectives of tourism policy may vary depending on the destination, but they typically include the following:

Promoting sustainable tourism development and management
Enhancing the social and economic benefits of tourism
Protecting the natural and cultural resources of the destination
Providing high-quality tourism products and services
Encouraging investment in the tourism industry
Mitigating the negative impacts of tourism

The principles of tourism policy may include the following:

Sustainability
Participation and consultation
Equity and fairness
Innovation and creativity
Accountability and transparency

Formulation of Tourism Policy:

The formulation of tourism policy typically involves the following steps:

Analysis of the tourism industry and its stakeholders
Identification of the issues and challenges facing the tourism industry
Development of a vision and objectives for the tourism industry
Identification of the policy options and alternatives
Evaluation of the policy options and selection of the preferred policy
Implementation of the policy and monitoring of its effectiveness

Approaches to Policy Implementation:

There are various approaches to policy implementation, including top-down, bottom-up, and collaborative approaches. Top-down approaches involve the central government or other higher-level authorities imposing policies on lower-level authorities or stakeholders. Bottom-up approaches involve stakeholders at the local level developing policies that are later adopted by higher-level authorities. Collaborative approaches involve a partnership between different stakeholders in the policy development and implementation process.

Minimization of Policy Gap:

The policy gap refers to the difference between the intended policy and the actual policy. It can occur due to various factors, such as lack of resources, inadequate implementation mechanisms, or resistance from stakeholders. To minimize the policy gap, it is important to ensure that policies are implemented effectively, and that the relevant stakeholders are involved in the policy development process.

Role of Implementing Agencies:

Implementing agencies play a critical role in the development and implementation of tourism policies. They are responsible for ensuring that policies are implemented effectively and that the objectives of the policies are achieved. Implementing agencies may include government agencies, non-governmental organizations, and private sector organizations.

Stakeholder-Driven Policy:

Stakeholder-driven policy refers to a policy development process that involves the active participation of all relevant stakeholders, including government agencies, non-governmental organizations, and private sector organizations. This approach ensures that policies are developed in a participatory and inclusive manner and that the needs and concerns of all stakeholders are taken into account.

Hurdles in Formulating and Implementing Tourism Policy:

There are several hurdles that may arise in the formulation and implementation of tourism policies, such as:

Lack of political will or commitment
Resistance from stakeholders
Inadequate resources
Lack of coordination among implementing agencies
Limited understanding of the tourism industry and its potential benefits and challenges

Linking Tourism Policy with Planning:

Tourism policy should be closely linked to planning, as planning provides a framework for the implementation of policies. Planning involves the development of strategies and action plans to achieve the objectives of tourism policies. By linking tourism policy with planning, it is possible to ensure that policies are implemented effectively and that the objectives of the policies are achieved.

Examples and Case Studies:

The Sustainable Tourism Policy of Costa Rica: This policy aims to promote sustainable tourism development and management by protecting the natural and cultural resources of the destination, enhancing the social and economic benefits of tourism, and mitigating the negative impacts of tourism. The policy includes measures such as the establishment of protected areas and the promotion of eco-tourism.
The Tourism Policy of Singapore: This policy aims to enhance the competitiveness of the tourism industry by promoting high-quality tourism products and services, attracting investments in the tourism industry, and enhancing the tourism infrastructure. The policy includes measures such as the development of new tourism products and the enhancement of the tourism regulatory framework.
The Tourism Policy of Bhutan: This policy aims to promote sustainable tourism development and management by protecting the natural and cultural resources of the destination, enhancing the social and economic benefits of tourism, and promoting the happiness of the people of Bhutan. The policy includes measures such as the promotion of eco-tourism and the establishment of a tourism regulatory framework.

References and Suggested Readings:

Cooper, C., Fletcher, J., Gilbert, D., & Wanhill, S. (2018). Tourism: principles and practice. Pearson UK.
Hall, C. M., & Page, S. J. (2014). The geography of tourism and recreation: Environment, place and space. Routledge.
Page, S. J., & Connell, J. (2014). Tourism: A modern synthesis. Cengage Learning.
Ritchie, J. R., & Crouch, G. I. (2003). The competitive destination: A sustainable tourism perspective. CABI.
UNWTO. (2019). Tourism policy and governance. World Tourism Organization.
UNWTO: Tourism Policy and Governance: https://www.unwto.org/tourism-policy-and-governance
OECD Tourism Trends and Policies: https://www.oecd.org/cfe/tourism/tourism-trends-policies.htm
World Bank: Tourism Policy and Strategy: https://www.worldbank.org/en/topic/tourismpolicyandstrategy
European Commission: Tourism Policy: https://ec.europa.eu/growth/sectors/tourism/policy_en
Australian Government: Tourism Policy: https://www.tra.gov.au/policy-and-advocacy/tourism-policy

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Unit 3: History of Initiatives for Tourism Planning

Sargent & Jha Committee, National Tourism Policy of India - 1982, 1987 & 2002, National Action Plan - 1992, Tourism Policy in Kerala, Rajasthan, Haryana, Jammu & Kashmir, Andhra Pradesh & Karnataka, Gujarat.

