Provide a critical evaluation of the Ayrshire and Arran 2012-2017 Tourism Strategy (link to pdf below) focusing on the relevance of their selected target offers and their approach to community/ stakeholder involvement?
This report has dealt with a critical evaluation of Ayrshire and Arran Tourism strategy of 2012 to 2017. This report has dealt with some theoretical perspectives of tourism. Process of planning and destination development has been discussed in respect of various types of theoretical perspective of tourism. Therefore, impact of socio and cultural perspective and economic and environmental considerations of resort and destination development have been discussed in this report.
Ayrshire and Arran is a beautiful place of attraction. It is a brand of tourism of Scotland. For this area, tourism is the most important economy. This area generates £ 348 million revenue per year. The number of visitors is approx 3.5 million. 9000 job opportunities have been found from this area. In the year 2011, Ayrshire Economic Partnership (AEP) has made a commitment to strengthen the sector of tourism in the whole area. Therefore, in order to provide more strength to the tourism sector of this area, Ayrshire and Arran Tourism Strategy has been made in order to fulfill the promise. This strategy has aimed to incorporate involvement of all groups of stakeholders in this work (Ayrshire-arran.org, 2015).
For the visitors, Ayrshire and Arran should be the primary as well as premier destination. The visitors should get most warm welcome from this place. Tourists will experience and enjoy the outstanding atmosphere of the coastline of this place. Therefore, the visitors will get amazing experience of the cultural heritage of this area. Country side of the place will give pleasure to the tourists (VisitScotland, 2015).
The aims are as follows:
Therefore, the objectives of strategy have been taken for achieving some strategic direction of the initiative. Those objectives are as follows:
To maintain the natural, cultural resources and cultural heritage of this particular place
As stated by, Jeffries (2001) planning of resort and destination, some considerations has to be made by the planning body or organization. Nature of tourism sector, natural and other resources, purpose of development, impacts are the most essential areas for planning a resort or destination in order to attract the tourists.
On the other hand, Page (2003) argued that, Government involvement also needs to be considered while planning a destination for tourist. Tourism policy and requirements of Government should be considered by the planning organization. The type and structure of the governments and the planning and policy making authority of the government should be considered as the important aspects of planning and destination development process. Therefore, the priorities of the Government should also be considered while making effective plan and development for the destination.
As stated by, Getz (1987), tourism planning should involve all planners. Planning should be effective. Therefore, the planning of destination and resort should involve all social and economical dimensions. The planning of destination for the tourist should balance the business impacts and social impacts of tourism. Process of planning should impact the social causes. Process of planning should also be integrative and strategic in nature. However, Veal (1992) also stated that, the planning of tourism in a particular place should be balanced by the perspective of regional planning.
As stated by, Gunn (2002) tourism planning can be called as a complex phenomenon as because the planning is directed towards the future. Framework, time and structure of the tourism planning is already set and agreed. Therefore, the lifecycle of the tourist place should also need to be considered by the planning organization.
On the other hand, Hall (2008) stated about four types of tourism planning. Boosterism, economic and industry oriented approach; physical approach and community oriented approach are the main types of tourism planning.
However, Murphy (1985) has identified seven most important and common role of Government in the sector of tourism. Coordination with the activities of tourism, planning, regulation as well as legislation, stimulation and promoting the tourism industry, social tourism, are the most basic roles of the Government in order to boost the tourism industry. Government also plays its role as an entrepreneur as well as protector of public interest. These roles should be maintained by the government for boosting the tourism planning activity of a place within a particular country.
Therefore, Ayrshire and Arran is a place of diversity. The locality is very rich and diverse. Various types of cultural heritage are presented there. Several initiative shave been taken for enhancing the local dimensions of culture that attracts the tourists. This can also help in order to maintain the cultural heritage of this particular place. Process of regeneration has been made for the development of the particular community. Many events and programs of this place have often organized by the local groups of local heritage and culture. Local groups and communities organize many events for the tourists. Darvel Music Company is a community group who often organize events for tourists (Seaton, 1996).
However, Sharpley (1999) stated that, the destination should be marketed well for the tourists. Destination can be called a place where the people want to be. Therefore, the process of marketing in order to project as well as promote the destination has become complex as the competition has been increased a lot within the competitive market sector of United Kingdom. Marketing process should be colorful and extensive as well as strategic. Effective process of marketing and communication help to build a reputed brand within the competitive market sector. Attention of people must be grabbed by the extensive process of marketing.
