Развитие мест посещений (дестинации) на примере озера Myvatn

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The strategic planning is a complex process, which explains the steps a company should undertake to gain the desirable position. Here is a model illustrating it:

The strategic planning process
The Mission Aims of the organisation

What is it we want?

External analysis

Where

Gathering information are

Internal analysis we now?

Strategic analysis and choice Decisions

Where do we want to go?

Short term operating strategies

How do we get there?

Implementing of strategies Action

Control and evaluation

Did we get there?

Figure 2. Source: Lecture notes from Nordplus course in tourism planning,
2003, Iceland.

First of all we should formulate the aims of the organisation in a mission model. Then we should analyse the situation in the market and the product itself, or the resources we have if we don’t have any product yet.
The following techniques are usually used to understand the present situation( lecture notes from NordPlus course in tourism planning):

. PEST analysis - political, economical, socio-cultural and technological uncontrollable factors in the macro environment.

. The analysis of the trends in the market

. The analysis of our competitors

. The product analysis with respect to the markets and the competition

. Consumer analysis- characteristics and behaviour of the customers and consumers.

. SWOT analysis (strength, weakness, opportunities and threats) –sums up and present the information collected and processed in the analytical process.
I will use these planning process models to show how the Sel Myvatn Hotel worked with the development of the destination Myvatn.

3. Development of the destination Myvatn

3.1 Presentation of the area

In my paper I want to study the development of the destination lake Myvatn in the Northern Iceland. We distinguish between point destinations, place destinations and region destinations(Sletvold 2000:267). Myvatn is rather a region because there is a lot of unique about the lake as well as in the surroundings. Lake Myvatn is the country’s fourth largest natural lake,
36.6 kmІ (www.goiceland.org). It is renowned for wildlife. This area is extremely volcanic, which explains the mountain formations around the lake.
Nine eruptions took place there during the period 1975-1984; at that period there were a power station on the volcano. The lake area is known for its exceptionally many breeding duck species (15); it is thought to nest more species of duck than any other place in the world
(www.nat.is/travelguideeng/myvatn). The lake’s surroundings show such variety in landscapes and amazing geological formations, that the visitors have to spend several days to enjoy them fully. Bubbling mud flats, lunaresque volcanic craters, newborn lava fields, and grassy shoals teeming with waterfowl; these are among the sights of Myvatn. Dimmuborgir, on the
East side of the lake, is a badlands of lava pillars, some of which reach
65 feet in height. Just north is Hverfjall, a smooth, stadium-shaped volcanic cone that formed during eruptions 2,500 years ago. One of the most bizarre attractions in the region is the mud pits of Haverarond, which are so hot that they actually boil. Far cooler are the waters of Viti, an explosion crater nearby, which was formed in the 1724-1729. Another unforgettable sight near Myvatn is Eldhraun (“fire lava”), an absolutely barren lava field where the Apollo 11 crew came in the late 60’s to train for their impending moonwalks. There are also numerous bathing possibilities in Myvatnsveit. The most interesting ones are the Lagoon, which is similar to the Blue Lagoon near Reykjavik, and for rinsing off the clay afterwards there is a natural steambath in Jarрbaрshуlar
(www.nat.is/travelguideeng/myvatn). It is an old site where hot steam rushes out from the core of the earth and has been used for bathing for ages.