Tourism planning assessment
Download
1 / 40

Tourism - PowerPoint PPT Presentation


  • 230 Views
  • Updated On :

Tourism Planning & Assessment . Tourism Development Workshop Bethel, Alaska April 5, 2001 Prepared by the Alaska Office of Tourism. Assets. Cultural resources and activities Authenticity Yukon Delta National Wildlife Refuge. Assets. Yukon Delta National Wildlife Refuge

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Tourism' - Gideon


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Tourism planning assessment l.jpg

TourismPlanning & Assessment

Tourism Development Workshop

Bethel, Alaska

April 5, 2001

Prepared by the Alaska Office of Tourism


Assets l.jpg
Assets

  • Cultural resources and activities

  • Authenticity

  • Yukon Delta National Wildlife Refuge


Assets3 l.jpg
Assets

  • Yukon Delta National Wildlife Refuge

    • The Yukon and Kuskokwim rivers dominate the landscape of Yukon Delta.

    • A treeless, wetland plain noted for wildlife variety and abundance.

    • Habitat for over 750,000 swans and geese, 2 million ducks, and 100 million shore and water birds.

    • Moose, caribou, grizzly bear, black bear, and wolves inhabit the northern hills and eastern mountains.

    • 1.1 million acre Nunivak Island portion of the refuge supports muskox and reindeer


Assets4 l.jpg
Assets

Fishing, hunting, and backcountry recreation may be excellent, although aircraft transportation is needed. The Andreafsky is a nationally designated wild river. Visitors may view exhibits and obtain complete information at the refuge headquarters visitor center. 500-800 visitors come to the Refuge annually including school groups. If conference numbers were included, visitors would number over 2,000. The refuge is visited mostly by locals and is accessible only by plane.


Assets5 l.jpg
Assets

  • To improve and develop tourism Bethel/Delta area might consider:

    • Campgrounds-there are no campgrounds, but plenty of beautiful rivers to accommodate campers and travelers.

    • Place for travelers to rent kayaks, skis, snow machines.


Assumption l.jpg
Assumption

Assessing the potential of tourism in a community should begin with the assumption that tourism “may” be good for your community. Sometimes “no” is the best answer to the question of whether tourism development is the right economic development strategy.

– Adapted from Community Tourism Assessment Handbook, Western Rural Development Center, Corvallis Oregon


Benefits of tourism l.jpg
Benefits of Tourism

  • Employment Benefits

  • Income Benefits

  • Economic Diversification

  • Tax Revenues

  • Visibility

  • Cultural Benefits


Costs of tourism l.jpg
Costs of Tourism

  • Public Facility & Service Costs

  • Promotional Costs

  • Monitoring Costs

  • Staff Costs

  • Business Owner and Employee Training

  • Tourism can be seasonal

  • Congestion


Benefits of strategic planning l.jpg
Benefits of Strategic Planning

  • Provide clear direction and rationale

  • Establish realistic goals consistent with the community’s vision

  • Communicate goals and development strategies

  • Establish a sense of ownership in the plan

  • Focus limited resources on key priorities

  • Provide a framework for implementation and evaluation


Development considerations l.jpg
Development Considerations

  • Focus on the authentic

  • Recognize that tourism has limits

  • Insure that development fits in with the surroundings

  • Interpret your resources

  • Remember aesthetics and ecology

  • Make sure the benefits of tourism are distributed throughout the community


Visitor motivations l.jpg
Visitor Motivations

  • Need for Change

  • Need for Achievement

  • Social Interaction

  • Cultural Experiences

  • Pampering

  • Novelty Seeking


Visitor needs l.jpg
Visitor Needs

  • Access

    (Information, Your Community, Your Business)

  • Attitude

    (Local hospitality, Welcome Signs)

  • Attractions/Activities

  • Accommodations

    (Lodging, Food Service, Personal Needs)

  • Security

    (Emergency Services)


Tourism planning process l.jpg
Tourism Planning Process

  • Where are you now?

  • Where do you want to go?

  • How will you get there?

  • How are you doing?


Planning considerations l.jpg
Planning Considerations

  • Organizational Development

  • Community Involvement

  • Tourism Product Development

  • Tourism Product Marketing


Phase i where are you now l.jpg
Phase I: Where Are You Now?

Step 1: Organization Evaluation

Step 2: Gather Information

Step 3: Identify Community Values


I 1 organization evaluation l.jpg
I(1) Organization Evaluation

Do you have an effective

Tourism Action Committee?

  • Recognized community leaders and leaders of organizations

  • Broad cross-section of stakeholders

  • Committed volunteers and dedicated team members

  • Desire to contribute to community well-being

  • Respect and appreciate views of others


I 2 gather information l.jpg
I(2) Gather Information

  • What are the community’s existing assets and resources?

  • How does tourism fit into the current economy of the community?

  • What are the characteristics of the tourists visiting the area?


Inventory assets resources l.jpg
Inventory Assets & Resources

  • Attractions & Activities

  • Accommodations

  • Food Service

  • Transportation/Access

  • Traveler Services

  • Public Services and Facilities


Economic visitor profiles l.jpg
Economic &Visitor Profiles

  • How does tourism fit within your existing economy?

  • Is there existing data about the characteristics and travel patterns of the visitors already coming to the community?


I 3 identify community values l.jpg
I(3) Identify Community Values

  • Are residents kept informed of tourism development initiatives? Meetings, Newsletters, Radio/TV Announcements, News Articles

  • How do residents feel about tourism?

    Resident Attitude Survey


Phase ii where do you want to go l.jpg
Phase II: Where Do You Want to Go?