Therefore, it can be analyzed that, Ayrshire and Arran lacks from effective communication and marketing process of promoting the destination. Lack of co-ordination is responsible for this. It is the challenge for Ayrshire and Arran to organize various types of promotional activities. Cultural heritage and asset of this particular place should be marketed through creative as well as strategic way. Positive image and brand value will help Ayrshire and Arran in order to build a secure place within the competitive sector of tourism. This will also help the tourists to put the image of the place within the heart of the people (Unit, 2015).
Therefore, making a brand of consumer-focused destination is a very important and essential task for the development and promotion of the place. All stakeholders should be involved in this action. Destination brand of the place should be flexible enough. However, the strategy of Ayrshire and Arran will grow in the right place with the help of effective process of communication as well as marketing. As stated by, Hall (2000) there are immense resources from online as well as printed materials. However, lack of co operation and co ordination has been resulted in effective marketing activities of this area.
According to the strategy of Ayrshire and Arran, activities of marketing of this particular place will be delivered through several types of local, regional and national campaigns. Ayrshire and Arran will offer an extensive range of marketing activities in order to promote the services and products of this place. Therefore, the strategy shows that, the marketing activities will be delivered by the local as well as regional and national campaigns, leaflets, websites, brochures, trade shows, exhibitions and PR and press trips.
As stated by, Mowforth and Munt (1998) these activities are effective for promoting the services of this place. However, the digital marketing activities should be taken. Effective techniques of digital marketing, like various types of content, case studies, and info graphics should be done in respective of the services those are offered for the tourists. Visit Scotland delivers whole national and local campaigns for the tourists. Visitor Information has been taken in order to provide proper as well as accurate information for the tourists.
Therefore, for achieving the effective marketing and communication, Pan-Ayrshire tourism marketing plan should be incorporated in order to reduce the duplication. This plan has aimed to provide measurable return on investment (ROI) for the location. Therefore, process of destination marketing and communication has focused upon the major segments of market, segments of products. The strategy of Ayrshire and Arran is generally based upon the partnership approach. It is very necessary for all sectors, like private, community, voluntary and public sector, to be integral for both the strategy and implementation of the strategy (Pretty, 1995).
Economic effects: Tourism expenditure has direct and indirect effects to the economy of the destination. There are enormous numbers of sellers who often sell products and services to the tourists of the particular destination. These products are often associated with the cultural heritage of the particular place.
Development of destination can be called as the economic engine. It has the large impact upon the development of economics. Several channels have been used for developing the economy by effective promotion of destination. Building new transportation networks and new markets, raising the profile of destination as well as various types of trade shows, exhibitions have been impacted over the economy. Development of destination will also help to increase as well as raise the quality of life (Swarbrooke, 1999).
Therefore, economic development of can be effective with proper co-ordination as well as promotion of destination. On the other hand , Doswell (1997) stated that, visitor related industries of destination has the trend of growing than the other area of tourism. Promotion of destination can be the effective process of increasing the development opportunities of economy. Consumers or tourists have taken the chance of travelling across the world. Increasing number of tourists has impacted upon the tourism activity of the industry. The process of destination marketing has imposed a great impact upon the growing economy of the country. Therefore, development process of destination can be very effective on the economical development of the particular place.
Environmental effects: As stated by, Davis et al. (1993) development of destination can have potential effects upon the environment though the contribution of the conservation and protection of environment. Sustainable tourism has the effect on the development of the spot. Sustainable tourism has the aim to protect the environment. Development of destination can have the potential to raise the awareness among the people of the place. Awareness has been built by the tourism industry to the people in order not to destroy the environment. Saving of natural area can have the greater impact on the sustainable environment of the place.
Destination development in tourism has the impact upon the raising of environmental awareness among the people. Environment protection as well as preservation has to be considered as a sustainable growth for the development of the environment (Ayrshire-arran.org, 2015).
Therefore, the destination development process of tourism can also have negative impact upon the environment. Several facilities of tourism to the tourists often impacts negatively to the environment. Construction of resorts and other facilities, restaurants, shops etc will impact negatively to the environment. Development of destination of the tourist sector can have negative impact upon the natural resources of the environment. This can impact upon the destroy process of the natural resources. Tourism can destroy the soil, water resources, and other natural resources. Tourism also causes pollution. Air pollution, noise, solid waste, aesthetic pollution etc can be caused by the tourism activities.
Socio-cultural impacts: As stated by , Hall (2008), there are some positive and negative impacts of tourism as well as destination development to the society and culture of that particular place of tourism. Some time projection of tourism can cause on the loss of identity and value of the definite destination. Often mass tourism can cause for this type of loss. However, sustainable tourism tries to maintain the cultural as well as social heritage of that particular place.
