Antonio Santos del Valle
Community-based tourism and some new management models
Other articles by the author: Shopping tourism as an asset in the tourist offer of destinations; Climate Change and its Impact on Tourism; Tourism, crafts and cultural identity ; Approach to wellness and health tourism; Luxury Tourism Trends. An Observer's Perspective; Global shopping tourism outlook (2024-2031); Archaeological Site of Gadir as a tourist resource in the city of Cadiz; Artificial Intelligence in the transformation of the Fashion Industry; The Paris Olympics, tourism and a country's image; Tourism in Spain: an economic and social engine with emerging challenges; Magical Towns: history, characteristics and opportunities for Tourism Development; Strategic Tourism and Strategic Tourism Strategy; The Polite fashion brand as an example of shopping tourism: the influence of Ibagué (Colombia) on international fashion; Chocoshow 2024: a tribute to Colombian cocoa and the tireless work of FEDECACAO
Antonio Santos del Valle
Community-based tourism and some new management models
Community-based tourism is a form of tourism that focuses on actively involving local communities in the development and operation of tourism activities in their areas.
Unlike conventional tourism, where economic benefits are often concentrated in large companies or corporations, community-based tourism seeks to share the benefits more equitably with local populations. But what do we mean when we say 'equitable'?
Among other things, I believe that the main objective of community-based tourism is to give the knowledge and tools to communities so that they can be the main directors and managers of their development, and that it also allows them to improve their quality of life through participation in the tourism development of their territory, that is, to direct tourism as an engine of social, cultural and economic development. As a profit-generating tourism industry.
The origin of community-based tourism can be traced back to different movements and approaches that have emerged in the field of tourism over time. Although there is no specific date or place to mark its beginning, it is possible to identify some stages and currents that have contributed to its development:
Alternative Tourism: In the 1960s and 1970s, alternative tourism movements emerged that sought to move away from mass and commercial tourism. These movements promoted a greater connection with nature, local culture and the participation of communities in the tourist experience.
Ecotourism: In the 1980s, ecotourism became an important stream within sustainable tourism. Ecotourism focused on the conservation of the environment and the promotion of the well-being of local communities, considering the involvement of the latter in the development of tourism projects.
Responsible Tourism: In the 1990s, the principles of responsible tourism were consolidated, including environmental, social and economic aspects. This approach began to consider the importance of the participation and benefit of local communities in the tourism industry.
Quebec Declaration: In 2002, the World Conference on Sustainable Tourism was held in Quebec, Canada, where the importance of involving local communities in the development of sustainable tourism was highlighted. This conference was a milestone for the recognition and promotion of community-based tourism as a viable and responsible alternative.
Local initiatives: Over the years, communities in different regions of the world, mainly in Latin America and to a lesser extent in Africa, have implemented community-based tourism initiatives on their own or with the support of non-governmental organisations and development agencies. These initiatives have been instrumental in establishing successful models of community-based tourism and disseminating its importance.
In general, community-based tourism emerged as a response to the limitations and challenges of conventional tourism, with the aim of giving the helm of tourism management of the territory to local communities, to preserve their cultural and natural heritage, and to share the economic benefits of tourism more fairly and equitably among the members of the community itself.
As awareness of sustainability and responsibility in tourism has grown, community-based tourism has established itself as a valuable and respectful option for tourism development in many parts of the world.
Today, based on proposals developed mainly over the last 30 years, some of the fundamental principles of community-based tourism include:
'Active' community participation: Local communities are involved from the outset in the design, planning and management of tourism activities. Their opinions and knowledge are taken into account in decision-making.
But who makes the decisions: Is it an outsider, a ministerial manager from a city hundreds of kilometres away, are local managers prepared and knowledgeable, and is there peer-to-peer work between local managers and institutional technicians?
Conservation of cultural and natural heritage: Community-based tourism generally focuses on respecting and preserving the culture, traditions and environment of the host community.
Economic and social benefits: The objective of community-based tourism is to distribute the income generated by tourism more equitably among community members, thus contributing to their economic development and improving living conditions.
Cultural sensitivity and responsibility: Visitors are encouraged to respect local customs and traditions, as well as to be aware of their impact on the community and the environment.
Small scale: Community-based tourism usually focuses on small groups of tourists to avoid overcrowding and minimise negative impact on the environment.
As we can see, tourism activities in community-based tourism can include homestays or small local businesses, tours guided by community members, handicrafts and local products, among other experiences that allow visitors to connect with everyday life and local culture.
Community-based tourism has proven to be a sustainable and responsible way of developing tourism, as it promotes the conservation of the environment and cultural heritage, while improving the living conditions of local communities. It also offers tourists a more authentic and meaningful experience by interacting with local people and cultures in a more genuine and respectful way.
