Spain Destination Management - Case Study Example

Spain Destination Management Name Course Lecture Date Table of Contents Table of Contents 1 1.Introduction 2 2. Tourism Planning 3 2.1 The imperative for tourism planning 3 2.2 The role of government and Destination Management Organizations in tourism planning 4 3. The role of tourism in the destination economy 6 3.1 Economic impacts 6 3.2 Environmental impacts 7 3.3 Socio-cultural impacts 7 4. Strategic position of Spain as a tourist destination 8 5.0 Approaches to Tourism planning and development 9 5.1 General approaches to tourism planning and development 9 5.2. Specific approach applied in the Government Tourism Policy/Strategy/Plans 10 6. Assessment of the particular national (regional) Tourism Policy against the key stages of the planning process 10 6.1. The key stages of the planning process (a theoretical perspective) 10 6.2. The Tourism Policy 10 6.2.1. Background analysis 11 6.2.2. Marketing Research 11 6.2.3. Synthesis 11 6.2.4. Goals and Objectives 12 6.2.5. Plan development 12 6.2.6. Plan implementation and monitoring 12 6.2.7 Plan Evaluation 13 7 Conclusion and recommendations 13 References 14 1. Introduction Tourism is a major contributor to the national economic life in Spain in that; it contributes 6.4% of the country GDP. Since the 1960’s and 70’s, the country has been a major destination during the winter season for tourists from France, UK, Germany, Italy, Ireland, and Scandinavia. All this time, the state has held a very strong position in global tourist as it is also rated among the largest markets for holidays. Based on world travel and tourism council, the tourism industry in Spain contributed to 6.4% of the country GDP in 2010 and it was also rated as the fifth largest income from the tourism sector in the same year (Butler 2013). Spain is also ranked first in the 141 countries in 2015 in the travel and tourism competitiveness index as it was published by the world Economic Forum. 2. Tourism Planning 2.1 The imperative for tourism planning Tourism is mainly generated by two essential powers that are; the demand and supply. Demand entails the diversity in traveler’s abilities and interest while supply entails all the programs and physical developments that are required to meet the needs of the tourist. In tourism, planning is multidimensional, and it is interactive, it embraces economic, social, psychological, political technological and anthropological factors. Tourism planning can, therefore, be said to be concerned with the present, the past and the future (Rose 1984). Tourism planning is, therefore, essential for any community, country and regions. Gunn 1988 defined tourism planning as the tool for destination area development and also views it as a means that can be used for assessing the needs of a tourist visiting the tourist destination. In a later book in 1994, Gunn further states that the focus of planning is done with the aim of generating employment opportunities and income, and at the same time, ensure the conservation of the resources and the satisfaction of the travelers. In more precise term, tourism planning is imperative for the low or underdeveloped destinations in that, it can offer guidelines that can enhance the further development of tourism in the area. If tourism planning is not done, it can eventually lead to negative environmental and social consequences due to the unplanned tourism growth. In the already developed countries, tourism planning is imperative in that, it can be applied as a means through which the tourism sector can be revitalized and maintenance of the future viability of the industry (WTO, 1994). Tourism planning can, therefore, be used to revitalize the already existing but outmoded developed tourism areas. Through proper planning, new tourism areas are planned, and this enhances the future flexibility of tourism development. Careful planning is also imperative in that, it helps the actors in the industry to settle on the most favorable level and type of tourist that will not have adverse effects on the environment such as environmental degradation. Thus, proper planning can utilize tourism as means through which environmental conservation objectives can be achieved. 2.2 The role of government and Destination Management Organizations in tourism planning Based on McKercher and Ritchie 1997, governments are the third tier when it comes to public sector tourism management. Other authors also argue that, the formulation of the right tourism development policy and a plan is not a tiresome process (Vanhove, 1978, Mason 2003). To be precise, tourism policy need to be created in such a manner that ensures they maximize the benefits to the stakeholders and at the same time, minimizing any costs, adverse effects and impacts that are associated with the accomplishment of successful destinations (Goeldner and Richie 2006). Thus far, all efforts that aims at understanding and considering the unified nature of the tourism industry calls for evaluation and monitoring when tourism policy concerns are involved (Edgell et al., 2008). Based on the fact that tourism has many impacts that in a way contribute to the economic development of a country; the inevitable connection exist in the process of the state, community, and regional planning. It is also essential to come up with a strategic document to enhance tourism development as a formidable mechanism when it comes to assessing the various development opportunities (Williams and Shaw 1991, Gunn 1993, Frechtling, 2001, Hall, 2005). With the aim of accomplishing the expected economic targets, governments need to define their role by undertaking operative activities and measures. Everyday activities have in a way justified the intervention of the state in the tourism industry regardless of the effects and size. On the other hand, the intervention of the government does not always provoke positive impacts in the tourism sector. Additionally, the lack of intervention of the government in free market economy may eventually lead to short-term advantages in enterprises that are tourism oriented, and there may be the lack of enduring control in regard to tourism supply may occur. Therefore, the state needs to play a balanced role in tourism intervention. This enables it to act as the exploratory power of the private tourism sectors and their interests. In such instances, it may seem preciousness since the