Responsible Tourism and Planning

1 Introduction (10%)

  • Aim of the report –

(1) To summarise the key current issues,

(2) To find out key stakeholders in tourism, conservation and sustainable development and discuss their roles

(3) To set up SMART objectives for the year 2025

(4) To develop strategies that enable the destination to achieve SMART objectives

  • Summarise the current issues.

2 Key stakeholders and their roles (20%)

Key stakeholders can be defined as ‘Those individuals/groups who are vital to the survival and success of the organisation’ (Beauchamp and Bowie, 2001 cited in Hawkins and Bohdanowicz, 2012: 36). In the context of tourism, ‘the organisation’ needs to be replaced with ‘’the destination’. In this report, it is Paris.

Students can use bullet points or table:

 Example 1

  • City of Liverpool Council – Role
  • Visit Liverpool – Role
  • Organised mass tourist – Cruise ship passengers (Cohen cited in Burns, 1999): Role – e.g. To bring economic benefits to the destination.

Example 2

Table 1 List of Key Stakeholders and their Role(s)

 Key StakeholderRole
1• Organised mass tourist – Cruise ship passengersBring economic benefits to the destination.
2  
3  
4  
5  

Table 1 shows the list of key stakeholders and their primary role(s)…

3 SMART objectives for Year 2025 (five years later) (20%)

SMART means (specific, measurable, achievable, relevant and timed) (Tofade et al., 2012). Objectives (goals): ‘Goals indicate what a business unit wants to achieve’ (Kotler et al., 2003: 98).

Please review the current issues you identified and discussed in AS1 when you set up SMART objectives

Better to cover each pillar of TBL (economic, socio-cultural and environmental)

Hence, at least three SMART objectives are expected.

Example:

  • Objective 1: To increase the revenue from tourists who stay overnight in Paris 15% by 2025 (economic)
  • Objective 2: To…(socio-cultural)
  • Objective 3: To…(environmental)

4 Strategies to achieve SMART objectives by 2025 (40%)

‘Strategy answers how to get there’ (Kotler et al., 2003: 98). In this report, the following strategies have been developed to achieve the above-stated Objectives 1-3, demonstrating key stakeholders involved in and objective(s) each strategy aims to.

Example:

Strategy A:  

  • City of Paris introduces tourist tax for overnight-stay tourists (domestic and international) – 2 or 3 star: 2 euro per person per night. 4 or 5 star: 3 euro per person per night.  
  • For Objective 1 (This strategy for which objective(s))
  • City of Paris council, Reps from hotels or Association of hotels  (which key stakeholder(s) need to be involved in)

The relations between SMART objectives and Strategies. The number of SMART objectives you set up and the number of strategies you develop can be same (Example 1) or different (Examples 2 and 3):

Example 1:

Objectives 1, 2 and 3

Strategies A (for Objective 1), B (for Objective 2) and C (for Objective 3).

Example 2:

Objective 1, 2, 3 and 4

Strategies A (for Objective 1), B (for Objective 2) and C (for Objectives 3 and 4)

Example 3:

Objectives 1, 2 and 3

Strategies A (for Objective 1), B (for Objective 2) and C & D (for Objective 3)

List of References (10%)

Assess the quality of both (1) in-text referencing and (2) list of references at the end of report