Introduction:

Tourism planning has been an essential component of the development of the tourism industry in India. It helps to achieve sustainable tourism development by balancing the economic, social, and environmental aspects of tourism. In this unit, we will discuss the history of initiatives for tourism planning in India, including various committees and policies that have been formed over the years.

Sargent Committee:

The Sargent Committee was formed in 1956 to assess the potential of tourism in India and make recommendations for its development. The committee recommended the establishment of a national tourism organization and the formulation of a comprehensive tourism policy.

Jha Committee:

The Jha Committee was formed in 1972 to review the progress of tourism in India and make recommendations for its future development. The committee highlighted the need for a comprehensive approach to tourism development, including the development of infrastructure and the promotion of domestic and international tourism.

National Tourism Policy of India - 1982, 1987 & 2002

The National Tourism Policy of India was first formulated in 1982 with the objective of developing tourism as a major engine of economic growth and employment generation. The policy emphasized the importance of developing tourism infrastructure, promoting tourism in rural areas, and preserving India's cultural heritage. The policy also emphasized the need for private sector participation in tourism development. The policy was revised in 1987, and again in 2002, to reflect the changing needs of the tourism industry. The 2002 policy emphasized the need for sustainable tourism development and the integration of tourism with other sectors of the economy. The policy also recognized the importance of tourism in promoting national integration and cultural exchange.

National Action Plan

The National Action Plan was formulated in 1992 by the Ministry of Tourism to provide a framework for the development of tourism in India. The plan identified five priority areas for development, including infrastructure development, product development, marketing and promotion, human resource development, and investment promotion.

Tourism Policy in Kerala

Kerala has been one of the frontrunners in tourism development in India, and the state's tourism policy reflects its commitment to sustainable and responsible tourism. The policy emphasizes the development of community-based tourism, ecotourism, and adventure tourism, among others.

Tourism Policy in Rajasthan

Rajasthan's tourism policy aims to develop tourism as a major engine of economic growth and employment generation in the state. The policy focuses on creating new tourism products, upgrading tourism infrastructure, and promoting private sector investment in the tourism sector.

Tourism Policy in Haryana

Haryana's tourism policy aims to promote the state as a tourism destination by developing tourism infrastructure, creating new tourism products, and promoting cultural and heritage tourism. The policy also emphasizes the development of eco-tourism, adventure tourism, and rural tourism.

Tourism Policy in Jammu & Kashmir

Jammu & Kashmir's tourism policy focuses on promoting the state's natural beauty, cultural heritage, and adventure tourism potential. The policy aims to attract high-end tourists to the state by developing luxury tourism products and improving tourism infrastructure.

Tourism Policy in Andhra Pradesh & Karnataka

Andhra Pradesh and Karnataka have developed their tourism policies to promote sustainable tourism development in the states. The policies focus on promoting eco-tourism, heritage tourism, and adventure tourism, among others, and emphasize the importance of community participation in tourism development.

Tourism Policy in Gujarat

Gujarat's tourism policy aims to develop the state as a leading tourism destination by promoting cultural and heritage tourism, eco-tourism, and adventure tourism. The policy also emphasizes the development of tourism infrastructure, including the creation of new tourism circuits and upgrading of existing ones.

Case Study: Kerala's Responsible Tourism Initiative

Kerala is known for its scenic beauty and backwaters, and the state government has taken several initiatives to promote responsible and sustainable tourism in the state. The Responsible Tourism Initiative (RTI) was launched in 2007 to promote community-based tourism that benefits local communities and preserves the environment. Under the RTI, tourists are encouraged to stay with local families and experience local culture and traditions. The initiative also promotes eco-friendly tourism practices, such as waste reduction and water conservation. The RTI has been successful in promoting sustainable tourism in Kerala and has received several awards and accolades.

