Community Based Tourism
Finding the Euilibrium in the COMCEC Context
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2.4.3. Marketing Mix Development (Product, Price, Place, Promotion)
The marketing mix elements need to be developed by keeping the cultural and
environmental integrity. Extra caution is necessary while developing small and fragile
communities, and shortsighted management attitude that could sacrifice the local integrity
for quick economic gains needs to be avoided.
2.4.3.1. CBT Product Development
Not all potential resources, attractions, activities and services can be turned into actual
products. Based on the available resources (financial, human, information, physical), the
most feasible products may need to be defined and polished to offer an attraction for
tourists. The choice of products would depend on the SWOT analysis, the strengths being
utilized to harness some opportunities in the environment while working on
improvements in order to eliminate the weaknesses that might otherwise lead to any
impacts brought on by threats. For example, based on the situation analysis through
discussions and feasibility studies through multiple phases and steps followed in the
Uganda CBT case, the resources of the project were channeled to actualize one good
tourism product: the Buhoma village walk. It included bird watching sites and the
handicraft workshop incorporated as sites on the walk. It was managed by an enterprise
group composed of eight guides from the local community and a number of households
managing the tourist stop sites. The underlying premise of using a resource as a CBT
product is that the income and employment opportunities generated as a CBT product
outweighs alternative uses of the resource (e.g. animal husbandry and agriculture). Box 11
displays a list of critical factors that define the feasibility of the CBT products.
Box 11. Critical Factors that Define the Feasibility of the CBT Products
 Developing CBT as an add-on product and activity and linked and integrated to the mainstream
tourism, especially in countries distant from the main tourist generating countries.
 Developing the product with a local flare but keeping the target demand in perspective. Matching
the product and service with the visitors’ expectation to achieve satisfaction sustainably without
damaging the true nature of the product. Staying true to the nature and requirements of a product
(e.g. no TV at a bird watching site)
 Continuous investment to keep the product dynamic and to respond to the consumer needs and
expectations while keeping the natural, cultural and heritage integrity of the authentic core
product. Diversifying and developing the product with innovative addition of services, products
and special events. Augmenting static attractions with dynamic supplements through special
events and festivals.
 Staging may be necessary to sustain the authenticity of the core product when the increasing
demand poses a threat to the authenticity. Potential trade-offs may be needed between
authenticity and income-generating activity, especially when demanded handicrafts are not
authentic local products.