International Conference on Community Development Through Tourism

September 15 - 17, 2014 Hotel Sofitel Phnom Penh Phokeethra Cambodia

ASEAN

COMMUNITY-BASED TOURISM STANDARD

RW (Bill) Carter and Kym Cheatham

International Conference on Community Development Through Tourism

September 15 - 17, 2014 Hotel Sofitel Phnom Penh Phokeethra Cambodia

RW (Bill) Carter

The ASEAN CBT Standard is one of seven being prepared by the ASEAN Tourism Standards Taskforce

1. Green Hotels

2. Home Stays

3. Community Based Tourism

4. Food and Beverage Services

5. Public Restrooms

6. Ecotourism

7. Tourism Heritage

ASEAN TOURISM STANDARDS

RW (Bill) Carter

Based on 10 principles: 1. involve and empower the community

2. establishment of partnerships,

3. gaining standing,

4. improving social well-being/dignity,

5. fair and transparent benefit sharing,

6. linkages to local and regional economies,

7. respect for local culture,

8. contribution to heritage conservation,

9. quality of visitor experiences, and

10.working towards financial self-sufficiency.

ASEAN CBT STANDARDS

RW (Bill) Carter

Tourism activity, community owned and

operated and managed or coordinated

at the community level,

which contributes to the well-being of

communities through supporting

sustainable livelihoods and protecting

valued socio-cultural traditions and

natural and cultural heritage resources.

CBT definition

RW (Bill) Carter

• Multiple product types

• Initiatives ranging from developing to

established and operating

• The difficulty of quantifying performance

• The need to be inclusive and encouraging

• The need to foster continual improvement

Issues and design

RW (Bill) Carter

Criteria – 8

Sub-criteria – 23 Performance indicators – 171

Minimum requirements – 89

Advanced requirements – 52

Best practice requirements – 30

Structure of the CBT Standard

Codes of conduct

CBT Member

CBT Guide

CBT Food and Beverage Service Provider

CBT Accommodation Provider

CBT Friendly Tour Operator

RW (Bill) Carter

Performance criteria and indicators Criteria Sub-criteria Indicators

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1. Community ownership and management

1.1 Effective and transparent governance arrangements exist 5 2 0 7

1.2 Legitimate establishment 2 0 0 2

1.3 Effective and transparent management exists 5 2 1 8

1.4 Effective partnerships exist 2 2 1 5

Sub-total 14 6 2 22

2. Contribution to social well-being

2.1 Human dignity is maintained 2 1 1 4

2.2 Benefits and costs are shared equitably 1 1 1 3

2.3 Links exist to regional economies 2 1 1 4

2.4 Cultural integrity is maintained and valued cultural traditions are enriched

3 2 1 6

Sub-total 8 5 4 17

3. Contribution to conserve and improve the environment

3.1 Natural resources are being conserved 1 2 1 4

3.2 Conservation activities to improve the environment 4 1 2 7

Sub-total 5 3 3 11

4. Encouragement of interaction between the local community and guests

4.1 Guest and local community interaction exists 2 3 3 8

4.2 Sustainability of Community-Based Tourism products 1 1 3 5

Sub-total 3 4 6 13

RW (Bill) Carter

Performance criteria and indicators Criteria Sub-criteria Indicators

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1. Community ownership and management

