Attraction Planning & Managment

Lecture Eight

Attraction Planning and Development

Understanding the need for planned tourism development,

Understanding why travel motivators should be kept in mind while planning for tourism,

Review factors which must be considered while selecting a location,

Appreciate the need for conducting a feasibility analysis and cost-benefit analysis.

Lecture content

Why planning:1. Environmental Conservation,2. Preservation and restoring on monuments,3. Sustainable development,4. Enhanced visitor satisfaction,5. To increase the destination life cycle, and6. Revenue generation

Attraction Planning

Planning Process Tourism planning is a complex process

which considers the various aspects as well as the segments of the tourism industry.

Attraction Planning Cont…

The logical sequence and basic steps in planning:

1. Defining the system,2. Formulating objectives to give directive,3. Data Gathering,4. Analysis and Interpretation,5. Preliminary planning,6. Approving the plan,7. Making the final plan, and8. Implementing


Basic steps in planning Cont… The logical sequence and basic steps in

planning:

1. Defining the system Its is necessary to define the - scale, - size, - character, and - purpose of the plan.

2. Formulating objectives to give directive Objectives must be comprehensive and specific

with a time frame for completion


3. Data Gathering Basic data needs to be collected through

research. Data can be gathered, quantified, and

qualified by: Preparing a fact sheet, Conducting a market survey, Undertaking site and infrastructure surveys, Analysis existing facilities and competition.


Basic steps in planning Cont…

4. Analysis and Interpretation The information collected must be interpreted so that facts gathered will have meaning.

Then, a set of conclusions and recommendations is drawn out of that leads to making a preliminary plan.


Basic steps in planning Cont…5. Preliminary planning Based on the earlier steps, 1. Alternatives are considered and 2. Solutions are drawn and tested3. Scale models for land use, sketches to

depict the development image, financial plans, site surveys, and layout plans to show investment need are prepared.

Question: What is a scale model?


Basic steps in planning Cont…5. Preliminary planning Cont…A scale model Is a representative of an object that is larger

or smaller than the actual size of the object being presented.

To be a true scale model, all relevant aspects must be accurately modeled.

These could inlude:-material properties etc.,


Basic steps in planning Cont…5. Preliminary planning Cont…Scale model Scale models are used in many fields i.e.,

engineering, architecture, film making, etc., Planner has to be realistic of the scale of what

she /he working on. -These may include size of market, the attraction

related to the infrastructure and facilities available or to be put in place.

Its key to focus on the scale.Example: - You do not spend 10 to an attraction instead of

1M.



6. Approving the plan Plans, drawings, scale models, estimates of

cost, estimates of profit, chances of success or failure can be seen.

Attraction Planning…


7. Making the final plan All aspects covered need to be defined.Example,In the destination - a definition of land use, - plans for infrastructure such as roads,

airports, bike paths, horse trails, sewage, water etc.



8. Implementing This means putting the tourism plan into

operation. It also follows up monitoring and evaluation.

Note: Good planning provides mechanisms that give

continuing feedback on the project and the levels of consumer satisfaction reached.


Various levels at which plans are prepared:

1. International level,2. National Level,3. Regional Level,4. Destination level,5. Site level


Various levels at which plans are prepared:

1. International level Planning, marketing are undertaken by

international organization such as - UNWTO, - ICAO (International Civil Aviation

Organization), and - IATA (International Air Transport

Association).


Various levels at which plans are prepared Cont…

2. National Level This focuses on an overall tourism

development within the country such as - defining tourism objectives, - formulating a tourism policy, - identifying major tourist attractions, - designing tourism development regions, - marketing, - research and legislation etc.

Attraction Planning …


3. Regional Level Planning is done for a state, a province, or a

tourist circuit.

Regional policies are formed within framework of the national tourism policy or plan are more specific.



4. Destination level Destination level or local level planning is more

specific than regional planning.

A destination level is an area which has a large and diverse amount of attractions and service to satisfy several market segments.

