Policy, Planning and Development for Tourism and Hospitality
Tourism Management Techniques: The Tourism Optimization Management Model: CASE STUDY
INTRODUCTION The purpose of this case study report is to identify processes, recognize effectiveness and understand awareness of such one good assumption of tourism management in investigating such technique pertaining to ‘Tourism Optimization Management Model’ (TOMM). The TOMM in certain idealism asserts the process of optimization from such island tourism by means of utilizing innovative tourism development model with discussions pertaining to Kangaroo Island as one ideal example for the tourism technique. This case report will provide detailed encounter of the TOMM as it implies to the functionality of such tourism life cycle that integrates tourism processes to be useful in today’s economy especially applied to Australian context. Discussion and Analysis of TOMM should be found in body of argument within good knowledge composition. There will be also seeking of TOMM explanation as to how can people can understand complex and dynamic tourism system (Faulkner and Russell, 2003; Gunderson and Holling, 2002) as well as developing more than just sustainable destination, from within optimized tourism destination that satisfies visitors and local community.
The enhancing of TOMM, in its attractiveness to certain local and global tourism regions It is also important to create sustainable conditions for receiving better TOMM approach as tourism management can be making efforts to develop tourism exchange spaces in which tourists can interact with local residents in addition to seeing sights. The tourism agencies ensuring TOMM specs should devote their energies to the development of tourism infrastructure, preservation of cultural and natural sites and improvement of recreation facilities. The rapid growth of tourism can lead to TOMM that may possibly challenge the effectiveness and efficiency of tourism in planning and managing sustainable tourism development. Effectiveness and efficiency of the model should be applied into the clear mandate from integrating and coordinating tourism policy planning with full range of TOMM applications into actual plan of action.
BODY Background
According to TOMM official site (Colmar Brunton Research Services, 2006, at: http://www.tomm.info/), ‘Tourism Optimisation Management Model (TOMM) is community-based sustainable tourism management model responsible for monitoring the long term health of the tourism industry’, which has been developed for utilization of the Kangaroo Island during the year 1996 as supported and investigated by Colmar Brunton Research Services in 2006 with attention to Toni Duka, Elizabeth Jack and Manidis Roberts Consultants in 1997 as an outcome of dramatic rise in visitors with introduction of fast ferry service, Kangaroo Island established TOMM for the reason that this model is aimed at monitoring and communicating the health of tourism on the Island quantitatively and qualitatively to community, industry and management agencies and ensure appropriate management actions are taken. TOMM works on certain change within tourism industry and its stakeholder base, as well as generating tangible evidence that the viability of the industry is dependent upon the quality of the visitor experience it generates and the condition of the natural, cultural and social resources upon which it relies. TOMM evolved from other models like, the Limits of Acceptable Change model, central feature of the TOMM concept was the inclusion of management response system which alerts stakeholders, to other potential issues which may require additional monitoring as development of TOMM approach as illustrated below (Manidis Roberts Consultants, 1997).
http://www.tomm.info/Background/tomm_process.aspx Discussion
Several countries like, South and Western part of Australia have considered tourism planning an important vehicle for sustainable development as there has potential to generate earnings, create employment of the tourism industry through TOMM completing picture of the potential contribution that tourism can provide for developing countries, this could mean that there might be some underlying as well as unresolved issues or conflicts upon assuring fair tourism programs and management as manifested in TOMM ways that adheres connectivity through tourism collaborations and partnerships as well as updated monitoring of tourism activities for example, dealing to marine and wildlife conservation and from seeing important role of stakeholders in tourism development and planning and how certain parties work to ideally execute the model in every sustainable path of tourism functions and work.
