Tourism Planning in a Destination Zone of London - Report Example

Tourism Policy and Planning Country of Choice: London Executive Summary This report mainly highlights the basic information’s regarding the tourist destinations of London and theories and concepts of tourism that affects the economic development of the nation. Along with this, it also includes the strategic audit of the destinations of London with the help of SWOT and PESTLE. Other than this, it also includes, the issues related to economic development of the nation or the tourist destination of London as well as the social and economic impacts over the tourist destination i.e Tower Bridge. The report also highlights the issues related to multiplier effects and leakages as well as the policy frameworks that may prove effective in future. Table of Contents Executive Summary 2 Introduction 4 Why London? 4 Basic information about the tourist places of London 4 Substantive Content 5 Related concepts and theories of tourism 5 Definition of tourism 5 Concept of tourism planning 7 Tourism planning in a destination zone of London 8 Sustainable tourists development 8 Strategic audit of the London 9 Issues related to economic development of the country of London or the tourist destination of London 13 Issues related to multiplier effects over the tourist destination or the nation of London 14 Issues related to Leakage 15 Issues related to policy framework and future 15 Issues related to social and economic impacts over the country of London 15 Conclusion and Recommendations 16 References 16 18 Introduction Why London? London is the capital city of England and United Kingdom, which came into existence in the 40 A.D. by Romans. It is the largest urban city including an area of at-least 1579 square kilometres. It also comprises of a population of 7172,036 along with rich culture and numerous tourist attractions such as Big Ben, House of Parliament, Tower Bridge, Queens Palace and many others. Each year numerous visitors come to London to experience the cool summers, mild winters and strong winds at the time of visiting numerous destinations. Apart from this, it is the fifth largest economy with approx GVA of $ 546.4 billion in the year 2012 and per capita GVA of $ 65,768 among others (Office of National Statistics, 2012). Basic information about the tourist places of London Tower bridge of London is recognised as a suspension bridge, crossing the River Thames. As it is located just near the Tower of London, so it is considered as an iconic symbol. It is a combined bascule comprising of two towers tied with one another along with two horizontal walkways developed so as to withstand the horizontal forces of the bridge. The total length of the bridge is almost about 244 meters or 801 feet with a longest span of 61 meters. The two equal weight age bascules are of 1000tons, which are developed so as to minimise the forces utilised within it. Hence, due to these above mentioned causes, it is considered as one of the largest and reputed tourist destination of London, maintained and managed by the Bridge House Estates (Butler, 2006, pp. 443-456). Apart from this, in order to reach the destination of London’s Tower Bridge very easily and quickly by the tourists, numerous signposts are designed and presented at the tower hill station. This is because, at the time of leaving the station, signposts are given on the subways so as to reach the famous tower bridge just in its left hand side. Hence, it might be stated that, due to the presence of numerous signposts on the Tooley street, helps the tourists to reach the popular tourist place, Tower Bridge of London. Similarly, Big Ben is a bell clock inside a tower so that, all passersby might hear its sound. It is located in the north end of the Palace of Westminster of London. Buckingham Palace is considered as the official residence of British Monarch of London. It is also situated in city of Westminster of London. All the places may be easily reached due to the help of signposts placed at every corner of Westminster of London. 1. The strategic environment: Social and economic contexts of the destination Substantive Content Related concepts and theories of tourism Definition of tourism The term tourism is described as a multi-dimensional activity, that need to be planned, analysed and evaluated in an effective way so as to make it successful. This is mainly because; it is entirely related with varied types of aspects of tourist and the destination such as transportation facilities available, infrastructural facilities, accommodation facilities etc. So that, the tourists might get attracted towards any famous destination, without thinking of the availability of transportation or accommodation facilities. According to the Butler (2006), the tourism system or facilities of London is just fantastic and outstanding. The prime attractions of London are Big Ben, Tower bridge, Buckingham Palace, Queens Palace etc are highly equipped with varied types of transportation facilities such as double becker buses, rented cars etc as presented below: London Tourist System Supply Supply Thus, due to these above mentioned factors, the tourist destinations of London are highly preferred by the individual in the entire globe. This enhanced its image and demand to a significant extent among other tourist places in the entire globe (Butler, 2006). Concept of tourism planning Tourism planning is also recognised as a multidimensional