primary goals of the enterprises, and that of the government may not always intersect though they may have a mutual interest in most instances. With the competitive nature of the tourism industry, most tourism destinations compete directly with other destinations at the international, regional and national levels (Presenza et al., 2005). DMOs play an important role by acting as the facilitators and organizers for tourist’s development and marketing in the destination markets. DMOs need to become more sensitive to the various future needs that may arise in the marketplace and most especially with the ongoing economic and political change in tourism environment. DMOs reflects the expectations of the various groups in the destination market and this is done through the promoting, developing and managing the destination in a sensitive manner to the needs of quite often dissimilar tourism stakeholders (Fyall and Garrod 2004). DMOs also play a role in tourism planning in that, they promote visitation in the destination markets. This view is also supported substantially by authors such as Dore and Crouch 2003, who assert that, the marketing activity of DMOs are often operationalized as destination promotion and this may be in form of sales promotion, direct marketing, advertising and public relations. 3. The role of tourism in the destination economy 3.1 Economic impacts In 2012, Spain was rated in the globe and ranked third in relation to foreign visitors and the second in revenue generated from tourism activities. This is clearly depicted in the diagram below Even after the great recession, the tourism industry in Spain contributed €59 billion in Spain’s GDP in 2013 (WTTC 2014). Alternatively, the tourism sector also provided 866,500 jobs in Spain, and this can be equated to 5.2% of the number of people who are employed in Spain (World Travel & Tourism Council 2014). Tourism has also led to other impacts for example government collective spending, tourism investment, cleaning, and food and in other suppliers sectors related to the tourism industry. Indirectly, the tourism industry in Spain contributed to about €79 billion to the GDP of Spain in 2013. In regard to this, tourism also contributed to an additional 1,260,000 jobs (WTTC 2014). 3.2 Environmental impacts Spain also faces the risk of natural resource exploitation as other tourist destinations in the world. Most tourists who visit Spain are motivated by the serene Mediterranean beaches that are available in the region and tourists have the desire to enjoy the Mediterranean breeze during the summer seasons (Lis 2010). Additionally, the increased demand for beach resorts and accommodation facilities have played an essential role in the depletion of the natural habitation along the beaches (Wong 2007). There are also other positive impacts in that, a significant number of the organizations operating in the tourism industry have adopted Corporate Social Responsibility (CSR) practices with the aim of mitigating any social and economic challenges (Molina 2011). Through the CSR activities, Spain has been able to reduce environmental pollution through beach cleaning activities. 3.3 Socio-cultural impacts The tourism industry in Spain dates back to the period after World War II. One of the major social, cultural impacts of tourism is the growing anti-tourist attitude in Spain. The high number of tourists streaming into Spain alters the daily lives of the local people. The local population has to deal with overcrowded public spaces due to the large number of visitors. At the same time, the local population also has to pay high prices for inflated tourism services. There are also high risks to the visitors being subjected to property and violent crimes in areas that they visit. Street crimes also seem to be on the rise and mostly in the urban areas that are frequently visited by the tourists. There are also positive impacts such as high awareness of culture and its heritage. Tourism is Spain inspires the pride of the destination country. There is a broad range of cultural and historical heritage in Spain. Spain culture seems to be brilliant, unique and diverse (Spain Info 2015). Tourism also promotes cultural exchange; the residents can understand foreign cultures and the foreigners can comprehend the local culture in a better way. 4. Strategic position of Spain as a tourist destination Spain has a strategic location and is well located as a tourist destination. Spain has excellent summer beaches and resorts. This kind of tourism was developed first in Spain and currently, it generates a considerable amount of income for Spain. The mild climate that is prevalent in a considerable part of the year as well as the extensive sandy beaches of the Atlantic and Mediterranean Ocean attracts tourists from all corners of the world and most especially those from Europe. Spain has a strategic position in that, it coasts on its Mediterranean side, and they include south to north clockwise. Some of the Costas such as Costa Daurada, Costa Brava as well as Costa del Maresme that is located in the autonomous community of Catalonia are very popular destinations for tourists from inland Spain and France and it also has some prominent resorts like the city of Barcelona and Salou (Butler 2013). Spain is also strategically positioned in that, people can flow into the country on various international passenger airlines for example; Air Europa, Charter airlines, Clickair, Air Berlin and Vueling. All of these airlines fly to different spots over the region. Tourists also arrive in Spain over water, road and rail. 5.0 Approaches to Tourism planning and development 5.1 General approaches to tourism planning and development There are various major approaches regarding tourism planning and development. One of the major approaches to tourism planning is boosterism. Based on this approach, tourism is seen as being beneficial to the destination market and the inhabitants. The environmental objects in it are promoted as the assets with the aim of stimulating the interest and barriers of development are reduced, while the economic benefits are increased (Getz 1987, Hall, 1991, Dredge 1999). In this approach, the residents are not consulted in the planning and at the same time the capacity of a region is also not given sufficient attention (Page 1995). Tourism evolution brings along many problems to the local communities, for instance, traffic congestion, overcrowding, and social-cultural deterioration. A great number of these problems are attributed to Laissez-faire tourism policies as well as insufficient planning (Edgell 1990). Bramwell and Sharman 1999 are in support of collaborative planning while Gunn 1994, further proposes interactive planning and Timothy is in support of participatory and cooperative planning. All these approaches are in a way directed in similar lines that of consulting and involving the community desires and opinions in the process of planning and development. Inskeep 1991 is of the view of the integrated planning, and this approach can reassure communities that tourism development results will always be appropriate. In response to these, all tourism development plans needs to be incorporated into a country's socio-economic and political policies into the countries manmade and natural environment. 