CBT How to Become Sustainable?

COMMUNITY BASED TOURISM

CBT How to Become Sustainable?

A practical guide to Community-Based Tourism

• W H AT I S TO U R I S M? • ALL ABOUT CBT • GETTING TO KNOW DASTA

• W H AT W I L L YO U GET FROM CBT? • CBT FOR TOMORROW

Production First Published : August 2017 Arranged by : Designated Areas for Sustainable Tourism Administration (Public Organization): DASTA Special Advisors : Dr.Nalikatibhag Sangsnit Director-General of DASTA Mr.Taweebhong Wichaidit Deputy Director-General of DASTA Mr.Suthep Keasang Deputy Director-General of DASTA Dr. Chuwit Mitrchob Deputy Director-General of DASTA Editors Ms.Watcharee Churugsa Director of Office of Community- Based Tourism Mrs.Pattamat Wongpattanaasiri Community- Based Tourism Specialist Office of Community- Based Tourism Mr.Somkiat Amnuaysuwan, Ms.Wanvipa Phanumat, Mr.Suwitcha Boonsamoot, Mr.Man Aramsri, Mr.Nirut Borkerd, Mrs.Piyanat Homwichien, Mr.Sarawut Takham, Mr.Phitirat Wongsutinwattana, Mr.Kaurawit Tepneeramit, Mr.Prasoppong Duangdee, Mr.Suebpong Mongkonbanchong, Mr.Songkhram Kadmai, Ms.Sirata Siritham Mr.Chanchai Bunsongsomkham Designated Area 1 (Chang Islands and Vicinity) Mr.Norases Vesa-rajananda Designated Area 3 (Pattaya City and Vicinity) Ms.Ranoo Pinthong Designated Area 4 (Historical Parks of Sukhothai, Srisatchanalai and Kamphaengphet) Ms.Sumonta Korkaew Designated Area 5 (Loei) Ms.Mayuree Srisuriyapong Designated Area 6 (Nan Old City) Mr.Jetana Patanachan Designated Area 7 (U-Thong Ancient City) Designated Areas for Sustainable Tourism Administration (Public Organization) 118/1 Tipco Tower 30- 31st floor, Rama VI Road, Sam Sen Nai, Phayathai, Bangkok, 10400, Thailand Phone 0 2357-3580-86, 0 2357 3590, 0 2357 3592 Fax. 0 2357 3596 (30th floor), 0 2357 3599 (31st floor) Websites www.dasta.or.th, www.facebook/CBT.DASTA Published by Production House Accessories Limited Partnership 508 Soi Pracha Uthit 59 Yaek, Bang Mot, Thung Kru, Bangkok, Thailand, 10140 Designated Areas for Sustainable Tourism Administration (Public Organization) CBT: How to become sustainable? -- Bangkok, 2017 120 pages. -- (A practical guide to Community- Based Tourism) 1. Community- Based Tourism 2. Sustainable Tourism ISBN 978-616-8008-09-6

CBT H ow t o B e co m e ?

S u s ta i n a b le

INTRODUCTION

Foreword CBT: How to Become Sustainable?

Tourism industry has generated income in Thailand by creating jobs and distributing income to the related business sectors which as a result, create positive effects in an over-all scale. Heavily promoted Mass Tourism could continuously accelerate the total income in tourism. However, it affects our lifestyles, cultures, the nature, the environment and especially the local communities who are the rightful owner of the resources but are not able to participate in the management. The inequitable income distribution earning from tourism among the communities could result in the undevelopable and unsustainable tourism.

experiences and constant evaluation, we involve the locals in thinking, planning and managing their own resources in order to create an equitable benefit distribution from tourism and prepare them for the industry. We have collected all knowledge that we learned from model areas of DASTA and created CBT How to Become Sustainable?, a guideline for the locals and other related personnel who are eager to learn and adapt these methods in Community- Based Tourism development.

This guideline aims to assist the readers in learning, better understanding CommunityBased Tourism by utilizing provided principal steps and toolkits.

Designated Areas for Sustainable Tourism Administration (Public Organization) or DASTA determines to create sustainable tourism by promoting it as a key to better living conditions, happiness, as well as preservation of identities, cultures, nature and environment in the local communities.

We strive to change alternative tourism to sustainable tourism. There are currently 14 communities in 6 model areas of DASTA. With education, exchange of useful

We sincerely hope that CBT: How to Become Sustainable? would be beneficial in developing quality Community- Based Tourism and actualizing sustainable tourism management. Community- Based Tourism could bring happiness among the locals and the visitors. The mesmerizing memories should trigger them to revisit and encourage their family and friends to visit Thailand which consequently uphold sustainable tourism.

Bring happiness among the locals and the visitors.

The mesmerizing memories should trigger them to revisit.

(Dr. Nalikatibhag Sangsnit) Director- General of DASTA

CONTENTS

Contents 8 10 12

16 18 20 24 25

26 28 29 30 32 34 56 58 66 71

CHAPTER 1 What Is Tourism?

Why is (Community- Based) Tourism important?

A brief History of Tourism in Thailand CHAPTER 2 All About Community- Based Tourism (CBT)

What is Community- Based Tourism (CBT)?

CBT as a vitamin Mass Tourism and CBT Who drives CBT Development?

CHAPTER 3 All About Community- Based Tourism (CBT)

DASTA’s Philosophy DASTA Roles and Duties in developing Community- Based Tourism 6 Designated Areas for Sustainable Tourism 14 Model Areas in DASTA Designated Area Community- Based Tourism (CBT), How to Become Sustainable?

3 principle steps and 12 detailed methods How Far Are We in CBT? 4 tools to success in Community- Based Tourism Co-Creation The secrets of the winner

72 74 80 86 92 93

96 98 102

106 110 114

CHAPTER 4 What will you get from CBT?

Economic benefit Social benefit Environmental benefit Benefit to The Communities Which Are Not Direct Destinations For Tourists National benefit CHAPTER 5 CBT for tomorrow

Mrs. Kobkarn Wattanavrangkul Minister of Tourism and Sports Dr. Nalikatibhag Sangsnit Director- General Designated Areas for Sustainable Tourism Administration (Public Organization): DASTA Mr. Ponglert Chalermsiriroj Head of Muang Kao Sukothai Community-based tourism club Ms. Potjana Suansri Former director of Community- Based Tourism Institute: CBT-I Ms. Achiraya Thamparipattra Managing director and co- founder of HiveSters Co., Ltd.