Attraction Planning …


5. Site level

Individual land and property owners employ the services of professional planners to plan and design their property.


Principles of attraction development- Listing,- Evaluation,- Development Strategy,

Attraction Development

Principles of attraction development1. Listing To take an inventory of existing and

potential attractions in the area. To collect this information, the destination needs

to be surveyed, and … A survey format should be prepared to know

the attractions already presented in the locality.

Attraction Development Cont…

Principles of attraction developmentListing Cont… These attractions include:1. Archaeological sites,2. Exhibition grounds,3. Monuments3. Theatres4. Temples5. Historical buildings etc.


Principles of attraction development Cont…

Listing Cont… Apart from the various attractions, both

existing and potential, it is also necessary to survey and evaluate the institutional elements.

Question: What are institutional elements?


Principles of attraction development Cont…2. Evaluation Many attractions may be present in a given area,

but not all may be worth visiting. Attractions should be evaluated based on:- Quality- Authenticity- Uniqueness- Activity potential- Popularity or number of visitors to the attraction- Category of attraction i.e., primary attraction


Principles of attraction development Cont…Evaluation Cont…

1.QualityIs the attraction worth visiting?Does it provide value for money?

2.Authenticity Its important to know if the attraction is original

or its an imitation. Tourist look for authenticity in alternative forms of

tourism such as agri-tourism, cultural tourism etc.


Principles of attraction development Cont…Evaluation Cont…3.Uniqueness Tourists seek something different and

exciting at the destination. They are not interested in seeing something

they have already experienced. 4. Activity potential Tourists need something to do once they

reach the attraction. If they have sufficient activities, they stay at

the attraction for a longer time.


Principles of attraction development Cont…Evaluation Cont…5. Popularity Popularity or the number of tourists, who visit

the attraction, the mode of transportation available, and the distance visitor travel, tell us about the attraction.

6. Category of attraction An attraction may be either a primary or

secondary motivator for travel. Very often, secondary attractions are most

visited even if they are not the main reason of travel.


Principles of attraction development Cont…3. Development Strategy Development of an attraction mix strategy to

promote the attraction include:

1. Organic bunching - This is the grouping together of like

attractions or supporting attractions to create a synergistic effect.

- Organic bunching results in greater tourist to the cluster than the sum of what each small attraction could attract by itself.


Principles of attraction development Cont…Development Strategy Cont…

2. Thematic appeal The theme approach is gaining popularity for

events and attractions. Almost any attraction can have a theme which

may be based on - fantasy, - escape, - history, - rural lifestyle, - urbanization etc.



3. Feasibility Analysis Any attraction needs some amount of investment

and investors are interested in knowing whether the attraction will provide a return on investment.

Certain questions need to be asked such as:- What tourists products will developed?- Whom is the product being developed for?- Where is the market?- Are there any competitors in the vicinity?- What is the size of the market?


Principles of attraction development Cont…Development Strategy Cont…4. Location This needs to be considered and it depends on

the nature of attraction and whether it is a primary or secondary attraction.

A primary attraction would consider existing transportation network and infrastructural facilities available.

A secondary attraction needs to select a location near other supporting attractions.



Location Cont… Other factors need to be considered include:

1. Supply/demand analysis,2. Transportation modes serving the area and cost

of available transport,3. Land ownership,4. Trained human resource, and5. Government policies in force.



Location Cont… Other factors need to be …Cont…

6. Tax concessions to private investors7. Existing infrastructure8. Safety and security9. Service available in the vicinity10. Source of finance11. Competitor etc.,



Development Strategy Cont…

5. Identifying the market The market area for an attraction needs to be

identified and because of the intangible nature of the tourisms product, this is not an easy task.

The market depends on the attractions and activities available at the site.



Development Strategy Cont…

6. Cost-Benefit Analysis Cost-benefit analysis is a ratio measure of

the relative benefits accruing to the attraction developer versus the costs incurred in development and operations.


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Attraction Planning & Managment

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