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
