Essay Examples - Tourism Essays
Tourism Policy and Research
The aim of this essay is to outline the key requirements for good research and identify how research might support policy-making. Furthermore examples of where research has supported the development of tourism policy will also be identified and a definition of research included.
Research, defined as a broad range of processes designed to provide policy makers and managers with information that is objective, reliable and as reproducible as possible (Bull, 1999) is a vital business tool used to support policy makers in making decisions. Page (2003) also suggests that tourism policy-making is inherently a political activity, affected by the formal structure of government. A wide range of forces affects policy making, and policy does not exist in a vacuum, because various agencies exist to implement it. Drew (1980) suggests that research is conducted to solve problems and to expand knowledge, and stresses that research is a systematic way of asking questions, a systematic method of enquiry (taken from Bell, 1999).
As previously mentioned, policy making is a fundamental business tool, however it must be noted that undertaking research is also a very expensive, time consuming and complex task and researchers must be able to select the right information to avoid further implications. Research activity supports policy-making in a number of ways. First of all if a company is deciding to open a new site in a different country for example, they will need to know who their competitors are, how accessible is the place, where will the labour come from, what impact will this have on the locals? How safe is the area? How will the marketing and advertising be conducted to ensure its success? It is clear from this simple example how complicated and time consuming information gathering can be. Primary data, secondary data, or both may be used in a research investigation. Primary data is original data gathered for a specific purpose as for example interviewing the local community, while secondary data is data that has already been collated for similar purposes, i.e. crime statistics. Data here, could be collected either through quantitative, therefore utilising a positivist approach, or qualitative methods therefore adopting a phenomenological approach. Policy makers will need to know whether that policy is going to be successful, politically/legally/ethnically acceptable, the costs involved, the number of staff needed to implement that policy and whether it fits with the wants, needs and aspirations of the people directed at (Ritchie and Goeldner, 1994).
Taking into consideration the fact that research can be an expensive and time consuming task and that this may make or break policy decisions, some key requirements for good research have been identified. Bell (1999) suggests that the following are to be considered as key requirements for good research to be conducted: the utility of data, therefore the data that can be used, the cost-effectiveness whereby benefits must be greater than costs; timeliness therefore data that will be there when needed; accuracy, data will need to be accurate; and finally whatever procedure for collecting data is selected, it should always be examined critically to assess to what extent it is likely to be reliable. Reliability is the extent to which a procedure provides similar results under constant conditions on all occasion, however due to the nature of tourism this is not always the case.
Three policies examples will now be provided to show how research generated the information that was needed to make those policy decisions. The first policy considered is that of Stonehenge. As suggested by Chris Blandford Associates (2000) this World Heritage Site survived for thousands of years and not so long ago two roads were introduced into the landscape, bringing with them ever increasing traffic and serious environmental problems. Government's proposal to close the A344 and to place the A303 in a 2 Kilometre tunnel where it passes the stone has raised many arguments. The policy for Stonehenge all started with the vision to save this site from environmental degradation and placing it back in its original and unique settings, by eliminating the impact on the environment made by the noise and sight of traffic. The way in which this could be achieved was by closing one road, the A344, and introducing a two kilometre tunnel. It is important to stress that the decision of policy makers to close the road and introduce the tunnel to solve the problem, has not been decided overnight, but has been the result of extensive study and consultation since 1991, and alternative ways have been considered prior to the decision.
Between 1991 and 1993 other 50 possible routes were considered. At this stage researchers decided to gather primary data, by means of a panel, from local bodies and organisations in order to have their views on the matter. Each representative gave their own view, and during the process all the possible alternatives were considered and discussed. A Public Consultation was held in April 1993, whereby four routes were put forward as a possible solution to the problem. In 1994 two national bodies organised a one-day international to debate solutions for both a road improvement and a new visitor centre for Stonehenge (Chris Blandford Associates, 2000). A Public Exhibition was held in September 1995 and a Planning Conference followed in November 1995 to understand publics and other interested organisation's perceptions and ideas of the proposal. A further public consultation was held in 1999, and once again households in the vicinity were consulted (Chris Blandford Associates, 2000). In November 2000, the Highway Agency conducted primary research to gather qualitative and quantitative data by means of desk study and field surveys. Surveys were also used to gather the information needed. Furthermore environmental studies were also undertaken (Highway Agency, 2000). The policy making process is not complete after a policy is implemented, the evaluation and monitoring of the outcomes against expectations or intended outcomes is a vital activity, and as suggested by Hogwood and Gunn (1984:221) monitoring requires decisions about what actions will be taken if performance deviated from what desired, it is very much about control and power. The Stonehenge project is due to be completed by 2008.
