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Linking Communities, Tourism & Conservation Linking Communities, Tourism & Conservation A Tourism Assessment Process EILEEN GUTIERREZ KRISTIN LAMOUREUX SELENI MATUS KADDU SEBUNYA Introduction Acknowledgements Many thanks to our official reviewers who provided extensive input and alternative views: • Sylvie Blangy, Board of Directors, The International Ecotourism Society; • Allison Rossetto, James Cook University; • Donald E. Hawkins, George Washington University. Additionally, much gratitude to Stephen Edwards for his early input on the overall framework and approach; as well as, Edward Millard, Megan Havdra, Susan Kennedy, Scott Wayne, and Janet Edmonds for their constructive comments and assistance. Finally, this publication would not have been possible without the encouragement and support from Edward Millard and Fred Boltz of Conservation International and Roberta Hilbruner of the United States Agency for International Development ‘s Sustainable Tourism Program. All photos copyright Conservation International unless otherwise noted. Cover image by Santiago Carrizosa. Haroldo Castro: Inside Cover, Pages 11, 31, 55, 69, 97, 113, 118 & 119; Jeff Gale: Table of Contents, pages 7, 23, 47 & 102; Patrick Johnston: Preface; Emilia Hillel: Pages 5, 8 & 17; Piotr Naskrecki: Page 9; Cristina Mittermeier: Pages 10, 89, 90 & 100; Nico Van Strien/IRF: Page 13; Bill Konstant: Page 15; Russell Mittermeier: Pages 15, 22, 30, 39, 56, 57, 63, 71; Tom Lamb/Lamb Studios: pages 20, 25 & 45; Darwin Flores: Page 26; Theo Allofs: Page 29; Michael Poliza/Gudigwa Camp: Page 37; Frank Stewart: Pages 46 & 48; Patricio Robles Gil: Pages 65, 93, 99, 103 & 106; Chris Brooks: Page 66; Chen Qi: Page 71; Haroldo Palo, Jr: Page 73; Roger Steene: Page 91; Michael Poliza/Gudigwa Camp: Page 94; Susan Kennedy: Page 101; Roderic Mast: Page 102, 103; Lani Asato: Page 107; Donovan Kirkwood: Page 111; Olivier Langrand: Page 114; Toby Marsden: Page 115; Gustavo Fonseca: Page 116. ©2005 Conservation International and The George Washington University Copies of this publication in whole or in part are permitted as long as a copy of the title page and this copyright page accompany said copies. Conservation International is a private, non-profit organization exempt from federal income tax undersection 503(c)(3) of the Internal Revenue Code. The George Washington University is a federally chartered non-profit institution. This report was partially funded by the United States Agency for International Development. The author’s views expressed in this publication do not necessarily reflect the views of the United States Agency for International Development or the United States Government. Graphic Design: Frank Stewart, Cautiontiger Graphic Design Copy Editor: Tracy Ilvento, Applied Business Communications, Inc. ISBN -881173-43-7 Preface Linking Communities, Tourism and Conservation – A Tourism Assessment Process has been designed by Conservation International (CI) and The George Washington University (GW) for field practitioners to perform a rapid assessment and analysis of tourism potential in a destination. The guidelines and tools provided are research-based and reflect accepted criteria and principles of sustainable and ecotourism development. It incorporates sustainability concepts that aim to optimize tourism development in an effort to protect natural and socio-cultural resources and improve the welfare of local people, while enhancing monetary gains and market access. This hands-on manual is also a tool for practioners engaged in applying tourism as a strategy for biodiversity conservation and poverty reduction. Conservation International and The George Washington University have successfully employed many of the concepts presented in Linking Communities, Tourism and Conservation – A Tourism Assessment Process in developing destinations around the globe. These concepts are based on a culmination of over 25 years of field experience in conservation and tourism development between both organizations and their partners. The Tourism Assessment Process (TAP), outlined in this manual, addresses the com- plexities of tourism at both the national and local levels. While the authors acknowl- edge the importance of applying sustainable and ecotourism tourism principles to all scales of tourism development, this assessment tool focuses primarily on tourism development at a destination or site rather than a specific business or venture. Assessment Teams comprised of technical specialists working within or near high biodiversity areas and rural communities will guide this highly participative assess- ment process. These multidisciplinary teams should be joined by an experienced tourism development specialist and include community extensionists, economists and other development specialists, parks