CHAPTER 1

W H AT IS TOURISM? Economics crises in Thailand were caused by several problematic factors such as the impact from the world economy, environmental pollution, natural disasters, trade deficit due to the lack of credibility from foreign investors and the unstable political situations.

The intriguing part is: How could we survive from these crises?

One of the solution to the problem believe it or not, is tourism.

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CHAPTER 1

WHY IS ( C O M M U N I T Y- B A S E D ) T O U R I S M I M P O R TA N T ?

When discussing about tourism industry, the images of luxurious hotels, fancy department stores, or captivating natural attractions might instantly pop up in your mind.

However, nowadays the definition of tourism has been changed as tourism or tourism industry has gradually become even more significant to the world, especially to local communities. In other words, tourism industry has extended its area to local communities.

Not only that it could bring solutions to macroeconomics issues but also to microeconomics issues in small businesses Besides the economic system, tourism by local communities. Their significant industry brings considerable social and changes are due to the ample income environmental changes. Thailand has from tourist attractions. encountered unemployment, lack of income, spending more than revenue which in the end could cause the The nature resources in the communities centralization of labors in metropolitan have steadily become more flourishing. areas. Moreover, the environment is People return to work in their hometowns. affected by the industry such as the Local products are delivered among the lumber industry and dynamic agriculture. communities. We have adapted microThese mentioned problems cause the tourism which has lower cost and high bargaining power. All owe to Community- failure in local community’s economy Based Tourism. and incontrovertibly affect the life styles, cultures and the interaction among the locals.

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The trend of the continuously growing tourism industry has expanded from traveling to popular nature attractions, dazzling entertainment venues and invaluable cultural heritages to indulging yourselves in the unique local cultures and identities. It could also decentralize the income from big cities to small communities which as a result draws changes to their economy, society, and environment.

The essential keys to these changes could not have been achieved without the government sectors which support and promote conscientiously in national investment. They were able to enhance the production capacity which consequently

lessen import products and boost the export rate instead, emphasize on the investment from private companies and stimulate nation’s economy by welcoming foreign travelers to Thailand.

Over the past 70 years of tourism study, we have finally come closer to our goal. The natural resources in the communities have steadily become more flourishing. People return to work in their hometowns. Local products are delivered among the communities. We have adapted micro-tourism which has lower cost and high bargaining power. All owe to Community- Based Tourism.

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CHAPTER 1

A BRIEF HISTORY OF TOURISM IN THAILAND Let’s go back in time and see what has happened during these past 70 years in Thailand’s tourism.

1950

The government established Office of Tourism operated by The Government Public Relations Department. Its purposes were to promote tourism in Thailand, provide facilities to tourists, and take care of their safety.

1959

1950 TO 1960 1950-1960

Beginning of tourism industry (previously the purpose of the journey was merely to travel to places. It has not yet become an industry.) This primary state of tourism had not developed any concern towards the consequences of over-utilizing nature resources.

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Separation of Office of Tourism from The Government Public Relations Department. Establishment of Tourist Organization of Thailand (TOT) which was responsible in promoting and managing tourism in Thailand. TOT’s mission was to make Thailand well-known to both local and foreign tourists, to preserve natural resources, to maintain the identity of the nation and to create the collaboration between the owner of tourist attractions and tourists.

1970

1980

1970

Foreigners overflew into the country as Thailand became well-known for marvelous natural attractions. As a result, natural resources were tremendously over -utilized. The concern of the negative effects on the resources and the limitation to tourism carrying capacity in each attraction had been put in consideration.

1980

The beginning of sustainable tourism.

Enhancement in preserving the tourist attractions for the next generation.

1979

Disestablishment of Tourist Organization of Thailand (TOT). Foundation of Tourism Authority of Thailand (TAT) in order to raise the competition with other countries.

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CHAPTER 1

PA RT 1

1990

2000

2000

Using technologies to facilitate traveling such as booking hotels, plane tickets and entrance passes could tremendously help accelerating the growth rate in tourism. International standard such as ISO 9001/9002 had been applied to tourism.

1990

2002

The beginning of alternative tourism to serve different interests such as Eco-Tourism, Agro Tourism and CommunityBased Tourism.

Establishment of Ministry of Tourism and Sport which aimed to plan guide lines and to develop tourism industry, sports and other recreation venues.

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PA RT 1

NOW 2017

2002

Establishment of Department of Tourism which was in charge of developing tourism service system as well as supporting tour guide businesses.

2003

Establishment of Designated Areas for Sustainable Tourism Administration (Public Organization): DASTA under the Prime Minister’s Office. DASTA’s mission is to implement sustainable tourism and collaborate each sector to develop Thailand’s tourism

Types of tourism become more various.

Companies realize the importance of sustainable tourism and turn themselves into Social Enterprise which is currently become more familiar to the public.

From then till now

Each organization has driven towards developing tourism in Thailand and has followed the government policies which encourage stable, prosperous and sustainable in the nation. Collaboration between the involved organization is an essential key to success. The locals who are the fundamental and the most important in tourism need to take the significant role in developing their own nature resources. This is, hence, the beginning of Community-Based Tourism (CBT)

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CHAPTER 2

ALL ABOUT C O M M U N I T YBASED TOURISM (CBT) Different types of tourism due to different periods, social values and individual preferences are the key factor that determine our choices of traveling.

For some, traveling means to reach the destination, relax and unwind, participate in some local activities, take photographs or learn different lifestyles of the locals.

As a consequence, these various needs and reasons for traveling result in different types of tourists.

However, there is another type of tourism which present tourists with new experiences and different perspectives on the world.

Tourism that could bring you closer to the local ways of living or what we call Community- Based Tourism (CBT)

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CHAPTER 2

W H AT I S C O M M U N I T Y- B A S E D TO U R I S M (C BT)?

Community- Based Tourism or CBT means tourism which is created by the local communities themselves.

Plan and manage Community- Based Tourism for the benefit of the locals

10 principals of Community- Based Tourism

01

02

03

04

The locals are the owner Participation of the locals Take pride in their Aim for better quality of their own resources in planning and managing accomplishments of life their own resources

05

06

07

08

Promote an enviromental Preserve local identities C r e a t e l e a r n i n g Understand and respect and cultures e x p e r i e n c e s i n different cultures and sustainability multicultural environment human dignity

09

10

Fair trade for the locals Fair income distribution to the locals 18 CBT How to Become Sustainable?

