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384 mass tourism, organised
mass tourism, organised
Organised mass tourism grew in the latter half
of the century as a consequence of consumption
shifts and changes in marketing, vertical and
horizontal integration of the industry, pricing and
transportation. It has been marked by tourist
influxes, product standardisation, market
segmentation �see also segmentation, a
priori; segmentation, a posteriori), spatial
polarisation, an oligopoly of producers and middlemen,
dependency and external control, and an
overexploitation of human and natural resources.
master plan
YORGHOS APOSTOLOPOULOS, USA
The master plan represents a national or subnational
planning approach to tourism whereby the
supply and demand elements are integrated into
a single scheme. Such planning exercises are
undertaken at infrequent intervals, due to the
commitment of money and expertise involved. For
the same reason, master plans are generally led and
funded by the public sector or international
agencies. They comprise a number of approaches
and stages but commonly will include defining
goals, aims and objectives, a research phase,
strategy formulation and development, articulation
of a physical plan and implementation.
Master plans emerged in the mid-to-late 1960s
as planners began to appreciate the complex interrelationships
involved in tourism development.
In response, they attempted to design planning
approaches which incorporated not only the
external influences upon tourism development
but also the regional context and the indirect and
induced effects of this process. This `integrated
approach' was termed the master plan and is
encapsulated in Lawson and Baud-Bovy �1977). A
defining feature of this approach is the movement
away from traditional technical planning approaches
by the development of a feedback and
monitoring procedure and the overt inclusion of
both products and markets into the plan.
Opinion is divided as to the effectiveness of the
master plan as a planning technique. Supporters
point to the integration of all of the elements
related to tourism development, the logical,
sequential approach and the comprehensive consideration
of its impacts. On the other hand,
detractors state that the plans are rigid, often
ambitious and fail to allow for updating and
changing circumstances. In some respects the
master plan is out of tune with new thinking in
planning in the 1990s, as it has been overtaken by
the need to involve communities and adopt a
systematic, flexible, long-term and continuous
planning process.
References
Lawson, F. and Baud-Bovy, M. �1977) Tourism and
Recreation Development, London: Architectural
Press. �A detailed elaboration of the PASOLP
approach.)
Further reading
Gunn, C.A. �1994) Tourism Planning:Basics, Concepts,
Cases, London: Taylor and Francis. �Explains the
general procedures of tourism planning.)
Inskeep, E. �1991) Tourism Planning:An Integrated and
Sustainable Development Approach, New York: Van
Nostrand Reinhold. �A comprehensive review of
tourism planning.)
ÐÐ �1994) National and Regional Tourism Planning,
Methodologies and Case Studies, London: Routledge.
�A useful set of case studies, many using master
planning.)
CHRIS COOPER, AUSTRALIA
mature market see senior market
media
Tourism media comprise the channels through
which messages are targeted at tourists by such
sectors as tour operators, airlines, hotels,
national tourism organisations and the like. These
media can first be classified according to the stage
of the trip. At the pre-trip stage, where the accent is
on escape from the home environment, sales