Planning of Tourism

Destination
Lecture Notes
by Rebekka Bellmann

Destination Management
Define

Destination

Brand
Market
Promote

Management

Manage
Organize

Destination Management
Define

Destination

Brand
Market
Promote

Defining Destination

Let us collect interesting destinations on the

board.

Form groups: one group for each

destination.

Basic elements of a destination

What are the basic elements of a

destination?

Basic elements of a destination

What are the basic elements of a

destination?

Attractions
Amenities
Accessibility
Image
Price
Human Resources

Basic elements of a destination

Group exercise: Collect the basic elements of
your destination with your group.

Attractions
Amenities
Accessibility
Image
Price
Human Resources

SWOT analysis
structured planning method that evaluates
strengths,
weaknesses,
opportunities and
threats
of a destination

can be carried out for a company, product,

place, industry, or person

SWOT analysis

Internal
factors

POSITIVE

NEGATIVE

Strengths

Weaknesses

External Opportunities
factors

Threats

SWOT analysis - example

POSITIVE
Internal
factors

External
factors

Strengths
nice beach
good weather
hotels
events and
festivals

Opportunities
attractive
locations close by
growing middle
PEST analysis
class

NEGATIVE
Weaknesses
hard to reach
expensive
ineffective
marketing

Threats
GDP depends
on tourism
unstable
political
situation
terrorism

SWOT analysis example

India

Make sure you understand the difference

between internal and external factors.

PEST analysis

Framework to analyze external factors:

Political
Economic
Sociocultural
Technological

Results are used for SWOT analysis:

opportunities and threats

PEST analysis example

Dubai

PEST analysis Political

aspects

Political
How do government regulations and legal issues
affect a destination's ability to be profitable and
successful?
Consider

political stability
laws and regulations
social and environmental policy
local and federal power structure

PEST analysis Economic

aspects

Economic
What outside economic issues can play a role
in a destination's success?
Consider

economic growth
exchange rates, inflation and interest rates
economic stability
anticipated shifts in commodity and resource costs
unemployment policies
credit availability

PEST analysis Sociocultural

aspects

Sociocultural
Demographic and cultural aspects (of the
destination and the potential tourists)
Consider

demographics and population growth rates

age distribution
attitudes towards work
tourism trends
religious and ethical beliefs
lifestyle changes
educational and environmental issues
health consciousness

PEST analysis Technological

aspects
Which technology issues affect how a
destination delivers its product or service?
Consider

technological advancements
role of the Internet
role of social media
generational shifts

Group exercise: PEST analysis

Perform a PEST analysis: what are

external opportunities and threats of your
destination?

political
economical
sociocultural
technological

Group exercise: SWOT analysis

Perform a SWOT analysis for your

destination. Use your results from the
previous PEST analysis for the external
factors, i.e. opportunities and threats.

Present your SWOT analysis in class.

Discuss the SWOT analyses of other groups in

class. Give feedback (content, presentation).

What is a tourist?
person who makes a tour away from home
for more than one day but less than a year
purpose: leisure, business, adventure,

Types of tourists

Let us collect reasons for travelling / types

of tourists:
Who?
Looking for what?

Types of tourists

Business tourist
Health tourist
Education tourist
Cultural tourist
Leisure tourist
Religious tourist
Adventure tourist
Sport & recreation tourist
Backpacking tourist
Eco-tourist
Special interest tourist

Types of tourists (backup)

Health or medical tourist: Those who seek special medical treatment, which is only possible
away from home, make trips to other places and are called Health or medical tourist. Some of
these tourists avail medical assistance in other countries, for they may be expensive in their own
country. Many health or medical tourists also make trips simply to stay for few days in healthier
climate. Hoards of medical tourist fly to South Africa from oversee countries to undergo plastic
surgery.
Business tourist: Tourist traveling with relation to business is known as business tourist.
Business tourism is part of the business world. Most of the cities feature conference centers that
cater to the needs of business tourists. A proper example of a business tourist is a salesman, who
makes trips to different places to attend trade shows, to display and promote his own products
also.
Education tourists: Tourists traveling to a particular place in another town, city or country for
further study in order to improve his or her educational qualification are termed as education
tourist. There are also group of people, who travel to attend workshops to upgrade skills. A clinic
nurse, who makes trip to another province to attend a particular workshop, qualifying individual
about infectious diseases is an example of an educational tourist.
Adventure tourists: Adventure tourists look for some unusual or bizarre experience. They seek
adventurous activities that may be dangerous, such as rock climbing, river rafting, skydiving,
shark cave diving and bungee jumping.
Cultural tourist: These types of tourists travel to experience the essence of assorted cultures,
such as San rock art, or cultural festivals such as the National Art Festival in Grahams town, or
the International Jazz Festival in Cape Town. Cultural tourists also prefer to witness the World
Heritage Sites of the traveled country.