Step 1: Develop a Community Vision

Step 2: Identify Issues and Concerns

Step 3: Establish Goals


Ii 1 develop a vision l.jpg
II(1) Develop a Vision

  • How do you see your community after tourism development?

  • What do you want to see happen?

  • What is an acceptable level of change in your community?

  • How much of what type of tourism development fits with your image of your community’s future?


Ii 2 identify issues concerns l.jpg
II(2) Identify Issues & Concerns

SWOT Analysis

S Strengths

W Weaknesses

O Opportunities

T Threats



Benefits of a swot analysis l.jpg
Benefits of a SWOT Analysis

  • Stimulates group participation

  • Provides a framework for assessing capabilities and community values

  • Provides a basis for the development of a set of goals that will take advantage of opportunities, while building up weaknesses and warding off threats


Swot analysis tips l.jpg
SWOT Analysis Tips

Do

  • Be analytical and specific

  • Record all thoughts and ideas

  • Choose the right people for the exercise

  • Choose a suitable leader or facilitator

    Don’t

  • Try to disguise weaknesses

  • Merely list errors and mistakes

  • Lose sight of external influences and trends

  • Allow the SWOT to become a blame laying exercise

  • Ignore outcomes at later stages of the planning process


Ii 3 establish goals l.jpg
II(3) Establish Goals

  • Develop goals that will help the community achieve their vision of the future

  • Goals should be SMARTER


Goals should be smarter l.jpg
Goals Should Be SMARTER

S Specific

M Measurable

A Acceptable

R Realistic

T Timely

E Extending

R Rewarding


Phase 3 how to get there l.jpg
Phase 3: How To Get There

Step 1: Identify projects

Step 2: Prioritize projects

Step 3: Develop an Action Plan for each project

Step 4: Monitor the progress of each project


Iii 2 prioritize projects l.jpg
III(2) Prioritize Projects

  • What projects will be of value to potential visitors?

  • What projects will be of value to the community?

  • What projects can help your community's tourism industry have a competitive advantage?


Value to the tourist l.jpg
Value to the Tourist

  • Will it fill a vacation motive or need?

    • Motives: Change, Achievement, Interaction, Experience, Pampering, Novelty Seeking

    • Needs: Access, Attitude, Attractions, Accommodations, Security

  • Will it give a reason for tourists to spend more time in your community?

  • Is access acceptable to the visitor?


Value to the community l.jpg
Value to the Community

  • Will it help bring in outside income?

  • Is it compatible with your community’s lifestyle?

  • Will it maintain the natural beauty of the area?


Competitive advantage l.jpg
Competitive Advantage

  • Is the project unique?

  • Can the tourism opportunity be provided at a price that is acceptable to both buyer and seller?

  • Can the tourism opportunity provide a better value than another opportunity elsewhere?


Action plan tips l.jpg
Action Plan Tips

  • List the steps or tasks needed to accomplish each project

  • Steps should be specific and detailed

  • Realistic timelines should be established for each step

  • Identify resources (human or financial) needed to accomplish each step should be identified

  • Identify who is responsible for each step

  • Obtain the consent and commitment of the responsible party


Phase iv how are you doing l.jpg
Phase IV: How Are You Doing?

  • Review the plan on an annual basis

  • Solicit community involvement in the review

  • Review community opinion and critical indicators of success

  • Revise and update the plan


Update modify the plan l.jpg
Update & Modify the Plan

  • Has there been a substantial change in circumstances or assumptions upon which the current plan was based?

  • Are there new issues of local or regional significance that should be addressed?

  • Have any of the projects that have been implemented through the plan failed to achieve the desired result?

    A “yes” to any of these questions indicates an update is in order.


Assessment planning review l.jpg
Assessment & Planning Review

Where are you now? (Research)

  • Organization evaluation

  • Gather information

  • Identify community values

    Where do you want to go? (Planning)

  • Develop a vision

  • Identify concerns and opportunities - SWOT

  • Establish goals

    How will you get there? (Implementation)

  • Identify & prioritize projects that will implement goals

  • Develop an action plan for each project

  • Monitor each project’s progress

    How are you doing? (Evaluation)

  • Review and update the plan on a periodic basis


Coming soon from the aot l.jpg
Coming Soon from the AOT

  • Tourism Funding Handbook

  • Community Tourism Development Guidelines Handbook

  • Business Permitting Guidelines


Useful resources l.jpg
Useful Resources

Alaska Office of Tourism Web Page

http://www.dced.state.ak.us/econdev/home.htm

Economic Development Resource Guide

http://www.dced.state.ak.us/mra/EDRG/EDRG.htm

Community Profile Database

http://www.dced.state.ak.us/mra/CF_COMDB.htm

Establishing a Business In Alaska

http://www.dced.state.ak.us/econdev/pub/estab98.pdf

Commercial Visitor Services in Alaska http://www.fs.fed.us/r10/cvsguide/


How to reach us l.jpg
How To Reach Us

Ginny Fay Tourism Director

907-465-2012 ginny_fay @dced.state.ak.us

Caryl McConkieBusiness Development, Planning & Marketing

907-465-5478 [email protected]

Aneta SynanCommunity Planning & Lands Management

907-465-3961 [email protected]

Odin Brudie Transportation & Trails Planning

907-465-5466 [email protected]

Lillian RuedrichWorkshop Planning & Training

907-465-2162 [email protected]

Our Fax: 907-465-3767

Alaska Office of Tourism, PO Box 110809, Juneau, AK 99811


ad