Tourism Planning. Wang Qing-sheng (Ph.D.) professor and vice dean of business school in Tianjin University of Commerce(TUC) Tianjin

Transcription

1 Tourism Planning Wang Qing-sheng (Ph.D.) professor and vice dean of business school in Tianjin

2 Contents Introduction 1 Related Concepts of Tourism Planning 2 the Progress and Hotspots of the Current Tourism Planning in China Conclusion

3 Key words in our discussion Contents of tourism planning Tourism system Analysis of RMP AVC theory Environmental impact assessment (EIA) Environmental impact statement (EIS) Rural tourism Trends in China

4 Introduction With the upcoming peak demand of it, tourism planning is facing higher standard and requirements."china Tourism Industries Festival(CTIF) and Tourism Planning Productivity Forum"was held in Tianjin in 2010, the concept of"tourism Planning Productivity"was officially introduced at the forum. The planning is a big improvement from planned economy to market economy, which is also the requirement of rationalization and profitability of market economy. The quality and execution of tourism planning is an important standard to measure the level of regional economic development even the overall national strength, it will also effect the profitability of tourism industry directly. 4 Tianjin University of wqsheng001@hotmail.com; Commerce(TUC) Tianjin University of Commerce

5 Pictures of 2010 China Tourism Industries Festival (CTIF) Exhibition of Achievements in China Tourism Planning Opening Ceremony of CTIF

6 Pictures of 2010 China Tourism Industries Festival (CTIF) Tourism planning institution Tourism planning institution

7 Pictures of 2010 China Tourism Industries Festival (CTIF) Exhibition of Achievements in China Tourism Planning Exhibition of Achievements in China Tourism Planning

8 Pictures of 2010 China Tourism Industries Festival (CTIF) Exhibition of Achievements in China Tourism Planning Exhibition of Achievements in China Tourism Planning

9 1 Related Concepts of Tourism Planning 1.1 Definition of Tourism Planning Gunn(1992)pointed out that tourism industry originated from tourists desire to travel, ended with the satisfaction of the desire. Therefore, without paying little attention to the demand, planning should make meeting tourists desire its initial target. He thought that tourism planning is a course to determine an appropriate prospective action after a series of choices. The course is dynamic, interactive. The prospective action is the achievement of goals as well as the formulation of policies. 9 wqsheng001@hotmail.com; Tianjin University of Commerce

10 1 Related Concepts of Tourism Planning 1.2 Tasks of tourism planning According to General specification for tourism planning (GB / T ), include tourism development planning and tourism area planning. 10 wqsheng001@hotmail.com; Tianjin University of Commerce

11 1 Related Concepts of Tourism Planning 1.2 Tasks of tourism planning (1)tourism development planning Tourism development planning is a series of systems of goals and overall arrangements,based on regional tourism, history, current situation and market factors. Tourism development plan by the planning scope and level of government is divided into the national tourism development planning, regional tourism development planning and local tourism development planning. 11 wqsheng001@hotmail.com; Tianjin University of Commerce

12 The Tourism Master Planning of Tianjin city - Development orientation and Strategic guidelines Destination targeting Phase targeting Development orientation the social and environmental functions Overall tourism image positioning

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14 1 Related Concepts of Tourism Planning 1.2 Tasks of tourism planning (2)tourism area planning Tourism area planning is a overall co-ordination arrangements for the rational exploitation of tourism areas. Tourism area planning by planning levels is divided into the overall planning, detailed plan, site plan, etc. 14 wqsheng001@hotmail.com; Tianjin University of Commerce

15 Tourism Development Master Planning of Tianjin Binhai New Area

16 1 Related Concepts of Tourism Planning 1.2 Tasks of tourism planning the detailed planning of the tourism project prominent tourist attractions planning project blueprint, designed to lay the foundation for building construction. 16

17 Case: Detailed tourism planning Main Terminal Main Entrance Second Entrance

18 Case: Gate Range Project

19 1 Related Concepts of Tourism Planning 1.3 Location Theory and Tourism Planning Location falls into absolute location and relative location. Absolute location is some place in net system formed by longitudes and latitudes, that is, natural geographical position. Relative location is relative to other locations. Limited position is the traffic geographical position and economical geographical position. Comparatively speaking, relative location is more important than absolute location. 19 Tianjin University of Commerce