Types of tourists (backup)

Eco-tourists: Nature loving tourists, who love to go green like traveling to Bonita Gardens
in Bloemfontein South Africa or similar destinations are called eco-tourists. They travel
throughout the world in search of destinations not affected by pollution or much human
intervention.
Leisure tourist: These tourists want to rejuvenate and revitalize with comfort, while
enjoying a break from mundane routine of life. Examples of this type of tourism are cruising
while vacationing or simple relaxing on a beach.
Religious tourist: Religious tourist travel to sites of religious significance. World is dotted
with a number of religious locations like Hajj in Mecca, Jerusalem in Israel, Varanasi in India,
and the Vatican in Rome. During Easter, a huge conglomeration of Christian pilgrimage
takes place in Zion City.
Sport and recreation tourist: These sorts of tourists either take active part in or just
watch sports events. Some of such popular sport events are the Soccer World Cup,
Wimbledon Tennis Championship, Comrades Marathon, and Fisher River Canoe Marathon.
Backpacking or youth tourist: This group of tourist is of young age and they travel with
minimum luggage and on a limited budget. But they are very passionate and love
excitements and adventures, while traveling. They generally have no specific travel
schedules and tend to travel independently.
Special Interest Tourist (STI): They nurture particular passion in different things like bird
watching, nature, fishing during the Sardine Run, food and wine or attending the Cape Town
Book Fair.

Tourists Market segmentation

Which types of tourists are currently

interested in your destination?
Which types of tourists do you want to
attract in the future? Why? (consider market
potential, sustainability aspects, )
How do you want to attract them?

Sustainable Tourism:
Three Basic Principles

Dont damage the natural resources

Involve the local population as beneficiaries

of the project

Follow sound and ethical business practices

Triple Bottom Line

Beach tourism?

Examples of Sustainable
Tourism
Have a look at sustainable tourism projects
and get inspired
5 basic principles of sustainable tourism:
https://
www.youtube.com/watch?v=rT6P2N_x-Mc
Examples in Asia:
http://www.sustainabletourism.net/case-studies/
austrailianz/asia/
Examples in Europe:
http://www.sustainabletourism.net/case-studies
/austrailianz/europe/

Customer Preferences for

Sustainable Tourism
Most tourists say they want to learn about
customs, geography, culture
75% of U.S., 87% of British tourists say their
travel should not damage environment
63% of U.S. tourists want to learn about
other cultures
38% say they are willing to pay more

Ecotourism in Indonesia

specialized segment of sustainable tourism

defined as activities of responsible
travelling in intact areas or in areas which
are named according to the role of nature
purpose of such activities:
enjoy natural beauty
involve education, understanding
support conservation
increase income of local communities
Example:
https://www.youtube.com/watch?v=odKKYryIAPs

Importance of ecotourism
to generate jobs and revenue, thus
providing an incentive for presenting
natural areas
to raise public awareness of the many
products and services provided by natural
ecosystems and biological resources and
respect for traditional knowledge and
practices
to reconcile economic and
environmental concerns and give a
practical meaning to sustainable
development

Ecotourism is a segment of
sustainable tourism

Ecotourism destinations
Indonesia

Lets look at some examples in Indonesia

CST Certification Criteria for

Hotels
1.

2.

Biological & physical sorroundings

- Emissions and wastes
- Gardens; natural areas (reserve)
Hotel facilities
- Waste & energy consumption
- Staff training

CST Certification Criteria for

Hotels
3.

4.

Customer
- Management of groups (guides)
- Customer feedback
Socio-economic context
- Direct/indirect economic benefits to
community

Homework MKP 3B
Prepare a presentation to the local government of
your destination: How to develop sustainable
tourism in your destination
Make sure to follow the best practices:

10 minutes
Only include relevant information
Use pictures, maps etc. where possible
Use bullet points (no paragraphs, complicated
sentences)
Practice your presentation and speak freely
This is important because you will present your ideas to the local
government and have to be professional.
It is better to give a short but well prepared presentation than to
read copy-pasted phrases.