Suggested Readings:

National Tourism Policy of India, 2002: http://www.indiaenvironmentportal.org.in/files/National%20Tourism%20Policy%202002.pdf
National Action Plan for Tourism, 1992: https://niti.gov.in/sites/default/files/2019-05/Action_Plan_Tourism_1992_1.pdf
Kerala Tourism Policy: https://www.keralatourism.org/policies

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Unit 4: Fundamentals of Tourism Planning

Concept, Meaning, Nature, Types of Tourism Planning, Stages in Tourism Planning Process - Roles of Public and Private Sectors - Developing Tourism Plans: Goals components- Designing Plan Documents - Techniques, Surveys & Area Characteristics - Stages of Formulation, Environment Impact Assessment (EIA), Tourism through Five-Year Plans in India, WTO Guidelines for Planners, Town Planning - Characteristics of Rural Tourism Planning - Environmental Management Systems (EMS) Destination Vision, Competitive Sustainable Destination - Destination Mapping

Introduction:

Tourism planning is a critical process that involves various stakeholders, including public and private sectors, community representatives, tourism experts, and tourists. It aims to create and implement strategies for the sustainable development of tourism destinations. In this unit, we will explore the fundamentals of tourism planning, including its concept, meaning, nature, types, stages, roles of public and private sectors, techniques, surveys, and area characteristics.

Concept and Meaning of Tourism Planning:

Tourism planning involves the process of designing and implementing policies, programs, and strategies for the development and management of tourist destinations. It aims to optimize the social, cultural, economic, and environmental benefits of tourism while minimizing negative impacts. The planning process involves analyzing the demand and supply of tourism, identifying target markets, setting goals and objectives, and formulating strategies to achieve them.

Nature of Tourism Planning:

Tourism planning is a dynamic and complex process that requires a multidisciplinary approach. It involves analyzing a range of factors, including natural resources, cultural heritage, infrastructure, market trends, and stakeholder interests. The planning process requires collaboration between different stakeholders, including government agencies, tourism operators, local communities, and tourists.

Types of Tourism Planning:

There are various types of tourism planning, including strategic planning, operational planning, master planning, and action planning. Strategic planning involves setting long-term goals and objectives for the development of tourism, while operational planning focuses on the day-to-day management of tourism activities. Master planning involves developing a comprehensive plan for the development of a destination, while action planning involves implementing specific actions to achieve tourism objectives.

Stages in Tourism Planning Process:

The tourism planning process involves several stages, including research and analysis, goal setting, strategy formulation, implementation, and monitoring and evaluation. During the research and analysis stage, planners analyze various factors, including market demand, supply, and trends. In the goal setting stage, planners set specific and measurable objectives for tourism development. In the strategy formulation stage, planners develop strategies to achieve these goals, while in the implementation stage, these strategies are put into action. Finally, in the monitoring and evaluation stage, the success of the tourism plan is assessed and necessary adjustments are made.

Roles of Public and Private Sectors:

The public and private sectors both play essential roles in tourism planning. The public sector is responsible for providing infrastructure, policy support, and regulatory frameworks, while the private sector is responsible for investing in tourism businesses and providing tourism services. The collaboration between the public and private sectors is essential to achieve sustainable tourism development.

Developing Tourism Plans:

Goals components- Designing Plan Documents- Techniques, Surveys & Area Characteristics- Stages of Formulation: Tourism plans include specific goals, objectives, and strategies to guide tourism development. The components of a tourism plan include an analysis of the tourism market, the identification of target markets, the identification of tourism products, the identification of infrastructure needs, and the identification of environmental and cultural impacts. The tourism plan should be designed in a clear and concise manner, with specific timelines and budgets. Techniques such as surveys, stakeholder consultations, and environmental impact assessments can be used to formulate tourism plans.

Environment Impact Assessment (EIA):

The EIA is an essential tool for assessing the potential environmental impacts of tourism development projects. It involves identifying and analyzing the impacts of a project on the environment and developing strategies to mitigate any negative impacts. The EIA process should be conducted in consultation with stakeholders and should include the identification of potential environmental impacts, the assessment of the significance of these impacts, and the development of strategies to avoid or mitigate these impacts.

Tourism through Five-Year Plans in India:

Tourism planning in India is also influenced by its five-year plans, which serve as blueprints for economic and social development. In each plan, tourism development has been accorded a specific place, reflecting the recognition that tourism can be a potent source of foreign exchange earnings, employment generation, and regional development. The plans have identified tourism as an industry of immense potential and have laid down various policies, strategies, and targets to achieve sustainable tourism development in India. The objectives of the plans range from developing tourism infrastructure and improving the quality of tourism services to promoting India as a tourist destination internationally.