Likewise, community-based tourism experts agree on the benefits of this type of tourism, highlighting:
Increased awareness and demand: Increased awareness among tourists of the importance of sustainable and responsible tourism. This will lead to increased demand for authentic, community-centred tourism experiences, which will drive the development of community-based tourism.
Collaboration and partnerships: Increased collaboration between local communities, tourism businesses and non-governmental organisations to develop stronger community-based tourism projects. These partnerships facilitate access to resources, training and technical support for communities.
Use of technology and social media: One of the most controversial points, as some managers see a contradiction between this type of tourism and the use of technological tools, something I am expressly against.
Local communities must increasingly adopt technology and media such as social networks to promote and manage their tourism initiatives.
This situation will increase the visibility and reach of their proposals, reaching more tourists interested in community-based tourism .
Diversification of experiences: A greater diversification of experiences offered by local communities, which go beyond simple accommodation and tour guides such as cultural workshops, cultural exchanges, agricultural or handicraft activities, among other options.
Rural and nature tourism: Community-based tourism in rural and natural areas should offer tourists experiences of life in the countryside and the possibility of connecting with nature.
Volunteer tourism: Volunteer tourism or solidarity tourism in local communities is gaining popularity as tourists have the opportunity to participate in community projects and contribute directly to local development.
Education and awareness-raising: The importance in educating both tourists and local communities about the importance of community tourism, its benefits and the preservation of culture and the environment should be fundamental elements in community tourism programmes, especially because knowledge of reality and trends (what is coming) does not clash with tradition and cultural identity of the territory, quite the contrary, as knowledge puts value on what one is.
As we know, tourism is a constantly changing sector, and trends can evolve in response to factors such as changes in market demand, economic situations, environmental and social challenges, and above all the cultural identity of tourism destinations. In this sense, community-based tourism and cultural identity are closely related and complement each other.
Community-based tourism is based on the contribution of local communities in the development and management of tourism activities in their territories, activities whose great value is based on the cultural identity of a community, as this shapes the tourism experience and provides it with authenticity and meaning.
Primarily, community-based tourism and cultural identity are intertwined:
Cultural preservation: Community-based tourism often values and preserves local culture as an integral part of the tourism experience. Through the promotion of cultural practices and traditions, communities can maintain their identity and avoid cultural homogenisation.
Authentic experiences: The aim is to provide visitors with authentic and genuine experiences, allowing them to immerse themselves in the daily life and customs of the community. This reinforces local cultural identity and gives tourists a deeper understanding of the culture and ways of life of the host community.
Tangible and intangible cultural heritage: Community-based tourism highlights and promotes both tangible cultural heritage (monuments, handicrafts, architecture) and intangible cultural heritage (rituals, music, gastronomy). This helps to preserve and transmit the cultural identity of the community over time.
Local participation: Community participation in the planning and operation of community-based tourism ensures that the tourism experience is developed in a manner consistent with the community's cultural values and traditions. This also prevents cultural appropriation and promotes a respectful exchange between visitors and locals.
Cultural and economic empowerment: Community-based tourism provides opportunities for local communities to share and celebrate their cultural identity, which in turn can lead to a greater sense of cultural pride and empowerment. In addition, community-based tourism is a source of economic income for communities, which contributes to strengthening and sustaining their cultural practices.
Intercultural education: Community-based tourism encourages interaction between tourists and local communities, creating opportunities for enriching cultural exchange. Visitors can learn about the cultural identity of the community and, in turn, share their own cultures, which promotes greater understanding and tolerance.
Finally, we must be aware that community-based tourism should offer experiences but also facilitate the acquisition (purchase) of products by tourists, and that in some cases, without trivialising the products, community-based tourism can also be a way to promote cultural exchange.
Without trivialising products, shopping tourism and community-based tourism are closely related, as the purchase of products can be an important source of wealth.
In this sense, shopping tourism can have a positive economic impact on local communities, as tourists spend money on goods and services, although it must be premised on the premise that shopping should be done in a responsible and sustainable manner, avoiding the exploitation of local producers and artisans and encouraging an equitable distribution of economic benefits among the community.
In certain contexts, community-based tourism and shopping tourism should complement each other, as tourists can appreciate and learn about local culture and, at the same time, have the opportunity to purchase local products and handicrafts, thus contributing to the economic development of the community.
Similarly, responsible shopping tourism helps to preserve local crafts and cultural traditions, encouraging local artisans and producers to continue to maintain their traditional practices.
Shopping tourism and community-based tourism should coexist, develop and mutually benefit from each other if implemented responsibly and in harmony with the values and objectives of community-based tourism. And this is a task for political and technical managers and, above all, community leaders.
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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