A strategic planning model for provincial tourism authorities
Abstract
The purpose of this study was to develop a strategic tourism-planning model for
provincial authorities. In order to achieve this goal, a literature study was firstly
necessary to determine the important aspects identified for strategic tourism planning
by researchers working in that field. Secondly, the nine provinces were asked to
forward their existing provincial strategic tourism plans. Only five of the nine
provinces complied with this request. These five provincial strategic plans were
compared, to identify those aspects which the provinces perceive as important for
the present tourism industry, and to identify the aspects which they incorporate in
their strategic plans. This was done in Table 3.2.
Before investigating and evaluating the present strategic plans, criteria had to be
identified for this purpose. The White Paper on Tourism (1996) identified ten key
success factors for provinces to achieve. In Table 3.3 these ten key success factors
were applied as criteria to evaluate the five existing provincial strategic tourism plans.
From the literature study eleven key strategic elements for provincial tourism were
identified. These were discussed in chapter 2. In Table 3.4 the five existing provincial
strategic tourism plans were evaluated against the above eleven key strategic
elements.
It was shown that a tourist's decision and the unique tourism circumstances
(attractions) of the provinces' natural resources (including the "Big Five" tourism
attractions) are very important to a strategic tourism plan and that it had to be
included in the proposed provincial strategic tourism planning model.
A questionnaire including the above aspects and elements was compiled. The
objective of the questionnaire was to measure the importance which the nine
provinces attach to the identified elements. Questionnaires were sent out to the nine
provinces, for them to complete and return. A 100% response rate was achieved.
The results of the questionnaire were discussed in line with the eleven key strategic
elements. From the results the following conclusions can be made:
In their strategic plans provincial tourism authorities focussed primarily on marketing.
All nine provinces rated safety and security as important and felt that it should be
included in a provincial strategic tourism plan. On the other hand, aspects such as
staff training, women in tourism, providing for disabled people in tourism, secondary
services, health-related issues, provinces' natural resources (biomes), provinces'
involvement in new tourism business and globalisation got low ratings. Safety and
security and the promotion strategy received the highest average ratings (96%).
This study concluded with a number of recommendations, of which the following are
the most important:
To implement the proposed provincial strategic tourism planning model.
To research practical actions that can be implemented to protect tourists
against criminal elements while visiting a province.
To research how the quality of service can be improved in a province's tourism
industry.