Crafting a value-driven vision for a national tourism treasure
✍ Scribed by J.R. Brent Ritchie
- Publisher
- Elsevier Science
- Year
- 1999
- Tongue
- English
- Weight
- 747 KB
- Volume
- 20
- Category
- Article
- ISSN
- 0261-5177
No coin nor oath required. For personal study only.
✦ Synopsis
The growing level of international competition in the tourism marketplace, and the length of lead times for developing the major facilities necessary to meet this competition, have made strategic level planning increasingly imperative. A critical early stage in the strategic planning process is the formulation of a destination vision } a statement that provides an inspirational portrait of a desired future for the destination. Typically, such visions are market-driven. For certain destinations however } those having a very special meaning for stakeholders } the vision formulation process may be driven, not by market forces, but by the values (the &&deeply held, enduring beliefs'') of those a!ected. One example of such a vision is presented in this paper. It concerns a vision developed for a unique national treasure } and a global tourism icon. The treasure/icon in question is Ban! National Park, located in the province of Alberta, Canada.