What are the planning methods of the overall tourism planning?

We know that the General Principles of Tourism Planning is an important basis for the planning expert jury to check whether the planning results compiled by the planners conform to the norms, but the standardized routine is useless to the developers. According to the requirements of the General Principles of Tourism Planning, the planning of a scenic spot has to go through three stages: overall planning, regulatory detailed planning and constructive detailed planning, and it usually takes one and a half to two years to complete these three plans. From the developer's point of view, it is impossible for him to wait until all three schemes have been reviewed before starting construction. His request is to make a set of practical operation plans with the least money and the shortest time. According to the market trend, Yuan Jing Design Institute puts forward how to make tourism planning feasible from twelve aspects with the basic starting point of serving developers better and meeting the needs of scenic spot development and construction.

1, resource endowment analysis. The resource endowment analysis mentioned here is not only a detailed list of scenic resources, but also a comparative analysis of the correlation of scenic resources in a large area, so as to excavate, integrate and extend unique, first and specific products.

2. Market demand and competition analysis. For the analysis of market demand and competition, tourism planning can not only make a preliminary study on macro-market, tourist positioning and tourist number prediction. This kind of research is far from the actual operation, so it should be analyzed in depth at three levels: (1) Market level: analyze what the market is booming, what the market has, what the market still lacks, and at which level the market competes; (2) Competitor level: analyze the general situation of competitors (location and surrounding environment, planning and layout, architectural style, project selling points, supporting facilities and services, operation management) and market response (analyze the marketing strategy, actual sales and operation status and advantages and disadvantages of competitors' projects); (3) At the consumer level, it is mainly to define tourist sources, predict their quantity, analyze their consumption characteristics, and find out the sensitivity of consumption. Suggestion: We can study similar chapters in real estate planning to form relevant contents suitable for the needs of scenic spots. It is best to study their planning proposal, because all the contents involved in their proposal are implemented and hit the nail on the head. Although the fields are different, the methodology is similar and worth learning.

3. Developer analysis. The analysis of developers mainly focuses on the investment intention, early development concept, economic strength and operational ability of developers. This chapter is generally not in the current planning. Developers investing in a scenic spot will basically have investment intentions and preliminary development ideas. The task of the planner is to check, deepen, extend and land the developer's initial development ideas from a professional perspective. It is suggested to increase the economic strength and operational ability of developers. The purpose of the analysis is to revise the development theme of tourist areas and the design of tourist products at the operational level. We know that any tourism planning and tourism plan will ultimately be implemented by developers. No matter how good the project planning and planning is, if it goes beyond the developer's actual operation ability, everything is empty, which is the internal reason why the planning can't be operated now and is shelved. Planners and developers must communicate thoroughly. This kind of communication is not only between senior leaders, but all members of the research team must participate in it and deeply understand it.

4. Develop theme and image design, which is the weakest link in tourism planning. The common practice is to add an image positioning, a propaganda slogan, and only a few schemes also add a scenic logo design. The most common image positioning and publicity slogans are comparative positioning methods, which imitate each other, fail to grasp the soul of the scenic spot, fail to find the unique fingerprints of the scenic spot, and lack the uniqueness, firstness and pertinence of planning, which is the most despised part of professional planners. In the design of development theme, it is suggested that concept procurement and localization should be carried out on a large scale according to the project personality. To put it bluntly, it is necessary to apply the successful development experience of similar projects to the development of this project. Tourism planning or tourism planning competition is the information, resources and vision of planners or planners. When planning or planning, a set of detailed and clear flow charts of project development ideas must appear. In the part of image design, you can learn more from brand planning agencies and read books such as Practical Advertising Cases and Creativity is Power, which should be very enlightening. It is suggested to add a set of VI application system in the scenic spot.

5. Functional zoning and project setting, which are the foothold of development theme and tourism product design, are the highlights of tourism planning, and some planning schemes are as long as dozens of pages. Considering the developer's auditing habits, whether it can be independently drawn out to form an illustrated scenic spot design task book, or even drawn according to the developer's requirements and design depth. Because the design atlas is static, we need to design a dynamic activity performance scheme. Rich static design and wonderful dynamic performance.