WTO Guidelines for Planners:

The World Tourism Organization (WTO) has developed guidelines for sustainable tourism planning. These guidelines are intended to provide a framework for developing a sustainable tourism strategy at the national or regional level. The guidelines focus on integrating economic, social, and environmental factors in tourism planning, involving stakeholders in the planning process, and ensuring that tourism development is sustainable over the long term. The guidelines emphasize the importance of developing sustainable tourism policies that balance the needs of visitors, the host community, and the environment.

Town Planning:

Town planning plays a crucial role in tourism development. It is the process of designing and managing the physical environment of towns and cities, including the development of infrastructure, public spaces, and buildings. Effective town planning can help to enhance the quality of life for residents and visitors, promote economic development, and protect the environment. Town planners need to consider the needs of different stakeholders, including residents, tourists, and businesses, and ensure that the town or city is attractive, accessible, and sustainable.

Characteristics of Rural Tourism Planning:

Rural tourism planning involves the development of tourism activities in rural areas. It is a form of sustainable tourism that can contribute to the economic development of rural communities while preserving their cultural and environmental heritage. Rural tourism planning should focus on enhancing the quality of life for local residents, generating income and employment opportunities, and protecting the natural and cultural resources of the area. Characteristics of rural tourism planning include the involvement of local communities, the development of appropriate infrastructure and services, and the promotion of the area's unique cultural and environmental assets.

Environmental Management Systems (EMS):

An environmental management system (EMS) is a framework for managing an organization's environmental impacts. EMSs are designed to help organizations identify and manage the environmental risks associated with their operations, including those related to tourism. An EMS can help tourism organizations to reduce their environmental footprint, improve their environmental performance, and enhance their reputation with stakeholders. The key elements of an EMS include environmental policy development, environmental impact assessment, environmental performance monitoring, and continuous improvement.

Destination Vision:

Destination vision is a critical component of tourism planning. It is a statement that outlines the long-term goals and aspirations for a tourism destination. The vision provides a framework for tourism development and guides decision-making regarding tourism infrastructure, services, and marketing. A destination vision should be developed through a participatory process involving stakeholders, including residents, tourists, and businesses. It should be based on an analysis of the destination's strengths, weaknesses, opportunities, and threats, and should reflect the aspirations of the local community.

Competitive Sustainable Destination:

A competitive sustainable destination is a destination that is competitive in terms of tourism while maintaining its sustainability. A competitive sustainable destination should be able to attract visitors while minimizing negative impacts on the environment and local communities. To achieve this, tourism planning should focus on developing high-quality tourism products and services that meet the needs of visitors while minimizing the use of natural resources and protecting the environment. The key elements of a competitive sustainable destination include community involvement, stakeholder collaboration, sustainable tourism product development, and effective destination marketing.

Destination Mapping:

Destination mapping is a process of identifying and mapping the various components of a tourism destination, including the attractions, accommodations, transport, and other facilities. It is a tool used in tourism planning to identify the strengths and weaknesses of a destination and to identify opportunities for improvement. Destination mapping can help to identify gaps in the market, target new visitor segments, and improve the overall visitor experience.

Case Studies and Examples:

The Kerala Tourism Development Corporation (KTDC) has implemented an EMS to manage the environmental impact of tourism in the region. The EMS has helped to minimize the negative environmental impacts of tourism activities and to promote sustainable tourism practices.
The Vision 2030 plan for tourism in Saudi Arabia outlines the long-term goals and objectives for the development of tourism in the country. The plan aims to increase tourism's contribution to the economy and to promote sustainable tourism practices.
The city of Copenhagen in Denmark has developed a destination mapping tool to help visitors plan their trips and to promote sustainable tourism practices. The tool maps out the various attractions, accommodations, and transport options in the city, making it easier for visitors to plan their trips and to reduce their environmental impact.

