CAPÍTULO 3. DISEÑO DE LA ESTRATEGIA PARA LA
3.1 Empleo de PESQ para realizar la evaluación de la QoS
Ashworth and Page (2011) identified that as cities become more attractive as tourism
destinations, they create problems for city planners to distinguish themselves in an
increasingly crowded marketplace particularly where there is a conflict of interest in the
spatial use of a city area. However, there is little development of systematic methodologies
for understanding urban tourism due to its broad variety and strong interactions between the
diverse tourist segments. Therefore multiple products and experiences within a city need
diverse sets of assets and infrastructure which impact on their evaluation of the type, of
investment incentives, market analysis and formulation of marketing strategies (Hall, 2008).
This paper has demonstrated that management of complex relationships through strategic
planning based on a systems approach combined with other methodologies can help identify
negative externalities and provide coordinating mechanisms for future strategic decisions for
40 As Bournemouth has improved its tourism profile and diversity of urban tourist experiences
over recent years, the growth of educational visitors and younger tourists visiting for the
nightlife has resulted in a conflict of interest with families and other overnight visitors. The
results indicate the trade-offs in the tourism destination between staying visitors or
educational visitors, an area not completely understood in (coastal) urban strategic planning.
Our multi-methodology approach showed trade-offs can be important factors influencing the
achievement of the vision and the potential implementation of strategies.
The trade-offs in the tourism destination involve stakeholders from across the visitor
economy. Thereby involving them in understanding the relationships between the key components in urban area’s tourism system is an important outcome of the methodology
employed. Furthermore, by involving the key stakeholders in simulating different plausible
futures (Sautter & Leisen, 1999; Carlisle et al. 2013), or scenarios, for specified destinations,
the proposed approach could contribute to increased understanding amongst local
stakeholders and can potentially be replicated in many situations where there is a conflict of
strategic direction for urban or even rural tourism development. Unfortunately, our work
involved one set of stakeholders, BTMB members, in a particular step of the strategic
planning process, strategy implementation.
Further research will need to consider the impact of multi-methodology systems approaches
in other steps of the strategic planning process, under different tourism contexts and with
diverse levels of involvement of similar and different stakeholders to confirm our findings.
For example, the use of systems approaches during strategy formulation may address issues
such as group negotiation, e.g. political dimensions, during the development of strategies
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