6. The design and planning of tourism products all involve chapters on tourism product design, which are very long. Tourism products are listed in many categories and dozens of subcategories. It seems that if you don't list so many products, you can't show the level of planners and the richness and richness of resources. However, there is one question to consider. Is there a market for tourism products with so many planners? Are they all competitive Is it something that investors can operate? When choosing a product design, we should comprehensively consider resource endowment analysis, market demand and competition analysis, investor's strength and ability analysis and input-output analysis. Which products are core products, which products are auxiliary products, which products are pushed first, which products are pushed later, which products must be enriched and upgraded, and which products must be abandoned. This is what the planner said: "addition, subtraction, multiplication and division". What the planning solves is: which products are most suitable for the development of scenic spots, not which products can be developed in scenic spots. For the design of tourism products, all parties are talking about creativity, which is not wrong, but the core problem is that without systematic thinking and dynamic control, any creativity will become an idea, which is limited and unsafe and cannot be used to save scenic spots.

7. Business model design. The core content of business model design is the profit model design and input-output analysis of scenic spots. It solves the problems of what and where the scenic spot needs to invest, which projects can be built and operated by the developers themselves, which projects need to be leased, which projects need to introduce new partners, where to make money, when to break even and so on. For the tourism real estate project, it is also necessary to clarify which plots must be purchased, which plots need to be leased and how much it costs. The profit model design and input-output analysis of scenic spots are the most concerned points for developers. At least 65,438+03 investment estimation table, liquidity estimation table, fund raising and planned use table, total investment cash flow table, fund source and use table, balance sheet, loan repayment table, income table, sales income and sales tax calculation table, cost estimation table, fixed assets depreciation calculation table, intangible assets and deferred assets amortization table and sensitivity analysis calculation table should be included in the planning scheme.

8. Control the pace of development. At present, the development of scenic spots is showing a trend of increasing investment scale and longer construction period. In this case, the planning of construction projects must be phased, and the development rhythm must be clearly and accurately controlled. Planning is not only to put forward short-term, medium-term and long-term construction projects, but also to clearly point out which is the start-up project. This entrepreneurial project must be: first, it can make a good profit immediately; Second, it can quickly form a demonstration effect of the market; Third, it has an obvious driving effect on the follow-up projects, and it must have the effect of "serial gun". Looking for entrepreneurial projects often refers to finding the tipping point of the project in planning. Finding a startup project is the most difficult, because it determines the success or failure of the project. Perhaps the scenic spot has good prospects and great profits, but how can developers spend the most difficult initial stage of development? It is necessary to find a good entrepreneurial project. In planning, how to connect the contacts of phased projects with the contacts of phased projects must be designed in advance, otherwise the continuity of project development is prone to faults. Unfortunately, many travel plans in this chapter are not available.

9. Marketing planning. Marketing planning is the main content of scenic spot promotion. The marketing planning in the planning period is almost general, lacking pertinence and practicality, which is also the reason why many planning texts imitate and copy each other, which is not very instructive and meaningful. A more appropriate approach is: only make scenic spots websites and promotional albums (including electronic albums), and at most make a marketing plan for the first year. Because there are too many variables, we have to make another plan for a scenic spot that is close to opening.

10, special planning, planners without landscape architecture and related professional background can't do it at all. It is one of the chapters that imitate and copy each other the most, and some data are simply obtained without detailed calculation. Text and drawings can be integrated into the design task book, but the source of technical data should be clearly introduced and the drawings should be detailed and accurate. Such as water supply and drainage layout, there must be location, flow direction, flow rate, pipe diameter, pipe length, etc.

1 1. Design of the organizational structure and management system of scenic spots. This chapter is an extremely important part of the scenic spot, which can best reflect whether the planner has practical experience in scenic spot management. Some of the existing schemes are directly omitted, and some are only academic research on management mechanism, which lacks maneuverability and is where everyone needs to make up lessons. The design of the organizational structure and management system of scenic spots mentioned in this paper must be clear about the composition of departments, the number of personnel, the professional and professional experience requirements of talents, and how to communicate, coordinate and cooperate among departments to form a clear and operable organizational chart, job description and management system manual.

12, the proposal of scenic spot evaluation A, and the evaluation of scenic spot A is an unchanging trend. There is almost no travel plan in this chapter, and there will be a lot of demand in the future. I suggest you make up lessons well.

The compilation method of tourism planning must be reformed, otherwise the prospect will be worrying. Hope: this paper can play a role in attracting jade and benefit the industry. I also hope that the road of tourism planning will be wider and wider, and tourism planning institutions can truly gain the respect of tourism developers, share the dividends with developers, enjoy the joy of success, and reflect the life value of tourism planners.