One good viewpoint can be provided by the concept of sustainable tourism development, because it can help policy-makers make more effective policies and plans designed to realize the full social and economic potential of the tourism industry (Jack, 2002). Sustainable tourism development is premised on TOMM responsibility of such government function within the tourism sector to ensure that long term economic prosperity and the quality of life of future applications of the model may not be forgotten and not put at risk. In order to sustain tourism, it is necessary for countries to address as such various issues arising from TOMM as well as tourism’s contribution to development in a comprehensive, systematic way. Issues of policy-making, planning, management and the participation of the private sector and other stakeholders must be addressed in terms of opportunities for action and possible constraints that need to be overcome by concerted efforts. (Jack, 2002)
Furthermore, with fact matter as although the concept of TOMM functions in tourism research, several proponents in their theories and models have to be seen upon forming better tourism paradigm in the present generation as there can be several untouched implications that needs to be considered further for TOMM ways (Choi and Sirakaya, 2005; Ritchie and Crouch, 2003). Furthermore, certain practical approaches and diverse conceptual models of tourism management may be in demand for such tourism optimization approaches as to be executed. In order to understand sophisticated tourism system, certain systematic and empirical models are ideal for theoretical application respectively. For instance, the study of “Kangaroo Island has focused on benchmarking of the Tourism Optimization Management Model (Manidis Roberts Consultants, 1997) that contains indicators, implication processes and an application to Multi-functional Interactive Process Cycle” (Lim, CCS, 2006). There will be means to have in-depth encounter of optimizing tourism destination development in such region linking to the optimization process, the understanding of TOMM as one effective tourism management technique from such situation stance like, those applied for Kangaroo Island.
Bottom up approach can present tourism upheaval and make it sustainable process for those attended areas of concern with determining challenges of balancing development and conservation in both residents and visitors – imposing active involvement of the local community and for community based planning linking to the model can be envisage to TOMM process which outcome into community driven initiative for sustainable development and such aspects of tourism. Truly, there is practical set of indicators that monitor status of tourism on affected islands such as KI upon facilitating strategic planning of tourism programs (Duka, T and Jack, E. 2004). There was the measuring of resident attitudes towards tourism and related activities through Resident Survey knowing such views of residents, considering their needs and perceptions toward tourism, satisfaction with tourism development to date and its impacts in ensuring that tourism contributes positively to the local community, for one as presented by Colmar Brunton into longitudinal information. Furthermore, TOMM site (2005) asserted that, TOMM Stakeholders still continue to provide financial support and a commitment to overseeing the TOMM process. What’s happening is that, tourism agencies continue to incorporate TOMM data into their operations and the presentation for instance, Visitor Exit Survey and there is effective benchmarking, ability to see how region compares to Australia as a whole. Aside, TOMM’s challenges is to keep the model evolving and progressing under some of the tightest budget constraints the project has ever faced. However, as certain Duka and Jack (2004), have goals of establishing sustainable funding base in TOMM opportunities continuing to reach its potential.
ANALYSIS
Issue One: Collaboration
TOMM is a collaborative process that engages with a wide variety of Stakeholders. TOMM Stakeholders are defined as individuals or groups that have an interest in TOMM. These ranges from individuals, groups or agencies actively involved in the development and implementation of TOMM through to people, groups or agencies that have an interest in its development and implementation. For one, TOMM stakeholders are growing and changing that may open up issues that has resulted some decisional conflicts among stakeholders from such collective groups of the management committee and project partners that may not agree on certain process that connects to TOMM ways, TOMM as tourism management technique is one good source for better tourism analysis in its ideal aspects and serves as a good support tool for achieving sustainable tourism development from certain perspective as well as expectations as about tourism’s contribution in proactive ways that will increase the positive effects and minimize the possible negative effects of tourism development (TOMM, in Colmar Brunton, 2006). Thus, certain TOMM development may help provide opportunity to take proactive approaches based on economic participation in which one could contribute to more effective tourism policies and plans. Aside, there increase the opportunities to realize the full social and economic potential of tourism industry at ensuring prosperity and quality of life as well as to preserve natural and cultural heritages for tourists and local people in ways that address effective TOMM outcomes. As the TOMM focus is on providing precise tourism activities for tourism oriented countries wherein processes are integrated into potential dynamic values, TOMM is being considered by several tourism agencies, such as for example Parks Canada aside Kangaroo Island.