The second policy that will be analysed is that of plans of making Blackpool a world-class and year round resort. The policy making process started with this vision of Blackpool in mind and was initiated by the Blackpool Borough Council. As all policy making processes a lot of research was undertaken and is still in the process of been gathered. As suggested by a report of the Blackpool Council (2003), these ambitious proposals that are outlined in a draft master plan, could take 15-20 years to be fully realised. The draft master plan for a new Blackpool also shows how the town's historic tram system could be rebuilt with new trams and new track, new green spaces created and the town's Victorian architecture restored. It has taken the Council two years of planning and research and six months during which their vision has been turned into something that can form the basis for consultation and debate. The draft master plan has been made available to various bodies and quantitative as well as qualitative data gathered from the local community and various organisations. A world-class team of experts has been working with the council's own team of professionals, from its Planning and Transportation and Economic Development departments, to realise the vision.
The importance of doing research is not only to understand people's perceptions and fears, but also to help people understand that the council's aim is that of regeneration.
As also suggested by the Chief Executive of Blackpool Borough Council, Steve Weaver, this is an enormous and complex task, with many facets to be pieced together and it is important not to underestimate the size of the challenge (Blackpool Council, 2003). Primary data has been collated by using a feedback scheme and a series of briefings for local businesses and organisations held. The draft master plan has also been on show at a series of public exhibitions throughout the town. It will be vital to have a good monitoring and evaluation programme following the policy's implementation.
The final policy that will be analysed is that of Heathrow Terminal 5.
Terminal 5 (T5) is the biggest planning project ever undertaken by BAA Plc, both in terms of physical size and financial investment. The overall site is equivalent to 22 football pitches and the development budget is nearing 3 billion. The new terminal will provide a new facility to serve 30 million domestic and international passengers per year. After at least 13 years of planning and the UK's longest public inquiry, of almost four years, construction is now underway (Harun, 2002).
Having been the longest public enquiry, it is inevitable to suggest that the research process undertaken before hand has been a very demanding one. As suggested by the Department for Transport (2005) various areas were considered prior to making the final decision. The main areas where Department for Transport officials gave evidence were the need for T5, Surface Access, Noise, Air Quality, Public Safety, Associated Applications and Construction. Primary data, and more specifically qualitative data, was gathered at a very early stage through a pre-inquiry meeting. All parties were involved in this process and all the issues around this policy were discussed. Secondary data, such as demand forecasts was also used for this enquiry.
Evidence was gathered from 734 witnesses in total representing over 50 major parties and received more than 600 proofs of evidence and over 22,500 written representations, most expressing opposition to the proposals. Under the inquiry rules all had a statutory right to be heard and to challenge the views of others and time had to be set aside to let them have their say (Department for Transport, 2005).
Although over 70 groups and individuals had registered as major parties only about half played an active role in the inquiry. Among the principal parties were BAA plc, British Airways, the Highways Agency and the Environment Agency. Around 20 smaller third parties and individuals played a regular part in the proceedings including local environmental and aircraft noise action groups and residents associations. The smaller groups represented themselves. The first phase of the terminal is set to be operational in 2008.
As with all policy making decisions, especially in the scales of this project, it will be extremely important, that a good evaluation and monitoring programme is in place.
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It can be construed that research, defined as a systematic process, is a fundamental business tool which assists policy makers in making decisions. It was noted that this process can result in a very time consuming and costly task and therefore researchers must be able to gather information that is accurate, reliable, timely, cost- effective and data that can be utilised. Gaining the right information might determine whether the policy is going to be successful or not. Three policy examples were used to show how research generated the information that was needed to make those decisions. Policies such as Stonehenge, Blackpool vision and Heathrow Terminal 5 were all taken into consideration and examples of how research has been used to help with the decision making process outlined. Furthermore it was also noted that in order for policy making decisions to be successful they must have an evaluation and monitoring programme behind them.
Bibliography
Bell, J. (1999) Doing Your Research Project, 3rd Edition, Buckingham: Open University
Blackpool Council (2003) Building for a better Community, Blackpool Council
Bull, R. (1999) Perspectives on Tourism Policy, University of Reading
Chris Blandford Associates (2000) Stonehenge World Heritage Site Management Plan, East Sussex. English Heritage
Department for Transport (2005) Heathrow T5, Department for Transport
http://www.dft.gov.uk/stellent/groups/dft_foi/documents/page/dft_foi_034758-02.hcsp available on 12/05/2005
Drew, C.J. (1980) Introduction to Designing and Conducting Research, 2nd Edition, Missouri: C.B. Mosby Company
Highways Agency (2000) The A303 Trunk Road: Stonehenge Improvement: Order 200, Bristol: Highways Agency
Harun, R. (2002) BAA plc Heathrow Airport, Terminal 5: The role of Design Leadership in Foresight, Design for Future Needs
Hogwood,B. and Gunn, L. (1984) Policy Analysis for the Real World, Oxford University Press
Page, S.J. (2003) Tourism management, Butterworth Heinemann
Ritchie, J.R. and Goeldner, C.R. (1994) Travel, Tourism and Hospitality Research, Wiley and Sons Ltd
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