Community Based Tourism
Finding the Euilibrium in the COMCEC Context
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use of products offered to locals, especially elderly and other needy groups can be valuable
tactics in sustaining locals’ support and voluntary contribution.
2.4.3.3. CBT Product Distribution
Based on the target market, CBT products need to be made available for attention and
purchase at the right channels and links. The channels of communication and transaction
are different for each of the following potential CBT target groups: international fly-in, self-
drive, backpackers, expatriate residents and business visitors. The right combination of
distribution choices (travel agencies, tour operators, Internet distributors, Global
Distribution Systems (GDS) and Computerized Reservation Systems (CRS) can be utilized
for reaching the right markets. Of particular importance in reaching the most viable and
appropriate segments is developing relationships and links with other industries and
sectors, and different producers such as staff, neighboring communities, land-holders,
producers of food, fuel and other suppliers, operators of micro tourism businesses, craft-
makers, other users of tourism infrastructure (roads) and resources (water) etc.
2.4.3.4. CBT Product Promotion - Integrated Marketing Communication (IMC)
Promotion activities need to be directed to the right target groups for effectiveness and
efficiency. Due to the limited financial resources available for promotion of a typical CBT
product, opportunities for low cost and or free promotion need to be harnessed effectively.
Box 12 provides a list of free or low cost choices of promotion for acquiring awareness and
visibility, thus interest and visit.
Box 12. Free or Low Cost Choices for Promoting a Destination
 Seeking national and international certificates and awards especially from independent non-
government organizations to induce safety and security perception, quality perception, visitor
confidence, enhance visibility, reputation, and image, and thus branding (e.g. Green Globe
certification, International Eco-tourism Standard),
 Holding unique special events for free publicity and boost local and international visibility,
 Participating in tourism shows and joint ventures to create awareness,
 Word-of mouth advertising through satisfied customers for efficiency in marketing,
 Using fam-trips and offering packages and discounts, during the slow season,
 Promotion through print material of travel agencies/ tour operators,
 Promotion through web sites and online social media (Facebook, Pinterest, Youtube, Twitter,
Flicker etc.).
Internet resources, especially social media platforms such as Facebook, Pinterest, LinkedIn,
Flicker, Twitter, Google+, and YouTube, can be cultivated for marketing purposes as well as
networking and sharing of knowledge, experience, know-how and lessons learned among
the site managers, entrepreneurs, decision makers, researchers and other stakeholders.
These social media platforms can be instrumental in creating collaboration, cohesion and
harmony among stakeholders besides information distribution in target markets.