activity. This is because; it is a coordinated process that embraces social, political, economic, psychological, legal and technological factors. By doing so, the tourist destination is fully equipped with varied types of facilities and natural resources so as to present a remarkable feeling to the visitors. By doing so, the image and portfolio of these destinations might get enhanced resulting in amplification of the range of tourists in those regions. Keeping these facts in mind, the tourism development authority of London or United Kingdom, undertook extensive planning activities in order to make the tourist destinations such as Big Ben, Tower Bridge as well as Queens palace fully equipped with all sorts of facilities such as accommodation, transportation, signposts etc. So that if a visitor is entirely unknown to the places of London or United Kingdom, then also he or she might attain the similar feeling just as a well-known tourist. Hence, as per Buhalis & Darcy (2010), tourism is an integrated planning process that involves constant improvement of the existing resources or facilities so as to reduce its defects or issues. Tourism planning in a destination zone of London Cooper (2005) argued that, it is extremely essential for the tourist destination to prepare their plans or strategies. Only then, it might meet the requirements of the visitors or tourists such as transportation facilities, infrastructural facilities, accommodation facilities, easily accessible markets etc so as to enhance its portfolio and demand. Similarly, the tourism development authority of London or United Kingdom, also decided to present varied types of accommodations, transportations, signposts, markets etc, very close to the tourists destination such as Big Ben, Tower Bridge, Queens Palace etc. so that the tourists, might easily access this places of London without hindering their basic needs and requirements. Only then, the CAGR of London or United Kingdom might get enhanced resulting in amplification of its total revenue and demand. Sustainable tourists development Sustainable tourist’s development concept or theory came into limelight from the idea to conserve the natural resources and tourist destinations in a efficient manner. However, it might be possible only the below mentioned three factors are fulfilled in an effective way: Optimal utilization of the natural resources so as to retain the beauty of the tourist spots in an efficient way. Respect of the socio-cultured host communities of the tourist destinations, so as to maintain their traditional values and ideas. Then, the tourist destinations may retain their cultural heritage and diversity. Ensuring long term financial and socio-economic advantages to its stakeholders, so as to retain their services However, the above mentioned factors might be fulfilled only if effective planning process is maintained by the tourist development authorities. For example: in order to maintain the beauty of the tourist parks of United Kingdom or London, finest utilization of the natural resources is extremely essential. Along with this, the effective transportation and accommodation benefits offer significant extent of socio-economic advantage to the stakeholders. These facilities enhance their living standard and life style to a considerable extent. Hence, the coordinated efforts of the community members or stakeholders might improve the demand and reputation of the tourist destinations such as Tower Bridge, Big Ben among others. Strategic audit of the London The strategic audit of the famous tourist destination, London is performed with the help of SWOT and PESTLE analysis. Both of these tools are extremely remarkable analytical techniques as compared to others. SWOT analysis Internal Analysis Strength: High reputation: as the tourist destination, London is one of the most remarkable places among others. This is mainly due to its excellent horizontal walkways and tourist parks along with the stunning scenario of the river of Thames. As a result, maximum extent of the visitors, try to visit these regions so as to attain an outstanding feeling. High accommodation facilities: one of the greatest strengths of the tourist destinations of London or United Kingdom is its accommodation facilities. All sorts of hotels like, two star, three star, or five stars are readily available with all sorts of modern facilities. As a result of which, maximum extent of the tourists get attracted towards these destinations as compared to others. High transportation facilities: in order to reach the tourist destination of Tower Bridge, a visitor might avail any sort of transportation like rented cars, buses, Dockland light railways (DLR) etc. Due to which, the level of preference of the tourist destinations of London is extremely high as compared to others in the entire globe. Free from any sort of congestion charges: each and every visitor of London might enjoy the excellent journey of the Tower Bridge of London, entirely free of cost. This is recognised as one of the most remarkable strengths of London that attracts a wide range of visitors towards it among others. The history of the famous destinations like Tower Bridge is available: in order to educate the inner knowledge and talents of the youths, the entire history of the famous destinations of London like Tower Bridge is presented within its walls. This is also one of the strengths of London, which is highly preferred by the youth visitors