Compete Caribbean-Caribbean Tourism Organization Community-Based Tourism (CBT) 101

Here’s Your CBT Toolkit

Presented by Judy KarwackiCaribbean Conference on Sustainable Tourism Development STC-2019

August 28, 2019Beachcombers Hotel, St. Vincent and the Grenadines

Introduction - Community-Based Tourism Toolkit

Background

• Developed by: Compete Caribbean Partnership Facility (CCPF) and the Caribbean Tourism Organization (CTO) under the Innovation for Tourism Expansion and Diversification project.

• Prepared by: Judy Karwacki of Small Planet Consulting Inc., Canada.

• Objective: Build the capacity of the CTO to enable more MSMEs (Micro, Small and Medium Enterprises) to successfully start, operate and market Caribbean CBT experiences

• 13 CCPF countries: Antigua & Barbuda, The Bahamas, Barbados, Belize, Dominica, Grenada, Guyana, Jamaica, St. Kitts and Nevis, St. Lucia, St. Vincent and the Grenadines, Suriname and Trinidad and Tobago.

• CCPF Technical Cooperation agreement: Three components, all include strategies for women-owned firms (WOF).

Introduction

Toolkit Components1.Tourism Inventory Tool2.Community-Based Tourism (CBT) Diagnostic Tool3.Community-Based Tourism (CBT) Profile Tool4.Caribbean Community-Based Tourism (CBT) Enterprise Handbook

(includes PPT Training Deck, Facilitator’s Guide and Learning Activities)5. Consumer research in American market - by Euromonitor (covered in a

separate presentation)

Toolkit Foundation: Market Ready Model

• Goal is to help tourism businesses constantly improve

• Can deliver high-quality, consistent, reliable experiences

• Have better consumer satisfaction

• Can market through sales partners like tour operators, travel agents and online travel marketplaces

• Model conceived in 2006 to support Indigenous Tourism development in Canada

• Aspects used in many countries in the Caribbean & LatinAmerica including Belize, Chile, Curaçao, Grenada, Guyana, Jamaica, Mexico, Peru

4 Levels of Readiness

Top Level - Export Ready

Emerging & Visitor Ready Levels

Market Ready & Export Ready Levels

Give Thanks to Previous Handbooks

Indigenous Tourism Canada Community Tourism Caribbean

Community Development Tools

Community Development: CBT Diagnostic

Includes:1. Instructions2. Scoring Interpretation 3. Diagnostic Tool4. CBT Framework- Dimensions

& Success Factors

Compete Caribbean-Caribbean Tourism Organization

Community-Based Tourism Readiness Diagnostic: Introduction

Diagnostic tool: Provides a frame of reference to assess the community’s readiness for Community-Based Tourism (CBT) based on key

success factors.

Purposes: * Measure community capacity and readiness for CBT development by assessing development-related strengths and

weaknesses.

* Support planning and implementation of CBT development.

* Identify gaps and priorities to include in a project plan and/or funding proposal.

Users: *National Tourism Organizations (NTO’s)

* Business Development Organizations (BDOs)

* Donor and development agencies

* Community organisations

Process: Guidelines on how to optimize the value of this tool:

Step 1 Organize a meeting with business and community leaders interested in CBT development.

Step 2 Go through the list of questions one-by-one to estimate the score for each criterion.

Step 3 Capture comments that are useful to understand the score and what needs to be done to improve the score.

Step 4 Based on the scores, identify the main gaps or areas needing improvement.

Step 5 Prioritize the gaps / areas for improvement.

Step 6 For each priority area for improvement, discuss the actions needed.

Step 7 For each action, identify key actions needed and who can be responsible for addressing the action.

Step 8 Identify other immediate next steps needed to support CBT tourism development.

Step 9 Establish processes for moving forward on actions and reporting progress to goals.

Step 10 Periodically revisit and update the diagnostic tool to monitor and evaluate progress, with the aim of continuous improvement.