1.1 Effective and transparent governance arrangements exist 5 2 0 7

1.2 Legitimate establishment 2 0 0 2

1.3 Effective and transparent management exists 5 2 1 8

1.4 Effective partnerships exist 2 2 1 5

Sub-total 14 6 2 22

2. Contribution to social well-being

2.1 Human dignity is maintained 2 1 1 4

2.2 Benefits and costs are shared equitably 1 1 1 3

2.3 Links exist to regional economies 2 1 1 4

2.4 Cultural integrity is maintained and valued cultural traditions are enriched

3 2 1 6

Sub-total 8 5 4 17

3. Contribution to conserve and improve the environment

3.1 Natural resources are being conserved 1 2 1 4

3.2 Conservation activities to improve the environment 4 1 2 7

Sub-total 5 3 3 11

4. Encouragement of interaction between the local community and guests

4.1 Guest and local community interaction exists 2 3 3 8

4.2 Sustainability of Community-Based Tourism products 1 1 3 5

Sub-total 3 4 6 13

5. Quality tour and guiding services

5.1 Ensuring local guide quality and expertise 3 2 1 6

5.2 Managed tours and activities to ensure quality 5 4 4 13

Sub-total 8 6 5 19

6. Quality food and beverage services

6.1 Ensuring food and beverage service provider quality 3 2 1 6

6.2 Managed food and beverage services to ensure quality 12 3 1 16

Sub-total 15 5 2 22

7. Quality accommodations

7.1 Ensuring accommodation service provider quality 4 1 1 6

7.2 Managed accommodations to ensure quality 16 10 1 27

Sub-total 20 11 2 33

8. Performance of CBT Friendly Tour Operators

8.1 Commitment to CBT ideals 5 2 2 9

8.2 Contribution to community and nature protection 4 5 2 11

8.3 Support for the local economy 2 1 1 4

8.4 Promotion of joy of discovery, knowledge and respect 3 2 0 5

8.5 Satisfying and safe experiences for tourists and the community

2 2 1 5

Sub-total 16 12 6 34

Total 89 52 30 171

RW (Bill) Carter

Facilitating continual improvement

1. Levels of performance – minimum,

advanced, best-practice indicators.

2. Scoring and summary reporting –

fully complies, partly complies, does not

comply, not applicable;

then roll-up reporting for each criterion.

3. Levels of recognition – registration,

endorsement, certification.

These identify areas for improvement and enable identification of times for strategic interventions (capacity building).

RW (Bill) Carter

Performance assessment

Evidence-based

Qualitative measures, supported by multiple lines of evidence (more than one form).

Forms of evidence Documentation – reports, signed codes of conduct

Photographic – particularly useful for identifying improvement in performance

Interview – with CBT members, clients, tour operators

Observation

RW (Bill) Carter

Scoring and summary reporting No criterion or indicator is considered to be more important than others. However, levels of performance are identified.

Assessments can be ‘rolled-up’ to not lose areas for improvement.

This contrasts with the weighting approach used by the ASEAN Homestay Standard.

RW (Bill) Carter

Scoring and summary reporting No criterion or indicator is considered to be more important than others. However, levels of performance are identified.

Assessments can be ‘rolled-up’ to not lose areas for improvement.

This contrasts with the weighting approach used by the ASEAN Homestay Standard.

RW (Bill) Carter

Levels of recognition

Registration (with national CBT administering authority)

Self assessment, with review – CBT initiative complies

with 60% of minimum requirement indicators and action

to achieve endorsement.

Endorsement (by national CBT administering authority)

Self assessment, with review – CBT initiative complies

with 80% of minimum and 60% of advanced

requirements, and action to achieve certification.

Certification (by national tourism organisation)

Self assessment, with third-party audit – CBT initiative

complies with 100% of minimum and 80% of advanced

indicators.

RW (Bill) Carter

Documentation

ASEAN CBT Standard CBT concept, definitions, list of

standards, codes of conduct

Checklist CBT concept, assessment process,

criteria, performance indicators checklist,

and codes of conduct.

Community Workbook CBT concept, assessment process, using

the workbook, performance indicators

checklist, and codes of conduct.

Audit Workbook CBT concept, assessment process, using

the workbook, performance indicators,

evidence.

RW (Bill) Carter

What happens next?

Review, revision, ratification by ASEAN January 2015

Testing Probably by Lao PDR and Cambodia

Review, revision As required

A copy of the documentation is available for perusal at the

registration desk.

RW (Bill) Carter

Thank you

Acknowledgements

Ad hoc working group for the ASEAN CBT Standard.

ASEAN Secretariat, especially Mr Eddy Krismeidi

Soemawilaga and Ms Dory Widyanasari.

Ministry of Tourism, Cambodia, especially Mr Sokhom

Thok.

CCBEN/SNV 2009 for the initial draft standards.

Sustainability Research Centre, University of the

Sunshine Coast, especially Dr Chris Jacobson.