Community Based Tourism
Finding the Euilibrium in the COMCEC Context
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2.3.2. Identifying the Marketing Mix
The commercial viability of the CBT product depends on the strength of the broader
destination as well as successfully defining the marketing mix elements of the CBT
destination. Based on the identified markets and their characteristics, the product, the
prices (packages, discounts, group deals etc.), distribution and promotional channel links
need to be identified and developed to effectively and efficiently reach these groups to
promote and sell the products that they desire.
The core of the product needs to be unique with a curiosity element surrounding the
culture and way of life of a group of people different from the majority (e.g. Circassions and
Yoruks or nomads in Turkey). The product does not have to be based on a natural
attraction. A holistic approach with consultation with locals would reveal a potential
tourism niche in the form of a particular attraction such as:
 Products for basic human needs with a local difference (e.g. bread making),
 Authentic demonstration of an indigenous production process (e.g. pottery),
 Processing of primary agricultural products (e.g. sugar cane processing),
 A unique activity based on a unique natural resource (e.g. whale-watching),
 A well-organized event (e.g. seafood dinner).
2.3.3. Identifying Human and Social Capital Needs
Lack of human and social capital is one of the biggest threats to the success of CBT
destinations. For example, a Bushmen grassroots approach did not work in Botswana; thus
it became necessary to first build the capacity of local and national organizations to assist
Bushmen (SNV, 2001). Therefore, systematic education and training programs geared
towards different segments of the community is of paramount importance, initially to have
a good start and continuously to sustain the success by maximizing the benefits and
minimizing the costs.
Continuous education and training for capacity building is needed at both the individual
and institutional level, within government, civil society and the private sector to acquire
the necessary skills for management, marketing, strategic planning and organizational
development. Effective education, training and information is needed to acquire
community spirit and volunteerism from the start to the end, as well as to provide them
with commercial orientation and business savvy skills while keeping the core values,
norms and morals necessary to maintain the authentic character.
Depending on the development phase of the destination, education needs may be different
for the initial stages versus during the development and implementation phases. In the
initial stages, emphasis may be needed on increasing awareness and sensitizing locals for
full participation in situation analysis and for clear understanding of potentials of CBT
development, for realistic economic expectations, and keeping environmental and socio-
cultural sustainability in perspective.