According to these 10 principals, CBT aims to encourage the locals to participate, develop themselves, and preserve their local cultures and resources.

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CHAPTER 2

CBT AS A V I TA M I N In the early period of tourism, natural resources are utilized without any consideration of negative consequences. it is similar to when you excessively exhaust your body which in the end could result in chronic fatigue.

CBT is inexpensive as you cannot purchase it but it can be built with the community’s creativity.

CBT could be compared as a vitamin which could prevent us from further economic, social, and environmental problems. CBT is inexpensive as you cannot purchase it but it can be built with the community’s creativity. CBT strives to the bring development of economic, social and environmental aspects in Thailand.

Economic Aspect

CBT, which is conducted by local communities attempts to make the most out of their natural and cultural resources which will consequently bring in benefits to local economy.

Community- Based Tourism aims to portray tourism as a part time job in order to maintain the local identities and prevent ways of life, natural resources and cultures in the communities from being interfered by any changes.

Moreover, Community- Based Tourism also promote equitable distribution of income among the locals.

The objective of Community- Based Tourism’s is to gradually and steadily develop tourism in local communities.

One day, even if the trend of CommunityBased Tourism has diminished, the stability of the locals would remain enduring as they are capable of self-reliance.

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Social Aspect

Community- Based Tourism aims to connect people not only among the locals but also internal and external public, private, and academic sectors.

Everybody should involve in developing local tourism. As a consequence, this collaboration could strengthen the relationship between each sector, create a strong bargaining power and solve social issues effectively.

which in the end result in impressive outcomes such as • People returning to their hometown when CBT create alternative income and work opportunities in the communities.

• The safety of the community cooperated by all sectors • A warm family which could create an ideal and self-sustaining society.

Moreover, CBT has significant role in Social issues occurred in the communities are different depending on raising the awareness in natural resources each community’s condition. CBT attempts which results in preserving and inheriting to understand these diverse conditions the local heritage to the next generation. and eventually try to solve these social issues by using different approaches Designated Areas for Sustainable Tourism Administration (Public Organization)

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CHAPTER 2

What could possibly happen is not only the waste of great opportunities but neglecting community’s voices could result in other dreadful consequences as well

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Environmental Aspect

The on-going changing environment such as air pollution, water pollution, garbage overflow, the environment degradation etc. are great paradigms of what issues tourism could cause to the environment.

Lush scenery is demolished into buildings. The down-to-earth life styles are changed into a competitive market.

These are the consequences when tourism is considered as a main income and turned into a profit-oriented business.

However, CBT attentively puts an effort in collaboration between each sector to scrutinize, negotiate and preserve sustainable tourism. We promote understanding and raise awareness of the value of natural over striving for business growth.

Therefore, CBT is considered as a vitamin which could strengthen the community, prevent it from the continual and further issues. We only need to know how to use it effectively.

On the contrary, if we allow tourism to be entirely managed by only one investor.

What could possibly happen is not only the waste of great opportunities but neglecting community’s voices could result in other dreadful consequences as well.

These issues are imminent and inevitably effect to economy, society and environment. Unless we make a conscientious choice to manage these problems, it might be too late.

For when that day arrives, what will we, as a community, react to these Not only that CBT is a fundamental problems? of solution to the environmental issues but we also aim to restore the environment in order to make it a selling point for tourism industry.

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CHAPTER 2

MASS TOURISM AND CBT How does Mass Tourism relate to CBT?

Mass Tourism is a type of tourism which emphasizes on the quantity of tourists visiting the attractions. Mass Tourism aims to increase the number of visitors and income. Therefore, business strategies are applied to manage tourism.

Mass Tourism could benefit CBT in enlightening a new perspective on gauging more competently of tourism market and on systematic management.

24 CBT How to Become Sustainable?

Whereas CBT could raise the awareness of issues caused by tourism and promote sustainable tourism which encourages the locals to be active and help preserving the local tourist attractions.

In other words, Mass Tourism and CBT work harmoniously together to achieve the best for the community. Mass Tourism can create new tourist attractions in local communities and CBT could assist in adding more values and promoting Mass Tourism in an area that could handle the large number of tourists.

WHO DRIVES CBT D E V E LO P M E NT? Who drives CBT Development?

The heart of Community- Based Tourism is the community itself which is consisted of local politicians, volunteers, women group associations, youths, OTOP product communities, and locals.

Everyone could take part in managing tourism.

Each sector should support each community’s specialties and skills. The involved sectors in actualizing CBT are: • Public sectors: promote, coordinate and support local communities. Maximize the tourism capability in the community for their own benefits.

• Educational sectors: educate and provide suitable sources of education for local communities in order to effectively develop local tourism.

• Tourism investors: support tourism managed by local communities and provide a suitable target market for local tourism at the same time.

• Press: raise the awareness to public regarding alternative tourism.

• Tourists: support Community- Based Tourism.

Understand local cultures and identities which would result in appropriate behaviors when visiting the attractions.

CBT CHECKLIST Make sure that you are ready for CBT! Collaborate to achieve CBT 1. The public sectors supporting us are 2. The educational sectors supporting us are 3. The tourism investors supporting us are 4. The press supporting us are 5. Our tourists are

Have we attained all the qualifications?

Are we interested in tourism?

Are we ready?

Are we united as a community?

Is our tourist carrying capacity sufficient?

Are we willing to collaborate with other sectors?

The establishment of CBT is caused by several factors: from the communities which start it by themselves, an increasing number of tourists in the sites and the assistance from numerous related organizations. However, the certain key to CBT’s success is from every sectors’ contribution.

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CHAPTER 3

ALL ABOUT C O M M U N I T Y-B A S E D TOURISM (CBT) Getting to Know DASTA and How to Develop Sustainable Community- Based Tourism?

The development in Community- Based Tourism significantly and fundamentally affects to the country’s economy, society and environment.

Hence, Designated Areas for Sustainable Tourism Administration (Public Organization): DASTA has been founded exclusively to support the development in Community- Based Tourism.

“We work on tourism but it is not for tourism. Essentially, we strengthen local communities to become self-reliance with the ultimate goal of “Sustainable Thailand.”

Dr. Nalikatibhag Sangsnit Director-General of DASTA

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The previous message is upheld as DASTA’s mission. We create guidelines, assign responsibilities and develop our personnel to serve the mission.

