COMMUNITY BASED TOURISM

PLANNING
Subtopic
1. Understanding Tourism Planning
2. Reasons for tourism planning
3. Approaches To Tourism Planning
4. Model and Elements of community based Tourism Plan
Definition of Planning
Planning is a dynamic process of determining goals, systematically selecting
alternative courses of actions to achieve those goals, implementing the chosen
alternatives, and evaluating the choice to determine if it is successful.

Tourism planning constitutes a process based on the study and evaluation

of resources that are available in the area and the alternative solutions, in
order to optimize tourism’s contribution to human prosperity and
environmental quality. According to Getz (1987
Nature of tourism planning
Ideally, tourism planning is characterized by:
1. A basis in sound research;
2. The involvement of the local community in setting goals and priorities;
3. A holistic approach, tourism plan has to include various aspect related to
tourism industry
4. Implementation by the public sector (government) in partnership with the
private sector (business).
Reasons for tourism Planning

Gunn (1994) in Mill and Morrison (2002) outlined reasons for planning Tourism.
These include;
• Tourism development has both negative and positive impacts
• Tourism is more competitive than ever before and there has been a
proliferation in the promotion of tourism destination
• Tourism is a more complicated phenomenon than it was previously though to
be.
• Tourism has damaged many natural and cultural resources
• Tourism affects everyone in a community and all people involved in tourism
should participate in tourism planning process.
 THE BROAD TRADITIONS OR APPROACHES TO TOURISM PLANNING

Getz (1987) has described four traditions that have evolved towards planning
tourism, also Hall (2000) adds a sustainable approach to tourism planning
1. Boosterism approach 1950
2. An economic-industry approach 1960
3. A physical-spatial approach 1970-1980
4. A community-oriented approach. 1990
5. A sustainable approach to tourism planning 1990
 Factors to Consider for Effective Tourism
Planning and Development
There are number of factors that need to be considered for effective tourism
planning and product development:
Tourism stakeholder involvement
National tourism policy and legislation
Availability and quality of tourism-related data
Talent planning expertise
Stages in the tourism area life cycle
Awareness of external forces
Financial capital requirement
Type and variety of tourism resources
Community tourism tends to develop in one of two ways, each of which
raises slightly different issues.

Retroactive tourism planning/ Demand-led Scenerio

Community tourism develops as a response to tourism, first the tourists visit
area where community lives.
And community reacting to tourism rather than planning and controlling it.
They offer accommodation because tourists and tour operators ask them for this
facility and because of traditional rules of hospitality.
Communities will develop partnerships with those operators who make the effort
to consult them properly.It is also demand-led scenerio
Proactive tourism planning /supply led scenario

Community based tourism developed before the demand,

Proactive community plans lay down the groundwork for tourism
development, such as providing the necessary infrastructure and designating
areas for concentrated tourism growth, before the development takes place.
It involves an NGO or community who identifies tourism as a potentially
sustainable source of income for a community that is engaged in a more
environmentally harmful activity.
The NGO/operator/community tries to develop a community-based tourism
project before the backpackers and commercial operators move in.
 COMMUNITY BASED TOURISM PLAN

A community-based tourism plan is a document formed by the community

and developed collaboratively by a broad cross-section of organizations
involved in tourism.
A Community Tourism Plan is a written document produced on behalf of a
community by a group of people representing a broad cross-section of interests
within that community.
The plan provides a framework for business, local government, cultural and
other organizations to analyze tourism resources and concerns, and to
encourage tourism development and promotion.
VISION
Vision is evaluating the future situation that the community wants, based upon
knowledge, experience and prediction considering changing conditions and the
environment.
Examples of vision
Jozani CBT will be the premier tourist destination for the entire region of east
Africa.
"Our community cooperates to manage tourism sustainably, divides income
justly and fairly to develop the quality of life and creates awareness of natural
resources conservation."
"Create sustainable tourism managed by the community for the environment,
culture, economy and strength of the community."
OBJECTIVE
Refers to what is to be expected, to be achieved in planning for tourism
development.
Some of the CBT Objectives
To use a portion of the profits from tourism to fund community development
and raise the quality of life.
To ensure the participation of the local people in CBT, develop their capacity
to understand and manage tourism and their ability to act as local guides.
To make the community proud of their own culture, through conservation,
recovery and teaching new generations
 Features of good objectives