CBT Diagnostic

Key Dimensions & Success Factors:• Seven (7) Key Dimensions• 56 Success Factors

Governance and Leadership Factors

CBT integrated in local economic planning 4

Representative governance 3

Partnerships 1

Independent administration 1

Community Participation

Community interest 2

Knowledgeable community members 2

Community consultation and engagement 3

Protocols for visitors 1

Access to Resources

Access to land 1

Protected CBT assets 1

Access to business support services 1

Access to finance 1

Access to capital investments 1

Access to technical training 1

Infrastructure & Services

Accessibility 2

Basic infrastructure (water, waste, electrical, communication and financial services) 7

Health and medical 1

Security 1

Human Resources

Management skills 5

Operational skills 1

Licenses and credentials 1

Tourism Assets

Asset inventory 8

Signage 1

Retail/shops 1

Product Development and Marketing

Market research 1

Product base 1

Marketing 1

Industry linkages 2

TOTAL 56

Community Development: CBT Diagnostic

Scoring:• Three (3) scoring levels• Maximum score of 112• CBT Capable Score (45%): 51+ • CBT Ready Score (60%): 68+

Meets

2 points

Partially meets

1 point

Does not Meet

0 point

Category Maximum

Category Score

Score to be CBT

capable (45%)

Score to be CBT

ready (60%)

Governance & Leadership (9 factors) 18 9 14

Community Participation (8 factors) 16 8 12

Access to Resources (6 factors) 12 6 8

Infrastructure & Services (11 factors) 22 11 17

Human Resources (7 factors) 14 7 7

Tourism Assets (10 factors) 20 5 5

Product Development & Marketing (5

factors)10 5 5

TOTALS 112 51 68

CBT Readiness Assessment Scorecard

Community Development: CBT Diagnostic

Category Maximum

Category Score

Score to be CBT

capable (45%)

Score to be CBT

ready (60%)

Governance & Leadership (9 factors) 18 9 14

Community Participation (8 factors) 16 8 12

Access to Resources (6 factors) 12 6 8

Infrastructure & Services (11 factors) 22 11 17

Human Resources (7 factors) 14 7 7

Tourism Assets (10 factors) 20 5 5

Product Development & Marketing (5

factors)10 5 5

TOTALS 112 51 68

CBT Readiness Assessment Scorecard

Notes for CBT capable:

· 50% minimum score for first four categories because they are

foundations for success in any economic development.

· 50% score for HR because we included management level questions,

which many communities would not meet.

· 25% score for tourism assets because 8 of the 10 factors are related to

the assets inventory.

· 50% score for PD and marketing because a product base and linkages

are the main success factors.

Notes for CBT ready:

· 75% minimum score for first four categories because they are

foundations for success in any economic development.

· 50% score for HR because we included management level questions,

which many communities would not meet.

·  25% score for tourism assets because 8 of the 12 factors are related to

the assets inventory.

·  50% score for PD and marketing because a product base and linkages

are the main factors.

Market Development Tools: CBT Profile

Market Development Tools: CBT Profile

Includes:1. Instructions.2. Community Profile – overview information about the community

and CBT experiences, products and services. 3. See, Do & Stay – CBT enterprises director & visitor information.4. Prepare using the Tourism Assets Inventory. 5. 10 sample profiles prepared by CTO.

Enterprise Development Tools: CBT Handbook

Enterprise Development Tools: CBT Handbook

1: The Global Travel Industry

2: Understanding Community-Based Tourism

3. Protecting & Involving Your Community

4: Planning your CBT Business

5: Understanding your Markets

6: Developing your Product

Enterprise Development Tools: CBT Handbook

7: Pricing your Product

8. Meeting Visitor Expectations

9: Marketing your Product

10: Developing Financial Management Skills

11: Building your Support Network

CBT Business Support Directory (for 12 CCPF countries)

Enterprise Development Tools: CBT Handbook

10: Developing Financial Management Skills

PPT Presentation Deck

Facilitator Tools to Support Delivery of CBT Handbook Training

Facilitator’s Guide Learning Activities

Thank you!

Development and Delivery Partner