5.2. Specific approach applied in the Government Tourism Policy/Strategy/Plans Countries have the option to choose any of the approaches that have been outlined above. But it is also upon them to determine what meets their needs best and the approach that has various advantages now and in the future. Of all the methods mentioned, Spain seems to have adopted an integrated planning, and this is based on the fact that, the national and integral plan aims at averting the adverse risks associated with tourism activities. 6. Assessment of the particular national (regional) Tourism Policy against the key stages of the planning process 6.1. The key stages of the planning process (a theoretical perspective) There are fundamental stages of the planning process, and they include: Background analysis Marketing research Synthesis Goals and objectives Plan development Plan monitoring. Plan evaluation 6.2. The Tourism Policy 6.2.1. Background analysis Tourism policy offers a means through which the regional, local, national, as well as the supranational organizations and institutions, achieve the adopted goals associated with tourism development (Vucetic, 2009). The national government in Spain is very mindful of the importance of tourism for Spain as a country. Therefore, it is keen to drive the national and integral tourism plan with a number of measures from 2012 to 2015 with the aim of boosting the competitiveness of Spain’s destination and tourism. Firms renew the country’s global leadership for decades to come and contribute to the future generation of Spain’s employment, well-being and employment (Ministry of Industry, Energy and Tourism n.d). 6.2.2. Marketing Research Through detailed research, countries can get actual results about the tourism destinations in a country and all the resources that are essential in managing the destinations (Morrison 2013). The government of Spain takes notes of research in the tourism industry and implements changes that have been proposed by various plans such as the National and Integral tourism plan. At the same time, it ensures that strategic decisions are made in development and investment plans. The government needs to make plans that ensures the future of the industry. 6.2.3. Synthesis This is the third step, and it entails the development of positioning strategies based on the above two steps. One of the major ways the government of Spain is responding to these step is through the development of tourism bodies with the aim of making Spain as the preferred destination for a large number of tourists. 6.2.4. Goals and Objectives This step follows the positing stage; it entails the formulation of long-term goals for the tourist’s destinations in a country (Morrison 2013). The government of Spain is striving to make Spain as the best tourist destination, and thus, most of the products that are being developed are diversified and attractive. For example, they aim to do away with seasonal tourism and develop others areas that tourists can enjoy irrespective of the season. The government has also plans in place to ensure that the tourism activities do not damage the environment, and thus they advocate for sustainable tourism. 6.2.5. Plan development This step involves the drafting of the planning document (Morrison 2013). The process involves the setting of goals and objectives and ways that they will be achieved. In earlier stages, it has been outlined that, the main aim of the government is to enhance sustainable tourism, and thus the various bodies involved in tourism aims to achieve the goals. 6.2.6. Plan implementation and monitoring This process involves the execution of the plan and its regulation so as to check its progress, and this is done with respect to the set goals and objectives. The implementation of tourism policies in Spain are done in the most effective manner and this is evident through the rising number of tourists in the country every year. 6.2.7 Plan Evaluation This is the last step and in this step, the whole plan is evaluated in relation to the set objectives and goals. Though to some extent the impacts of the tourism policy in Spain can be evaluated, it is hard to come up with exact results since some areas need to be evaluated after some period. Thus accurate results can only be achieved after some years. The results and performance of the tourism industry for the past few years can be used to make some assumptions. For instance, over some period, Spain has been able to attract a great number of tourists. The Spanish government has also reduced the visa processing time for tourists, and this has eventually led to increased number of tourists in the country. Thus, Spain can achieve the benefits of tourism activities. 7 Conclusion and recommendations In conclusion, tourism plays a significant role in the economy of Spain. Despite these, there are other negative aspects associated with tourism for instance degradation of the environment and congestion just to mention a few of them. In response to these, there seems to be an urgent need for tourism planning and the government, DMOs, and the local community needs to be consulted for best results to be achieved. A major recommendation is the proper planning of tourism to deal with problems of disorganized growth in the urban centers and inadequate services and infrastructure. Additionally, governments and other tourism organizations need to engage the local community when planning tourism development in their areas. 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