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CHAPTER 3

Pa r t 3:

DASTA’s Philosophy Designated Areas for Sustainable Tourism Administration (Public Organization): DASTA is a type of government sector called public organization. We operate under the Prime Minister’s Office.

Our mission is to implement, collaborate, support and promote sustainable tourism in the designated areas. We aspire to bring developments especially in 3 aspects: society, economy and environment.

DASTA’s sustainable tourism method used is to manage effectively tourist attractions and natural resources from local by Co-Creation which consist of brain storming, planning, delegating 28 CBT How to Become Sustainable?

responsibilities, and sharing the benefits.

Moreover, working in collaboration could enhance the improvement of community’s capability.

In other words, DASTA is a public organization which help setting up the fundaments of developing the community’s capability. The values that we should adhere to when working are: 1. Determination 2. Alliance 3. Service mind 4. Team work 5. Audience

Pa r t 3:

DASTA Roles and Duties in developing Community- Based Tourism

1 2

To develop tourism industry, increase and distribute income to local communities under the Office of CommunityBased Tourism which works closely with the designated areas in order to develop the community capability and prepare the community for self-management in tourism.

To act as a facilitator in communication, promotion and support between the communities and other related sectors. To Ensure smooth and effective operations. To Encourage sustainable tourism models which are portrayed as case studies for other communities.

The development in Community- Based Tourism could be actualized because of DASTA who assisted in the development in an early stage. We help the communities learn how to thoroughly process ideas, provide necessary knowledge, coordinate between sectors, give helpful advices and closely support the locals in each step to sustainable development in Thailand’s economic, social and environmental aspects Designated Areas for Sustainable Tourism Administration (Public Organization)

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CHAPTER 3

Designated Areas for Sustainable Tourism DASTA has implemented 6 designated areas for sustainable tourism which are exemplary paradigms to Community- Based Tourism with different nature resources.

1

3

5

Designated Area of Chang Islands and Vicinity A model area in environmental friendly tourism, also called as Low Carbon Destination.

• Laem Glad community • Baan Nam Chieo community Designated Area of Historical Parks of Sukhothai, Srisatchanalai and Kamphaengphet Renowned world heritage, also called as World Heritage City • Nakhon Chum community • Baan Cook Pattana community • Sukhothai Muang Kao community Designated Area of Nan Old City Lively ancient city or also known as the Living Old Town • Bo Suak community • Nai Wieng community

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2

4

6

Designated Area of Pattaya City and Vicinity Innovative and environmental friendly tourism, also called as Greenovative City • Takhian Tia community • Ban Chak Ngaeo community

Designated area of Loei Province Relax and unwind in Loei or Leisure Loei • Pla Ba community • Kok Sathon community

Designated Area of U-thong Ancient City Legend of Thai history, Suvarnabhumi civilization, also known as Origin of Suvarnabhumi • U-thong Ancient City community

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CHAPTER 3

Model Areas in DASTA Designated Area Several communities have The ongoing development adapted themselves into of DASTA in tourism results in Community- Based Tourism creating 14 model areas in DASTA under DASTA support in learning, designated areas which are: managing, collaborating and counselling depending on each community’s requirements.

1

2

Laem Glad community, Trat An environmental friendly and conservative fishermen community.

Baan Nam Chieo community, Trat Awarded in living in despite different religious beliefs

Takhian Tia community, Chonburi Community of folk arts and local ways of life center

Ban Chak Ngaeo community, Chonburi Ancient and vibrant Chinese community

5

6

Nakhon Chum community, Kamphaeng Phet Traditional market community whose Thai cuisine recipes and traditional Nakhon Chum buddhsit amulets have been passed on from generation to generation

Ban Khuk Pattana community, Sukhothai Community of traditional Thai Pra Ruang kite and sufficiency economy

3

32 CBT How to Become Sustainable?

4

7

8

9

10

Sukhothai Muang Kao community, Sukothai Notable historical park, the traditional way of living that has been transcended till present

Pla Ba community, Loei Community of forestry and botanical development

Kok Sathon community, Loei Community of hundreds mesmerizing tales

Bo Suak community, Nan Folk wisdom heritage from generation to generation

11

12

13

14

Nai Wieng community, Nan Community of Eastern Lanna culture and religious heritage

Muang Boran U-thong community, Suphan Buri An ancient community of the legend of Suvarnabhumi civilization

San Lom Joy community, Chiangmai A multicultural and united community

Rai Kong Khing community, Chiangmai A health consciousness community. Paradigm of happiness in both mind and body

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CHAPTER 3

Community- Based Tourism (CBT) How to Become Sustainable?

The process of creating a successful Community- Based Tourism by DASTA consists of 3 principle steps and 12 detailed methods:

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3 Principle Steps 12 Methods 2. Self-understanding

3. Make allies

• Aware of the pros and cons of travel • Learn from challenges and tourism opportunities

• Discuss among the community.

Why do we need tourism?

• Evaluate the community’s potential starting from self-evaluation • Set out rules for community and tourists to Allow

• Know your internal and external partners in order to minimize errors and strengthen your advantages • Set out roles and delegate responsibilities accordingly

4. Aim towards your goal

5. Know the Market

• Communicate, plan and determine your mission using explicit management, finance and personnel schemes • Learn how to increase value in natural resources for tourism

• Impress your target market • Create unique local souvenir

7. Communication • Advertise your community • Make your community well-known to the public • Understand the responsible market • Know how to gain access to your target market

8. Sufficiency

9. Benefit distribution

• Set out a proper limit to the tourist carrying capacity

• Transparent management • Set out benefit distribution structure

PART B - Sale & Marketing

6. Add value to the product

• Understand target tourist’s consuming behavior • Develop sight-seeing programs to suit the target market and at the same time maintain local identity • Create trial tourism activity for the target market • Open towards any suggestion for further development • Encourage fair trade

PART A - Preparation

1. Travel

PART C - Evaluation and Sharing 10. Knowledge management • Collect information regarding the effect and benefit from tourism • Create the learning method for continuously development (Chak Ngaeo)

11. Immunity

12. Sharing

• Learn how to gradually adapt to the change • Learn quality control

• Share the knowledge and experience to the young generation • Both in internal and external personnel in order to achieve a sustainable progress

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CHAPTER 3

PART

A

Preparation Community- Based Tourism (CBT) is extremely approachable. Prepare your mind, body, knowledge and utilize these 5 methods to assist you need in preparation step.

