Community Based Tourism

Finding the Euilibrium in the COMCEC Context

CBT development aims the holistic goal of empowering underprivileged groups

sustainably. However, just like any enterprise that depends on the fine balance between

demand and supply, the success of CBT also depends on a well-balanced business approach

with a marketing perspective. Policy framework enabling business ventures coupled with

business savvy, skillful and educated locals, in strategic partnership with the private sector

are the prerequisites of such business approach in CBT development.

For business ventures, locals need to contribute their financial resources, time and energy,

besides securing capital and operational financing from governments, donors, NGOs and

from the private sector through joint-venturing mechanism. The development of a local

organization (CBT association) in the COMCEC Member Countries may be helpful in

generating funds by acquiring external funds, mobilizing internal funds and fundraising

through special events and networks.

A network of local, regional and national inter-sectoral links is required for achieving the

expected level of economic development through CBT. The CBT product needs to be

developed as an add-on product/activity and should be linked and integrated to the

mainstream tourism, especially in countries distant from the main tourist generating

countries. Hence, the location of the CBT destination defines its accessibility, proximity and

commercial viability. An attractive and good quality CBT product, which is close to major

hubs, infrastructure (roads and telecommunication) and mainstream tourism sites, is likely

to achieve success in a short time, especially through successful marketing with a branding

approach.

CBT product needs a long term vision and continuous investment, by matching the product

and service with visitors’ needs and expectations while keeping the core product authentic

and true to the local culture and heritage. The CBT site needs to have a clear tourism niche

in the form of a particular attraction, usually based on local’s daily activities, including

dressing local clothing, participating in production activities (e.g. pottery) and fulfilling

basic need satisfaction (dinner event). Staging maybe needed to avoid endangering the

local culture; in such cases, staging by close consultation with locals is critical to keep the

product as true to authentic nature as possible.

In the competitive marketplace, a strategic approach is branding the CBT product aligned

with the larger destination (country) brand for effectiveness and efficiency. Tools, activities

and tactics which can serve to successful branding include acquiring national and

international certificates and awards especially from independent non-government

organizations, organizing unique special events, participating in tourism shows and joint

ventures, creating word-of mouth advertising by satisfied customers, and strategic use of

internet and IT, especially online social media platforms.

5.3. Development, Management, Marketing and Control of CBT