20 1 Related Concepts of Tourism Planning 1.3 Location Theory and Tourism Planning Location theory has guiding significance on areal tourism and destination developing strategies. Location determines the convenience of tourism, and then the tourism market and the accessibility, the number of tourists and the vigor of tourism development and finally the economic benefits. Bao Jigang, based on Chen Chuangang s areal tourism developing strategies, summaries four strategies of Chinese tourism development(see the following table) 20 wqsheng001@hotmail.com; Tianjin University of Commerce

21 1 Related Concepts of Tourism Planning Table1.1 Tourism Development Planning Model Model Resources Location Areal economic background Main developing measures all-around development state support, proper advanced development protective development recover historical sites or man-made senior tourism resources Cases Beijing Zhangjiajie Lijiang, Xishuangbanna Shenzhen, Wuhan Note: +++superior; ++moderate; +weak 21 Tianjin University of wqsheng001@hotmail.com; Commerce(TUC) Tianjin University of Commerce

22 1 Related Concepts of Tourism Planning 1.4 Tourism life-cycle theory Tourism life-cycle theory was first used by German scholars, Christaller (Christaller W, 1963) in the study of Europe's tourism development. Canadian geographer Butler in 1980 on the tourism life-cycle theory to explain the system and become a classic. He believed that a local tourism development, not permanent at the same level, but evolving over time. This evolution is generally through "exploration period, participation, the development period, a solid phase, and weak long-term period of stagnation (or recovery period)" 6 stages (the tourism life-cycle curve see fig.1.1). 22 wqsheng001@hotmail.com; Tianjin University of Commerce

23 1 Related Concepts of Tourism Planning Revival The number of tourists Critical capacity Developing Stable Stagnation Decline Start Time Fig.1.1 the tourism life-cycle curve from Butler, Tianjin University of Commerce(TUC) Tianjin University of Commerce

24 1 Related Concepts of Tourism Planning 1.5 Tourism Planning and AVC theory Liu Bin-Yi (2001) proposed "AVC three power theory. A(attraction),V(vitality) and C(capacity), referred to as AVC. Attraction to magnets and magnetic materials issued by the attraction of the magnetic field for more than, like magnets and magnetic tourist destination, tourists and other like magnetic material, its role by means of travel between the magnetic field. Vitality refers to tourism in the economic, social and environmental aspects of living growth, development and expansion capabilities. Tourism carrying capacity refers to the amount of economic input-output, residents and visitors to the social and cultural carrying capacity, environmental capacity to withstand up to three load-bearing capacity of reception. 24 Tianjin University of Commerce

25 1 Related Concepts of Tourism Planning 1.6 Tourism System System is that each factor must be oriented by some objective to form an organic integrity by way of the correlation and feedback restriction mechanism. The famous tourism geographer V.S.Preoblazhensky, from the former Soviet Union, for the first time put foraward the concept of recreation system in his book Recreation and Geography,which mainly consists of five correlative subsystems including recreation group, complex of nature and culture, technology and engineering equipment system, service personnel group and corresponding administrative organizaton. 25 Tianjin University of Commerce

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27 1 Related Concepts of Tourism Planning 1.6 Tourism System (1)Organization structure of tourism system Contains four parts, which are: Sources of Tourist Subsystem (local market;domestic market;international market) Destination Attraction Subsystem (tourist attraction, tourism facilities, tourism services) Tourism Enterprise Subsystem (attractions, tourist transportation, tourist hotels, tourism catering, tourism entertainment, tourism business) Tourism Supporting and Guaranteeing Subsystem (human resources, environmental protection, finance, policies and regulations) 27

28 1 Related Concepts of Tourism Planning 1.6 Tourism System (2) Spatial Structure of Tourism System With tourist motivations, tourists would gain information about destinations through various channels, then make decisions over that. Thereafter, tourists leave for destinations by vehicles, and return to habitations. Tourism system involves tourism destination, source of tourists and channels. Tourism destination is fundamental in the space structure of tourism system. Channel is an important support. Tourism destination is the location where tourism consuming occurs and tourism products are produced. 28 Tianjin University of Commerce