1 Travel

Travel is the beginning of Tourism development not only by public sectors but also in private companies, organizations or by any communities. This method

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enables us to understand the meaning of travel, the inspiration behind developments and, most importantly, the pros and cons of Community- Based Tourism.

All travel information is provided in the first chapter of this guideline. Should you require further research or have any inquiries, please visit our website www.dasta.or.th Apart from being aware of the pros and cons of travel, we should be mindful of challenges and tourism opportunities which include the ongoing changes of travel trends, the adaptation of the tourist attractions to the climate or even the challenges to receive tourism awards.

Pros of Tourism Towards the Community

Cons of Tourism Towards the Community

• Nature deterioration resulted • Create jobs, careers and (extra) income • Reduce youth migration • from mismanagement • Exchange cultures. Connect products and Garbage overflow • Invasion of different cultures which could affect travel routes among the communities • Create awareness. Participate in preserving the local cultures cultures and environment by both communities and tourists Challenges and Tourism Opportunities

+ Participate in tourism awards + Nowadays there are several types of CommunityBased Tourism such as Corporate Social + Exchange ideas managing Community- Based Responsibility (CSR) or Social Enterprise which is Tourism in Thailand and abroad the ultimate goal of Community- Based Tourism. + Encourage self-evaluation. Realize the strong and weak points of the community. Seek for assistance from related sectors.

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2 Self-understanding After understanding the first method, the next one is self-understanding. Before creating Community- Based Tourism, we need to be able to answer these questions. Why do we need tourism? And what purpose will it serve? To obtain the answers, we need to discuss these matters among the community which is the rightful owner of the nature resource and the tourist attractions.

Its determinations to create jobs, promote cultures, create awareness in preserving nature resources, agree to the majority opinions and share the same ultimate goal are essential keys to success.

Secondly, we need to know how to evaluate the community’s potential 38 CBT How to Become Sustainable?

starting from self-evaluation. For example, we could commence by gauging our geographic advantages (waterfalls, mountains, canals, temples, etc.), our people’s abilities (cooking, weaving, folk wisdom, etc.) and cultural capabilities (history, tales, cultural heritage, etc.).

These evaluations could path the road to success in Community- Based Tourism.

Self-evaluation could help us identify our capability in utilizing local nature resources which we have already had in the community such as food, cultures and legends. Thailand’s CommunityBased Tourism Development Criteria (Page 58-59) could be utilized as a practical guideline. The information required in self-evaluation is:

• Basic information of the community which should comprise of its history, its origin, local traditions, local ways of life, career groups, transportation, accessible public utilities and facilities supporting tourism.

• Specific information on Community- Based Tourism should include the reason of initiating tourism in the community, the structure of the local organizations, tourist attractions, tourism activities, tourism education towards the locals, and services such as accommodations, restaurants, transport and local ambassadors.

After an elaborate self-evaluation in to follow in order to maintain the all aspects, the next step is to set out community’s identity. rules for the community and the tourists TIPS

+ What purpose will tourism serve? The answer + Self and community evaluation should be taken from different points of view such as by could be obtained from contemplating internal exploring and interviewing the people from and external problems related to the both inside and outside of the communities. community such as the coming of investors, After gathering all information, the next step strengths of community, or even faded cultures would discuss and exchange ideas. and traditions. Despite this debate, the locals should in the end share a mutual agreement + Rules for the community and the tourists are set out to highlight Community- Based to the answer.

Tourism mission and sustainability which could be differed according to each community’s identity.

Case Study

Baan Nam Chieo community, Trat is awarded in living in harmony despite different religious beliefs. Tourists are required to be aware of the local cultures before traveling to the destination. They are requested to dress appropriately, be mindful when taking photographs in holy places etc.

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3 Make allies

Community- Based tourism could not be achieved by one person alone. The locals who are the owner of the nature resources require to be aware of the value of the tourist attractions in the community and set mutual goal. They need to collaborate in making the most out of their nature resources. As tourism is able to solve economic, social and environmental issues such as youth migration, the nature deterioration and low income in the community.

Apart from the locals or your allies who will share responsibility in CommunityBased tourism, the community should concern external organizations such as the vicinity or public and private sectors. Everybody could strengthen the advantages and eliminate errors in Community- Based tourism.

The next step is to set out roles and delegate responsibilities according to personal abilities.

Case Study

San Lom Joy community, Chiangmai is a Lisu and Akha Hilltribe community. They are able to work alongside with the city people which have different life styles and cultures. Moreover, the community could successfully collaborate in thinking, planning, acting, delegating responsibility and sharing benefits.

40 CBT How to Become Sustainable?

We must not forget that Community- Based Tourism aims to encourage collaboration and sustainable management in nature resources.

4 Aim towards your goal Each community has their own ultimate objective of tourism. Following wellplanned processes could guarantee our success. We must not forget that Community- Based Tourism aims to encourage collaboration and sustainable management in nature resources.

be divided into management, finance and personnel schemes.

These schemes are consisted of details, duration, and budget of the activities. They could be categorized by the periods such as short term (1 year), medium term (1-3 year) and long term In setting the community’s goal, we (more than 3 years.) need to use explicit schemes which could Designated Areas for Sustainable Tourism Administration (Public Organization)

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Management scheme

We aim to develop clubs/ tourism groups, tourist attractions, tourism activities, services and hospitality. Moreover, we strive to learn from the community’s committees, to analyze target market, etc.

The essential part of the scheme is to plan market strategies which comprise of creating story to the brand, designing logos and slogans, organizing tourism activities, fixing the price for sight-seeing packages, advertisement, social media advertisement and creating a good image for the tourist attractions.

Finance scheme

Set up budget, budget plan, rules and tourism Most particularly, this finance scheme should income management. The scheme needs to be not affect the main income of the community. explicit, concise and prevent all the possible risks Community- Based tourism’s objective is to such as environmental or personnel risks. promote sustainability in economy, society and environment, not to replace the main occupation and change local ways of life which would consequently result in uncontrollable issues.

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CBT’s objective is to promote sustainability in economy, society and environment, not to replace the main occupation and change local ways of life.

Personnel scheme

People is the key factor to success in Community- Based Tourism as they are in charge of advertising, searching for the potential market and planning developments for their own communities. Personnel development scheme could be divided into 2 skills: 1. Required skills are skills which should be extensively passed on to the next generation.