On the other hand , Mowforth and Munt (1998) stated that, mass tourism often causes for the commoditization of that particular place in order to achieve the business goal and extensive level of profit. Cultural clashes often occur in order to provide development of the destination.
However, sustainable tourism often tries to maintain the cultural heritage of the particular place. Tourists have the demand of the local crafts, arts, manufacturing products and souvenirs of the particular place. This often promotes the cultural heritage of the place. However, often this type of products has been promoted by the business perspective.
Therefore, Ayrshire & Arran has focused upon some important areas for strengthen the development of destination and the whole process of tourism. Therefore, the strengths of this area are the natural environment, cultural heritage, golf, food and drink, sailing, islands etc. Therefore, this place is organized as a tourist spot with the activities of these elements. This area is popular for the wedding activities, business tour of several companies etc. However, further focus upon the development of the products will be imposed by this place. Various types of significant and essential events will be occurred for attracting the visitors of the place. Therefore, there are lacks of collaboration as well as coordination in the activities of marketing the services of this place. Development of packaging and networking will play a greater role in order to increase the tourism activity of this place. This can help this place to promote this as a brand within the competitive sector of tourism market. Tourism is the main economy of this place. Therefore, this can be done for the effective development of the place.
However, Pretty (1995) stated that, the AEP will do extensive work for the development of business activity with the help of economic development. The main focus of AEP is to develop the economy of the place. The main and important focus of this place is to identify the sector of tourism as an important growing industry. Ayrshire & Arran has developed this strategy in order to sustain the process of tourism within this place. This strategy will include the overall stakeholders of this industry. Involvement of stakeholders is very important as well as essential job for developing the tourism sector. The leadership group will be established for the sake of the effective operation within the community. The development of destination and community will be very important and essential work for the development of tourism industry in this place.
Conclusion:
This report has dealt with the tourism report of Ayrshire & Arran, a place in Scotland. This place has become the brand of the tourism industry. Therefore, the strategy has been critically evaluated.
Reference lists
Davis, G., Wanna, J., Warhurst, J. and Weller, P. (1993) Public Policy in Australia 2nd Edition. St. Leonards: Allen and Unwin.
Hall, C.M (2000) Tourism Planning, policies, processes and relationships. Harlow: Pearson Education Ltd.
Jeffries, D (2001) Governments and Tourism. Oxford: Butterworth Heinemann
Mason, P (2003) Tourism Impacts, Planning and Management Oxford: Butterworth-Heinemann.
Page, S (2003) Tourism Management – managing for change. Oxford: Butterworth-Heinemann
Getz, D (1987) Tourism Planning and Research paper presented at The Australian Travel Research Workshop, Bunbury, Western Australia, 5 – 6 November
Veal, A.J. (1992) Research Methods for Leisure and Tourism. Harlow: Longman.
Doswell, R. (1997) Tourism – how effective management makes the difference. Oxford: Butterworth Heinemann
Gunn, C.A (2002) Tourism Planning 4th ed. London: Routledge.
Hall, C.M (2008) Tourism Planning, policies, processes and relationships. 2nd ed.Harlow: Pearson Education Ltd.
Mowforth,M and Munt, I (1998) Tourism and Sustainability. London: Routledge.
Murphy, P. (1985) Tourism: A Community Approach. London: Methuen.
Pretty, J. (1995) The many interpretations of participation. Tourism in Focus, 16, 4-5.
Seaton, T (1996) Tourism and relative deprivation: the counter-revolutionary processes of tourism in Cuba. In: Robinson, M., Evans, N. and Callaghan, P. (eds) Tourism and Culture: Towards the 21st Century Conference Proceedings. Sunderland: Centre for Travel and Tourism and Business Education Publishers.
Sharpley, R (1999) Tourism, Tourists and Society ELM Publications
Swarbrooke, J (1999) Sustainable Tourism Management. Wallingford: CABI
Ayrshire-arran.org,. (2015). Ayrshire & Arran Tourism Industry Website – Ayrshire Arran Tourism. Retrieved 8 March 2015, from https://www.ayrshire-arran.org/
Unit, U. (2015). United Nations Environment Programme (UNEP) – Home page. Unep.org. Retrieved 8 March 2015, from https://www.unep.org/
VisitScotland,. (2015). VisitScotland – Scotland’s national tourism organisation. Retrieved 8 March 2015, from https://www.visitscotland.com/
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