The major goal of tourism plan regarding castlefield is increasing the footfall by double. Various tourists from all over the world visit Manchester to see the beauty of Castlefield (Madgin, 2010). The main aim of the tourism plan is to increase the digital engagement and conversion around the destination so that people get aware about this place. Tourism plan will provide the excellent customer services with the RATER model which include Responsiveness, Assurance, Tangibility, Empathy and Reliability. It is necessary for the effective customer services to being the responsive towards the customer. Assurance enables people that they are important for the tourism industry. It is necessary for the tourism plan to show the excellent infrastructure, equipment and cleanliness of the hotel and selected place of castlefield so that people come back and use word of mouth strategy to attract other tourists. Tourism plan is made for providing the assurance that tourist will get empathy from the people of visited place. Along with that the Celebrity association for the awareness and penetration of the tourist venue will be more attractive factor to enhance the rate of the customers. These points will be helpful to increase the footfall by double which will increase the revenues. Increased revenues will impact the huge economy of Manchester from which government can initiate development program for improving the conditions of the venue.
SMART goal setting is the approach to attain the objectives of the particular project within time frame. To make the SMART goal, it is required to conform the criteria of Specific, Measurable, Attainable, Relevant and Timely.
Specific: the goal of this proposal is to increase the number of tourist in Castlefield. Cleanliness is vital for tourism industry that is why it is required to maintain the cleanliness at the tourist place. It is specific goal because Castlefield is an inner city conservation area of Manchester in North West England.
Measurable: it can be measured by taking feedback from the tourist so that the possible changes can be done within timeframe.
Attainable: the goal can be attained effectively by improving the infrastructure and cleanliness for the tourist place. The tourism can be increased in Castlefield if the alternatives are being focussed by local government bodies and tourism community.
Relevant: the goal is worthwhile as it increase the tourism in castlefield. Offline and online assistance is involved in making changes in infrastructure.
Timely: the specific goal will be attained within time frame which would not influence to the performance of the organization.
Tourism is travel for various purposes such as business or pleasure. There is a walk able area filled with canals, casual waterfront bars and green spaces in Castlefield (Expedia, 2018). The tourism system of this place can be defined in proper manner by breaking it down into three subsystems such as markets, resources and macro environmental factors.
a. Markets
Tourism market is the vital component of the tourism program that helps to analyze the current condition of the selected place. Strong market orientation facilitates to make the successful tourism program. The segments should be selected for analyzing the market condition of the tourism place. The tourism market segments can be distinguished into three parts such as geographical area, trip categories and trip purpose. The market of Castlefield is attractive and full of various stalls (Leary, 2009). It would be great pleasure for the first time visitor to entire their whole day with full of amusements. It has been analyzed that the market of castlefield is full of hot street food, crafty beer, handicrafts thing, cold food producers and amazing range of vintage clothing. These features of Castlefield market can attract the number of visitors to visit because the food facility, unique shopping and effective accommodations attract the tourist to visit the place. The tourism plan will be made by involving the day trips, pass through traffic and overnight trips in the section of trip categories. Day trip of Roman fort can be evaluated into two terms such as short- within 50 miles and long up to 200 miles (Mengü?o?lu and Boyacio?lu, 2016). Pass through traffic of Castlefield can be categorized into day visitors and overnight stay. The trip purpose of tourist for castlefield is visiting the attractive place. There is a huge restored Roman garden that leads up to the fort. These market segments help tourism plan to evaluate the further growth of the tourist for Castlefiled.
b. Resources
There are various kinds of resources of tourism such as natural resources, cultural resources, human resources and capital (Baum, 2016). The destination place of castlefield is on the North West England of the city where can be reached easily. The tourism plan will consider the all aspects of the resources which may impact the tourists. The ethnic culture of Castlefield will be valued by tourism plan so that the people of Manchester do not get hurt. It is vital for increasing the rate of tourists to focus on the infrastructure in context of utilities and transportation (Sharpley and Telfer, 2015). It has been found from the review of tourists on Castlefield Artisan Market page that they had great fun in the city and had good quality of food. The tourism plan will involve two kind of assistance facility such as offsite and onsite. Off-site will include planning, technical assistance, regulation, research and coordination where as on-site will include development and promotion of tourism resources such as accommodations, transportations, food and beverages and information.
c. Macro Environmental Factors
The use of macro environmental factors will be facilitated to know about the condition and the requirement of Castlefield. The SWOT analysis and Pestle will be described below in the context of defining the current situation of Castlefield.
