Michigan State University Extension
Tourism Educational Materials - 33508252
06/06/02
Community Development Strategies for Tourism: an Assessment Tool
Source: Wisconsin
ID: G 3645
Authors: N. R. Sumathi and Geoffrey Wendorf
Year: 1995
For a community deciding whether to embark on a tourism
development campaign, there are many factors to consider.
To start, local leaders need to evaluate the community's
existing tourism resources, as well as its ability to plan
and conduct future marketing efforts. This publication is
designed to serve as a tool to help you analyze the
performance of your community's tourism sector, and to
plan new development and promotions. It shows you how to
evaluate tourism-related activities and conditions that
the community can influence or control.
The checklists that follow focus on different elements
relating to tourism development. Where boxes are
available, respond by marking yes or no. Where a line is
available for ranking, mark your community's performance
with a 1 for excellent, 2 for good, 3 for fair, or 4 for
poor. Your county Extension agent or community development
specialist can help you interpret the results. Your
community may then use this information as a guide to
determine whether it is prepared to initiate tourism
development.
BUSINESS/TOURISM ORGANIZATIONS Yes No Rank
1. Community has an active organization.___ ___
a. Tourism development is a part of
its mission. ___ ___ ___
b. Tourism promotion is a part of its
mission. ___ ___ ___
c. It is staffed and supported adequately
to carry out its mission. ___ ___ ___
d. It makes periodic reports to the
funding bodies. ___ ___ ___
e. It assists in community economic
development efforts. ___ ___ ___
f. It actively pursues and welcomes
visitors. ___ ___ ___
g. It actively solicits conventions
and is prepared to coordinate and
facilitate them. ___ ___ ___
h. What is the annual budget? $_______
% dedicated to promotion _______
% dedicated to convention
solicitation _______
i. Over the past three years, the annual
budget has: increased ___ ___
decreased or ___ ___
remained the same. ___ ___
2. The community has an up-to-date list
(less than three years old of regional,
statewide, or national organizations
that have local membership. ___ ___
Does the local community provide any
leadership to regional, statewide,
or national organizations that engage
in tourism development? ___ ___ ___
3. The community is cooperating or has
cooperated with broader tourism/
convention organizations (for example,
regional marketing programs). ___ ___ ___
a. County ___ ___ ___
b. Regional ___ ___ ___
c. Statewide ___ ___ ___
4. The community has an ongoing cooperative
relationship with state agencies and
legislative committees whose policies
and plans have an impact on tourism. ___ ___ ___
a. Department of Transportation ___ ___ ___
b. Department of Natural Resources ___ ___ ___
c. State Legislative Committees ___ ___ ___
d. Department of Tourism ___ ___ ___
e. Department of Commerce ___ ___ ___
TOURISM BUSINESS MAINTENANCE, DEVELOPMENT, AND EDUCATION
Yes No Rank
5.Within the last three years, the
community has conducted a Tourism
Economic Analysis program, in which
community leaders identified ways to
enhance tourism development based on an
improved understanding of the local
tourism industry and its contribution to
the local economy. ___ ___
Has much progress been made on the
goals identified in the analysis? ___ ___ ___
6.The community has a tourism development
plan that describes the strategies for
tourism development in the community. ___ ___ ___
a. It has been formally adopted by the
chamber of commerce, tourism organization,
city council/village board/town board,
or county board. ___ ___
b. It includes an analysis of sources of
employment within the Hospitality,
Recreation and Tourism (HRT) sector. ___ ___
7. The community has a program to
encourage existing tourism businesses.___ ___
a. The chamber of commerce or Convention
and Visitors Bureau (CVB) conducts
regular visits with tourism business
managers. ___ ___ ___
b. Tourism business management and
marketing courses are available. ___ ___ ___
c. An annual tourism recognition event
is conducted. ___ ___ ___
8. The community has a customer service
educational program in place. ___ ___
a. Training has been conducted during
the past year. ___ ___ ___
b. HRT businesses participate in this
program. ___ ___ ___
9. The community has a volunteer training
and recruitment program that recognizes
and rewards volunteers working in the
tourism area. ___ ___ ___
10. The community has a calendar of
events. ___ ___ ___
11. The community has an active downtown
program. ___ ___ ___
a. Downtown events are coordinated with
other community activities. ___ ___ ___
b. Downtown events are listed on chamber
of commerce materials (e.g., calendar
of events). ___ ___ ___
c. Downtown merchants are informed of
tourism events. ___ ___ ___
12. The community has at least one major
community event each year. ___ ___ ___
List the events:
13. The community park and recreation
department is involved in tourism
activities. ___ ___ ___
TOURISM MARKETING Yes No Rank
14. The community has a tourism marketing
plan that includes an analysis of the
tourism market and uses this information
in its marketing efforts. ___ ___ ___