as compared to many others. Weaknesses: The attractive view depends on the climate of London: although the scene of Tower Bridge is just excellent, but it entirely depends over the climatic conditions of London. This means if the weather conditions of London changes, then it may not present an excellent view (Butler, 2006, pp. 112-123). The entrance of one of the famous tourist destination, Tower Bridge is confusing: the entrance of the tourist destinations of London, like Tower Bridge is extremely confusing for the visitors that reduce their excitement and confidence. No specific sign or signals for the tourists: due to the absence of specific signs or signals at the entrance of the tourist destinations of London, it becomes extremely confusing. Unappealing website of the tourist destinations: for example, the online website of one of the famous destination of London, Tower Bridge is extremely unappealing and unattractive. This reduces the visit of numerous visitors of varying cultures, income group and life style. External Analysis Opportunities: Global promotions: due to the presence of high-ended promotions, the attractiveness of tourist destinations of London is enhancing at a rapid pace. Due to which, the financial income due to tourist visit is increasing resulting in amplification of the economic growth of the nation of London among others. Presentation of exhibition within the ticket fare: the authority also organizes an exhibition for the tourist within that specific ticket fare that enhances the emotions and feelings of the visitors (Buhalis & Darcy, 2010, pp. 934-944). Special coupons (two for the price of one): special coupons are offered by the authority of London so as to attract a wide range of visitors. This improved the demand of the tourist places of London among others. Special adjustments for disables: varied types of special facilities are offered to the disabled individual that enhances the demand of the visitors. Threats: Terrorist attack: one of the most important threats of the tourist destination of London is probable terrorist attack. Due to which, the image and position of tourist destinations of London is decreasing at a rapid pace among many other tourist destinations. High level of competition: the level of competition of tourist destinations of London is extremely high due to the presence of other attractions such as Big Ben, Tower of London etc. Economic downturn: economic downturn offered significant impact over the tourist destinations of London that declines the attractiveness of the destinations. Apart from micro environment, the macro environment of tourist destination of London is analysed by PESTLE analysis. Political: the rules and regulations of the government of London or United Kingdom offer significant impact over the tourist destination of London. For example: the decision of the government of London to cut the funds to visit London by 18 percent reduced the range of visitors that declined the economic growth of the nation. Similarly, the policies and strategies of the political parties also created a substantial impact. Due to which, the attractiveness of London is declining significantly (Cooper, 2005, pp. 220-230). Economic: the exhibition organised by the authority of tourist development of London, is extremely costly in nature. Due to which the tourist development authority of London need to offer high-ended promotions in order to enhance the range of customers towards this exhibitions. Only then, the total profit margin of the tourist department might be enhanced to a significant extent. Social: as the family set-ups are changing entirely in each and every nation of the globe so the authority of London need to think vividly, prior fixing the prices. So that the tourist destination of London might become able to attain benefits, in this age of competitiveness. Moreover, as maximum extent of the families’ desires for long weekends, so the demand of these tourist destinations are decreasing at rapid pace (Cooper & et al. 2008, pp. 551-562). Technological: due to the introduction of internet facilities, the range of purchase of the tickets of the exhibitions of the famous tourist destination of London, Tower Bridge is becoming quite complicated. Due to which, the tourist development authority is trying to review the features of its online sites so as to make it available for the purchase of the tickets of exhibitions of the Tower Bridge of London or United Kingdom. Legal: due to the introduction of varied types of laws, the demand and craze of London is decreasing at a significant extent as compared to many other tourist destinations of the globe. Environmental: due to the bad weather conditions, the exhibitions or scenes of Tower Bridges and parks are decreasing at a significant extent within the minds of the visitors as compared to others (David, 2013, pp. 912-923). Thus, from the above analysis, it might be clearly depicted that the attractiveness and demand of the tourist destinations of London is reducing significantly. 