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Strength |
The strength of tourism plan is to enhance the rate of tourism for the specific place. The strength of Castlefield is that it is situated on the North West England side in the city where people can easily approach train, bus and car. Culture of Castlefield is so attractive which can influence the number of tourists. People will experience the pleasant and convenient environment. |
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Weakness |
The major weakness of this venue is ancient place. However, there are majority of people who belief to see the ancient monuments and forts but today’s generation has different desires. They want adventurous place for amusement. Bad littering is the weakness for castlefield as it produces disease, polluted air and water. It is considered as big threat to public health. Lack of safety can bring the huge issue for the tourist and fort itself. Guidance is required to define the ancient story behind the fort otherwise tourist would not get satisfied. |
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Opportunity |
The tourism plan can enhance the rate of tourists which would influence the economy of the country. Historical knowledge of people will be increased due to effective introduction about the venue. The local government budget will be increased for tourism sector. The regional employment and recreational opportunities will be increased. The income of household will be increased (Li, Hu, Huang and Duan, 2017). Along with that Brexit is the opportunity for Castlefield as it develops a skilled workforce and improves policies of tourism industry. |
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Threats |
Weakness of tourism management can be the major threat for the tourism planning such as bad litter, infrastructure issues and proper guidance about the place. Reduction of social and family integration is another threat of it. |
Pestle analysis will be helpful for analyzing the international tourism and development. It comprises political, environmental, social, technological, legal and economical.
Political: the contribution of government in boosting up the tourism of UK is huge as it invests huge amount in improving the infrastructure of the monuments and promotions (Wachowiak, 2016). It is necessary to have the support of local government bodies to improve the development of tourism in castlefield. The government has introduced £3 per person per night tourist tax which being the cause of huge reduction in overnight guests.
Economical: the issue of price inflation can be the major cause of economical. It has been found that the value of £ has slipped against the €. It shows that the Europeans can visit frequently UK which enhances the number of visitors. The castlefield is attractive place where people can find various things to wander.
Social: It is vital for the development of the tourism in castlefield to give the respect to the tourists. Cleanliness and safety is the major point for the tourist and if tourist gets disrespected and unhygienic things around places of castlefield, it would impact the image of the Castlefield.
Technological: the high speed train is introduced for tourists that reduce the journey times between London and Manchester to 1 hour 15 minutes. This latest technology would be helpful to increase the number of visitors of castlefield. It would be beneficial for those who come from the North West England and it can also reduce the number of visitors who live aside North West.
Legal: The government of UK has increased the penalty from £50 to £80 for those people who caught on the Metrolink. This strategy of government can put negative impact for those who are unaware about the metrolink ticketing system. They can be penalized due to unawareness which can have the negative experience for them.
The environmental protection is vital for the tourism industry as many tourist come from different places to visit one specific place. Castlefield is the largest convention area in Manchester. Various buildings in the Liverpool Road Station complex have undergone extensive repair and modification.
The creative thinking and brainstorming are required to propose the alternatives to meet the goals. It is necessary for this stage to think widely because narrow thinking can lead into wrong direction which may hamper the entire plan. Tourism plan involves a huge range of interrelated development and marketing decisions (Sharpley and Telfer, 2014). It is necessary to have the depth information about the alternatives before implementing the proposals. The tourism can be increased in Castlefield if the alternatives are being focussed by local government bodies and tourism community. The proposal will be made regarding tourism plan after analyzing the importance of tourism within the region of Castlefield. The proposal is tourism industry should decrease the price of accommodations and provide the customer satisfaction services. There are various companies of specifically tourism industry that supports to increase the visitors of particular place (Benur and Bramwell,2015). The organization will be analyzed that can provide the leadership and coordination required for community tourism planning. The involvement of various travel agencies should be involved in tourism plan which will be helpful for the tourism to get all services such as ticketing, accommodation, food and travelling at one place. Tourism marketing decision involves segments, product, place, promotion and price. The geographic market and trip types segments can be considered in proposal for increasing the tourism in castlefield. Tourism facilities should be focused before implementing the proposal. There are various techniques such as use of social media, advertisements and word of mouth to promote the beauty of Castlefield in the world. The price strategy should be judged in effective manner so that the potential customers can approach this place as per their budget (Tourism planning, n.d.).
The evaluation of tourism development and marketing options can be done by assessing the degree to which each alternative would be able to meet the requirements of goals and objectives. The evaluation of proposal can be done with the help of feasibility analysis and impact of assessment. The evaluation of proposal can be done by analyzing the various factors such as political, environmental and economical which may impact the proposal and eliminate that factor which can be the reason of issues while accepting the proposal (Lin and Yang, 2016). The market of Castlefield is attractive as it provides the vintage clothing to the customers and healthy environment which may attract number of customers towards it. However, the government of UK is more focused towards the safety of the tourists and introduced £3 per person per night tourist tax which has the advantages such as government can invest in the improvement of various area of Castlefield. There are various impacts of tourism such as economic impacts, environmental impacts and social impacts. The increment of tourism on Castlefield will bring huge impact in economies such as in prices, employment, sales, revenues and infrastructure costs. It is essential to evaluate the environmental factors before implementing any proposal in the context of increasing the tourism such as lands, water, air and infrastructure (Nieves and Segarra-Ciprés, 2015). The cost and benefits of proposed plan such as involvement of tourism agency, reduction of costs of accommodation and travelling services and promotion of Castlefield should be evaluated. It has been evaluated that the proposed these things will bring huge changes in the rate of tourist of castlefield. Along with that the tourism industry may impact of business and industries, local government and residents as well. It has been found that the residential area and land have become costly of that place which being the cause of frustrated people.
