AKLIMIMA BINTI AWANG COMMUNITY BASED TOURISM POLITEKNIK SULTAN IDRIS SHAH
COMMUNITY BASED TOURISM Publisher AKLIMIMA BINTI AWANG
POLITEKNIK SULTAN IDRIS SHAH JABATAN PENDIDIKAN POLITEKNIK DAN KOLEJ KOMUNITI (JPPKK) KEMENTERIAN PENDIDIKAN TINGGI ALL RIGHTS RESERVED First Edition 2023 No part of this book may be reproduced in any form and by any means, including electronic, mechanical, photocopying, recording, etc without the written permission of the author and publisher Politeknik Sultan Idris Shah e ISBN 978-967-2860-56-3 Published by : Politeknik Sultan Idris Shah Sg. Lang, 45100 Sg Air Tawar, Selangor Darul Ehsan Tel No : 03 3280 6200 Fax No : 03 3280 6400 Web site : https://psis.mypolycc.edu.my Cataloguing-in-Publication Data Perpustakaan Negara Malaysia A catalogue record for this book is available from the National Library of Malaysia eISBN 978-967-2860-56-3
Content CHAPTER 1 Principles And Meaning [1-34] CHAPTER 2 Destination Selection Process [35-64] CHAPTER 3 Capacity Building & Leadership Development [65-81] CHAPTER 4 Community Organization, Networking & Partnership [82-103] CHAPTER 5 Programme Planning & Design [104-143] REFERENCES [188-189 CHAPTER 6 Marketing [144-187]
Preface Assalamualaikum wbt. I express my gratitude to Allah s.w.t because of His abundant grace this book has been completed. This book is specifically written for students or readers as an initial exposure to understand the basic concepts in community-based tourism. The use of pictures and examples of community-based tourism activities that have been implemented hopefully will help facilitate the reader's understanding. The highest appreciation and thanks to everyone that has been involved in the completion of this book and may it be beneficial to the best of its ability. Thank you. Aklimima Binti Awang
Abstract The Community Based Tourism book is a reading material that focusing on student and reader who want to understand the basic concept of community-based tourism. The objective of this writing is to provide knowledge for the concept of community-based tourism and to create awareness that community based tourism can act as a community development strategy by using tourism as a tool to strengthen the ability of rural community organizations in managing tourism resources with the participation of the local people. The content in this book covers Principles and Meaning, Destination Selection Process; Capacity Building Leader Development; Community Organization, Networking and partnership; Program Planning and Design and Marketing
PRINCIPLES AND MEANING CHAPTER 1 : COMMUNITY BASED TOURISM :PRINCIPLES AND MEANING COMMUNITY BASED TOURISM 1
COURSE LEARNING OUTCOME (CLO) Upon completion of this course, students should be able to:- CLO 1 : Apply basic concept of Community Based Tourism (CBT) in the tourism industry planning development CLO 2 : Organise resourcefully Community Based Tourism (CBT) development programme for the local community CLO 3 : Demonstrate suitable knowledge of leadership and responsibilities skills in Community Based Tourism (CBT) development effectively 9 2
LIST OF CONTENTS OVERVIEW : ✓The importance of tourism as a tool for economic regeneration ✓The concept and principles of community based tourism CHAPTER 1 3
THE IMPORTANCE OF TOURISM AS A TOOL FOR ECONOMIC REGENERATION 4
ROLE OF TOURISM IN COMMUNITY DEVELOPMENT • Tourism plays an increasingly important role in the development of communities • The benefits of tourism include both tangible (e.g. job creation, tax revenue, etc.) • and less tangible (e.g. social structure, quality-of-life, etc.) 5
THE CONCEPT OF CBT • The concept of Community-based Tourism (CBT) can be found in the work of Murphy (1985). • Murphy examines tourism from the viewpoint of destination areas and their aspirations, and recommends an ecological, community approach to developing and planning – one which encourages local initiative, local benefits, and a tourism product in harmony with the local environment and its people. 6
• Community Based Tourism (CBT) is a unique type of tourism with characteristics quite different from mass tourism. Those who intend to put CBT into practice need to fully understand the underlying ideas, principles & components behind CBT. • CBT is not simply a tourism business that aims at maximizing profits but it more concerned with the impact of tourism on the community and environmental resources. • CBT emerges from a community development strategy, using tourism as a tool to strengthen the ability of rural community organizations that manage tourism resources with the participation of the local people. 7
CBT and Community Development • CBT is intended as a tool for community development and environmental conservation. • For this reason, a "holistic" view should be apply , (i.e., one that encompasses a complete range of social, cultural, economic, environmental and political development factors) 8
16 Relationship of cbt as a vechicle of tool for poverty reduction and community development from Five (5) perspectives (aspects) Community Environmental Economic Cultural Social Political 9
