How to write a business plan about tourism development?

Business planning of tourism project development

target location

Target positioning will give investors an ideal vision. It is the driving force for investors to operate projects.

Target positioning will determine the degree to which the unique attraction of the project will be promoted, thus having the basis for achieving the goal. This poses a challenge to planners in resource mining, market development, creative breakthrough, product integration and so on.

Target location needs to design a feasible operation path to achieve the goal. This is the inherent logical requirement of project design and the most important requirement of investors.

The goal is a system, including qualitative and quantitative aspects.

What kind of regional scope and degree of projects are the goals? General target positioning should define the uniqueness, ranking, popularity, number of tourists and other indicators of the project within the scope of influence.

Tourism market positioning

Traditionally, market positioning can be divided into basic market, main market and opportunity market; You can also form a comprehensive form of four-dimensional structure according to the subdivision structure, such as importance, marketing sequence, regional division and category division.

Functional localization

Tourism projects can be subdivided around six elements, and combined with recreation methods, a comprehensive functional structure of the system can be constructed.

For example, food, shelter, transportation, shopping, entertainment and other elements have great functions; Recreational functions such as sightseeing, exploration, leisure, vacation, suspension from school and recuperation; The structure of residence, supplemented by catering and entertainment (the mode of most resorts); The structure is mainly rice, with the help of folk amusement (the mode of most farmhouse music).

development strategy

The realistic way to achieve the goal must have a strategic framework, which is the development strategy.

Strategy is the choice of many possible ways. It is the program and policy of major issues in development, such as priorities, sequence, structure and investment allocation.

4) Recreation mode design (project recreation planning)

Entertainment design technology

Recreation mode design is a planning and design work based on creativity, with recreation content and process as the core, combined with the comprehensive configuration of six elements. It is a technical design of tourism specialty and a people-oriented creative science.

Amusement mode design includes: viewing mode and viewing route design, amusement facilities selection and amusement content planning, story writing and scene layout design, experience mode planning, special catering planning, special accommodation planning, special souvenir planning and design, amusement function structure design, layout structure design, etc.

Recreation mode design is the key link of tourism project design. Only a high combination of "unique creativity" and "tourism professional skills" can achieve the best results.

Some traditional planning organizations have failed to master the skills and methods of "project re-creation design". In tourism planning, logic replaces creativity and mode replaces innovation, which makes planning lose its soul, which is also an important reason for hanging on the wall.

Re-creation design is a kind of technology, just like chemical engineering projects need to do professional design of chemical technology before architectural design. Only by doing a good job in the recreation design of tourism projects, and then doing a good job in architectural design, can the real tourism project design be completed.

Someone invited a famous university to do tourism planning. The results show that the elements are complete and the layout is reasonable. The house is painted in a standard way, but it can't find its unique attraction and can't be operated. Therefore, tourism planning cannot replace tourism project design.

Three problems in the design of recreation mode

First, it is the planning of the theme and core attractions, which is an indispensable soul of any project.

Some scenic resources are unique, but these uniqueness are not attractive in tourism. For example, geoparks, plant species and rock structures are unique and have scientific value. But experts can understand what ordinary people can't. The uniqueness of this resource is different from what we call tourist attractions. Therefore, creative planning must be carried out around the theme, landscape and recreation mode. For example, the construction of the 100-meter giant Buddha in Nanshan, Sanya is a unique landscaping scheme of "doing our best"; The healthy tourism in Chongyi, Jiangxi Province, and the original ecological anti-Japanese village in Xiaozhai, Shanxi Province are all cases that form core attraction through recreation innovation.

We can dig deep into the context, geography and connections, find unique selling points, form unique attraction and build the core attraction of tourism. If resources can't be tapped, it is necessary to inject innovative themes and create core appeal. For example, the Wild Duck Lake in Kunming is actually a 200-acre lake with no unique selling point in resources. However, this area is very close to Kunming, only 45 minutes by car, which can be used for the development of tourism real estate, and the land use has certain value. In order to make up for the shortage of resources, we have planned an innovative recreation mode: Swiss town leisure center. The landscape vegetation in this area is very suitable for building European castle style. Zurich and Kunming in Switzerland are twin cities, so we decided to introduce Swiss customs, build Swiss towns and promote the development of Wild Duck Lake.

The second is to solve the pastime mode, that is, to solve the "play". The design of recreation mode can also be regarded as a mode to find out what kind of gameplay to use to guide tourism resources. Our company has made a database, which collects tens of thousands of entertainment ways, including playing with snow, playing with water, camping, playing with grassland and so on. There are dozens and hundreds of ways to play each game, and there are at least thousands of ways to show the scientific and technological content. Only in this way can we turn tourism resources into a way of playing and a way we like to rest.

Third, solve the comprehensive satisfaction of tourists' needs. Because tourists not only travel, but also eat, live and buy, it is necessary to string together the recreation process through tourism arrangements. Recreation design and six elements of recreation should be planned and configured around the theme and core attractions.

5) Configuration and layout of components

Tourism projects are often not a single functional structure, but need to allocate relevant elements according to tourism laws to form a complete recreational activity system.

The sightseeing, transportation, land use and functional distribution within the project must conform to the recreation law, landform environment, land use and intensive optimization of infrastructure, and meet the requirements of environmental protection, cultural relics protection and landscape protection. Therefore, it is the common task of tourism planning and planning to synthesize relevant elements, rationally arrange and form the best spatial structure and recreation route.

Fourth, business model design.

Business model is the business soul of project development and management. Its content is very rich, including income model, business model, marketing model, management model, investment staging, capital structure, financing model and so on.

The design of business model is the focus of business planning, and it is the premise of forming feasibility and realizing financing operation.

Verb (abbreviation for verb) makes development and operation plans.

The development and operation plan is a work plan for the specific operation of tourism project development, which is based on the design of business model and the actual investment basis of investors.

The key point of this plan is to implement the strategy in every link of development, and to prompt the details of operation order, key points, achieved goals, links and so on.

The development and operation plan requires the planner to have rich experience in tourism investment and tourism management, be familiar with the actual operation process and links, and have a deep grasp of the strategy and concept of the project.

The development and operation plan generally includes the following aspects:

1) Negotiation and signing of management rights and related contracts;

2) Land requisition, demolition and residents resettlement;

3) Planning, planning, design and other related matters;

4) Project establishment, feasibility study and five certificates approval;

5) Project bidding and investment construction;

6) Investment attraction and financing operation;

7) Opening acceptance and opening marketing operation;

8) Management shaping and human resources training.