Enhancing Local Planning Efforts by Supplementary Measures of Tourism Effects

Abstract

Tourism is an expanding industry worldwide, but there is much disagreement on ways to define and quantify ''tourism.'' Various methodologies exist to attempt to quantify the total effects of tourism. The two most widely used approaches are inputoutput economic impact models and surveys of tourists with sample data generalized to national levels and then disaggregated to the state level in the United States. It is difficult to use these same techniques to develop in-depth tourism data for an individual city or metropolitan statistical area (MSA). Yet many cities and municipalities could benefit from such knowledge. For long-term strategic planning, infrastructure, marketing, resource allocation, and development decisions, such local level information is vital. This study proposes a methodology to supplement data from input- output models and tourist surveys. This approach examines local level travel and tourism data by surveying sectors of businesses engaged in tourism-related businesses as to revenue, employment, and expenditures related to tourism. Using techniques recommended by Baum (1989) in his study of Ireland, additional qualitative case study data is included to complete the area tourism picture. While a ''tourism'' industry as such is difficult to isolate, the combined approach of analysis at a local level of tourism-related organizations with in-depth case studies of key industry representatives accomplishes two significant goals. Meaningful planning data for the MSA can be obtained. In addition, the interconnectedness of business, manufacturing and tourism sectors is underscored. From a planning perspective, each of these results can play a pivotal role in obtaining the cooperation and commitment across sectors necessary for effective strategy formulation. The approach employed in this study is illustrated using a U.S. city example. This approach can be used by other regions, cities, or MSAs interested in supplementing other data on the local impact of tourism by surveying businesses directly involved in tourism-related activities. Suggestions for replicating this study as well as the questionnaire developed are also included.