Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] It’s Tourism: Concepts and Practices John Walker Tourism Policy and Organizations Chapter 5

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Objectives After reading and studying this chapter, you should be able to: –Define tourism policy and list the reasons for tourism policy in a development context –Explain the purpose of tourism policy in its main areas of concern –Recall current issues and events in the main areas of concern of tourism policy –Describe the roles of tourism organizations

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Dictionary of Hospitality, Travel, and Tourism definition of tourism policy: –Plans, strategy, and actions of a decision-making body calculated to achieve identified, specific goals related to tourism Provides a framework for development –Establishes goals and guidelines for how goals should be met Introduction

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Number of stakeholders –Government: Land use, zoning, waste management, transportation, city planning offices, etc. –Tourism industries: Transport, lodging, restaurants, destination management, attractions, and events –Others: Social, cultural, and environmental groups; residents; and tourists Stakeholder Input

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Someone or a group develops a vision and mission –Example: Mexico World Bank Development funding for infrastructure Planned as a national policy for tourism development Vision, Mission, Sustainability

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Examine and inventory existing and potential assets of a destination –Includes infrastructure to attractions and entertainment, climate, and natural beauty Elements that lend themselves to sustainable development are assessed and prioritized for policy enactment Asset Evaluation

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Set after circumstances are assessed and SWOT analysis is performed –Edward Inskeep: Policies evolve from surveys and analyses of present tourism development patterns and infrastructure, tourist attractions and activities, and the tourist markets Tourism Policy Goals

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Tourism Policy Goals (cont’d.) Figure 5–1 A Framework Model for Tourism Policy

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Tourism Policy Goals (cont’d.) Figure 5–2 Tourism Policy Stakeholders

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Examples of policy goals: –Improve material and nonmaterial well- being of communities –Preserve intergenerational and intragenerational equity –Protect biological diversity and maintain ecological systems –Ensure cultural integrity and social cohesion of communities Tourism Policy Goals (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Examples of policy characteristics: –Concerned with equality of experiences –Has social equity and community involvement –Operates within the limits of the resource –Maintains full range of recreational, educational, and cultural opportunities –Based on activities or designs that reflect the character of a region Tourism Policy Goals (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Examples: –Leggoland, CA: Those against it worried about increased congestion, noise, pollution, etc. In the end, it provided economy enhancement and a contributor of tax revenues –Disneyland, CA: Multilayered subsystem Slew of motels, some more seedy than others Tourism Policy Goals (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Assesses impact of potential development from key points of view –Perspectives of access, transportation, infrastructure, social and cultural, employment, and environmental Forecasting models predict the extent of impacts If all parts fall into place and are agreed on by stakeholders, then the policy can be enacted Impact Analysis

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] After WWII: –Governments realized tourism could be a catalyst for economic development Badly needed foreign exchange –Europe developed tourism quickly –In 1961, the International Travel Act founded the U.S. Travel Service (USTS) Encouraged travel to U.S. Government & Organizations

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] National Tourism Policy Act of 1981 –Redefined national interest in tourism Created the U.S. Travel and Tourism Administration (USTTA) –Purpose was to promote tourism and emphasize benefits Stimulate economic, social, and political activities Government & Orgs. (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Bill Bramwell, government instruments: –Encouragement: Information, education, and general persuasion –Financial incentives: Alter prices –Expenditures: On actions by government or state agencies –Regulations: Prohibit or require particular courses of action Policy Instruments

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Office of Travel and Tourism Industries –Travel Industry Association and Tourism Industries/International Trade Administration partnership –Fulfills federal role of expanding tourism business opportunities Employment and economic growth OTTI

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Primary functions: –Management of statistical system –Design and administration of international promotion program and export activities –Development and management of tourism policy, strategy, and advocacy –Technical assistance for expanding key export and assisting in domestic economic development OTTI (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Department of Homeland Security, Customs and Border Protection –Issues travel news, travel alerts, advice Visitors from visa waiver countries: –Apply for authorization through ESTA Trusted Traveler programs provide expedited travel for preapproved, low-risk travelers Difficult for non–Visa Waiver Program countries to obtain a visa Security

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Visitor facilitation: –Aims to improve experience of gaining access to and arriving in the U.S. by: Reducing barriers to entry Continuing and expanding the Visa Waver Program (VWP) –Provides access for international visitors from 34 low-risk countries Improving customer services at international ports of entry Security (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] VWP is important for the economy because it(s): –Stimulates business by facilitating access of foreign visitors –Keeps U.S. competitive in international travel market –Reciprocal nature, member countries are required to drop visa requirements among each other Security (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Americans with Disabilities Act of 1990: –Addresses access for people with disabilities throughout aspects of life Travel industry was significantly affected Great strides were made in reducing physical barriers that inhibit or prevent delivery of services to traveling public with disabilities –Transportation –Public accommodations Security (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Objective of policies: –Mobilize the industry to respond to concerns about traveler safety and security Community partnerships Disaster preparedness programs –Perceived threats significantly impact the number of arrivals at destination cities September 11 th safeguards Security (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Policies in technology are used for several different reasons –Smart Cards and electronic ticketing –Automated Highway System –Airline Innovations –Electronic Information Kiosks –Intelligent Transportation Systems –CARS-511 (Condition Acquisition and Reporting System) Security (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Objective is to develop a reliable economic analysis system –Uses uniform public and private sector data collection and reporting methods –Measuring travel and tourism industry is very difficult Economic activity of tourism is not easily identifiable Many different sectors selling different products Research and Statistics

