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Coursework Brief
Your task is to develop a business plan for an activity touris
Coursework Brief
Your task is to develop a business plan for an activity tourism operation. You should choose a single operation in a defined geographical location. (eg bungy jump in the Alps, Glacier walking in Norway, Scuba Diving operation in Thailand, whitewater rafting in Snowdonia etc). The structure of a business plan defined by Higginbottom (2004) supplied on canvas is a useful guide for your report. You should work independently for this project. A suggested range of activity sectors you could choose as an operation is attached, but this is by no means exhaustive, so you are free to select your own.
Although the business is hypothetical you should attempt to find out as much as you can about your proposed operation through academic papers, books, government and industry documents and internet resources. All suggested planning items should be fully justified, including financial items where possible.
Your task should consider:
Defining your business- location, missions statement, objectives, added value.
SWOT analysis of your operation in this location
Networking- how will you tie to existing operators in the region?
Marketing- sector analysis of market, customers and competition.
Financial- Include start-up costs and infrastructure/equipment needs. Include income and operation costs for the first three years. Can you cover your costs? Will trade increase?
Risk management- how will you manage both business risks but also risks to clients and staff?
Impact Assessment/Mitigation – what impacts will you have on the environment and on the community in which you operate? How will you manage these impacts?
Management structure- business structure, reporting processes, training
Academic sources and industry reports should be correctly referenced where used.
Word limit 2500 words (approx- excluding appendices)
Some Potential Activity Tourism Sectors
(Your operation needs to be more specifically defined than one of these)
Mountaineering
Surf tourism
Polar Tourism
Dive Tourism
Whaleshark tourism
Reef Tourism (Snorkelling)
Equestrian Tourism
Skiing/ Snowboarding
SCARRA……
Snowshoeing
Dog Sledding
Cycling tourism
High ropes course
Mountain biking
Zorbing
Jetboat
Paragliding
Paddle boarding
Kayaking
Whitewater rafting
Parachuting
Quad biking
Trail biking
Off road
Expedition
Backpacking
Glacier walking
and MANY more!
Key Marking criteria will include:
Criterion Examples of evidence
Research/ Application of theory Is the idea of the business logical? Have the most appropriate theories been used to back up the business in a practical setting?
SWOT and Impacts Is the internal and external environment appropriately assessed? Consideration of the social and environmental impacts of the business?
Marketing plan Has a target market been identified? Is an appropriate marketing mix described? Use of accreditation for marketing?
Financial Projection Has there been an attempt to consider appropriate startup costs? Will you need a license? How will you ensure ongoing viability over an appropriate timescale (eg 3 or 5 years)?
Risk Management Have business and environmental hazards been identified? Is there an appropriate risk management strategy and how will staff be trained to use it?
Business management Operation of the business including staffing, training, processes. Management responsibility.
Presentation Does the business plan keep to the word limit? Is the English correct in terms of spelling, grammar and punctuation? Is it sensibly structured? Could the business plan be presented for funding purposes (eg bank loan)?
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