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1/4/2013
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Basic Approaches in Tourism Planning
Tourism System
Lecture Outline
1. Elements of Tourism System
2. Demand Factors
3. Supply Factors
1. Elements of Tourism System
• Tourism is viewed as a single system comprised of interrelated parts, i.e. combination of parts forming a complex role
• As a system, it can be defined, analyzed, planned and managed in an integrated manner
Tour
Operator
Travel Agencies
Lodging Food &
Beverage
Attractions Government
Transport
NGOs
Guides
• In planning & development concept, understanding the interrelationships between several parts of the system enables all tourism stakeholders to improve planning & management effectiveness while enhancing the likelihood of success
Several different types of systems models have been utilized in tourism studies
In this topic – the elements of tourism are based on a few models developed in the tourism industry
a. Leiper’s (1990)
b. Mill & Morrison’s (1985)
c. Gunn (2002)
a. Leiper’s Model
Based on Leiper’s model, at a geographical level, three (3) elements may be identified in the basic tourism system;
Generating region – this is the source region of the tourist and the place where the journey begins & ends.
Transit region or route – this is the region which the tourist must travel through to reach his destination
Destination region – this is the region which the tourist chooses to visit and where the most obvious consequences of the system occur
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Departing Tourist
Returning Tourist
Tourist
Destination Regions
Tourist
Generating Regions
Transit
Routes
Environments: Human, Sociocultural,
Economical, Technological, Physical,
Political, Legal, etc.
Leiper’s Tourism Model
Leiper, 1990
b. Mill and Morrison’s Model
A more commercially oriented system – who argued that the system consist of four parts; • Market – highlights the decision of the individual
to travel and or become a tourist • Travel – describes & analyses the where, when
and how of the individual tourist’s travel behaviour
• Destination – consists of the study of the destination mix, i.e. the attractions and services that are used by the tourist
• Marketing – highlights the importance of marketing in encouraging people to travel
• In this model, they observed that the development
of a marketing plan, the selection of an appropriate marketing mix and the choice of a distribution channel will bring success or failure for the destination’s attempt to encourage tourist to travel
c. Gunn’s Model
Alternative to the model developed by Mill & Morrison (1985) and Leiper (1990) are systems models which emphasize the supply and demand dimensions of tourism
Focus on the importance of the tourist experience
• Often tourists from core generating markets are identified as the demand side
• The supply side includes all facilities, programs, attractions and land uses designed and managed for visitors
• The supply side may be under the control of private, NGO’s and/or governments
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Gunn’s (2002) Tourism System - supply and demand
2. Demand Factors
• Demand is comprised of the motivations, perceptions, previous experiences and expectations of tourist
• The motivations arise from a variety of socio-cultural factors
• Many tourist motivations have arise from the demands made on the individual by modern industrial society
There are five basic travel motivations;
a. Physiological
b. Cultural
c. Social
d. Spiritual
e. Fantasy
(Hall, 2008)
Travel Motivators a. Physiological – include the need for relaxation and improved health. For e.g. cruise travel associated with rest & relaxation and spa tourism
b. Cultural – the desire to observe & learn other societies & their customs
c. Social – include visiting friends & relatives, business & conference travel
d. Spiritual – pilgrimage, religion and spiritual quest has long been part of tourism
e. Fantasy – one of modern travel experience where tourists build up a picture of the world ‘that marks an escape from present reality’ an environment for acting out psychic needs’
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3. Supply Factors
The three main components of the supply side:
a. Resources
b. Government
c. The tourism industry Tour
Operator Natural
Lodging Food &
Beverage
Cultural Tourism Malaysia
Travel Associations
Transport Local
Community
In terms of planning purposes, the major components that comprise the supply side are;
a. Various mode of transportation & other tourism-related infrastructure
b. Tourist information
c. Marketing & promotion
d. The community or communities within the visitor destination area
e. The political & institutional frameworks for enabling tourism
End of Lecture