There are various proposals in which the first proposal is Involvement of local travel agency which objective is involvement of local travel agency is to increase the employment within Castlefield. It would require approximately 3 months. The strategy of advertisements can be adopted to make them aware about the tourism plan (Aguirre, Mahr, Grewal, de Ruyter & Wetzels, 2015). It will improve the economic condition of Manchester and people will get employed through involve in the tourism plan. Tourist will get all facilities at one place from those agencies because they can provide them regional knowledge. Focus on geographical area is another proposal which is time saving and for this approximately 1 month would be required. The strategy of market research can be opted which impact the specific geographical area will will get benefitted due to effective services. Reduction in cost is the proposal to increase the number of visitors. Penetration pricing strategy would be applied to attain the objectives. Customers will get more attract towards the Castlefield due to this proposal.
Monitoring is considered as the important element of any planning and process and there can be various arrangements for monitoring the process of the tourism plan (Steele, Dredge and Scherrer, 2017). The visitor impacts can be measured to see the progress of the tourism plan. Along with that the services quality can be monitors to improve the efficiency of the tourism industry. Arrangements should be done by analyzing the various conditions such as when, where, who and what should monitor. Research is the efficient method to analyze the new information and procedures of tourism management. It is vital to conduct the reward system as it has been evaluated that there are some travel agencies that provide rewards to tourism researcher (Mayne, 2017). The monitoring plan can be implemented to evaluate the progress of the tourism plan. It can include some steps.
1- Planning for monitoring
It can be done by development of the steering committee and conducting a community meeting (Jordan, 2015).
2- Developing the monitoring programme
By recognizing the impacts to be monitored in the tourism plan and selecting the way of monitoring the process is the part of this section.
3- Conducting monitoring and applying results
Staffs should be trained to evaluate the performance.
4- Evaluating and advancing monitoring
The evaluation of monitoring program should be done in an effective manner and conducting the outreach.
Conclusion
It has been concluded that tourism plan has huge importance in the tourism industry as it develops the different changes to bring the effectual impact on the tourism industry. Tourism plan can increase the number of tourism for specific tourist place. This tourism plan has been made on Castlefield which is situated in Manchester. SMART objectives are being set for this tourism plan. It is necessary for this stage to think widely because narrow thinking can lead into wrong direction which may hamper the entire plan. Involvement of local travel agency, reduction in cost and Focus on geographical area are wide proposal and remove bad litters and increase cleanliness is small initiative to make proposal.
References
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Expedia, (2018). Castlefield Roman Fort . Accessed on 30th march, 2018, from:https://www.expedia.co.in/Castlefield-Roman-Fort-Castlefield.d6079143.Attraction.
Jordan, E.J., 2015. Planning as a coping response to proposed tourism development. Journal of Travel Research, 54(3), pp.316-328.
Leary, M.E., 2009. The production of space through a shrine and vendetta in Manchester: Lefebvre’s spatial triad and the regeneration of a place renamed Castlefield. Planning Theory & Practice, 10(2), pp.189-212.
Li, Y., Hu, C., Huang, C. and Duan, L., 2017. The concept of smart tourism in the context of tourism information services. Tourism Management, 58, pp.293-300.
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Madgin, R., 2010. Reconceptualising the historic urban environment: conservation and regeneration in Castlefield, Manchester, 1960–2009. Planning Perspectives, 25(1), pp.29-48.
Mayne, J.W., 2017. Monitoring performance in the public sector: Future directions from international experience. Routledge.
Mengü?o?lu, N. and Boyacio?lu, E., 2016. Reuse of industrial built heritage for residential purposes in Manchester. METU Journal of the Faculty of Architecture, 30(1).
Nieves, J. and Segarra-Ciprés, M., 2015. Management innovation in the hotel industry. Tourism Management, 46, pp.51-58.
Sharpley, R. and Telfer, D.J. eds., 2014. Tourism and development: concepts and issues (Vol. 63). Channel View Publications.
Sharpley, R. and Telfer, D.J., 2015. Tourism and development in the developing world. Routledge.
Steele, J., Dredge, D. and Scherrer, P., 2017. Monitoring and evaluation practices of volunteer tourism organisations. Journal of Sustainable Tourism, 25(11), pp.1674-1690.
Tourism planning, (n.d.). Toursim information and series no.2. Accessed on 30th march, 2018, from: https://archive.lib.msu.edu/DMC/Ag.%20Ext.%202007-Chelsie/PDF/e2004-1987.pdf
Unep, (n.d.). Monitoring tourism in protected areas. Accessed on 30th march, 2018,from: https://www.unep.fr/shared/publications/other/3084/BP8-11.pdf.
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