SMART is the acronym for the following features of good objectives:

 Specific, carefully focused on the mission.
 Measurable, expressed in a concise and quantifiable form so they can be
assessed after the event/plan is concluded.
 Achievable, the objectives can be realised given the resources available.
 Relevant, applicable to the current environment in which the tourism planning
takes place.
 Time specific, to be achieved by a designated time.
STRATEGY
Strategies are the actions necessary to implement objectives, and as such are
used to identify and resolve more immediate issues than long-term goals
Community-based tourism planning also identifies:
A tourism vision that supports and aligns with broader community goals
Ways to minimize or eliminate negative impacts that could result from
tourism
Economic opportunities while enhancing the culture and natural amenities of
the area
The educational requirements and support needed by residents to start their
own tourism enterprises
Local infrastructure investments or policy and regulatory changes required
to support tourism initiatives
The roles of all the community players and funding avenues required to
foster tourism
Community Based Tourism Planning Process
The Blueprint for Developing Community Based Tourism in a Destination.In
order that CBT be developed in a systematic manner, a methodological
framework needs to be adopted. An outline of a suggested framework is
provided below (Source: Tuffin, 2005)
1. Choose a destination
2. Complete a feasibility study with the community
3. Create an action plan
4. Set up an administrative system
5. Prepare for operation
6. Monitor and evaluate
Step 1: Choose a destination
Choosing an appropriate destination requires collecting information that leads to
an understanding of the community.
Those details should be gathered from organizations working there, government
agencies, other communities in the area, and the community members
themselves.

Community potential
Market potential of CBT
Government policy and the role of local government in supporting CBT
Project personnel and funding
Step 2: Complete a feasibility study
A tourism feasibility study is research conducted for the purpose of
determining the possibility and potentiality of a specific tourism attraction within
the city or county boundaries.
The selected committee will gather data from the targeted community and other
stakeholders, the research focus on
Community Goals and Motivation for Developing CBT
Understanding CBT
The Positive and Negative Impacts of Tourism
The Strengths and Weaknesses of Tourism in the Community
Step 3: Create an action plan
If all parties reach a consensus, the planning process can begin.
In this stage the community creates an action plan and enters into agreement
with external agencies like tour operators.
Some of the key issues that need to be considered include:
Programs for the tourists; Services that will need to be provided;
Development of facilities and infrastructure;
Training that will need to be provided;
Carrying capacity; and, Tour program and price.
Step 4: Set up an administrative system
It is crucial that the community sets up a clear administrative system to
effectively manage CBT.
The administrative organization will focus on the following: Participation level of
community members;
Division of roles in operation;
Division of benefits;
Transparency of management;
Measures to control economic and social impacts;
Measures to control natural and cultural impacts;
and, Cooperation and communication with public and private partners.
Example of organizational structure
Step 5: Preparation of operation
Before full operation of the tour program can start the community and its
partners need to acquire skills and experience in operating CBT.
At this stage emphasis will be placed on:
Training: including guiding skills, language learning, food preparation,
housekeeping and simple accounting systems
Preparation of information: involving the educational content of the tour
program; the things about themselves that the community members will share
with tourists
Infrastructure design and construction: community lodges, trails, water systems,
power systems, toilets, etc.
Step 6: Monitoring and evaluation
Monitoring and evaluation starts once the program is in full operation.
It helps to identify problems, impacts and benefits, as well as to ensure the
sustainability of the operation.
It examines the extent to which the project is meeting its objectives.
It should also result in plans and efforts to compensate for weaknesses, correct
problems, adjust systems and improve the program.
Reid’s (2003) community-based tourism development planning model
Individual Catalyst
the process begins through an individual catalyst that provides initial
leadership to the planning process; often times this requires the inclusion of an
outside expert to facilitate the community group.
Formation of planning task force
A task force (or action committee) is then struck, comprised of
individuals who have technical expertise, vested interests in the eventual
products of the plan and are concerned about the interests of the community
more broadly.
Raising Community Awareness
The next phase of the model is important, as it involves raising community
awareness about the issues of tourism development and to seek the
involvement of the community in determining the essence of the final product.
Product development and marketing
In this stage task force take different actions to shape and reshape the existing
and new product to cater for the needs and want of the client
Also the selected committee design various marketing policy and strategies for
the purpose of promoting the product to tourists.
System Building And Program Evaluation.
The model suggests that two types of research are required in order to support
the planning process.
i. First Are The Positivistic Research
ii. Interpretive And Constructive Research
• The creation of a vision to establish an overall framework for tourism
development.
• The setting of goals and objectives to bring that vision about.
• The development of programs designed to accomplish the relevant objectives.
• An evaluation of the feasibility usually financial of the proposed project (if
necessary and adaptation or refinement).
• The implementation and ongoing monitoring of the project established as a
result of the planning and decision making process.
 STEPS ACTIVITIES RESULTS