They should be accessible to the people in order to maximize Community- Based tourism management. The examples of the required skills are understanding of Community- Based tourism, service, resource management and communication.

2. Optional skills are skills which should be taught personally in order to create specialists such as weaving, leadership in local tradition, managing market strategy, driving, advance English skill in case of internationalization of the products.

Case studies

Takhian Tia community, Chonburi, was in need of maps and sight-seeing programs. Therefore, the short-term development project in travel routes has been established. They collected the information regarding the advantages of the community then design an advertisement (management scheme), delegate responsibilities to the locals (personnel scheme) and calculate the cost for the project (finance scheme.)

Rai Kong Khing community, Chiangmai , initially encountered health problems because of chemical usage in agriculture.

Nowadays Rai Kong Khing community has adopted organic agriculture for local consumption and sale. They aim to become health consciousness tourism community in 3 years.

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The essential key in an effective market management is to know the market

5 Know the Market The market in terms of tourism does not solely mean to trade products and services but it also implies groups of tourists who have different consuming behaviors, origins, needs and travel purposes.

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To take a share in the market or in other words, welcoming tourists in the local communities could benefit the locals in planning management, finance, and personnel scheme. The essential key in an effective market management is to know the market

• Understand target tourist consuming behaviors such as middle-aged European tourists who admire cultural tourism, teenage tourists who love to have fun, adventurous tourists and those who love shopping.

• Develop sight-seeing programs to suit the target market and at the same time maintain local identities.

• Create trial tourism activities for the target market and open towards any suggestions for further development.

TIPS

+ Survey the tourists’ needs especially from + Learn from the similar tourism market such those who visit the communities as changes in developing cultural tourism or + Survey the target market such as teenagers agritourism and families + Learn from public and private sectors as well as other organizations which constantly publicize tourism surveys Designated Areas for Sustainable Tourism Administration (Public Organization)

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PART

B

Sale & Marketing When the first step has been accomplished, it is time to move on to the next step which is trade. CBT encourages the community to open themselves as Community- Based Tourism. This step comprises of 4 detailed methods:

6 Add value to the product Adding value to the product in Community- Based Tourism means to learn from the tourists themselves in order to increase the value of tourism even though the number of tourists remains consistent. Many approaches could be applied to achieve this method: • Impress your target market offer sincere amity, assistance, generosity and service when visiting the communities 46 CBT How to Become Sustainable?

• Create unique local souvenirs to remind the • Connect the destinations and the products tourists of pleasant reminiscences as there is in order to add value to local products. For example, a community which is famous for not always an opportunity for the travelers to revisit the place. These souvenirs become coconuts should organize a sight-seeing program that will introduce tourists to the valuable memory for them. Moreover, they could also create value in the market plantation and manufacturing process of the • Create campaigns giving creative names to coconuts. Getting them to know the story behind the products could enhance their the existed destinations such as Trat…Dream Island, Chic-Chic Picnic in Phuket, Leisure, and appreciation towards the community.

Songkhla Funtastic which could attract more • Local ambassadors another way to get tourists to involve in the community is by tourists and add value to the destinations telling stories of the community. Apart from that we should design advertisement boards, signs and uniforms which blend into the local identitiy.

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Avoid overtly exaggerated advertisement and be responsible for what you publicize.

7 Communication

Effective communication could lead to success. The receivers are the target market of Community- Based Tourism. Communication consists of several steps such as

• Advertise your community by local, public, • Make your community well- known to the public arrange public activities, welcome online press and word of mouth • Know how to gain access to your target market visitors to participate in those activities and specify the communication medium to invest in advertisement on public media. effectively reach the target market ex. Using • Understand the responsible market avoid social medias if aiming to attract teenagers. overtly exaggerated advertisement and be responsible for what you publicize. Also, be alert to the correctness and be cautious with the presentation.

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8 Sufficiency

The success of Community-Based tourism could result in popularity of the community and may cause changes in Community-Based tourism. The increase number of tourists could bring about changes in tourism and service. The locals might even turn tourism into their main income. That is a warning signal of the threats to Community-Based tourism.

to the way of locals life when the attractions become less visited.

We need to be sufficient and set out a proper limit to the tourist carrying capacity. The original way of life should not be interfered. Tourism should not cause more pollution such as garbage overflow. Setting limit could help preserving the community and promote The locals should not adopt sustainable tourism as the tourists are tourism as their main income because required to be aware of the value of tourism could bring irreversible changes tourist attractions in Community-Based tourism.

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Transparent management the community should have accountability for their actions

9 Benefit distribution

After obtaining previously discussed schemes (management, finance and personnel schemes), it is time to introduce you to the next step which is benefit distribution and workloads (personal income such as massage, cooking and homestays). Benefit distribution could be different depending on each community and could be achieved by:

50 CBT How to Become Sustainable?

• Create a special agency plan accurate • Set out benefit distribution structure divide management structure and responsibilities. workloads, income and benefits. Determine Create organizational structure. Set out rules what is the ratio, the duration and who is the to be applied in the community. For example, receiver? The structure needs to be righteous the committees must attend the conference and widely accepted by the locals. more than 4 times a year. Promote equitable • Benefit distribution between the society and benefit distribution. Provide accommodations the vicinity support tourism and collaboration and services accordingly. within the society which would result in • Transparent management the community sustainable development. should have accountability for their actions which showcases that they are trustworthy; thus, unite the community.

Case Study

Bo suak community in Nan has divided management workloads to different groups of people and delegated duties as well as responsibilities. The president will manage and consider him/herself as the representative who drive the community to success. The vice-president of event will be responsible for coordinating and designating workloads to the locals. For example, those who are in charge of food will prepare the meals. Those who could weave will organize weaving activities for the tourists to participate.

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PART

C

Evaluation and Sharing For Community- Based Tourism, the ultimate objective of tourism is the community’s and Thailand’s sustainability. CBT strives to collect all the knowledge to improve sustainable development. This evaluation and sharing step consists of 3 methods:

10 Knowledge managment The knowledge obtained from Community- Based Tourism could be effectively utilized by collecting information regarding the effects and benefits from tourism.

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Consequently, evaluation from Thailand’s Community- Based Tourism Development Criteria has been established by expert committees from academic, public, private and marketing sectors alongside with developers and press.

Thailand’s Community- Based Tourism Development Criteria has been developed by Global Sustainable Tourism Criteria (GSTC).

GSTC’s duty is to draw global attention to sustainable tourism.