Furthermore, there can be adaptive management system (see issue three for example illustration) as there allows stakeholders to identify problems, areas of opportunity and potential actions required to address TOMM issues. Management committee then alerts government agencies or community groups to a desired course of action. Thus, adaptive management is an essential factor for TOMM process, wherein there is about generating of tangible evidence of the TOMM process and ensures government agencies, community groups and individuals are kept informed and alert to potential tourism impacts. There can be range of publication with reference to TOMM, upon indicating acceptance as useful tool for tourism collaboration ways, World Tourism Organisation (2004), have solicited case studies from destinations worldwide, seeking to identify best practice and to include the lessons learned in indicators and planning and means to reduce the risks and capture the benefits for destinations and their residents.
For specific situation, The Leave Only Footprints program is co-funded by the State and Commonwealth Government’s Natural Heritage Trust through the Kangaroo Island Natural Resource Management Board and TOMM Stakeholders. The existing TOMM framework will be used to draw together information, which is currently being collected through model mechanisms of how/where tourism is actually impacting on TOMM, in its environment. The learning that everyone must be aware and take a part of contributing to the society from embracing sustainable tourism and get involved in the tourism activities to achieve life balance in human life and the environment. The importance of TOMM model have to be applied and put into action as such resident surveys created proved that tourism awareness is at high end and optimizing tourism will lead to sustainable management well, many thanks to TOMM wherein its effective remarks assumes imperative structure in collaboration and monitoring success of resident’s caring for the environment, mostly to marine and wildlife areas that, a balanced tourism is not only achievable by tourism models such as TOMM and lack but by the society’s people complete advocacy and participation. Being good advocates to tourism activities through TOMM’s application is a must and should be in proper context (TOMM, in Colmar Brunton, 2006).
Issue Two: Approaches of TOMM – Comparison to LAC model
There is useful process of developing tourism optimization management model – TOMM as the using of knowledge gained from the research case study as good ground for building such sustainable tourism. The traditional response to managing tourism growth, impacts and conflict, rests with the rhetoric of finding balance and the practice of trying to control growth, impacts and conflict as optimization can be more honest and realistic approach and that the Tourism Optimization Management Model is of effective approach such as for organizations considering employing TOMM to assist them shift from balance-based approach, to one based on optimization. An optimal condition should relate to the main type of tourism in the given area, to make sure it is relevant, and should also be achievable. The significance of strong TOMM program should be present in every tourism activity as perhaps, one imperative learning was that management, stakeholders have realized that actual outcomes adhere to the critical tourism insights gained through tourism development process such as with links to sustainable tourism ways as there helps in achieving awareness as to how certain tourism activity will amiably shape optimal economic conditions and how to identify tourism management indicators that is found in real paradigm structure of the TOMM. The tools and factors that contribute towards more information and greater knowledge require that tourism foundations have to be addressed accordingly.
TOMM, in comparison to Limits of Acceptable Change (LAC), as the model represents new way of thinking about protected area management and there requires consideration of how the existing bureaucracy will need to be changed to support this approach, managers in LAC though a short course provides an excellent introduction, but managers need continuing support as they gain experience and begin to ask new questions. TOMM is for sustainable development from such collaborative execution from stakeholders and partners in comparison to LAC execution Implementation as tourism planning presents an act of investment, taking funds away from activities in protection of tourism values, coupled with active LAC involvement, Bob Marshall (in, Ashor, 1985; McCool and Ashor, 1984; McCool, 1994) for instance, in increased public support for intended management actions as LAC does represent diverse way of conceptualizing problems as compared to the recreational carrying capacity framework. However, LAC provides just framework for identifying appropriate management actions. It does not determine what should be done, by whom or where not like TOMM which are detailed in what should be doing by whom and where, all is set out for the tourism planning. But, what LAC does well is help frame management questions in ways more effective than the past, leading to set of possible changes in the planning system more compatible with specific agency needs and capabilities. TOMM concept have created openness to sustainable tourism adopting core features of such wildlife tourism as an example as spontaneously applied to the whole tourism industry (Waayers, 2003). For one, Dredge and Jenkins, (2007) asserted the essential concerns relating to tourism policy and planning which gives vivid value to the dissemination of certain theoretical and applied research on tourism development as TOMM then is designed to stimulate ideas, discussion and/or present work in progress as the model scope thus encompasses issues and tourism techniques from tourism creative endeavors of better and useful planning in unifying TOMM ways of solid sustainable ground.