29 (2) Spatial Structure of Tourism System Channels Destinations Information channels Transportation channels Sources of tourists Fig.1.2 the Spatial structure of tourism system 29 Tianjin University of Commerce(TUC) Tianjin University of Commerce

30 1 Related Concepts of Tourism Planning 1.6 Tourism System (3) Relationship of Tourism System and Tourism Planning The complexity of tourism planning is decided over correlation, uncertainty, fuzziness, multiplicity and social restriction. Complexity is reflected in many aspects such as policies, institutions, environment and economy, etc. It demands high integration of relationships of stakeholders. According to the tourism system theory, the essence of tourism planning is to take the operation of the tourism system into consideration, to begin with the whole of the tourism system, focusing on the whole optimization of the planning object. The goal of tourism planning is to make sure the development of the interrelated factors of tourism system. Those factors are supplying and demanding, material planning and organizing institutions. 30 Tianjin University of Commerce

31 1.7 The contents for compilation tourism planning Under the guideline of above-mentioned requirements, tourism planning can also consider the actual situation and specific requirements of the contractor. Take the contents of 13 chapters as an instance. Chapter1 General Principle Including: planning of technical route, scope, nature, term, principles and basis. Chapter2 Current status of tourism development Including: region profiles, tourism development features and SWOT Analysis(S-strenths;W-weaknesses;O-opportunities;T-threats) 31 Tianjin University of Commerce(TUC) Tianjin University of Commerce

32 1.7 The contents for compilation tourism planning Chapter3 Tourism resources and its evaluation Including: general situation of tourism resources, main natural tourism resources and their types, main cultural tourism resources and their types, overall assessment of tourism resources. Chapter4 Tourism Development Strategy Including: planning guidelines, strategies and targets of tourism industry. 32 Tianjin University of Commerce(TUC) Tianjin University of Commerce

33 1.7 The contents for compilation tourism planning Chapter5 Tourism Space Planning Including: the current situation, goal, principles, layout, focus and development methods of tourism space planning Chapter6 Tourism Products Development and Projects Construction 33 Tianjin University of Commerce(TUC) Tianjin University of Commerce

34 1.7 The contents for compilation tourism planning Chapter7 City Tourism Planning Including: city tourism image, featured tourism, recreational business district, and recreational belts around city(rebac) Chapter8 Planning of Regional Tourism Cooperation Including: internal and external conditions and the necessity, goal, the principle cooperation guidelines, strategies, concentrated areas and focus of regional tourism cooperation. 34 Tianjin University of Commerce(TUC) Tianjin University of Commerce

35 1.7 The contents for compilation tourism planning Chapter9 Tourism Marketing Including: tourism image, market analysis, market positioning and the goal, tourism marketing Chapter10 The Planning of Supporting System to Tourist Industry Including: the planning of tourism transportation and route, cultural tourism resources protecting and developing, environmental protection, tourism infrastructure, greening and vegetation tending, safety, commodity developing, tourism human resources and entertainment facility etc. 35

36 1.7 The contents for compilation tourism planning Chapter11 The Implementation and Influence of Tourism Planning Including: the key points of each development stage, the execution, and the influence Chapter12 Recent Action Plan Chapter13 Investment Budgeting 36 Tianjin University of Commerce(TUC) Tianjin University of Commerce

37 2 the Progress and Hotspots of the Current Tourism Planning in China 2. A high degree of importance of tourism market research (1)market-oriented tourism planning began to mature. Mainly in the tourism planning researchers are exploring a variety of ways, based on gradually to reach a more consistent understanding of the strengths and weaknesses in research methods, but the content of the study, the results expressed in the form, began to converge.

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39 2 the Progress and Hotspots of the Current Tourism Planning in China 2.2 a high degree of importance of tourism market research (2)the market research in tourism planning and related content gradually organic unity. Manifested in the tourism market has started to market research - resources - products - market research model, formed from the true sense of the market beginning to the end of the market paradigm. Tourism market research always throughout the entire tourism planning.