Thailand’s Community- Based Tourism Development Criteria is, therefore, an essential tool to plan, manage, and evaluate development in Community- Based Tourism. They have been publicized by National Tourism Development Committee to be used a guideline in Community- Based Tourism development. There are 5 aspects in the criteria: 1.

2.

3.

4.

Community- Based Tourism management Economy, society and better quality of life management Preservation and promotion of cultural heritage Sustainable nature resource and environmental management 5. Quality of Community- Based Tourism services The evaluation of these aspects could be derived in to a lesson which results in sustainable development of CommunityBased Tourism.

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support and constantly organize the activities which is favored among the tourists.

In other words, fix the errors and maintain the quality of the advantage of quality control

11 Immunity

The knowledge gained from tourism should not solely be used in development but it could as well build immunity for Community- Based Tourism. The community could boost their immunity by:

• Learn how to gradually adapt to changes the • Learn quality control maintain the standard of changes occurred from tourism should not affect Community- Based Tourism by support and their ways of life and their identities. For instance, constantly organize the activities which is favored the expansion of parking space should not cause among the tourists. In other words, fix the errors deforestation. Extra services provided for the and maintain the quality of the advantages. tourists should not interfere with their main occupations.

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12 Sharing

Sharing creates sustainability from collaboration between the locals, allies, other communities, and related organizations. The community has to share their knowledge and experiences from Community- Based Tourism to their successors who will pass on the community’s ideal, determination and knowledge.

• The young generation needs to understand • Personnel and organizations both internal and external should coordinate in order to and be efficient enough to continue CommunityBased Tourism by themselves. achieve continuously development.

TIPS

Discussion: the key to success in Community- applying, taking responsibility and sharing benefits.

Based Tourism is the collaboration between Discussion is in fact disguise itself in all 12 methods everybody in the community in planning, mentioned.

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HOW FAR ARE WE IN CBT?

Preparation

0 Interested in CBT (Open this book)

3 Make allies

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1 Know travel

4 Aim towards your goal

2 Selfunderstanding

5 Know the Market

Sale & Marketing

6

7

Add value to the product

Communication

8

9 Benefit distribution

Sufficiency

Evaluation and Sharing

11

10 Manage the knowledge

Immunity

12 Sharing

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Pa r t 3: tools to success in Community- Based Tourism 12 methods to Community- Based Tourism are not arduous to achieve as these 4 tools could facilitate your way to success in Community- Based Tourism.

1st tool Thailand’s Community- Based Tourism Development Criteria Thailand’s Community- Based Tourism Development Criteria was established by Designated Areas for Sustainable Tourism Administration (Public Organization) or DASTA and was approved by National Tourism Development Committee. Its objective is to help planning, managing, and evaluating development in Community- Based Tourism. These criteria consist of 5 aspects and 28 goals 1. Community- Based Tourism management

1.1 Community- Based Tourism management efficiency 1.2 Mutual agreement in efficient Community- Based Tourism management 1.3 Tourist guideline 1.4 Personnel development in Community- Based Tourism management

1.5 Coordination of every sector 1.6 Networking 1.7 Market management and tourism public relations efficiency 1.8 Accounting system efficiency 1.9 Participation of the youths in CommunityBased Tourism

2. Economy, society and better management

2.1 Income distribution efficiency 2.2 Promotion of better quality of life

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2.3 Local products quality 2.4 Human rights in tourism

Pa r t 3:

3. Preservation and promotion of cultural heritage

3.1 Cultural heritage database 3.2 Publicizing of cultural heritage through Community- Based Tourism

3.3 Cultural heritage restoration

4. Sustainable nature resource and environmental management

4.1 Efficiency in land management for tourism 4.4 Nature and environment restoration 4.2 Nature and environment database 4.5 Raising of awareness in preservation of nature 4.3 Publicizing of local wisdom in nature and and environment through Community- Based environment management Tourism 5. Quality of Community- Based Tourism services

Quality, facility and service 5.1 Satisfaction in tourism service 5.2 Local ambassador efficiency 5.3 Tourism service spot efficiency 5.4 Service collaboration efficiency

Safety preparation 5.5 Safe travel route and tourism activity 5.6 Safe tourism service spot 5.7 Travel route management efficiency 5.8 Emergency management efficiency

Thailand’s Community- Based Tourism Development Criteria consisted of 5 aspects and 28 goals is as well comprised of sub-criteria which could evaluate each goal.

Each sub-criteria are also examined by certain assessments.

For those who are interested in reading a complete version of Thailand’s Community- Based Tourism Development Criteria, please download the document by scanning the QR Code beside.

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2nd tool 9+1 Building Blocks DASTA Sustainable Tourism Toolkit “By Community for Community” This sustainable tourism toolkit is developed by DASTA. This book’s objective is to bring more understanding in CommunityBased Tourism development. To make it easier, we have invented 9+1 Building Blocks which are: Tool kit

Details

1. Networking

Searching for networks. who or which organization could collaborate with us? Networking results in making allies who could help us plan, fill up the missing part and efficiently achieve the objective.

2. Tourism Assets and Activities

Tourism offers you an experience of a life time. The tourism activities organized should create impressive memories.

3. Community Assets

Find your advantages and authenticity.

4. Value Propositions

Stand out from others by adding value to your products.

5. Relationships

Make long-term allies not short-term companions

60 CBT How to Become Sustainable?

Scan the QR Code for 9+1 Building Blocks Dasta Sustainable Tourism Development Toolkit "By Community for Community"

Tool kit

Details

6. Communication channels

Communication medium to publicize your unique products

7. Stakeholders

Who will visit our community? Who will appreciate what we possess?

Who will admire our local culture? Understand your and their needs.

8. Cost and Negative Impacts

What do we have to sacrifice when opening our community for visitors?

The possible cost could be money, time and changes.

9. Revenue Stream and positive impacts

What will we achieve from opening our community for visitors?

10. Dialogues

Constantly meet, exchange ideas and communicate with your partners.

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3rd tool Community Benefitting through tourism (DASTA CBTT Model) Community-Based Tourism could as well benefit the vicinity or the communities in the related area even if those community does not involve directly in

tourism. If the community is capable of visioning the indirect opportunities and understanding the market, they could equally profit from tourism.

1. Economic aspect

A floristry community could export their products to other tourist attractions which require flowers for decoration. An obvious example would be Phu Ruae. The farmers will collect flowers and sell them to other tourist attractions located on the route to Phu Ruae. An organic agriculture community could sell their chemical free products to be prepared as a meal for tourists.

