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Community Based Tourism Finding the Equilibrium in the COMCEC Context COMMUNITY BASED TOURISM Finding the Equilibrium in the COMCEC Context Setting the Pathway for the Future Community Based Tourism Finding the Equilibrium in the COMCEC Context COMMUNITY BASED TOURISM FINDING THE EQUILIBRIUM IN COMCEC CONTEXT Setting the Pathway for the Future By: Asli D.A. Tasci, Kelly J. Semrad and Semih S. Yilmaz April 2013 i Community Based Tourism Finding the Equilibrium in the COMCEC Context Published by the COMCEC Coordination Office April 2013 For further information please contact: COMCEC Coordination Office Necatibey Caddesi No: 110/A 06100 Yücetepe Ankara/TURKEY Phone: 90 312 294 57 10 Fax: 90 312 294 57 77 Web: www.comcec.org e-mail: [email protected] ii Community Based Tourism Finding the Equilibrium in the COMCEC Context PREFACE This study was prepared by Aslı D. A. TASCI, Kelly J. SEMRAD and Semih S. YILMAZ and commissioned by the Standing Committee for Economic and Commercial Cooperation of the Organization of Islamic Cooperation (COMCEC) Coordination Office. The views and opinions expressed in this publication are those of the authors and do not necessarily reflect the official position of COMCEC Coordination Office or the COMCEC Members. iii Community Based Tourism Finding the Equilibrium in the COMCEC Context CONTENTS PREFACE .................................................................................................................................................................................... iii INTRODUCTION ....................................................................................................................................................................... 1 1. EVOLUTION OF COMMUNITY-BASED TOURISM ................................................................................................... 3 1.1. Tourism Development and Impacts ................................................................................................................... 3 1.2. Paradigm Shift in Resource Management: Sustainability .......................................................................... 4 1.3. Paradigm Shift in Tourism Resource Management: Sustainable Tourism ......................................... 5 1.4. Sustainable Development, Tourism, Poverty Reduction, and the LDCs .............................................. 6 1.5. Emergence of Community-Based Tourism ...................................................................................................... 8 1.5.1. Characteristics of Community-Based Tourism .................................................................................... 10 1.5.2. Requirements for Successful Community-Based Tourism ............................................................. 12 1.5.3. Benefits of Community-Based Tourism .................................................................................................. 15 1.5.4. Costs of Community-Based Tourism ....................................................................................................... 17 2. COMMUNITY-BASED TOURISM DEVELOPMENT PROCESS ............................................................................ 19 2.1. Participatory Planning and Development ...................................................................................................... 22 2.1.1. Power Relations: Challenges and Opportunities ................................................................................ 23 2.1.2. Steps for Strong Stakeholder Participation ........................................................................................... 23 2.2. Situation Analysis - Research .............................................................................................................................. 24 2.2.1. Community Analysis ....................................................................................................................................... 25 2.2.2. Social Network Analysis ................................................................................................................................ 25 2.2.3. Supply Network Analysis .............................................................................................................................. 25 2.2.4. Destination Capital Analysis ........................................................................................................................ 26 2.2.5. Destination SWOT Analysis ......................................................................................................................... 28 2.2.6. Policy Framework Analysis ......................................................................................................................... 29 2.2.7. CBT Destination Brand Concept ................................................................................................................ 30 2.3.1. Identifying Target Markets .......................................................................................................................... 31 2.3. Visioning and Planning .......................................................................................................................................... 31 2.3.2. Identifying the Marketing Mix .................................................................................................................... 32 2.3.3. Identifying Human and Social Capital Needs ....................................................................................... 32 2.3.4. Identifying Policy Framework Needs ...................................................................................................... 33 2.3.5. Identifying, Applying for and Mobilizing Financial Resources ..................................................... 34 2.3.6. Identifying Monitoring and Control Criteria and Mechanisms ..................................................... 36 2.4.1. Policy Framework Adjustments, Standardization and Certification .......................................... 37 iv Community Based Tourism Finding the Equilibrium in the COMCEC Context 2.4. Development and Investment ............................................................................................................................. 37 2.4.2. Human and Social Capital Development ................................................................................................ 38 2.4.3. Marketing Mix Development (Product, Price, Place, Promotion) ................................................ 40 2.4.4. CBT Product Launch ....................................................................................................................................... 43 2.5. Monitoring and Control ......................................................................................................................................... 43 3. COMMUNITY-BASED TOURISM: WORLD CASES ................................................................................................. 45 3.1. Beneficiaries in CBT Cases ............................................................................................................................... 46 3.2. Resources, Attractions and Activities in CBT Cases .............................................................................. 46 3.3. Challenges Faced in CBT Cases ...................................................................................................................... 47 3.4. Benefits Reported in CBT Cases .................................................................................................................... 47 3.5. Costs Reported in CBT Cases .......................................................................................................................... 48 CASE 1 – Thailand: Koh Yao Noi Community Based Eco-tourism ................................................................ 48 CASE 2 – Thailand: Ban Talae Nok Homestay Program .................................................................................... 50 CASE 3 – Botswana: Khama Rhino Sanctuary Trust........................................................................................... 51 CASE 4 – Costa Rica: Chira Island ............................................................................................................................... 53 CASE 5 – Nepal: Annapurna Region .......................................................................................................................... 54 CASE 6 – Australia: Manyallaluk ................................................................................................................................. 55 CASE 7 – Korea: Songup Folk Village ........................................................................................................................ 56 CASE 8 – New Zealand: Tamaki Maori Village ...................................................................................................... 57 CASE 9 – Cape Verde: Island of Fogo ........................................................................................................................ 58 CASE 10 – Botswana: /Xai /Xai Bushmen .............................................................................................................. 59 CASE 11 – Kenya: 6 CBT sites ...................................................................................................................................... 61 4. COMMUNITY-BASED TOURISM IN THE COMCEC REGION ............................................................................. 64 CASE 1 – Kyrgyzstan and Central Asia: “Hospitality
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