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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