i. Economic • Income from local production • Diversified local economy • Self-reliance ii. Political • Community participation • Development in response to the community needs • Democratization 10
iii. Environmental • Natural resource management rights • Environmental responsibility • Natural resource conservation iv. Cultural • Formal and informal education • Local culture passed on to the next generation • Cultural preservation v. Social • People-centered development • Social justice • Satisfying quality of life • Active community organizations 11
i. Economic ❑ Raise funds for community development ❑ Create jobs in tourism ❑ Raise the income of local people Thailand HOW CBT CAN BE USED AS A TOOL FOR COMMUNITY DEVELOPMENT: ii. Political ❑ Enable the participation of local people ❑ Increase the power of the community over the outside ❑ Ensure rights in natural resource management 12
iii. Environmental ❑ Study the carrying capacity of the area ❑ Manage waste disposal ❑ Raise awareness of the need for conservation Myanmar HOW CBT CAN BE USED AS A TOOL FOR COMMUNITY DEVELOPMENT: 13
iv. Cultural ❑ Encourage respect for different cultures ❑ Foster cultural exchange ❑ Embed development in local culture Vietnam HOW CBT CAN BE USED AS A TOOL FOR COMMUNITY DEVELOPMENT: 14
v. Social ❑ Raise the quality of life ❑ Promote community pride ❑ Divide roles fairly between women/men, elder/youth ❑ Build community management organizations HOW CBT CAN BE USED AS A TOOL FOR COMMUNITY DEVELOPMENT: 15
THE CONCEPT AND PRINCIPLES OF COMMUNITY BASED TOURISM 16
A community is a social unit of any size that shares common values.-(locals, residents, natives, indigenous people and hosts) Definition of Community Based Tourism (CBT) 17
. . . tourism that takes environmental, social and cultural sustainability into account. It is managed and owned by the community, for the community, with the purpose of enabling visitors to increase their awareness and learn about the community and local way of life. (Responsible Ecological Social Tours ,(REST) 1997) CBT Definitions 18
Russell (2000) notes that community-based tourism must fulfill three criteria: ✓It should have the support and participation of local people; ✓As much of its economic benefit as possible should go to people living at or near the destination; ✓And the act of tourism must protect local people’s cultural identity and natural environment Community-based tourism is defined as a tourism or visitor industry organized by the community for its overall benefit. 19
Threat to man-made assets HUMAN BEINGS DESTROY THEIR OWN TOURISM ASSETS : Why CBT 20
HUMAN BEINGS DESTROY THEIR OWN TOURISM ASSETS : Threat to Nature-based Assets 21
ECONOMIC SUSTAINABILITY : FINDING ALTERNATIVE TOOL FOR POVERTY ALLEVIATION 22
Principles of CBT CBT should: ➢ Recognize, support and promote community ownership of tourism ➢ Involve community members from the start in every aspect ➢ Promote community pride ➢ Improve the quality of life ➢ Ensure environmental sustainability ➢ Preserve the unique character and culture of the local area ➢ Foster cross-cultural learning ➢ Respect cultural differences and human dignity ➢ Distribute benefits fairly among community members ➢ Contribute a fixed percentage of income to community projects 23
ELEMENTS OF COMMUNITY BASED TOURISM i. Natural and Cultural Resources ii. Community Organizations iii. Management iv. Learning 24
ELEMENTS OF CBT i. Natural and Cultural Resources ❑ Natural resources are well preserved ❑ Local economy and modes of production depend on the sustainable use of natural resources ❑ Customs and culture are unique to the destination ii. Community Organizations ❑ The Community shares consciousness, norms and ideology ❑ The Community has elders who hold local traditional knowledge and wisdom. ❑ The Community has a sense of ownership and wants to participate in its own development 25
ELEMENTS OF CBT iiii. Management ❑ The Community has rules and regulations for environmental, cultural & tourism management. ❑ A local organization or mechanism exists to manage tourism with the ability to link tourism and community development. ❑ Benefits are fairly distributed to all. ❑ A percentage of profits from tourism is contributed to a community fund for economic and social development of the community. iv. Learning ❑ Tourism activities and services aim at: ❑ Fostering a shared learning process between hosts and guests. ❑ Educating and building understanding of diverse cultures and ways of life. ❑ Raising awareness of natural and cultural conservation among tourists and the local community. 26
1.2.2 CBT RELATED TERMS AND DEFINITIONS Homestay Heritage Interpretation Eco-Tourism Agro Tourism Heritage Tourism Feasibility Study Edutainment & Infotainment Sustainable Tourism 27
i. Eco-tourism Source : MALAYSIA NATIONAL ECOTOURISM PLAN, 1996 ❑ Is environmentally responsible travel and visitation to relatively undisturbed natural areas, in order to enjoy and appreciate nature (and any accompanying cultural features, both past and present) that promotes conservation, has low visitor impact, and provides for beneficially active socio-economic involvement of local populations (Ceballos-Lascurain. 1993) 28
