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It’s Tourism: Concepts and PracticesJohn Walker
Tourism Policy and Organizations
Chapter 5
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
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
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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
It’s Tourism: Concepts and PracticesJohn Walker
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• 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
It’s Tourism: Concepts and PracticesJohn Walker
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• 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
It’s Tourism: Concepts and PracticesJohn Walker
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• 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
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• 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
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Tourism Policy Goals (cont’d.)
Figure 5–1 • A FrameworkModel for Tourism Policy
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
Tourism Policy Goals (cont’d.)
Figure 5–2 • Tourism Policy Stakeholders
It’s Tourism: Concepts and PracticesJohn Walker
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• 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
Tourism Policy Goals (cont’d.)
It’s Tourism: Concepts and PracticesJohn Walker
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• 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
Tourism Policy Goals (cont’d.)
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• 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
Tourism Policy Goals (cont’d.)
It’s Tourism: Concepts and PracticesJohn Walker
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• 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
It’s Tourism: Concepts and PracticesJohn Walker
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• 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
It’s Tourism: Concepts and PracticesJohn Walker
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• 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.)
It’s Tourism: Concepts and PracticesJohn Walker
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• 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
It’s Tourism: Concepts and PracticesJohn Walker
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• 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
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• 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.)
It’s Tourism: Concepts and PracticesJohn Walker
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• 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
It’s Tourism: Concepts and PracticesJohn Walker
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• 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.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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
Security (cont’d.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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
Security (cont’d.)
It’s Tourism: Concepts and PracticesJohn Walker
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• 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
Security (cont’d.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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)
Security (cont’d.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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
Research and Statistics (cont’d.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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
Research and Statistics (cont’d.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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.)
It’s Tourism: Concepts and PracticesJohn Walker
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• 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.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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
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• 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
It’s Tourism: Concepts and PracticesJohn Walker
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• 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.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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
It’s Tourism: Concepts and PracticesJohn Walker
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• UNWTO regional activities:– Regional support
• Representatives in each region of the world
– Regional promotion projects• Special projects that promote tourism
International Orgs. (cont’d.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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 Orgs. (cont’d.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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 Orgs. (cont’d.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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 Orgs. (cont’d.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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
International Orgs. (cont’d.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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.
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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.
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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”
National Level Orgs. (cont’d.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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
National Level Orgs. (cont’d.)
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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.
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State & Regional Orgs. (cont’d.)
Figure 5–3 • The Organization of a National or State Tourism Department
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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.
It’s Tourism: Concepts and PracticesJohn Walker
Copyright ©2011 by Pearson Education, Inc.publishing as Pearson [imprint]
• 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.)