“High achievement always takes place in the framework of high expectation.” - Jack Kinder.“By failing to prepare, you are preparing to fail.” - Benjamin Franklin.“Goals are SMART...Specific, Measurable, Attainable (Achievable), Relevant, and Time-bound.” - Paul J Meyer, ‘Attitude is Everything’.“Every action is either strong or weak, and when every action is strong we are successful.” - Wallace D. Wattles
Strategic Planning and Marketing (2)‘Where the competitive edge really lies’By Bruce Dickson, Tourism Development SolutionsKEY INSIGHT: “Garbage in, garbage out! "Put simply,great tourism results depend on good strategies. And good strategies depend on good strategic thinking (and data).This particular maxim is recognized as a fundamental truth with computers, but it also happens to be a crucial consideration when developing more focused & effective tourism plans, particularly those aiming to maximize ROI (or produce higher visitor spend and longer stays). Superior results for frequently the same effort and investment! This process of course must also involve:1.Excellent (practical) research and consultations.2.Insightful strategic analysis.3.Thorough strategic evaluation. 4.Insightful selection of the most achievable strategic priorities and results focused, development opportunities.5.Ongoing and capable strategy implementation ‘champion/s’.Additional key factors:1.Active and lasting stakeholder/community support and involvement.2.An integrated approach to all key destination needs/strategies.3.A longer term, not just short term vision and approach.4.Addresses the wider destination development picture & needs.5.Plan flexibility re updating to respond to ‘new conditions’ - i.e. new market intelligence & influences, new crises & ‘realities’.6.At best, the involvement of inside and outside viewpoints.7.The needed degree & quality of resourcing and implementation.
"Tourism is a complex system of interrelated parts: attraction assets, services, transportation, information, communication, markets, hospitality. Each part influences all others.(TDS emphasis)Six key conditions must be met before the tourism system can operate smoothly and effectively for a given destination, be that a community, county or region: Community support; Local and regional leadership; Identification of market niche/s; Regional cooperation; Financial support and Ongoing networking.”- Texas Department of Commerce