and protected area personnel, govern- ment officers, educators, non-governmental and private sector organizations. It is assumed that users have some basic knowledge of ecotourism and sustainable development, experience in conducting primary and secondary research, as well as experience working with a range of stakeholders on a coordinated effort. The TAP is also designed to involve local stakeholders with or without tourism experience. The goal ofLinking Communities, Tourism and Conservation – A Tourism Assessment Process is to help you determine whether a destination is suitable or unsuitable for sus- tainable tourism. Specifically, this hands-on manual will help you assess a destination’s tourism potential, both negative and positive impacts to biodiversity, as well as impacts on social, cultural and resource needs. The key that opens the door to this clearer view of a destination’s tourism potential is the Tourism Assessment Process (TAP). Table of Contents Introduction 4 Assessment Process Overview 6 Integrating the Assessment Process 6 Building the Tourism Assessment Team 6 Tourism Assessment Process – Three Phases to Success 7 Phase I Assessment Preparation 2 Initial Data Collection 12 Understanding Environmental, Biodiversity & Natural Resource Issues 13 Identifying Land Use Plans and Zoning 15 Phase II Assessment 6 Involving Local Stakeholders 8 Methods for Involving Community Stakeholders 20 How to Host Public Meetings and Workshops 20 Generating Dialogue from a Visioning Exercise 21 Using Individual Consultations 22 Selecting Assessment Participants 22 Tool: Tourism Destination Visioning Exercise 24 Tool: SWOT Analysis 26 Attractions Inventory 28 Components of the Attractions Inventory 28 Conducting the Attractions Inventory 29 Worksheet 1: Natural Attractions 32 Worksheet 2: Cultural Attractions 33 Worksheet 3: Historic and Heritage Attractions 34 Worksheet 4: Recreational Activities 35 Worksheet 5: Inventory Evaluation Sheet 36 Infrastructure and Services 38 Identifying Opportunities and Overcoming Obstacles 38 Worksheet 6: Transportation 40 Worksheet 7: Accessibility Summary 41 Worksheet 8: Public Services 42 Worksheet 9: Evaluation of Surroundings 43 Market Demand Analysis 44 Sources for Conducting Market Demand Research 44 The Value of Conducting Visitor Surveys 45 Understanding Market Segments 46 Estimating Market Size 47 Tool: How to Design a Questionnaire 49 Tool: Sample Visitor Questionnaire 50 Tool: Conducting a Visitor Survey 52 Tool: How to Analyze and Interpret Survey Results 53 Supply and Competitiveness 54 Understanding the Supply-side of Tourism 54 Defining the Competition 55 Surveying the Tourism Industry 55 Competitiveness and Sustainability 57 Worksheet 10: Competitive Advantage Exercise 58 Tool: Sample Accommodation Facilities Survey 60 Tool: Sample Tour Operator Survey 61 Tool: Sample Arts and Crafts Enterprise Survey 62 Human and Institutional Capacity 64 The Process of Mapping Available Human Resources 64 Developing a Labor Force Profile 65 Assessing Institutional Support for Tourism 65 Worksheet 11: Labor Force Profile 67 Worksheet 12: Tourism Labor Demand 68 Socio-Economic, Cultural and Natural Resource Use Considerations 70 The Value of Community Mapping 71 The Value of Stakeholder Analysis 72 The Value of a Resident Survey 72 Tool: How to Conduct Community Mapping 74 Tool: How to Conduct a Stakeholder Focus Group 76 Tool: Sample Stakeholder Focus Group Questionnaire 77 Tool: How to Conduct a Resident Survey 79 Tool: How to Analyze and Interpret Survey Results 81 Tool: Sample Resident Questionnaire 82 Environmental and Biodiversity Footprint 88 Understanding Potential Benefits 88 Understanding Negative Impacts 89 Sources for Identifying Potential Impacts and Benefits 91 Tapping into Environmental and Biodiversity Experts 93 Guidelines for Assessing Results 94 Worksheet 13: Environmental and Biodiversity Footprint Matrix 95 Tool: Assessing Tourism’s Footprint Sample Interview 96 Cost Benefit Analysis 98 How to Conduct the Economic Cost Benefit Analysis 99 Calculating Economic Benefits 100 Calculating Economic Costs 102 Calculating Socio-Economic, Cultural & Environmental Costs and Benefits 103 Assessing Overall Results 106 Worksheet 14: Economic Cost Benefit Analysis 108 Worksheet 15: Estimating Unmeasurable Costs & Benefits 109 Worksheet 16: Cost/Benefit Evaluation & Recommendations 110 Phase III Recommendations 2 The Importance of Building Consensus and Reporting Results 112 Using the Ranking Process to Help Stakeholders Give Insightful Feedback 115 How to Define Next Steps 117 Conclusions 119 References 20 Introduction WHAT MAkeS a destination suitable for ecotourism and sustainable tourism development? More importantly, how can tourism be developed to encompass sustainable and ecotourism
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