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Tourism satellite accounts (TSAs) –Measure travelers’ purchases of different products and services Clearly separates major components –U.S. travel companies are expected to make positive economic impacts on the U.S. economy through overseas operations Consistency and compatibility is crucial Research and Statistics (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Travel and Tourism Research Association (TTRA) –Network of over 800 travel and tourism research and marketing professionals Advocate standards, quality research, and marketing information Recognized source for providing current data Research and Statistics (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Travel research is important because it can help identify: –Problems and causes –Trends or market changes –New markets, products, and services –Aids in sales promotion –Inefficient operational methods, reducing waste Research and Statistics (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Vital in the industry: –Increases awareness of travel and tourism’s contribution to job creation –Improves public and private sector coordination of education and training initiatives Enhances career and employment opportunities Education and Training

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Tourism employment characteristics: –Seasonality: visitor demand is not spread evenly throughout the year –Labor intensity: it takes more employees per customer to deliver the product or service –Higher employment growth: as compared to the total economy, because of an increasing number of people Education and Training (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Learning organizations –Dedicated to continuous improvement of the service process to obtain excellence Begins at recruitment, continues through actual service delivery to evaluation and improvement Includes training standards, certification, opportunities to support enrollment of school-to-work programs and career paths Education and Training (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Environmental policies: –Preserve natural, historic, and cultural resources –Expand urban and rural economic development opportunities Balanced development has a direct impact on quality of life of residents, local economies, and visitors’ experiences Environment

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Includes facilities, roads, bridges, equipment, and organizations that make transportation functional and available –Dramatic increase over the past century –Tourism policy ensures appropriate funding Transportation Infrastructure

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Highway travel: –Congestion is the major issue –Diverging viewpoints still exist about solutions Expansion or improvement of public transportation system Policy makers must consider several alternatives, weigh their benefits, costs, and adaptability Transportation (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] United Nations World Tourism Organization (UNWTO) mission: –Develop tourism as a force for fostering international peace, respect for human rights, economic prosperity, job creation, and international trade –Provide incentives for protecting the environment and cultural heritage International Organizations

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] UNWTO regional activities: –Regional support Representatives in each region of the world –Regional promotion projects Special projects that promote tourism International Orgs. (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] UNWTO ethical issues: –Adoption of the Global Code of Ethics Right to tourism and freedom of tourism movements, tourism’s contribution to mutual understanding and respect, and tourism as a sustainable development factor –Statement on Prevention of Organized Sex Task Force to Protect Children from Sexual Exploitation in Tourism International Orgs. (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] International Labor Organization (ILO) –UN specialized agency –Promotes social justice and internationally recognized human and labor rights –Formulates labor standards and sets minimum standards of basic labor rights –Assists member countries by means of technical cooperation activities International Orgs. (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] International Air Transport Association –Unites about 280 airlines –Regarded as the global organization for international air carriers –Coordinates transportation of passengers, freight, and mail in its global airline network –Ensures airlines operate in a safe, secure, reliable, efficient, and economical manner International Orgs. (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] International Civil Aviation Organization –Goal is to secure international cooperation Unify regulations, standards, and procedures regarding civil aviation matters –Global aviation security strategy Response and long-term safeguard against possible terrorist activities International Orgs. (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Organization for Economic Co- operation and Development (OECD) –Assists governments in economic, social, and governance challenges of globalized economy –The only global forum for discussion and coordination of tourism policies and actions among industrialized countries Regional International Orgs.

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Pacific Asia Travel Association (PATA) –Nonprofit travel trade association –Mission is to serve government tourist offices, hotels, airlines, and travel companies throughout Pacific Asia region Enhance growth, value, and quality of Pacific Asia travel and tourism for the benefit of its membership Regional Orgs. (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Caribbean Tourism Organization (CTO) –Provides leadership for tourism organizations in the Caribbean region Promotes sustainable tourism for economic and social benefits European Travel Commission (ETC) –Responsible for the worldwide promotion overseas of Europe as a tourist destination Regional Orgs. (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Travel Industry Association (TIA) –Nonprofit association –Leader in promoting and facilitating increased travel to and within the U.S. –Aims to protect from governmental initiatives that would impede travel –Key areas: government affairs, marketing and research National Level Orgs.

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Federal Aviation Administration (FAA) –Establish safety rulemaking Developed a common civil-military system of air navigation and air traffic control Department of Transportation (DOT) –Combined federal transportation responsibilities Ensures national transportation system is accessible, safe, and convenient National Level Orgs. (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] National Transportation Safety Board –Independent federal agency –Charged by Congress with investigating every U.S. civilian aviation accident –Maintains a database of accidents and serves as a “court of appeals” National Level Orgs. (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Tourism Industries (TI) –Fosters an environment that encourages and allows the industry to generate revenues and jobs through tourism exports –Organized in three groups: Deputy Assistant Secretary Tourism Development Group Tourism Policy Council National Level Orgs. (cont’d.)

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Domestic travel promotion is the foremost objective –Increasingly focus on promoting destinations through websites –Main objective of regional tourism organizations (RTOs) is to attract tourists to their specific geographic region State & Regional Level Orgs.

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] State & Regional Orgs. (cont’d.) Figure 5–3 The Organization of a National or State Tourism Department

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Differ widely in format and structure –Funded completely by local governments –Public–private partnerships Chambers of commerce –Provide forums for the discussion of general business topics including tourism City or Local Level Orgs.

It’s Tourism: Concepts and Practices John Walker Copyright ©2011 by Pearson Education, Inc. publishing as Pearson [imprint] Convention and visitors bureaus (CVBs) –Nonprofit organizations Represents interests of a city or urban area in solicitation and attraction of tourists –Acts like a liaison –Many belong to International Association of Convention and Visitors Bureaus (IACVB) Mission is to enhance professionalism, effectiveness, and image of destination management organizations City or Local Orgs. (cont’d.)