An exploratory analysis of planning characteristics in Australian visitor attractions

Author: Benckendorff, Pierre¹

Source: Asia Pacific Journal of Tourism Research, Volume 11, Number 1, March 2006 , pp. 43-63(21)

Publisher: Routledge, part of the Taylor & Francis Group

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Abstract:

This paper provides an exploratory analysis of the planning practices of 408 Australian attraction operators. The results indicate that attraction managers can be divided into four categories: those that do not engage in any formal planning, those that adopt a short-term planning approach, those that develop long-term plans, and those that use both short-term and long-term planning approaches. An evaluation of the sophistication of attraction planning showed a bipolar distribution. Attraction managers favored a planning horizon of three or five years, and were inclined to involve their employees in the planning process. Managers relied strongly on their own research and tourism industry intelligence when formulating business plans. The content of plans tended to focus on operational activities, financial planning and marketing. The study provides a benchmark for the comparison of attraction planning efforts in various contexts.

Keywords: attractions; strategy; planning; benchmarking; Australia

Document Type: Research article

DOI: 10.1080/10941660500500683

Affiliations: 1: James Cook University, Australia

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