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Situation Analysis

Pearls of Wisdom

"We understand our responsibility to respect the environment and manage our impacts for the benefit of the communities in which we operate." InterContinental Hotels Group

You can’t manage what you don’t understand. The key to unlocking the potential of a destination is understanding how it performs against a set of agreed benchmarks (for example market share, yield, triple-bottom line sustainability). The situation analysis phase of destination management involves analysing and understanding the environment in which a tourism destination operates. The aim is to assist destination managers in identifying key factors that will influence how a destination is developed, marketed and managed over time. It is an essential part of ‘Destination Planning’ and should underpin the ‘Implementation’ phase where the strategic direction for a destination ... Read more

You can’t manage what you don’t understand. The key to unlocking the potential of a destination is understanding how it performs against a set of agreed benchmarks (for example market share, yield, triple-bottom line sustainability). The situation analysis phase of destination management involves analysing and understanding the environment in which a tourism destination operates. The aim is to assist destination managers in identifying key factors that will influence how a destination is developed, marketed and managed over time. It is an essential part of Destination Planning’ and should underpin the Implementation phase where the strategic direction for a destination is committed to action.

 

Research has shown that a comprehensive situation analysis should include:

 

  • An understanding of the destination community’s aspirations and values;
  • Identification and analysis of current visitor markets;
  • Understanding consumer (visitor) characteristics, behaviours and preferences to identify preferred future target markets;
  • Reviewing and analysing the operating environment of a destination, including internal and external factors that might influence the planning and development a destination;
  • Destination Management Tip

    Statistics can describe the past and attempt to predict the future, but the best indication of the future comes from engaging the tourism industry, community leaders and influencers.

  • Undertaking an infrastructure, product and experiences analysis that is matched with a visitor demand analysis to identify key gaps in the destination’s product offering and opportunities to value add to the visitor experience;
  • Measurement of the value of tourism, including economic and non-economic contribution, to provide understanding and potentially increased recognition of the importance of tourism;
  • Forecasts of future visitation in sufficient detail to support understanding of the likely demand and the future mix of visitors;
  • An understanding of the existing and future resource impacts of tourism on a destination and identification of strategies to develop a sustainable approach to tourism development and growth. This includes an assessment of the impact on natural areas and protected areas within a destination;
  • An indication of the vision for tourism is articulated and agreed by the governments, tourism industries and community stakeholders;
  • A review of important issues, challenges and opportunities facing the destination across the short-term, medium-term and long-term;
  • Recognition of the human and financial capital available to support tourism and destination management;
  • An analysis of the statutory and planning environment and how these regulations will impact on tourism planning and development in a destination, including the impact of climate change regulations;
  • Review and where possible alignment of region-level strategic planning with national and state policies and plans to assist the development of partnerships and leverage strategic opportunities.
  • Review of lessons learned from other destinations on pitfalls, successes and future opportunities.

 

Please use the links below to find out more about the Situation Analysis phase of destination management.


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