ii. Homestay • One type of tourism that promotes interaction between host families and tourists. • Homestays are able to act as a development tool to raise awareness of cleanliness and hygiene issues within the destination community. • Official definition according to the Ministry of Tourism, Arts and Culture is “. . . Where tourist stay with the host’s family and experience the everyday way of life of the family in both a direct and indirect manner”(MOCAT, 1995) 29
iii. Heritage Tourism • Cultural heritage tourism is traveling to experience the places and activities that authentically represent the stories and people of the past and present. • includes historic, cultural and natural attractions iv. Agrotourism • The concept of agrotourism is a direct expansion of ecotourism, which encourages visitors to experience agricultural life at first hand. • Agro-tourism is gathering strong support from small communities as rural people have realised the benefits of sustainable development brought about by similar forms of nature travel. • Visitors have the opportunity to work in the fields alongside real farmers and wade knee-deep in the sea with fishermen hauling in their nets. 30
v. Edutainment & Infotainment • Edutainment (Education + entertainment ) • The act of learning through a medium that both educates and entertains (EDUCATION & ENJOYABLE) using multimedia technology Infotainment ( Information + entertainment ) • Services and devices that entertain but also deliver information. The term can be applied to numerous areas: TV and the Internet are premier examples. The term is also used with automotive systems that combine hands-free telephoning, GPS navigation and audio/video playback. ✓ Entertainment that is designed to promote knowledge and learning 31
vi. Heritage Interpretation • "Heritage interpretation is an educational activity which aims to reveal meanings and relationships through the use of original objects, by first hand experience, and by illustrative media, rather than simply to communicate factual information.“ • Freeman Tilden for the US National Park Service "Any communication process designed to reveal meanings and relationships of cultural and natural heritage to the public, through first-hand involvement with an object, artifact, landscape or site." 32
vii. Feasibility Study • A feasibility study is a detailed analysis of a company and its operations that is conducted in order to predict the results of a specific future course of action. viii. Sustainable Tourism • It’s one of the management approach in managing tourism development. • Are applicable to all forms of tourism in all types of destinations • Arise from awareness of the management toward uncontrollable usage of tourism resources. 33
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COMMUNITY BASED TOURISM CHAPTER 2 : DESTINATION SELECTION PROCESS 35
CHAPTER 2 : DESTINATION SELECTION PROCESS 36
Course Learning Outcome (CLO) Upon completion of this course, students should be able to:- CLO 1 : Apply basic concept of Community Based Tourism (CBT) in the tourism industry planning development CLO 2 : Organise resourcefully Community Based Tourism (CBT) development programme for the local Community CLO 3 : Demonstrate suitable knowledge of leadership and responsibilities skills in Community Based Tourism (CBT) development effectively 37
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WHATIS COMMUNITY BASED TOURISM ? Community development tool that strengthens the ability of rural communities to manage tourism resources while ensuring the local community’s participation. A poverty reduction tool. Long-term approach. Generating income Diversifying the local economy Preserving culture Conserving the environment Providing educational opportunities 39
Nine Steps to Develop and Sustain CBT Source : Handbook on Community Based Tourism "how to Develop and Sustain CBT" 40
SECTION A : How to Develop Step 1 - Assess community needs and readiness fortourism Step 2 - Educate and prepare the community for tourism Step 3 - Identify and establish leadership / local champion Step 4 - Prepare and develop community organisation SECTION B: How to Sustain Step 5 - Develop partnerships Step 6 - Adopt an integrated approach Step 7 - Plan and design quality products Step 8 - Identify market demand and develop marketing strategy Step 9 - Implement and monitor performance 41
STEP1 ASSESS COMMUNITYNEEDSAND READINESS FOR TOURISM Source : Handbook on Community Based Tourism "how to Develop and Sustain CBT" 42
ACTION 1: ASKING THE RIGHTQUESTIONS • What is the community’s current source of livelihood? • What is their current socio-economic condition? - level of employment, average income, incidence of poverty • What are the long term prospects of their current source of livelihood? (opportunities and threats). • Are they happy with their current socio-economic condition? • Do they want change? 43