40 Analysis of RMP in tourism planning Aiming at the existing problems in regional tourism development in China, such as, structural overcapacity of tourism product and the transformation of product development from "low cost,high output" in the 1980s to "high investment, high risk, high output". Chinese scholar Bihu Wu(2001) put forward a new framework of RMP for regional tourism development and planning. The model RMP framework consists of 3 key elements for regional tourism planning, which are Resources, Markets, and Products. The framework provided basic methods to current regional tourism planning and has been practiced in the tourism planning of LuoYang city. 40 Tianjin University of wqsheng001@hotmail.com; Commerce(TUC) Tianjin University of Commerce

41 Analysis of RMP in tourism planning resource evaluation product conversion product flexibility product selection analysis of R(resoureces) analysis of M(markets) external environment of product innovation; investment philosophy and planning support analysis of P(products) material substance of product innovation; the detailed planning of land use combination and exploitation of product philosophy; clue; pattern ; level 41

42 2 the Progress and Hotspots of the Current Tourism Planning in China 2.2 a high degree of importance of tourism market research (3)the tourism market research methodology gradually practical. Studies in tourism planning, market research methods are not simply apply the market forecast of a series of complex mathematical models, but with the actual needs of tourism planning and research of actual conditions, design their own practical research methods.

43 2 the Progress and Hotspots of the Current Tourism Planning in China 2.3 The main points of rural tourism Rural tourism consists of several factors: rural environment, rural heritage, country life, countryside activity,etc. and the center is rural community. (See the following diagram) Determined by its resources, rural tourism features by experiencing the farming culture and rural traditions. It also means that rural tourism is not suitable for sightseeing in a fast pace. Travelers will only feel the true beauty of country when they stay there and try to accept and appreciate. Therefore, the essential of rural tourism is the experience of rural culture. 43 Tianjin University of wqsheng001@hotmail.com; Commerce(TUC) Tianjin University of Commerce

44 2 the Progress and Hotspots of the Current Tourism Planning in China Rural tourism community Rural environment: water, lake,river, forest,nature Rural heritage: traditional architecture industrial heritage prehistoric castle church village Rural life: Craftsmanship Festivals rural food agricultural tourism traditional music Rural activity: ride and shoot boating cross country fishing cycling 44 Fig.2.3 The Ingredient of Rural Tourism

45 2 the Progress and Hotspots of the Current Tourism Planning in China 2.4 the Development trends of China s tourism planning China s future development trend of tourism planning in the following aspects are apparent: (1)the importance of tourism planning will become increasingly apparent, the science will be more general, a high degree of attention. Almost every province in China (including municipalities and autonomous regions) have developed a tourism planning. 45 Tianjin University of wqsheng001@hotmail.com; Commerce(TUC) Tianjin University of Commerce

46 Silk Road Tourism Master Plan

47 2 the Progress and Hotspots of the Current Tourism Planning in China 2.4 the development trends of China s tourism planning (2)a high degree of integration of tourism planning features will gradually formed. Tourism planning is a very complex science, including tourism, geography, architecture, culture, archeology and a series of subject knowledge, has reached a preliminary integration. Further integration of knowledge, playing various disciplines, and forming integrated knowledge structures and systems, will be a direction. 47 Tianjin University of wqsheng001@hotmail.com; Commerce(TUC) Tianjin University of Commerce

48 Part of the Badaling Great Wall area planning

49 Part of the Badaling Great Wall area planning-mao's calligraphy

50 2 the Progress and Hotspots of the Current Tourism Planning in China 2.4 the development trends of China s tourism planning (3)tourism planning and mutual integration of Chinese and Western-oriented features will be apparent. 50 Tianjin University of wqsheng001@hotmail.com; Commerce(TUC) Tianjin University of Commerce

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52 资源状况 庆旧居 建筑 孙震芳旧居 纳森旧居 李勉之旧居

53 功能分区 Function

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58 2 the Progress and Hotspots of the Current Tourism Planning in China 2.4 the development trends of China s tourism planning (4)tourism planning will become increasingly apparent of practical features. In the tourism planning for the process, from tourism planning experts to local government officials, have put great emphasis on tourism planning applications and operability, while strengthening the operational requirements, will become increasingly apparent and indicators of technology. 58 Tianjin University of wqsheng001@hotmail.com; Commerce(TUC) Tianjin University of Commerce

59 2 the Progress and Hotspots of the Current Tourism Planning in China 2.4 the development trends of China s tourism planning (5)tourism planning knowledge and value of community involvement will be significant. Tourism planning involves a very wide range of research and practice, we must value all aspects of social integration. 59 Tianjin University of wqsheng001@hotmail.com; Commerce(TUC) Tianjin University of Commerce

