International Conference on Community Development Through Tourism September 17, 2014

Potjana Suansri,

The Thailand Community Based Tourism Institute (CBT-I)

INDUSTRY NEEDS OF EDUCATION TO SUPPORT COMMUNITY DEVELOPMENT

1) Live: experience the charm

of Thai life with community

based tourism (CBT);

2) Learn: develop and grow

with grassroots educational

experiences in Thailand;

3) Share: ‘give something

back’ with needs-based, volunteer travel programs;

Community Based Tourism...

Host & Guest Relationship

CBT-I

How tourism businesses, community members and NGOs can learn together, and use each other’s strengths to

develop sustainable communities

Lessons learned from our projects

VISION, PARTICIPATION, PARTNERSHIP

Community Development

Policy development and implementation

Market/

Marketing/

role of PS

Facilitating capacity

strengthening

Vision: “By 2015, ASEAN will provide an increasing number of visitors to the region with authentic and diverse products, enhanced connectivity, a safe and secure environment, increased quality of services, while ensuring an improvement of quality of life and increased opportunities for local residents through responsible and sustainable tourism development by working effectively with a wide range of stakeholders.”

ASEAN Tourism Strategic Plan 2011/15

Education

= Knowledge Management

= Learning from experiences

= Learning by doing

= Capacity Building

= Working together as a partnership for community development

CBT SPRING

2008

CSR MAP

2009-2010

CBT

STANDARD

2012-2013

VISION, PARTICIPATION, PARTNERSHIP

CBT SPRING Partnerships Project

Springboard Project Responsible International, National & Ground

Partnerships

LESSONS LEARNED

“ Increase understanding and proactive support for Thai CBT among actors in the UK-Thai rural tourism supply chain.”

• Ground agents are a fact of life in the supply chain.

• New relationships and contacts between TOs and CBT project.

• Adding value at the market end.

•5 SME tourism supplier groups

•150 + Thai suppliers

•Research EU Market Needs

•243 European tour operators

•Participatory Sustainable Tourism Standards Development

•20 Sustainable Tourism Routes

LESSONS LEARNED

“ Giving Thai suppliers to learn about the EU market’s demand for sustainable tourism product.”

• Thailand Sustainable Tourism Routes for local Insight travelers and comfort travelers.

• A set of ‘common principles’ by used the GSTC as a frame.

CBT Standard in the region, as a learning and development tool

for an improved and high-quality CBT

LESSONS LEARNED

• Building confidence in CBT standards.

• Managing CBT Greenwashing.

• Developing CBT Standard as a self assessment mechanism, or as a stimulant to encourage communities to improve their quality of life.

• To improve marketing CBT to have more product diversification and quality improvement, in partnership with the private sector.

CBT works well when community members and partners work as a team to craft inspiring experiences,

(which sell, and some of the funds support inspiring community work!)

The private sector need to see the people in

the product.

Social workers need to remain neutral/free to work with both

sides.

Community members need to understand

tourists & TO’s.

Rural agriculturalists will take time to learn tourism skills… Partners need to be prepared to invest more time than usual.

CBT is not always ‘intuitive.’ It requires a balance of tourism and social work skills. Communities, tour operators, tour guides, tourists, FT’s need to be (prepared to be) prepared!

1. Community human resource development and participation

4. Cultural exchange between hosts and guests.

2. Empowerment of local cultures and traditional ways of life

3. Conservation and sustainable

natural resource management

5. Increase community members’ income

Goals of CBT

This is the bridge

that a CBT product

must cross to reach appropriate markets!

Preparation

‘CBT’ programs are crafted by local people, based on very special aspects of life, culture and nature which they value and choose to share with guests.

Success Factor: Market Potential

Services

Success Factor: Product Potential

Success Factor: Partners (& More preparation!)

New Skills and Knowledge for local Thai Community Members

•Planning •Analysis •Management •Accounting •Communication and Presentation •Hygiene and hospitality •Safety •Designing learning programs •Green Product Development •Responsible Marketing •Monitoring

Success Factor: Preparation & Follow Up

New Skills and Knowledge for local Thai Community Members

•Planning •Analysis •Management •Accounting •Communication and Presentation •Hygiene and hospitality •Safety •Designing learning programs •Green Product Development •Responsible Marketing •Monitoring

Success Factor: Supportive Policy

LESSONS LEARNED

CBT

Tourism Development

in Partnership

Sustainable Development

Community Benefits

• Involve Private Sector from the start

• Joint market research

• Product development by Private Sector with consent of Community and NGO

• Agree on roles and responsibilities with all stakeholders involved

• Community preparation by Community with support of NGO and Private Sector

• Monitor performance together

VISION, PARTICIPATION, PARTNERSHIP