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Feasibility Study of Proposed Tourism Dev in Shewula, NE ...

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Chapter 8 - Recommendations<br />

8.2.3. <strong>Tourism</strong> plann<strong>in</strong>g<br />

The key elements <strong>of</strong> tourism plann<strong>in</strong>g should <strong>in</strong>clude efficient plann<strong>in</strong>g, community<br />

participation, community ownership <strong>of</strong> the process, capacity-build<strong>in</strong>g and outside<br />

expertise to facilitate the long-term feasibility <strong>of</strong> the project.<br />

Market research<br />

• Market research should be conducted <strong>in</strong> order to determ<strong>in</strong>e the target market for<br />

the <strong>Shewula</strong> tourism development and to provide <strong>in</strong>put for a market<strong>in</strong>g strategy.<br />

This should <strong>in</strong>clude research about:<br />

a) If attract<strong>in</strong>g tourists from the upmarket section <strong>of</strong> the travel market to<br />

<strong>Shewula</strong> would be feasible or not;<br />

b) Whether the tourism devejopment should <strong>of</strong>fer full or self-cater<strong>in</strong>g facilities<br />

or a comb<strong>in</strong>ation there<strong>of</strong>; 129<br />

c) Which section <strong>of</strong> the market uses the microbus (4-7 seater) or Mercedes<br />

Microbus (i.e. is it the bottom, middle or upmarket or a comb<strong>in</strong>ation<br />

there<strong>of</strong>).<br />

• The possibility <strong>of</strong> undertak<strong>in</strong>g trial or practice runs with tourists to <strong>Shewula</strong>, should<br />

be considered. Such trial runs would require <strong>in</strong>tensive management and sensitivity to<br />

the prelim<strong>in</strong>ary nature <strong>of</strong> the visits. 130<br />

Pr<strong>of</strong>essional <strong>in</strong>put<br />

• The plann<strong>in</strong>g process should <strong>in</strong>tegrate specialist expertise with local<br />

community knowledge.<br />

• Potential private operators should be contacted, with a view to gett<strong>in</strong>g <strong>in</strong>put<br />

<strong>in</strong>to what market(s) the proposed tourism development could tap <strong>in</strong>to, or even<br />

create, <strong>in</strong> order to be susta<strong>in</strong>able.<br />

• The services <strong>of</strong> <strong>in</strong>dependent pr<strong>of</strong>essionals should be considered for develop<strong>in</strong>g<br />

and possibly implement<strong>in</strong>g market<strong>in</strong>g strategies and a tourism plan for the<br />

<strong>Shewula</strong> area, as well as formulat<strong>in</strong>g a tourism product.<br />

. Market<strong>in</strong>g strategy<br />

• A market<strong>in</strong>g strategy should be determ<strong>in</strong>ed with the aim <strong>of</strong> attract<strong>in</strong>g sufficient<br />

visitors to the area and to the tourism development.

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