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Skip to 0 minutes and 24 seconds Hi welcome back. In last class, we talk about TOR or the terms of reference of tourism planning and the major show of a planning like the eagle figure.

Skip to 0 minutes and 38 seconds In this class, we only talk about two things: resource and market. But it‘s very important. In our RMP model the R and the M is very important before we make any recommendation. First, we talk about resource inventory and assessment. When we make a regional tourism planning, a region like a province consisting of many prefectures, cities or towns, absolutely also has many many villages. So, resources are very complicated. We have a long list of tourism resources could be potentially developed in the future. So, tourism resource needs a very big job to survey, to look at, to make pictures, to even recode a video or many things or to collect data about the history.

Skip to 1 minute and 48 seconds So, tourism resource evaluation is built on the base of the category and inventory. So, before we want to do some resource assessment, we have a system or have a framework of classification or tourism resource category. Basically, we have two or three tourism resource‘s classification like the natural tourism resource, cultural tourism resource and modern events. So if we go to very deep until the story that the tourism resource category could be as long as a book. Actually in China, we have a tourism category book or it is a national standard. So, with this category or national standard tourism classification we go to the site onsite survey or could be named tourism resource inventory.

Skip to 2 minutes and 55 seconds The inventory itself also could be completed in different level. If you want to cover all the area, go to every point of the potential resources there and it is called general scenery or overall or the whole survey. But, for some places that have already tourism history for ten years or more than that I think it needs to go to very deeply, maybe will have some new resource discovery or resource creation. So it depends on how deep you will go to the place. When we finish the survey in the filed, we maybe come back to the table work which means we will do some resource evaluation.

Skip to 3 minutes and 55 seconds We have many aspects to do the assessment, the value or the competitiveness of the resource from the aspect of aesthetic, the beauty and whether it is convenient to be used or it is rare, it’s the only one we find here in the world. so it has very significant meaning or evaluation. So, we have many aspects put into the assessment process. It also depends on the purpose of your assessment. So, for a tourism planning, the major purpose is to make a product for our visitors. So more came from the client oriented. So for the assessment technologies or techniques, methods also you could select from the knowledge demands.

Skip to 4 minutes and 54 seconds So when we finish the phase or evaluation or assessment of tourism resource, sometimes the government hasn’t enough money to develop the attraction and then they look for people seek some companies to help them or work together, to give the concession or concession management, give the development or operation right to other private company. At this time, we need to do some resource pricing that how much this national park or this attraction could be assessed to transfer to other body, how many parts of the resource could be transferred and how much could be transferred and what is the return of the resource concession. So this is the pricing.

Skip to 6 minutes and 1 second And also we want to do some assessment to identify the resource-product transformation or relationship. We have some model like recreation opportunity spectrum which means that in downtown area, resource is used with very high density but in the remote area in the natural resolved only a few people or very limited people are allowed to go to the center of the resolved. So this is recreation opportunity spectrum. And also some modern buildings like reserva dam, like the Three Gorges Dam, Are not made for the purpose of tourism but it could be an attraction of tourism. So we call it an indirect pattern. And sometimes the heritage like the Great Wall we need not do any new development and they could be resource-product.

Skip to 7 minutes and 11 seconds So the resource-product pattern is quite different. So when we are to do the resource inventory and assessment, it could be a quite complicated thing but I will briefly share this idea to you. The second thing, I want to talk about in today’s class is market. Market is as important as resource because that we do anything is for the market. Surely we also need to remember the local community. I think community is another kind, other side of the coin that the market and the local people work together. We call it the harmony relationship between host and guest.

Skip to 8 minutes and 1 second But when we make a tourism planning, we want to learn something about market or to understand the market, their preference, their compatible income, the education of their income. So all the things we need to do are some basic jobs like data collection. It’s quite different for the visitors or the market data collection because we have two kinds of data that people already come to our destination and then they have some recordsof the sells but many people are our potential market. We don’t know where they are and their preference for their holiday making behaviors.

Skip to 8 minutes and 50 seconds So we want to collect historic data from the existing attracting also to dig some data depending on some big data technology and also to understand the future trends of tourism market. So it’s a challenge for all of tourism planners. But we want to solve this problem. When thing is quite different to tell, thing in the future is like the feature teller. So it’s a prediction. So make a good prediction, or as much as possible by some technology like special analysis of customer resource and tourism market and also you could do by qualitative or quantitative method of the future demand for your product.

Skip to 9 minutes and 48 seconds So tourist consumer behavior is quite important that is why I mentioned in the last class or the class before that, and psychology or behavior research is quite important for us. So, we want to understand the motivation of the tourist, the motivation from different part of the world, maybe the Japanese tourist the American tourist and tourist from the Middle East is quite different. So, we want to learn to understand those markets, the demand, their preferences and their destination choice behavior and their buying willingness or something like that. So tourist behavior model is quite important even it is quite difficult. Today, we have talked about the resource and market. R and M. Thank you.

Resource Inventory and Demand Analysis

In last class, we talk about TOR or the terms of reference of tourism planning and the major show of a planning like the eagle figure.

In this class, we only talk about two things: resource and market.

We would like to invite you to share some thoughts in the comments section below.

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Tourism Policy and Planning

Nankai University