Assignment Question
Develop a SWOT (strengths, weaknesses, opportunities, and threats) analysis for a selected destination. Tourism planning and tourism development go together. Planning establishes the goals, objectives, and guidelines as well as identifies the opportunities and strategies for tourism development. To help you better understand these issues, this exercise is designed to give you some hands-on experience of tourism planning. This guideline describes what you need to do to complete the exercise. Choose a specific destination to analyze. This is a key step. With too large a destination it might be hard to manage all the relevant information. In contrast, picking a destination that is too small may leave you in a situation where information is hard to come by. Please run your intended destination past me before committing to it. Imagine you are a senior consultant. Your destination wants to improve its current situation. Before new policies and incentive programs can be issued, the government of your destination wants to conduct a comprehensive assessment of the tourism resources to identify major strengths, weaknesses, opportunities, and threats (SWOT). Use these subheadings: – Introduction – Strengths, Weaknesses, Opportunities, and Threats – Proposed Strategy – References. The Introduction should identify your destination, briefly describe it, and briefly discuss the current state of tourism in it (approximately one page). The sections on Strengths, Weaknesses, Opportunities, and Threats should identify and discuss key points and should be organized to emphasize the most to least important items in each section. Text should support the logic of each ranking. Each of the S, W, O, and T discussions should be between one to two pages in length. In summary paragraphs you should rank S, W, O, T from most important to least important and provide the logic of why you ranked them in that order (approximately one page). Finally, in the Proposed Strategy section, present your recommendations about three specific things your destination should do based on its strengths, weaknesses, threats, and opportunities. Some hints follow. 1) Prioritize or weight each list (e.g., when listing Strengths, list and number them from most important to least important). 2) Prioritize or weight the overall Strengths, Weaknesses, Opportunities, and Threats. Of the four, which seems most important? Why? Etc. 3) Avoid unclear or ambiguous items in your SWOT analysis. For example, under Strengths, don’t write “resident demographics.” Instead, identify what specifically it is about resident demographics that is a Strength. For example, “high median household income” or “highly educated population.” 4) Remember, strengths and weaknesses are characteristics that are internal to your destination. Threats and opportunities, on the other hand, are part of the external environment. 5) Include a SWOT figure as part of your paper and refer to its content in the text. The paper you write should follow the format and guidelines for all assignments (double space, cover page, number pages, one-inch margins, follow APA format for citations and reference list, etc.). A reasonable length might be six to nine pages of text.
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