DOI link for Strategic Analysis
Strategic Analysis book
As a ﬁrst step in the process of developing a marketing plan, the tourism marketer has analyzed the external environment. Environment scanning of the macro environment has provided information on the current economic situa-
tion, including economic growth and disposable income for both the region and the nation. Useful information on any social trends that could affect tourism, such as an increased interest in cultural or sports tourism, has been gathered. Demographic information has been compiled on issues such as the rate of growth in ethnic populations and an increase in the number of families living in the area. Analyzing the micro external environment has resulted in information on the level of support from the community for developing tourism. The tourism marketer will use all of this information to make the strategic decisions necessary to develop a marketing plan.