References and further readings:

"Tourism Planning Approaches and Techniques" by Douglas G. Pearce and Richard W. Butler - https://www.researchgate.net/publication/313512674_Tourism_Planning_Approaches_and_Techniques
"Sustainable Tourism Planning and Development" by Greg Richards and Julie Wilson - https://books.google.co.in/books?id=3w6dDwAAQBAJ&printsec=frontcover&dq=sustainable+tourism+planning+and+development&hl=en&sa=X&ved=2ahUKEwiF2IyA9JnwAhXezjgGHYKzBMEQ6AEwAHoECAQQAg#v=onepage&q=sustainable%20tourism%20planning%20and%20development&f=false
"Tourism Planning and Development" by Tony L. Henthorne - https://books.google.co.in/books?id=fUJICwAAQBAJ&printsec=frontcover&dq=tourism+planning&hl=en&sa=X&ved=2ahUKEwiL2JKN9ZnwAhVjyDgGHQdJCEQQ6AEwAHoECAQQAg#v=onepage&q=tourism%20planning&f=false
"Introduction to Tourism Planning and Development" by Stephen Page and Joanne Connell - https://books.google.co.in/books?id=RXDWDwAAQBAJ&printsec=frontcover&dq=tourism+planning&hl=en&sa=X&ved=2ahUKEwiL2JKN9ZnwAhVjyDgGHQdJCEQQ6AEwAXoECAUQAg#v=onepage&q=tourism%20planning&f=false
"Environmental Impact Assessment for Tourism Development" by World Tourism Organization - https://www.e-unwto.org/doi/book/10.18111/9789284414789
"Destination Management and Environmental Management Systems" by World Tourism Organization - https://www.e-unwto.org/doi/book/10.18111/9789284408757
"Destination Visioning for Sustainable Tourism" by Destination Think! - https://destinationthink.com/destination-visioning-for-sustainable-tourism/
"Sustainable Tourism Planning Toolkit" by Tourism New Zealand - https://www.newzealand.com/int/sustainable-tourism-planning-toolkit/

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Unit 5: Destination Promotion and Publicity

Six A's for tourism destination - Dynamic Wheel of Tourism Stakeholders - Destination Marketing Mix Destination Competitiveness Distribution Channels - Marketing Communication and Strategies, Destination Image, Place, Branding, Positioning, Destination Image, Destination Image Formation Process, Unstructured Image, Destination Appraisal, Tangible and Intangible Attributes of Destination - Person's & Destination Determined Image, Measurement of Destination Image, Case studies of Incredible India, God's own country and Vibrant Gujarat.

Introduction:

Tourism is a highly competitive industry, and the promotion of a destination is crucial to attract visitors. In this unit, we will discuss the various aspects of destination promotion and marketing.

Destination Promotion and Publicity:

Destination promotion refers to the process of creating awareness and interest in a tourism destination to attract visitors. It involves various techniques, such as advertising, public relations, and sales promotions. Publicity is a part of destination promotion that involves generating media coverage through press releases, media events, and familiarization tours.

Six A's for Tourism Destination:

The Six A's framework, developed by the World Tourism Organization (UNWTO), provides a holistic approach to tourism development. The six A's are Attraction, Accessibility, Accommodation, Amenities, Activities, and Ancillary services.

Dynamic Wheel of Tourism Stakeholders:

The dynamic wheel of tourism stakeholders model provides a visual representation of the various stakeholders involved in tourism development. The model includes stakeholders such as tourists, local communities, tourism businesses, government agencies, and non-governmental organizations.

Destination Marketing Mix:

The destination marketing mix includes four elements: product, price, promotion, and place. The product element refers to the tourism product or experience offered by the destination. Price refers to the cost of the tourism product, while promotion includes the various marketing techniques used to promote the destination. Place refers to the distribution channels used to make the tourism product available to visitors.

Destination Competitiveness:

Destination competitiveness refers to the ability of a destination to attract visitors in a competitive market. Factors that contribute to destination competitiveness include the quality of tourism products, the level of service provided, infrastructure, and destination image.

Distribution Channels:

Distribution channels refer to the various ways in which tourism products are made available to visitors. These include travel agents, tour operators, online booking platforms, and direct bookings.

Marketing Communication and Strategies:

Marketing communication involves the use of various techniques to communicate with potential visitors, including advertising, public relations, and sales promotion. Marketing strategies refer to the overall approach used to promote a destination, taking into account factors such as the target market, the competition, and the destination's unique selling points.

Destination Image:

Destination image refers to the mental picture or perception that people have of a destination. It is influenced by factors such as advertising, media coverage, personal experiences, and word-of-mouth recommendations.

Place Branding and Positioning:

Place branding refers to the process of creating a brand identity for a destination. It involves creating a unique and distinctive image that sets the destination apart from its competitors. Positioning refers to the way in which the destination is positioned in the minds of potential visitors.

