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Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]

It’s Tourism: Concepts and PracticesJohn Walker

Tourism Policy and Organizations

Chapter 5



Objectives• After reading and studying this chapter,

you should be able to:– Define tourism policy and list the reasons for

tourism policy in a development context– Explain the purpose of tourism policy in its main

areas of concern– Recall current issues and events in the main

areas of concern of tourism policy– Describe the roles of tourism organizations



• Dictionary of Hospitality, Travel, and Tourism definition of tourism policy:– Plans, strategy, and actions of a

decision-making body calculated to achieve identified, specific goals related to tourism

• Provides a framework for development – Establishes goals and guidelines for how

goals should be met

Introduction



• Number of stakeholders– Government:

• Land use, zoning, waste management, transportation, city planning offices, etc.

– Tourism industries:• Transport, lodging, restaurants, destination

management, attractions, and events

– Others:• Social, cultural, and environmental groups;

residents; and tourists

Stakeholder Input



• Someone or a group develops a vision and mission– Example: Mexico World Bank

Development funding for infrastructure• Planned as a national policy for tourism

development

Vision, Mission, Sustainability



• Examine and inventory existing and potential assets of a destination– Includes infrastructure to attractions and

entertainment, climate, and natural beauty

• Elements that lend themselves to sustainable development are assessed and prioritized for policy enactment

Asset Evaluation



• Set after circumstances are assessed and SWOT analysis is performed– Edward Inskeep:

• Policies evolve from surveys and analyses of present tourism development patterns and infrastructure, tourist attractions and activities, and the tourist markets

Tourism Policy Goals



Tourism Policy Goals (cont’d.)

Figure 5–1 • A FrameworkModel for Tourism Policy




Figure 5–2 • Tourism Policy Stakeholders



• Examples of policy goals:– Improve material and nonmaterial well-

being of communities– Preserve intergenerational and

intragenerational equity– Protect biological diversity and maintain

ecological systems– Ensure cultural integrity and social

cohesion of communities




• Examples of policy characteristics:– Concerned with equality of experiences– Has social equity and community

involvement– Operates within the limits of the

resource– Maintains full range of recreational,

educational, and cultural opportunities– Based on activities or designs that

reflect the character of a region




• Examples:– Leggoland, CA:

• Those against it worried about increased congestion, noise, pollution, etc.

• In the end, it provided economy enhancement and a contributor of tax revenues

– Disneyland, CA: • Multilayered subsystem • Slew of motels, some more seedy than

others




• Assesses impact of potential development from key points of view– Perspectives of access, transportation,

infrastructure, social and cultural, employment, and environmental

• Forecasting models predict the extent of impacts

• If all parts fall into place and are agreed on by stakeholders, then the policy can be enacted

Impact Analysis



• After WWII:– Governments realized tourism could be

a catalyst for economic development• Badly needed foreign exchange

– Europe developed tourism quickly– In 1961, the International Travel Act

founded the U.S. Travel Service (USTS)• Encouraged travel to U.S.

Government & Organizations



• National Tourism Policy Act of 1981– Redefined national interest in tourism

• Created the U.S. Travel and Tourism Administration (USTTA)

– Purpose was to promote tourism and emphasize benefits

• Stimulate economic, social, and political activities

Government & Orgs. (cont’d.)



• Bill Bramwell, government instruments:– Encouragement:

• Information, education, and general persuasion

– Financial incentives:• Alter prices

– Expenditures: • On actions by government or state agencies

– Regulations: • Prohibit or require particular courses of action

Policy Instruments



• Office of Travel and Tourism Industries– Travel Industry Association and Tourism

Industries/International Trade Administration partnership

– Fulfills federal role of expanding tourism business opportunities

• Employment and economic growth

OTTI



• Primary functions:– Management of statistical system – Design and administration of

international promotion program and export activities

– Development and management of tourism policy, strategy, and advocacy

– Technical assistance for expanding key export and assisting in domestic economic development

OTTI (cont’d.)



