Tourism Planning and Development

Course Description
Traditionally development of the tourism industry has not been systematic and even today many countries enter and expand their destinations without any informed planning. Participants will learn about serious limitations of past practices, acquire principles of sustainable development, understand the concept of master plan at various geographic levels (city, regional and national), recognize the importance of sociocultural and built resources, comprehend types of appropriate tourism development (including matching supply with demand), and favor sensitive marketing strategies and monitoring systems. On the basis of this coverage, participants will become familiar with various cases of tourism development in Mallorca, coupled with actual field visits.

Objectives
Upon the completion of the course, students will be able to: Understand the meaning and importance of tourism planning and development. Use common tourism terms, concepts, and principles. Comprehend structure and function of planning and development. Know the basic elements and stages included in the planning process form a public policy perspective, covering from supra-national to local planning. Have analyzed examples of tourism strategic planning. Recognize the role of government and non-governmental bodies in tourism. Appreciate the importance of sound and sensitive policy formulation and implementation. Appreciate alternative types of tourism planning. Demonstrate familiarity with current planning issues related to the industry. Understand the Balearic Islands tourism processes, both problems and prospects, through scheduled field trips and discussion. Relate the knowledge gained in this course to the tourism industry in the respective countries of students.

Course Structure
The course will be structured in five class sessions of 3 hours (mornings, Monday through Friday) and two field visits (Tuesday and Thursday afternoons).

Class Sessions

Topics
1

Monday
Professor Vicente Ramos

Topic 1: Course introduction Topic 2: Introduction to tourism Planning Tourism system Planning and policy Scope of tourism planning Tourism planning approaches

Topic 3: Tourism policy and planning evolution Tourism dynamic environment Tourism planning

Tuesday
Professor Eugeni Aguilo

Topic 4: Strategic planning levels and stages Governance and supra-national planning The government role and non-tourism organization influences From national to local planning Strategic planning stages and connecting issues Field Trip 1: Planning for Tomorrow: Consorcio Playa de Palma Mature destinations and rejuvenating plans Tourism Trends Supply coordination issues Long run planning

Wednesday
Professor Vicente Ramos

Topic 5: The sustainable imperative Economic impacts Sociocultural impacts Environmental impacts Integrating the triple bottom line approach Topic 6: Competition and cooperation Stakeholders definition and integration Cultural idiosyncrasy of host communities Networks, clusters and positive social relationships

Thursday
Professor Vicente Ramos

Topic 7: Policy tools and planning implementation The problem of implementation Policy tools: advantages, drawbacks, and lessons learned Topic 8: Monitoring and Evaluation System of indicators
2

Management and feedback process

Field Trip 2: Implementing projects: Agenda 21 Calvia experience Local level planning Tourism sustainability tools International standards From planning to implementation

Friday
Professor Vicente Ramos

Topic 9: Tourism competitiveness factors Long run and short Run competitiveness Competitiveness determinants Measuring and extracting lessons Topic 10: Tourism planning, wrapping up Combine the concepts covered during the lessons with the knowledge from practitioners during the field trips

Evaluation
There are two evaluation tools: 1. Class participation: Students are required to participate in class and field visit discussions with their critical comments on the topics, knowledge and application of the topics to their own experiences, rising questions, and suggest alternative options. To best prepare for this task, all assigned readings must be read before coming to class. 2. Final project: Students will work in groups of two to deliver a project describing the plan to develop and improve tourism for a selected location applying the concepts developed in class. The last group project on Friday afternoon will be used for public presentation of their projects. The project requires that each group of students: a. Select a destination with which they are familiar b. Describe the attributes that make it a potential tourism destination (pull factors) c. Asses the competitiveness elements d. Create a product and plan the coordination among private agents and public authorities and the host community e. Describe your target markets and their behavioral patterns (push factors) f. Describe the funding and stages g. Create a set of implementing indicators through the planning period

References
3

Hall, C. M. 2008 Tourism Planning; Policies, Processes and Relationships. Essex UK: Prentice Hall Goeldner, C., and J. R. Ritchie 2009 Tourism Principles, Practices, Philosophies (11th ed.). New York: Wiley. Edgell, D., M. DelMastro, G. Smith, and J. Swanson 2007 Tourism Policy and Planning: Yesterday, Today and Tomorrow. London: Butterworth-Heinemann.

Daily Schedule
Tourism Planning and Development
9:00 Monday 10 Session 1: Tuesday 11 Session 2:
Professor Eugeni Aguilo Professor Vicente Ramos

10:30

11:00

12:30

14:00-18:00 Group Project

Lecture Break Lecture Break

Lecture Break Lecture Break

Field Trip 1

Wednesday 12 Session 3:
Professor Vicente Ramos

Lecture Break Lecture Break

Group Project

Thursday 13 Session 4: Friday 14 Session 5:

Professor Vicente Ramos Professor Vicente Ramos

Lecture Break Lecture Break

Field Trip 2

Lecture Break Lecture Break

Final Project presentations