Chapter 5 Tourism Policy and Organizations It s Tourism

Chapter 5 Tourism Policy and Organizations 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]

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

Stakeholder Input • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

Vision, Mission, Sustainability • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

Asset Evaluation • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

Tourism Policy Goals • 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 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]

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

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

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

Impact Analysis • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

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

Government & Orgs. (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

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

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

OTTI (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

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

Security (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

Security (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

Security (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

Security (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

Security (cont’d. ) • 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) It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

Research and Statistics • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

Research and Statistics (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

Research and Statistics (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

Research and Statistics (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

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

Education and Training (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

Education and Training (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

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

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

Transportation (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

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

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

International Orgs. (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

International Orgs. (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

International Orgs. (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

International Orgs. (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

Regional International Orgs. • Organization for Economic Cooperation 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

Regional Orgs. (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

Regional Orgs. (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

National Level Orgs. • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

National Level Orgs. (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

National Level Orgs. (cont’d. ) • 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” It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

National Level Orgs. (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

State & Regional Level Orgs. • 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 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]

City or Local Level Orgs. • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]

City or Local Orgs. (cont’d. ) • 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 It’s Tourism: Concepts and Practices John Walker Copyright © 2011 by Pearson Education, Inc. publishing as Pearson [imprint]