• Department of Homeland Security, Customs and Border Protection – Issues travel news, travel alerts, advice

• Visitors from visa waiver countries: – Apply for authorization through ESTA

• Trusted Traveler programs provide expedited travel for preapproved, low-risk travelers

• Difficult for non–Visa Waiver Program countries to obtain a visa

Security



• Visitor facilitation:– Aims to improve experience of gaining

access to and arriving in the U.S. by: • Reducing barriers to entry• Continuing and expanding the Visa Waver

Program (VWP)– Provides access for international visitors from 34

low-risk countries

• Improving customer services at international ports of entry

Security (cont’d.)



• VWP is important for the economy because it(s):– Stimulates business by facilitating

access of foreign visitors– Keeps U.S. competitive in international

travel market– Reciprocal nature, member countries

are required to drop visa requirements among each other




• Americans with Disabilities Act of 1990:– Addresses access for people with

disabilities throughout aspects of life• Travel industry was significantly affected• Great strides were made in reducing

physical barriers that inhibit or prevent delivery of services to traveling public with disabilities

– Transportation– Public accommodations




• Objective of policies:– Mobilize the industry to respond to

concerns about traveler safety and security

• Community partnerships • Disaster preparedness programs

– Perceived threats significantly impact the number of arrivals at destination cities

• September 11th safeguards




• Policies in technology are used for several different reasons– Smart Cards and electronic ticketing– Automated Highway System – Airline Innovations– Electronic Information Kiosks– Intelligent Transportation Systems– CARS-511 (Condition Acquisition and

Reporting System)




• Objective is to develop a reliable economic analysis system – Uses uniform public and private sector

data collection and reporting methods– Measuring travel and tourism industry is

very difficult • Economic activity of tourism is not easily

identifiable• Many different sectors selling different

products

Research and Statistics



• Tourism satellite accounts (TSAs)– Measure travelers’ purchases of

different products and services• Clearly separates major components

– U.S. travel companies are expected to make positive economic impacts on the U.S. economy through overseas operations

• Consistency and compatibility is crucial

Research and Statistics (cont’d.)



• Travel and Tourism Research Association (TTRA)– Network of over 800 travel and tourism

research and marketing professionals• Advocate standards, quality research, and

marketing information• Recognized source for providing current

data




• Travel research is important because it can help identify:– Problems and causes– Trends or market changes– New markets, products, and services– Aids in sales promotion– Inefficient operational methods, reducing

waste




• Vital in the industry:– Increases awareness of travel and

tourism’s contribution to job creation– Improves public and private sector

coordination of education and training initiatives

• Enhances career and employment opportunities

Education and Training



• Tourism employment characteristics:– Seasonality: visitor demand is not

spread evenly throughout the year– Labor intensity: it takes more employees

per customer to deliver the product or service

– Higher employment growth: as compared to the total economy, because of an increasing number of people

Education and Training (cont’d.)



• Learning organizations– Dedicated to continuous improvement of

the service process to obtain excellence• Begins at recruitment, continues through

actual service delivery to evaluation and improvement

• Includes training standards, certification, opportunities to support enrollment of school-to-work programs and career paths

Education and Training (cont’d.)



• Environmental policies:– Preserve natural, historic, and cultural

resources – Expand urban and rural economic

development opportunities • Balanced development has a direct impact

on quality of life of residents, local economies, and visitors’ experiences

Environment



• Includes facilities, roads, bridges, equipment, and organizations that make transportation functional and available– Dramatic increase over the past century– Tourism policy ensures appropriate

funding

Transportation Infrastructure



• Highway travel:– Congestion is the major issue– Diverging viewpoints still exist about

solutions• Expansion or improvement of public

transportation system• Policy makers must consider several

alternatives, weigh their benefits, costs, and adaptability

Transportation (cont’d.)