2. Policy and planning in the destination Issues related to economic development of the country of London or the tourist destination of London The issues that offered significant impact over the economic development of the nation or country of London or United Kingdom or the Tower Bridge of London are specified below: Lack of participation of the government of London: it is recognised as one of the significant issues that hindered the economic growth and development of the nation of London (Franklin, 2003, pp. 881-890). Other than this, due to lack of participation of the government, the tourist destination such as Tower Bridge is also declining its demand and craze in the globe among many other destinations (Hall & Boyd, 2005, pp. 876-886). Lack of Planning: the economic development of the nation of London is decreasing, mainly due to lack of planning (Holden, 2007, pp. 441-452). As the members of the authority do not offer vivid concentration over planning, so they fail to offer effective services to its visitors. Lack of participation of the community members: due to lack of participation of the local community members, the economic development of the nation or the tourist destinations such as Tower Bridge, Big Ben is declining. As a result of which, the CAGR is also decreasing resulting in reduction of the portfolio and dominance of the nation of London (Holloway & et. al. 2009, pp. 552-562). Lack of active involvement of the tourist development authority of London: due to lack of participation of the members of the tourist development authority, the economic development of the tourist destinations is reducing day by day. As a result of which, the image and prosperity of the famous tourist destinations of London is fading its craze from the minds of the visitors (Holloway & et.al. 2009, pp. 441-454). Issues related to multiplier effects over the tourist destination or the nation of London The demand and craze of the tourist destinations of London is reducing day by day, due to lack of participation of the government and tourism authority members of London (Page & Connell, 2006, pp. 445-456). As a result of which, the range of tourist activities is also reducing offering a significant impact over the economic condition or national income of the country. This is because; as the rate of spending of the visitors is reducing so the national income is also reducing (Goeldner & Ritchie, 2009, pp. 332-345). Moreover, due to lack of visitors in the tourist destinations of London such as Tower Bridge, the rate of employment of individual in various hotels and restaurants is also reducing significantly. As a result, the rate to unemployment and poverty is also increasing at a rapid pace thereby declining the economic standard of the nation of London among other neighbouring countries (Lennon & Foley, 2000, pp. 245-256). 3. Challenges and opportunities including issues relating to economic development, social and economic impacts and multiplier/ leakage issues Issues related to Leakage Economic leakage or foreign exchange leakage is also a concept that needs high concentration. This is because; due to non-payment of the duties over the imported products or profits earned from foreign employees are often not used for the economic development of the nation or the tourist destinations (Ivanovic, 2008, pp. 223-234). As a result, the economic condition of the nation declines resulting in amplification of the issues of poverty and unemployment. Issues related to policy framework and future The policies developed or introduced by the government of the nations need to be devised in such a way that it offers positive effect over its economic condition. Along with this, the policies might help in improvement of the economic standard of the individual in future era thereby amplifying its employment facilities to a significant extent (Mitchell & Caroline, 2010, pp. 123-134). Issues related to social and economic impacts over the country of London The social and economic impacts are also offering a significant impact over the development of the nation of London or tourist destinations of London. As maximum extent of the families in the entire globe desire for long weekends, so the craze for Tower Bridge is decreasing significantly (Howie, 2003, pp. 389-412). As a result of which, the level of revenue of the tourist destination of London is decreasing resulting in downfall of the economic condition of the country of London. Moreover, as the tourist development authority of London does not offer high concentration over the promotional activities of the tourist destinations or the activities occurring in tourist places such as exhibitions, the craze of these activities is decreasing (J & Claire, 2012, pp. 367-378). Therefore, the demand and economic growth of the nation of the London is also decreasing at a rapid pace. Conclusion and Recommendations Conclusively it might be depicted that due to lack of proper participation of the government and tourism development authorities of the nation of London, its economic development is declining. Along with this, the employment facilities are also reducing resulting in amplification of poverty and unfavourable conditions. Thus, due to these issues, the image and demand of the tourist destinations and the nation of London, is declining at a significant extent as compared to other destinations. However, in order to improve the fascinations of the tourist destination of London, the government of London need to get involved actively. Along with this, the active participation of the community members of the tourist destination of London might become able to develop varied types of effective policies and regulations such as ticket price reduction in festive seasons or students etc so as to increase the range of customers or visitors. References Butler, R. 2006. 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