1. Tourism 1. Determine the USTOs and the potential

Potential
1. A list of potential tourism products
natural/man-made attractions nearby
Assessment through surveys

1. Assistance with the various stages of

2. Secure 1. Hire local NGO or tourism consulting firm, tourism development (mainly creating
Assistance or other competent agencies service offering structures)

1. Hold community meetings 1. Community approval on future

3. Develop an 2. Formation of a local community tourism developments
2. Local tourism committee is responsible for
Integrated committee
future tourism initiatives
Approach 3. Identify entrepreneurs and opportunities
3. Selection of most viable and suitable
for community cooperatives products to develop
4. Development of a community brand

4. Develop 1. Develop training programs

2. Promote training programs 1. Trained residents
Products
3. Implement programs 2. Development of viable products

1. Develop marketing material for the

5. Market community, tourist attractions. 1. Arrival of first tourists
Community 2. Promote community in the Internet and
travel books
1. A successful and sustainable tourism
6. On-going 1. Assess situation industry
Support 2. Provide ongoing support as needed 2. A functioning tourism committee
 FORMAT AND ELEMENTS OF A COMMUNITY
BASED TOURISM PLAN
INTRODUCTION
What is the plan about?
Who developed the plan and under what authority?
What does the plan hope to accomplish?
When was the plan prepared, and when will it be monitored and reviewed?
How was the plan developed, including how public input was obtained?
How should the plan be used and who will use it?
Why is the plan important to the community?
BACKGROUND OF THE AREA
THE EXISTING SITUATION/ SITUATION ANALYSIS

2.1 Destination Capital Analysis

Natural attraction
Cultural or Historic cultural
Special Events
tourism Service and activities
2.2 Destination SWOT Analysis
2.3 Policy Framework Analysis
2.4 Stakeholder Mapping
MARKETING FOR COMMUNITY BASED TOURISM ENTERPRISE

3.1 Selecting promising products

3.2 Identifying potential markets
3.3 Product Distribution channel
3.4 Discussing Promotion strategies
3.5 Discussing Pricing strategies
PLAN FOR COMMUNITY BASED TOURISM ENTERPRISE

4.1 Define Vision and Mission

4.2 Strategic Objectives
4.3 Develop strategies to implement Priority Areas
4.4 Develop organizational structure of CBT
4.5 Calculate financial projections for the enterprise
4.6 Obtain financing
4.7 Monitoring and Evaluation Plan
APPENDIX
• Activity Implementation Schedule for CBT Plan
• Proposed Organizational Structure