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TOURISM PLANNING GOALS AND OBJECTIVES

Goals and Objectives
These are two (2) interrelated elements where the achievement of objectives leads to achievement of a goal.
This achievement in tourism planning lies in the results of implemented strategies and actions. In tourism
planning, goals and objectives are necessary elements to determine the desired results/outcome for
developing tourism.
Goals determine the desired outcomes in the long term (nine [9] years or more), while objectives tell the
desired achievements in the short or medium term (three [3] to six [6] years). Both addresses the question,
“Why is this strategy or action necessary?”
There are two (2) to three (3) sufficient numbers of goals in tourism planning and development that can be
listed, although more can be developed if necessary. Goals can be used as a guide on the succeeding steps so
as not to get sidetracked with the unnecessary strategies and actions.
Goals and objectives must be clear in order for those involved in tourism planning and development to focus
on the actions that best contribute to the achievement of the goals and objectives. See Figure 1 for the link
between goals and objectives.

Desired outcome in Goal: Increase in

the long term tourist arrival

Objective 1: Objective 2: Objective 3:

Improve access Improve quality Improve tourist
to tourism of tourism facilities and
attractions products services

Desired outcome in short/medium term

Figure 1. Link between goals and objectives
Source: Tourism Guidebook for Local Government Units (Revised Edition), 2017, p. 11

It is recommended that tourism planning goals and objectives should contribute to the sustainable
development of the destination. It should cover these three (3) sectors: economy, environment, and society.
Tourism must improve the living conditions of the local community within or near attractions.
Success Indicators
This is an element of the formulating goals and objectives process that measures the extent of how to achieve
the desired results/outcome. The performance of actions leading to the achievement of goals and objectives
are measured qualitatively or quantitatively. This helps the stakeholders and other entities involved in the
planning process to have a reference in measuring the progress of the plan once it is implemented.
Success indicators should be simple and easy to measure. Alternatives should be considered if an indicator
cannot be obtained or not feasible.

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Target
This is another element of formulating goals and objectives—a definite statement of a desired result. It
addresses the question, “What do we want to achieve specifically and when will it be achieved?”
Baseline Data
This refers to the situation of tourism that needs to be addressed by the plan. Historical data ranging from at
least three (3) to five (5) years is an advisable foundation. It can be used for measuring the performance of
tourism. This serves as a starting point in building possible scenarios and for later evaluations once the plan is
implemented by comparing the situation before and after the implementation.
SCENARIO BUILDING
Scenario building is the method of visualizing possible futures by understanding a destination’s environment.
It involves identifying a destination’s or site’s significant events, main actors and motivations, and the
functioning system within the area. The possibilities should be grounded on current knowledge and experience
about the destination, which will provide the basis for necessary actions.
According to Slocum (as cited in Department of Tourism, 2017), it is recommended to only have three (3) to
five (5) scenarios in a single tourism planning and development process. There are two (2) types of scenarios
that can be used in this process:
• Exploratory Scenarios – These are a few different futures that highlight the interrelationship between
factors that affect tourism.
• Normative Scenarios – These are a single “desired future” used as a consensus or something on which
everybody agrees.
This step is especially useful when past or present scenarios are unable to serve as a guide for future
development, specifically in the following situations:
• The problems are very complex and several factors need to be considered.
• There is a high possibility of significant change in the destination.
• Dominant trends are not favorable for the destination and need to be analyzed.
• The time horizon for development is long.
TOOLS FOR SETTING GOALS AND OBJECTIVES
Objective Analysis
In line with problem analysis, the objective analysis (OA) can also be used to analyze the issues and concerns
regarding tourism within the area of interest. Using the objective analysis tree helps in identifying the
programs, projects, and activities that will contribute to the achievement of desired outcomes. Both problem
analysis and objective analysis thoroughly examine the concerns that affect tourism in the areas. These are
important starting points to identify the appropriate actions to address the current situation of tourism.
These are the following steps in objective analysis:
1. Using the results of problem analysis, convert the negative conditions presented to positive with a
structure that presents a means to end the relationship in the form of objective tree analysis.
(Examples are shown in Figure 2 and Table 1.)
2. Identify the goals, objectives, programs, projects, activities, and policies based on positive conditions.
3. Validate the formed goals, objectives, programs, projects, and activities. Revise if necessary.

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Increase in tourist

Goal
arrivals

Objective
Protection of the
primary tourism

Development of ordinance Development of proper

Programs, Projects, Activities, Policies

banning destructive and diving, snorkeling, and
poor fishing practices boating regulations

Development of ordinance
Solid Waste
establishing a solid waste
management system
Management Program

Development of ordinance
Liquid Waste
establishing a sewage
Management Program
water treatment system

Figure 2. Objective tree analysis for protecting the primary tourism resource (coral reefs)
Source: Tourism Guidebook for Local Government Units (Revised Edition), 2017. p. 18

Problem Analysis Negative Statements Objective Analysis Positive Statements

Components Components
Effect Decrease in tourist arrivals Goal Increase in tourist arrivals
Problem Destruction of primary Objective Protection of primary
tourism resource (coral tourism resource (coral
reefs) reefs)
Causes Careless boating, Programs, Projects, Development of proper
snorkeling, and diving Activities, and Policies diving, snorkeling, and
boating regulations
Destructive fishing Development of ordinance
Algal bloom banning destructive and
poor fishing practices
Causes Pollution from liquid waste Programs, Projects, Liquid waste management
Activities, and Policies program
Development of ordinance
establishing a sewage
water treatment system

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Problem Analysis Negative Statements Objective Analysis Positive Statements

Components Components
Pollution from solid waste Solid waste management
program
Development of ordinance
establishing a solid waste
management system
Destructive fishing and poor Development of ordinance
fishing practice banning destructive and
poor fishing practice

Table 1. Translating problems into objectives

Source: Tourism Guidebook for Local Government Units (Revised Edition), 2017, p. 18

Objective Tree Analysis

The objective tree analysis is a diagram that presents the desired achievements of a tourism destination. In
contrast with the problem tree analysis, this diagram expresses the opposite of the negative factors identified
in problem analysis. It is important to consider that the positive factors are realistic and achievable within the
projected time frame.
There will be instances in this process that some problems will be revised or reformulated. This will depend
on the relevance or suitability of the factors presented in both PA and OA processes. There are also
probabilities that the diagram might show some unachievable objectives.

References:
Dillon, L. B. (2019). Problem Tree Analysis. Retrieved from https://sswm.info/taxonomy/term/2647/problem-
tree-analysis on November 21, 2019
Tourism Guidebook for Local Government Units. (2017). Retrieved from the Department of Tourism website:
http://www.tourism.gov.ph/guidebookandmanual.aspx on November 15, 2019

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