Essay - Analysis of a Strategic Tourism Management Plan Introduction Today, Travel...

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Analysis of a Strategic Tourism Management Plan


Today, travel and tourism is one of the largest industries in the world, and its importance to the survival of some communities has become clearly evident in recent years. According to Harrill ***** Potts, international ***** remains a consistently productive industry despite periodic downturns in the glob*****l economy. During ***** period between 1950 and 1999, the number ***** international tourist arrivals worldwide increased from.025 billion to.664 billion and is projected to reach 1.56 billion by 2020; in 1999, gross receipts from international tourism exceeded $1 ***** in 59 countries ***** territories around ***** world (Harrill & *****, 2003). With all of this money up for grabs, it is not surpr*****ing that strategic tourism management has emerged as an import*****t field of study in recent years. In ***** regard, while the ch*****enge is great, many ***** have been able to achieve spectacular results in improving their tour*****m levels through careful management and the recognition that *****ir lives are intimately linked with their ability to preserve and promote what resources they ***** available for this purpose. To determine how effectively the Northern Territory's (Australia) Strategic Plan ***** Tourism ***** to 2007 accomplishes this and its other stated goals, this study provides an *****alysis of the plan according ***** the insights ***** trends identified in a critical review ***** the peer-reviewed and scholarly literature. Relevant organizational online resources will also be consulted, with a summary of the research and salient findings being presented in ***** conclusion.

Review and Analysis

Background and Overview.

***** to the Nor*****rn Territory's Tourism Web site, "***** December 2002, the Minister for Tourism launched the Nor*****rn Territory Tourism Strategic ***** 2003-2007. The ***** Plan articulated a vision, shared by both Government ***** industry, for the future growth of tourism in ***** Northern Territory. It laid out a direction for the tourism ***** ***** five years, outlining a comprehensive set of str*****tegies and setting clear targets" ("NT Tourism Strategic Plan," 2007, p. 1). The ***** *****lan covers the period ***** 2003 and 2007, ***** is in response to the need ***** promote an increasingly important component of the region's *****. In the "Minister's Foreward," The Hon. Dr Chris Burns MLA Minister for Tourism reports *****, "Tourism is a vit*****l sector of the Northern ***** (NT) economy, directly supporting 8,400 jobs and injecting over $1.026 billion into our ***** annually. ***** plays a crucial part in our day-to-day lives, and will be a fund*****mental key to our future ***** and economic prosperity" ("NT T*****ism Strategic *****," 2007, p. 1). The overall plan is guided ***** two fundamental *****:

Developing a destination-based approach to future development involving identifying and planning the ***** of previously under emphas*****ed icons as well ***** an increased focus on the ***** ***** 'building blocks' of nature-based and cultural *****urism, promoting those areas that provide them with a competitive *****dvantage; and,

Reduce the negative impacts of seasonality to create an environment ***** will help the ongoing vi***** of businesses. "The


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