Destination Image Formation Process:

The destination image formation process involves various stages, including exposure to information, attention, comprehension, acceptance, and retention.

Unstructured Image:

Unstructured image refers to the mental image that people have of a destination that is not based on personal experience but is influenced by advertising, media coverage, and word-of-mouth recommendations.

Destination Appraisal:

Destination appraisal involves evaluating the strengths and weaknesses of a destination, taking into account factors such as infrastructure, natural and cultural resources, and the level of service provided.

Tangible and Intangible Attributes of Destination:

Tangible attributes of a destination include physical features such as beaches, mountains, and historical monuments. Intangible attributes include aspects such as the culture, hospitality, and level of service provided.

Person's and Destination Determined Image:

Person's image refers to the perception that individuals have of themselves in relation to a destination, while destination determined image refers to the mental image that people have of a destination. Basically, Destination Image refers to the mental perception of a destination held by individuals. It is created through their own experiences, through exposure to advertising, and through word-of-mouth communication. Destination Image is a combination of tangible and intangible attributes of a destination, including the quality of its infrastructure, the natural and cultural attractions, the hospitality of its people, and its overall reputation. A destination's image can influence tourist behavior and affect their decision to visit the destination or not.

Destination Image Formation Process:

The process of forming a destination image is complex and depends on various factors. A destination's image is influenced by marketing efforts, media coverage, personal experiences, and word-of-mouth communication. The Destination Image Formation Process has four stages:

Pre-visit Image: It refers to the image of a destination formed by tourists before they visit the destination. It is based on the information they have gathered from various sources such as the internet, social media, brochures, and travel agents.
On-site Image: It refers to the image of a destination formed by tourists during their visit. It is based on their personal experiences and interactions with the destination's physical and social environment.
Post-visit Image: It refers to the image of a destination formed by tourists after their visit. It is based on their memories of the destination and the opinions they share with others.
Revisit Intention: It refers to the intention of tourists to revisit a destination. It is based on their overall satisfaction with the destination.

Measurement of Destination Image:

The measurement of Destination Image is a complex process that involves both qualitative and quantitative research methods. Qualitative methods include focus groups, in-depth interviews, and observation. Quantitative methods include surveys, questionnaires, and statistical analysis. The measurement of Destination Image helps destination marketers to understand tourists' perceptions and attitudes towards the destination.

Case Studies:

Incredible India: Incredible India is a campaign launched by the Ministry of Tourism, Government of India, to promote India as a tourist destination. The campaign focuses on India's diverse culture, heritage, wildlife, and adventure tourism. The campaign has been successful in creating a positive image of India in the minds of tourists around the world.
God's Own Country: God's Own Country is a tagline used by the Kerala Tourism Board to promote Kerala as a tourist destination. The tagline reflects the natural beauty, tranquility, and cultural richness of Kerala. The campaign has been successful in positioning Kerala as one of the top tourist destinations in India.
Vibrant Gujarat: Vibrant Gujarat is a biennial summit organized by the Government of Gujarat to promote the state as an investment destination. The summit also promotes Gujarat's tourism potential. The campaign has been successful in attracting both domestic and international tourists to Gujarat.

Further Readings:

References:

Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism Management, 21(1), 97-116.
Cai, L. A., & Bai, B. (2010). Cooperative branding for rural destinations. Journal of Travel Research, 49(2), 219-234.
Chen, C. F., & Tsai, D. C. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115-1122.
Fesenmaier, D. R., & Xiang, Z. (2017). Introduction to destination marketing and management: Theories and cases. Routledge.
Goossens, C. (2000). Destination branding: A conceptual framework. Proceedings of the 29th Annual Conference of the Travel and Tourism Research Association, pp. 53-62.
Hudson, S., & Ritchie, J. B. (2006). Promoting destinations via film: An emotional approach to the creation of tourism destination image. Journal of Travel Research, 45(2), 125-134.
Konecnik, M., & Go, F. M. (2008). Identifying the relative importance of festival attributes in consumer choice. Journal of Travel Research, 47(3), 327-339.
Kumar, A., & Rahman, Z. (2014). Destination branding–A review of the issues and challenges. Tourism Management Perspectives, 11, 6-16.
Pike, S. (2004). Destination brand positioning—A comparative analysis of wine tourism competitors. Journal of Vacation Marketing, 10(2), 109-121.
Santana-Gallego, M., & Garcia-Falcon, J. M. (2018). A study of the relationship between destination image, satisfaction and loyalty: Application to rural tourism. Sustainability, 10(5), 1445.