Issue Three: TOMM Monitoring System
TOMM has been developed and implemented using partnership model have brought community, industry and government agencies together to problem solve and design strategies that work for Kangaroo Island, some authors had begun to analyze the TOMM of tourism management for development of balance tourism for complete aspect of tourism applicability and vigor to the society (Abel 2000; Jennings 2001; Wight 2002) TOMM monitoring systems has been supported by the model’s adaptive manage (see illustration below) wherein several tourism industry in its stakeholders assessed in such monitoring and management of TOMM for health in tourism destinations.
http://www.tomm.info/Adaptive_management/index.aspx
Another for monitoring, future scenarios are examined and local communities are engaged in process to consider what desirable community, visitor experience and infrastructure development conditions they opt to discover. The impulse to monitor TOMM have risen due to circumstances on the Island in marked increase such number of day visitors to the Island coinciding with the commencement of fast service between mainland South Australia and the Island as well as downturn in agricultural Industry leading to diversification into tourism based industries by many primary producers to support their income base. (Farell and Twining-Ward, 2004; Faulkner and Vikulov, 2001; Scott and Laws, 2005), in which tourism systems behave to have dynamic entities for tourism management (Odum, Odum and Brown 1998; Pavlovich, 2003).
Moreover, there such implications from proposed management framework for turtle-based tourism in Ningaloo region being based on Tourism Optimization Management Model as made by Manidis Roberts Consultants (in, 1996) that indicates tourism management model into the Kangaroo Island as the TOMM is one model which specifically developed for sustainable tourism development into natural areas for regional scaling stature. (TOMM, 2005; Newsome, Moore and Dowling, 2002), the complexity of the model creates large costs and makes implementation difficult. The TOMM process identifies what needs to be monitored and performance indicators in determining sustainable conditions (Jack, 2002; Manidis Roberts Consultants, 1997). The monitoring ways of TOMM still focuses on successful completion of certain Visitor Exit Survey, Resident Survey and Visitor Numbers, during 2004-2005 (see, TOMM site for complete detail at: http://www.tomm.info/Monitoring_programs/index.aspx) being developed to establish series of environmental indicators, to better understand the impacts of tourism on the Island’s ecosystems thus, for TOMM to gain recognition as an environmental organization it will need to provide results for this area (see also, discussion on Leave Only Footprints).
CONCLUSION
Given the importance of TOMM planning and development issues in the tourism and hospitality industry few implications of advances in information technology and the globalization of tourism and hospitality enterprises, as the model can give interim support in bringing together researchers, individuals and tourism management organizations interested in theoretical and the practical aspects of planning and development. Then, describing certain political, socio-cultural and economic context at a regional level or at a large scale is an early step in this framework. Accordingly, deciding how to engage with TOMM ways is central to the activities of such region although different political association may produce variations in how the model are perceived as the nature of tourism policy means that important but held views may not be embraced due to more powerful and influential development such as to maintain status quo for engaging with tourism groups concerning indigenous people to cooperate on policy issues may be based on alignment values and that tourism issues relating to TOMM may amicably govern sustainable potential of Australia’s economic activities as well as tourism programs. Therefore, TOMM issues presented above can be targeted at various projects as carried out to meet people’s needs for leisure and to encourage them to go on long holiday travels. As with reference to Colmar Brunton report in 2006, TOMM is of exciting position being able to present fact sheets from known valuable development of reporting structure as easy information may be achieved.
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