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Benefits of Strategic Planning in Tourism and Leisure Business

University: University of Sunderland

  • Unit No: 4
  • Level: Undergraduate/College
  • Pages 16 / Words 4000
  • Paper Type: Dissertation
  • Course Code: BAA539
  • Downloads: 63
Question :

Historic building contributes towards tourism development. Strategic planning implies the firm had to develop effective strategies and allocate resources in order to execute plan effectively.

  • Evaluate the benefit of strategic tourism plan & example of destination.
  • Evaluate the planning approach for tourism development & implementation of the planning approach.
  • Determine how the use of historic buildings contributes to strategic development.
Answer :


Strategic planning of visitors destination allows executing instruments of market in to an practice of tourism regional management. With field of leisure and tourism, people and the finance as tourists are enhancing globally. Strategic planning is procedure under which a business firm develop its strategy and also allocate, direction and necessary resources and make effective decisions in order to execute action plan. Strategic planning plays a necessary role in the tourism as well as leisure (Carlsen and Butler, 2011). The travel and tourism sector is growing rapidly and also contribute towards an economy of country. In this given report discuss about the advantages of producing strategic and also provides the effective benefits. Strategic planning in tourism is helpful for an organisation to fulfil needs and requirements of consumers in proving better experience to visitors in a better or effective manner. In addition to this, it is a responsibility of travel sector to provide better destination places to visitors so that they can take interest in that country. Under this report discuss about planning approach for development of tourism. Reuse of historic building contribute towards development of strategic tourism will be discussed under this mention report.

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A) Advantages of producing tourism strategic plans

Strategic plans- Strategic planning is a process which is helpful in find out what an organisation or attraction places should become. This also shows stages which are necessary to accomplish set objectives. It is an effective technique which is important for doing judgements on continuous basis. In addition to this strategic planning plays a necessary role in travel and tourism sector for attracting large number of people and generate more profit level. Under this, it is a responsibility of tour operator of travel company to provide attractive as well as effective travelling package for upper and middle class of people (Choi and Turk, 2011). With the help of this positive affect on people of company will be developed in better manner. The main benefit of strategic planning for travel and leisure is to update about the current tends of sector and assess in satisfying needs of visitors in an effective manner. Through this, firm can get the competitive advantage at market place. It is helpful in support company in order top determining its understanding as well as determining wants and objectives for satisfy their needs in a better manner. Through process of strategic planning, company can evaluate itself for decide its wanted attractive placed and developed many guidelines as well as ideas. In addition to strategy, it is helpful in accomplishing long term goals and objectives with in a specific period of time. Planning for tourism as well as leisure is determined as continuous process which should be continues, integrated, environmental, comprehensive, accentuation on including community along with the sustainable development (Cuccia and Rizzo, 2011). In addition to this, tourism planning is important to achieve goals, making business successfully, proper resources utilisation, increased economy and also satisfy the demands and preferences of visitors. All these given components are effective to business entity in order to enhance its efficiency and effectiveness of company.

Advantages of tourism strategic planning

Competitive advantages- This component is very effective as well as beneficial to gain the competitive benefit in the limited period of time. In context to this, it is a responsibility or role of tour operator to apply various channels in order to introducing innovate as well as attractive packages at marketplace. Firm use many different ways to communicate with visitors in a better manner. Under this organisation provides its information on its company website so from this visitors or people can aware about the services of travel packages in a better way. With the help of this, persons will take interest in firm and will use its services. It will be helpful for companion to gain competitive advantage at market place.

Enhance profitability and also market share- Strategic planning is necessary for travel and tourism industry in order to capture large market share and increase profit level of company.

For an example- Focused planning and also strategic thinking will be uncover tourists segmentation, products and the market conditions which provide effective benefit to company towards consumers (Elbanna, 2016). So in context to this it is necessary for an organisation to increase its effectiveness as well as market share.

Financial advantages- Under this, tourism industry develops better strategic plan which have more earning per share, high profits, good sales and minimum costs. Effective strategic planning is helpful in order to attract the large number of tourists which turn high advantages and business development at market place.

Reduce risk- In this, strategic planning is necessary for giving relevant data or information with motive to help frame and risk better strategies in regards to reduce capitalise as well as uncertainty in proving the business opportunities. In industry to tourism, there are various risks which are available like for an instance natural, civil, technological, political and biological. Under this, there is a role of tour operator is to determine this and also get over from them to plan necessary strategy.

Promotes motivation and innovation- The main advantage of strategic planning is to promote innovation as well as motivation in a effective manner (Giaoutzi, 2017). In addition to this, main role of tour operator is to develop some innovation in its services so from this large number of consumers will be attracted towards firm and will assess in increasing profit level of firm in a better way. It is necessary that manager of firm should motivate or provide training to its staff members so from this they will give their better performance and also deal with visitors in an effective manner.

In addition to this, in London city, there are various attraction places like for an instance Studio Tour, London eye, Aadame Tussauds London, London tower, Buckingham place tour, Kensington place, Hop on hop off bus tour, View from the Shard and many other destinations. So, among all these attraction places, London eye is selected which is very beautiful place as well as attractive for visitors. There is also a Ferris wheel and its diameter is 394 feet and situated on south bank of River Thames.

These all are the effective advantages in order to develop better strategic plans in sector of tourism. In context to this, strategic planning bring some cooperation between different functions of business. It is a responsibility of manager to increase motivation of staff members so that they can focus on achieving aims of firm in a better manner. The main motive of strategic planning is to create a better action plan for predictable future as well as develop them effectively. The main objective of travel and tourism company to provide better destination places to visitors so that they can enjoy and take interest. In addition to this, plan will provide guidance for leading the future trends and also give efforts to increasing activities as well as functions of tourism in a better manner (Horng and Tsai, 2012). The main motive of tourism sector is to provide those destination places to visitors which can provide cultural value, natural beauty and also historical implications. There are various advantages of strategic planning in the London Eye which are identified as above:

Attract more tourists- Strategic planning is necessary to determine the centre of attraction places which are direct with an interrelation among the internal and external factors and both these factors develop on destination places.

For an example- Various tourists destination plays a necessary role in order to conserving as well as protecting nature and developing historic heritage in better manner.

Innovation and technology strategies- Strategic planning is necessary for London eye in order to increase its sales and also profit level through offering attractive destination places to tourists. In regards to this, there are large number of people which come for travelling purpose and government of United Kingdom apply advanced technology in business. Innovation plays a necessary part in attract people and it is main part of the strategic planning which assess to provide satisfaction and also relax to tourist (Komppula, 2014). Through this, Ferris wheels raised with using advanced technology such as high-tech glass capsules and from this project can not be affected badly.

For an example- Firm should provide various luxurious services like for an instance clean rooms and accommodation facilities for visitors which are interested in spend more time. In addition to this, innovation provides many advantages to business and helpful in attract large number of tourists.

Marketing strategies- Under this, major role of strategic planning is to make an effective plan with the help of including marketing mix and in this 4 ps are included and these are product, price, place and promotion. In addition to this, marketing mix will helpful for firm to introduce innovate or creative services at market place so that large number of people can be attract in a better manner. This is fundamental aspects which London eye gives various services like for an instance riding in Ferris wheel, hotel, river cruise and also dining. It is an effective way to increase motivation of visitors in a better manner.

Product diversification- London eye classifies its services as well as good in that manner which can completely meet with requirement as well as demands of tourists (Kylänen and Rusko, 2011). In addition to this, range of community from river cruises, dining halls, Ferris wheel to providing services or other facilities.

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