60 2 the Progress and Hotspots of the Current Tourism Planning in China 2.4 the development trends of China s tourism plan (6) Tourism planning of the digital features will be apparent. If we say that the previous tourism planning study, more of a show of sensibility of the qualitative characteristics, then, we should strengthen in the future rational digital features. 60

61 2 the Progress and Hotspots of the Current Tourism Planning in China 2.4 the development trends of China s tourism plan (7)tourism planning will be the uniform of standardization and personalization. 61 Tianjin University of wqsheng001@hotmail.com; Commerce(TUC) Tianjin University of Commerce

62 Case: Renderings (Effect picture) of the hotel conceptual plan

63 2 the Progress and Hotspots of the Current Tourism Planning in China 2.4 the development trends of China s tourism planning (8) Will further emphasize the concept of sustainable tourism planning 63 Tianjin University of wqsheng001@hotmail.com; Commerce(TUC) Tianjin University of Commerce

64 2 the Progress and Hotspots of the Current Tourism Planning in China 2.4 the development trends of China s tourism plan (9) China s tourism planning study will be stepping into the spirit of humane care stage. Tourism development planning, will think more about social benefits, reflect ethical concern for improving the quality of human life. In short, from multiple perspectives, reflecting the concern for human beings. 64 Tianjin University of wqsheng001@hotmail.com; Commerce(TUC) Tianjin University of Commerce

65 2 the Progress and Hotspots of the Current Tourism Planning in China 2.4 the development trends of China's tourism plan (10) Local governments will pay more attention to tourism destination development, under the guidance of the principle of sustainable development, building an attractive tourist destination will be the regional development in the pursuit of higher goals. 65 Tianjin University of Commerce(TUC) Tianjin University of Commerce

66 2 the Progress and Hotspots of the Current Tourism Planning in China 2.5 Environmental Impact Assessment of Tourism Development (1) Environmental Impact Assessment (EIA) In order to achieve sustainable tourism development objectives, the implementation of any tourism development project, must be planned prior to rigorous environmental impact assessment (EIA, Environmental Impact Assessment). 66

67 2 the Progress and Hotspots of the Current Tourism Planning in China 2.5 Environmental Impact Assessment of Tourism Development (1) Environmental Impact Assessment (EIA) The assessment includes all of the negative effects (including access to benefits), involves the impact on ecosystems, impact on the community, and local aesthetic value, recreational and scientific value of the impact on the local impact of the main building, and the generation of waste treatment. 67

68 2 the Progress and Hotspots of the Current Tourism Planning in China 2.5 Environmental Impact Assessment of Tourism Development (2)Environmental impact statement (EIS) By convention, the developer must prepare a specific environmental impact statement (EIS, Environmental Impact Statments), it is also a result of the EIA process. EIS is the so-called "supporters of a project drafted by the special file. Statements include: the development of the planned activities or actions; the project impact on the environment,the possibility, probability and necessity size; possible alternative programs; to make some environmental management program that includes environmental monitoring, project analysis or audit, and to restore the environment after the completion of the project planning "(Gilpin, 1996). 68

69 2 the Progress and Hotspots of the Current Tourism Planning in China 2.5 Environmental Impact Assessment of Tourism Development (2)Environmental impact statement (EIS) The preparation of the EIS is a professional task, you must have the business qualifications of the specialist advisory body or collaboration by a number of relevant agencies, regional tourism development plan, such statements and conclusions are the main considerations and control indicators. 69 Tianjin University of wqsheng001@hotmail.com; Commerce(TUC) Tianjin University of Commerce

70 Conclusion The tourism planning is a complex system. A good tourism planning must be the combination of the product, price, location, management technology and market, and expectations of tourists, but the results should be able to attract matching investments. Gradually, tourism planning must put the community demand as a core factor to consider. 70 Tianjin University of wqsheng001@hotmail.com; Commerce(TUC) Tianjin University of Commerce

71 Thanks for your listening and attention! Welcome to Tianjin again! Best wishes for you and your family! 71 Tianjin University of Commerce(TUC) Tianjin University of Commerce