Patterson, Carol. (2016). Sustainable Tourism: Business
Development, Operations, and Management. Human
Kinetics: Champaign, IL.
▪ Understand why strategic planning is essential for success
▪ Complete the main steps of a strategic plan
▪ Distinguish feasibility from viability
▪ Explain why it is important to involve host communities in planning
▪ Comprehend the relationship between business planning and strategic plans
▪ Focuses on the values, mission, and
goals of the organization.
▪ In tourism businesses, these 3
items should line up with the
strategic plan for the community or
▪ Should be updated every 3 – 5
▪ Can have substantial benefits for
sustainable tourism & branding
opportunities, related business
opportunities, and community
Strategic Planning Process
▪ Mission Statement
▪ Vision Statement
▪ Describes what your business
▪ What the business wants to
does, how it does that, for whom
▪ Clarifies your primary customers,
your core business, and location.
become in the future.
▪ Evaluate your settings and
determine your opportunities and
▪ Should incorporate your values
▪ Can be constantly evolving and
▪ The essence of your business.
▪ Can be developed at the beginning
related to sustainability.
▪ Should be created at the start of
finding additional opportunities.
or throughout the development
A list of natural, cultural, and
man-made features in your
community that can be used to
develop a tourism product.
Natural or Scenic Attractions
Cultural or Social Attentions
▪ L – Local or regional
▪ S – State or provincial
▪ N – National
▪ I - International
▪ Helpful questions:
▪ Is interpretation available of the feature?
▪ Is the resource rare or unique?
▪ Does another business or community offer something similar?
▪ What types of activities and destinations popular with travelers?
▪ Creating a tourism experience keeps people in the area longer, making the travel
Analyze Competitors identifying
your DIRECT and INDIRECT
Direct – other companies offering
Indirect – Companies offering
different but competing for
consumers’ leisure time &
Opportunities, and threats are
identified using a brainstorming
Set Your GOALS & OBJECTIVES
– GOALS – general intentions of
your direction you are taking your
business; OBJECTIVES –
Specific, measureable and timebound
This is NOT in the text…
However, I think it is a great
foundation of how to write a goal.
▪ Primary Market Research – New surveys and interviews with customers.
▪ Secondary Market Research – Publically available studies conducted for other
▪ Customer Feedback – Information provided by customers in a formal process (
satisfaction surveys) or informal (when a guest talks to the staff). Make sure to
add social media rankings and ratings here (i.e., trip advisor, yelp etc.).
Identify the products you offer
Identify the products that tourists are likely to purchase
Be creative with products and services offered
Highlight and promote the unique opportunities you provide
Feasibility – make sure what you promote and offer…can be delivered safely,
legally, and professionally.
Viability – the capability of your company developing and growing. What is the
climate of the industry looking like for your specific offerings.
Implementation – Develop stages of growth…1-2 years; 5 years, etc. Develop a
business plan, identify potential problem and needed solutions, continue to
evaluate, making an environmental awareness check often.
Click on the link below to view the
Video Case Study Ch 2
1. Visit the web resources to watch the video “Planning for Change.” After
watching the video, answer the following questions.
2. Give examples of technology changes that have affected travel since the
Alaska Highway was built.
3. What businesses have benefited from technology changes? Which have
4. How would developing a strategic plan help a business prepare for
technology changes? How might a tourism business located in Alaska
today adapt to a large number of cruise ships arriving in a nearby town?
5. What information could you derive from this video that could be used in
a SWOT analysis for a sustainable tourism business in Alaska?
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