• United Nations World Tourism Organization (UNWTO) mission:– Develop tourism as a force for fostering

international peace, respect for human rights, economic prosperity, job creation, and international trade

– Provide incentives for protecting the environment and cultural heritage

International Organizations



• UNWTO regional activities:– Regional support

• Representatives in each region of the world

– Regional promotion projects• Special projects that promote tourism

International Orgs. (cont’d.)



• UNWTO ethical issues:– Adoption of the Global Code of Ethics

• Right to tourism and freedom of tourism movements, tourism’s contribution to mutual understanding and respect, and tourism as a sustainable development factor

– Statement on Prevention of Organized Sex

• Task Force to Protect Children from Sexual Exploitation in Tourism




• International Labor Organization (ILO)– UN specialized agency – Promotes social justice and

internationally recognized human and labor rights

– Formulates labor standards and sets minimum standards of basic labor rights

– Assists member countries by means of technical cooperation activities




• International Air Transport Association – Unites about 280 airlines – Regarded as the global organization for

international air carriers– Coordinates transportation of passengers,

freight, and mail in its global airline network– Ensures airlines operate in a safe, secure,

reliable, efficient, and economical manner




• International Civil Aviation Organization– Goal is to secure international

cooperation • Unify regulations, standards, and

procedures regarding civil aviation matters

– Global aviation security strategy • Response and long-term safeguard against

possible terrorist activities




• Organization for Economic Co-operation and Development (OECD)– Assists governments in economic,

social, and governance challenges of globalized economy

– The only global forum for discussion and coordination of tourism policies and actions among industrialized countries

Regional International Orgs.



• Pacific Asia Travel Association (PATA)– Nonprofit travel trade association – Mission is to serve government tourist

offices, hotels, airlines, and travel companies throughout Pacific Asia region

• Enhance growth, value, and quality of Pacific Asia travel and tourism for the benefit of its membership

Regional Orgs. (cont’d.)



• Caribbean Tourism Organization (CTO)– Provides leadership for tourism

organizations in the Caribbean region• Promotes sustainable tourism for economic

and social benefits

• European Travel Commission (ETC)– Responsible for the worldwide promotion

overseas of Europe as a tourist destination

Regional Orgs. (cont’d.)



• Travel Industry Association (TIA)– Nonprofit association– Leader in promoting and facilitating

increased travel to and within the U.S.– Aims to protect from governmental

initiatives that would impede travel– Key areas: government affairs,

marketing and research

National Level Orgs.



• Federal Aviation Administration (FAA)– Establish safety rulemaking

• Developed a common civil-military system of air navigation and air traffic control

• Department of Transportation (DOT)– Combined federal transportation

responsibilities• Ensures national transportation system is

accessible, safe, and convenient

National Level Orgs. (cont’d.)



• National Transportation Safety Board– Independent federal agency – Charged by Congress with investigating

every U.S. civilian aviation accident– Maintains a database of accidents and

serves as a “court of appeals”




• Tourism Industries (TI)– Fosters an environment that encourages

and allows the industry to generate revenues and jobs through tourism exports

– Organized in three groups:• Deputy Assistant Secretary• Tourism Development Group• Tourism Policy Council




• Domestic travel promotion is the foremost objective– Increasingly focus on promoting

destinations through websites– Main objective of regional tourism

organizations (RTOs) is to attract tourists to their specific geographic region

State & Regional Level Orgs.



State & Regional Orgs. (cont’d.)

Figure 5–3 • The Organization of a National or State Tourism Department



• Differ widely in format and structure– Funded completely by local

governments– Public–private partnerships

• Chambers of commerce– Provide forums for the discussion of

general business topics including tourism

City or Local Level Orgs.



• Convention and visitors bureaus (CVBs)– Nonprofit organizations

• Represents interests of a city or urban area in solicitation and attraction of tourists

– Acts like a liaison

– Many belong to International Association of Convention and Visitors Bureaus (IACVB)

• Mission is to enhance professionalism, effectiveness, and image of destination management organizations

City or Local Orgs. (cont’d.)

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