Who developed it?__________________________
15. The community has a current inventory of
tourist facilities. ___ ___ ___
16. The community is marketing its natural
resource and other tourism attractions
effectively. ___ ___ ___
a. The community knows what its tourism
assets are. ___ ___
b. The community knows why visitors are
coming. ___ ___
c. The community evaluates its marketing
efforts periodically. ___ ___
17. The community is viewed positively
by: Local citizens ___ ___
Outsiders ___ ___
18. The community is represented
effectively at sport shows. ___ ___ ___
TOURISM PROMOTION Yes No Rank
19. The community has a tourism promotion
plan that describes strategies for
tourism promotion. ___ ___ ___
a. It is prepared by a CVB or similar
tourism-oriented organization. ___ ___ ___
b. It has input from major tourism
attractions and recreation businesses.___ ___ ___
c. It maximizes promotional resources
through cooperative and coordinated
efforts. ___ ___ ___
d. It is based on market research. ___ ___ ___
20. The community has a slogan that is
agreed upon, used in all promotional
materials and conveys an image that
reflects the community positively. ___ ___
What is the slogan?____________________________
21.The community has a tourism promotional
brochure. ___ ___ ___
a. It describes recreational opportunities
(e.g., hunting, fishing, boating,
skiing). ___ ___ ___
b. It has a description of services
(e.g., retail, restaurants). ___ ___ ___
c. It describes cultural activities. ___ ___ ___
d. It describes historic sites. ___ ___ ___
e. It describes shopping opportunities.___ ___ ___
f. It describes regional events and
attractions. ___ ___ ___
g. It is up-to-date---pictures are
recent, and dates and times are
current. ___ ___ ___
TOURISM SUPPORT AND FINANCING Yes No Rank
22. The local citizens understand and
appreciate the value of tourism and
support its development. ___ ___ ___
23. Local units of government understand,
value and support the tourism
industry. ___ ___ ___
24. Local units of government cooperate
with the private sector on tourism
promotion and development. ___ ___ ___
25. The trend in financial support of
tourism-related activities during the
past 5 years has been:
Municipal government
Increasing ___
Decreasing ___
No change ___
County government
Increasing ___
Decreasing ___
No change ___
Private sector
Increasing ___
Decreasing ___
No change ___
26. The municipality has an
accommodations tax. ___ ___
a. The tourism sector provides input
on the use of revenue generated by
the tax. ___ ___ ___
b. The level of taxation is reviewed
periodically to gauge its impact on
the local hotel/motel sector. ___ ___ ___
c. The municipality reviews the use of
these dollars. How often?____________
27. Local financial institutions support
tourism development and expansion. ___ ___
a. Officials from financial institutions
are active in tourism development
organizations. ___ ___ ___
b. Financial institutions encourage
development of tourism businesses. ___ ___ ___
c. Financial institutions actively
finance tourism businesses. ___ ___ ___
28. The community has submitted proposals
for state and/or federal funding for
tourism promotion and development
projects. ___ ___ ___
a. Tourism promotion ___ ___
b. Tourism infrastructure ___ ___
TOURISM INFRASTRUCTURE Yes No Rank
29. The community has road signs that are
adequate to guide tourists to their
destinations. ___ ___ ___
30. The community has a land use plan and
zoning ordinance that delineates
recreational areas. ___ ___
It has been reviewed within the last
three years. ___ ___
31. There is sufficient lodging available
in the area.
a. Hotels and motels ___ ___
b. Resorts ___ ___
c. Campgrounds ___ ___
32. The public services of the community
are adequate to meet current tourist
needs.
a. Police ___ ___ ___
b. Fire ___ ___ ___
c. Streets ___ ___ ___
d. Sewer ___ ___ ___
e. Water ___ ___ ___
f. Solid waste management ___ ___ ___
This publication was prepared by Geoffrey Wendorf, Douglas
County community resource development agent, University of
Wisconsin-Extension (715-394-0363), and by N. R. Sumathi,
community development specialist, University of Wisconsin-
Extension (608-265-8258). The authors thank the northern
district CRD agents for their input, and specialists for
their comments on earlier drafts. Any comments or
questions may be addressed to the authors.
Partial support for production and distribution provided
by the Renewable Resources Extension Act, United States
Department of Agriculture.
Issued in furtherance of Cooperative Extension work, Acts
of May 8 and June 30, 1914, in cooperation with the U. S.
Department of Agriculture, University of Wisconsin-
Extension, Cooperative Extension.
University of Wisconsin-Extension provides equal
opportunities in employment and programming, including
Title IX and ADA requirements. If you need this
information in an alternative format, contact the UWEX
Affirmative Action Office or call Extension Publications
at 608-262-2655.
This publication is available from your Wisconsin county
Extension office or from Cooperative Extension
Publications, Rm. 245, 30 N. Murray St., Madison, WI
53715, 608-262-3346.
G3645 Community Development Strategies for Tourism: An
Assessment Tool 1-11-95-2M-100-S
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