Plans to build an electric charging station and shops next to a coastal caravan site on the edge of the King's Norfolk estate have been turned down.

A developer named in council papers as D Crane applied for planning permission to site the station and "commercial buildings" on land north of Pinecones Caravan and Camping site, off the A149 Dersingham bypass.

The application also included improved access to the site, which lies near the Sandringham estate, from the main coast road.

But a planning officer's report said the highways authority had raised "significant, in principle concerns" about the proposals.

It said the A149 was a principal route, where "drivers do not generally expect to encounter slowing, stopping, turning vehicles" and the development would bring "significant additional traffic" via a new junction.

It added: "It is considered that the intensification of the site would be harmful to the setting of the Area of Outstanding Natural Beauty.

"Furthermore, it is considered that the submission fails to demonstrate that there would be a specific business need within this rural location.

"In addition, it is considered that the creation of a new access from the adjacent carriageway and the significant intensification of the site would lead to conditions prejudicial to pedestrian and highway safety."

Dersingham Parish Council also objected, saying it was an "inappropriate" use of the site which would bring increased traffic and commercialisation.

A previous application to use the land to display garden buildings was turned down in 2003. The site is currently used for the growing of Christmas trees.

In August, Pinecones was given planning permission for 30 holiday lodges on the site, on condition that the lodges would only be used as lets for short-stay holidays and not main residences. 

The latest scheme was turned down by West Norfolk council officers under delegated powers.