1. CONVENTION & DESTINATION MARKETING Prepared by Yooshik Yoon, Kyunghee University ysyn@khu.ac.kr

2. 2. Destination Planning and Policy : Process and Practice Prepared by Yooshik Yoon, Kyunghee University ysyn@khu.ac.kr

3. Introduction Patterns of international tourist flows around the world are in a constant state of flux. Predicting how these patterns will develop beyond anything much more than the short term is fraught with problems and risks. Tourism planning and policy processes which attempt to address the future are critical to any notions of sustainable destinations.

4. Introduction Destination planning and policy seeks to explore the theoretical and practical aspects of tourism as it relates to the physical, social, economic, political and environmental characteristics of, and changes to, localities and place. Studies of tourism planning and policy draw from many social sciences-related disciplines and fields. (e.g. political science, public policy, organizational behavior, sociology, economics, geography, history, law and psychology)

5. Defining a destination is an inherently difficult exercise because it depends on a range of factors. Concepts and Definitions Who or What agency is defining the destination? At what scale is the destination being operationalized? For what purposes is the destination being defined?

6. Generally, visitors will define a destination quite differently from industry or from government agencies.. They are likely to define a destination in terms of the attractions visited, travel time, the services needed and consumed, and the entry and exit points that define their travel. Concepts and Definitions Visitors Industry Industry is likely to define tourism destinations in a more fluid manner, based on the clusters and linkages (e.g supply chains, marketing and branding, economies of scale, spatial policies and programmers offering incentives)

7. To make matters even more complex, destination regions or areas often require the engagement of more than one government agency. (e.g. national parks, reef or marine authorities, fisheries, primary industries and transport agencies may all be involved in costral area planning) As well as different levels of government in their policy, planning and management, and each agency comes armed with its own knowledge and interpretation of the destination, including its boundaries for decision making. Concepts and Definitions

8. Policy and policy making -8 characteristics of policy Policy involves government, but the extent and nature of government involvement in policy making varies dramatically (Dye,1978) 1 Policy involves a commitment to do something 2 Policy involves a course of action legitimated by government. 3 Policy involves the future and so requires thinking about or anticipating future circumstances and what conditions might be best to achieve a certain outcome. 4 Policy is any action that brings about an effect or outcome or an allocation or redistribution of resources, and it involves an intervention of some kind, or a decision not to intervene. 5

9. Policy and policy making -8 characteristics of policy policy is an organizational practice or response to an issue or situation. 6 7 Policy involves mediating the values and interests of a wide range of stakeholders with an interest in the policy issue, and is inherently political. 8

10. Planning Policy and planning are interrelated concepts. They are sometimes used interchangeably or together without distinction, but they are separate terms with separate meanings.

11. Planning According to Hall, who refers specifically to land-use planning, planning has two key meanings 1)A set of processes whereby decision-makers engage in logical foresight before committing themselves 2)Processes that result in a physical plan

12. Approaches and Methods Approaches to destination policy and planning can be broadly divided into those that emphasize values and those that are substantive applied approaches. 1)Value-based approaches 2) Domain-based, applied approaches

13. Approaches and Methods 1)How has the current situation emerged? 2)How ought the destination to be? 3)If I do X then what effects will it have on the destination? 4)What do we need to do to achieve X? 5)How can the plan be implemented and evaluated, and what changed as a result of the plan? Methods : In general, destination planning and policy-making methods involve 5 components which seeks to answer the question

14. Planning - summary Planning is much more about the processes by which issues are identified and mediated across stakeholder groups, and decisions are made that set in motion achieving some future- oriented objectives Planning is much less about rational planning and much more about the relational aspects of collaboration, building broad consensus, joint decision making and shared action(Healey 1997, 2007)

15. Analysis of policy making Institutional context -What are the values, beliefs, perceptions and attitudes about the role of the state? -How do the structures and practices of government influence policy making? Issue drivers and influences -What are the social, economic, political, environmental and technological factors that influence how issues emerge and what priority they are given? Actors, agencies and their relational characteristics -Who are the actors with direct and indirect interests in tourism policy? -What are the characteristics of their relationships? Policy dialogues What effect do policy dialogues have on : -collaboration, alliances and partnerships? -communication, knowledge transfer and learning? -rules of conduct, power relations and leadership? Understanding policy making -as a product; -as an outcome; -as a reflection of power; -as a response to selective interest.

16. Destination planning and management framework

17. Conclusions This chapter has sought to define and critically examine destination policy and planning. The terms ‘destination’, ‘policy’ and ‘planning’ are difficult to define and open to interpretation based upon the prevailing institutional context, scale and values. The managing Local Tourism Master Class approach is a promising initiative for facilitating many significant benefits to those individuals and agencies who willingly engage.