Community Based Tourism
Finding the Euilibrium in the COMCEC Context
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The elements of CBT destination brand in combination with the marketing mix elements
for the identified target markets are identified at this stage. In addition, analysis of
available financial resources, policy and programs needed from government, donors and
lenders are also identified, as well as educational needs for individual and institutional
capacity building. The planning stage cannot be completed without ascertaining the control
and monitoring criteria and mechanisms, which would depend on the CBT development
goals and objectives as revealed by the situation analysis.
2.3.1. Identifying Target Markets
The target markets for a CBT destination depends on factors relevant to the destination
itself as well as external factors, including: destination remoteness, accessibility, current
and potential visitors to the mainstream tourism and population characteristics within the
close vicinity. Ideally, target tourists for CBT, especially for products including intimate
relations with hosts, such as homestay programs, are serious culture tourists (McKercher
and du Cros, 2003). These target tourists actively search for, enjoy and cherish such
experiences for their inherent benefits. Yet, while they contribute to the local economy,
they exhibit utmost care to avoid negative behaviors. However, at the initial stages of CBT
development, finding such tourists may not be possible or easy.
Therefore, the most viable target segments at the initial stages of a CBT product launch
may be the current visitors of a close by mainstream attraction, expats living in the close
vicinity, institutional populations (workers of government institutions, universities and
other schools, etc.). Also, depending on the international connections of the universities
and schools in the country or the region, the CBT sites and products can be integrated into
the cultural product packages for the study abroad and student exchange programs that
may currently exist or that are initiated with the partnerships and networks with
international programs. Besides international tourists, targeting domestic tourists
especially during slow seasons is necessary for a strong customer base. Box 5 provides
potential target markets for the COMCEC member countries.
Box 5. Potential Target Markets for COMCEC Member Countries
Other Islamic countries would be the most viable to target first for CBT destinations in COMCEC
member countries. The similarities in culture rooted in the Islamic values and way of life would
provide a level of comfort for travelers from other Islamic countries. The differences in
architecture and intangible aspects of culture can be used as attractions since experiencing and
learning about different cultures is an important tourist motivation. So, the equilibrium of
familiarity and novelty provided to potential travelers from other Islamic countries can be
cultivated to achieve goals effectively and efficiently in the short run. However, in long run
strategies, targeting other countries with different religions and cultures to generate positive
public opinion about the true nature of Islam needs to be implemented as an integrated goal of
international diplomacy.
2.3. Visioning and Planning