Those communities which have their local products as a selling point could sell their products to nearby tourism businesses ex. Na-o community in Loei province. Na-o community is not primarily a tourism community but it could manage to benefit of tourism from selling sweet tamarinds and their unique textile as these products are sold to tourists traveling to Chiangkhan.

2. Social aspect

The communities which share similar ways of life and cultures or connected travel routes could organize the tourism activities together. They all can learn from each other. For example, Baan Nam Chieo community in Trat province has accomplished as 1 of the 14 model areas by DASTA

in terms of conservative tourism. Baan Nam Chieo community has built a relation with Ban Na Yai Mom community which is renowned for its black sand beach. Both communities exchange their knowledge and tourists among each other.

3. Environmental aspect

Both non-tourism and tourism community inevitably need to share the same nature resources.

If an Community-Based Tourism community organizes an activity to clean the canals, those non-tourism communities should participate in the activity as 62 CBT How to Become Sustainable?

well. For example, Pla Ba community in Loei arranged a reforestation activity which result in the resilience of nature in the community as well as the vicinity.

The forest is currently return to its fertile condition.

This could also be considered as a national benefit.

Scan the QR code To get to know how Community Benefitting through tourism DASTA CBTT Model works

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4th tool CBT Integrated CBT Integrated has been designed to that in order to succeed, collaboration provide more information to the experts from each sector is essential. We would and those who are interested in like to highlight on these 4 topics: Community-Based Tourism development.

They could apply these methods in real situation. We need to first understand

1. Community Health Check

The management aims to promote a selfreliant community with the ultimate objective of better quality of life. Before commencing, we need to understand the core value of Tourism, “by the community, for the community.� What are the principals? How to connect tourism to the better ways of life of the community? Community Health 2. CBT Change Agents

Leadership in Community- Based Tourism means to be flexible and effective in communication. These skills result in being more open-minded, self-understanding, and understanding others. Leaders should be a positive thinker. Most importantly, they should understand diversity and be able to adapt themselves according to different situation. Open-minded, Collaborate, Sincere, Knowledgeable.

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Check could be applied to those communities who have already involved in tourism and those who have not yet. Community Health Check will create learning environment and raise certain questions such what is the community capability?

What tourism could possibly bring to the community? How to achieve efficiency in management?

Scan QR code To learn more about CBT Integrated

3. CBT Marketers

We need to understand the direction obtained from local resources which are their Community- Based Tourism is heading towards. charm.

The activities organized should serve the objectives and should run smoothly. The idea should be 4. CBT Guests

We need to understand tourist’s behaviors.

The community should be able to predict the type of target tourists in order to maintain efficiency in communication. Tourists should be

able to join the activities or what we call Creative tourism. Creative Tourism results in breeding appreciation in the value of the community and stimulate tourist to spend more money on tourism.

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Co-Creation In addition to the previously mentioned 4 tools, another essential key to CBT is Co- Creation which could bring in sustainability in the community. Co-Creation

Think

Plan

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requires each community, organization and sector to synchronize in order to achieve the ultimate objective together.

Co-Creation’s steps are as followed:

We think in order to achieve a systematic and explicit development. Exchanging ideas is an essential and primary step because the community must mutually agree to the answer of the questions, to which direction tourism will bring the community and what will be our actions?

Before making plans, we need to picture what will tourism look like in our community? Which type of tourism are we aiming for? Ex. Agritourism, cultural tourism, etc.

Only then, the community will commence searching for allies in order to enhance the capability of the community in understanding their own resources.

Apply

Take responsibility Share the benefits

Everybody plays a significant role in driving tourism forward, from the young generation to the seniors. Human resource is not minor to any other resources. Assigning duties and delegating responsibilities are essential as tourism need collaboration from every sector.

In working with others, we need to efficiently collaborate.

One sector could create ripple effects towards other sectors. Taking responsibility would aid in self-understanding, hence, benefit the whole community.

After accomplishment in systematic Community- Based Tourism, what follows is sharing of benefits. We need to create understanding and set out explicit rules as tourism is extra income, not main income.

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Lessons from the models

Baan Nam Chieo Community-based tourism club Think

We collaborate in thinking and sharing our point of views regarding the community development. We have chosen to be a conservative tourism community which encourages tourists in learning our ways of life.

Plan

We arrange a meeting once a month in order to plan the projects. The management is responsible by the committees themselves.

Apply

We set out rules for tourists to follow when residing in the homestays. We need to arrange sufficient accommodations to suit the increase number of tourists as the homestays are owned by the locals. We need to accurately estimate the number of the tourists for preparation.

Take responsibility

Share the benefits

We have effectively distributed duties and responsibilities in order to achieve management efficiency. The activities organized were complimented by the tourists especially, tourism activities, food and safety.

The income from tourism was distributed equitably among the community after some deduction for further development and activities such as Children’s Day activities, Senior Citizen’s Day or other important occasions.

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Getting to know Co- Creation more Let’s see what does Co- Creation consist of?

1. Academic sector

The tourism development could not be achieved without the aid from the academic sector which promote skills, labor forces and knowledge in order to prepare the workforce into the industry. Academic sector includes public

and private educational institutions and specialists which are the source of knowledge, education and researches which could assist in tourism industry development.

2. Government sector

Government sector set out policy in tourism industry in order to assure that the related sectors are all heading to the correct direction. Some government sector would conduct a quality control in some tourism activities which affect the public such as the usage of nature resources and in some activities which affect the environment as they are aiming to maintain peace and the nation’s morality. The government should encourage autonomous investment in the private sectors in order to gain more profit, stimulate economic

growth, promote income distribution and create jobs which render social stability. Government sectors involve in establishing the policy and developing tourism are the Ministry of Tourism and Sports, Department of Tourism, Tourism Authority of Thailand (TAT), Thailand Tourist Police, Designated Areas for Sustainable Tourism Administration (Public Organization): DASTA and Department of Local Administration (DLA.)

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3. Private sector

Tourism industry requires different sectors’ collaboration. In this competitive market, the private sectors such as Tourism Council of Thailand and other

related organizations should coordinate with each tourism business owner in developing and setting out a standard guideline to follow.

4. Public sector

Tourism is an industry which involves in nature resource consumption and relates to culture, tradition, belief and local habitation. Participation is essential.

With the assistance of academic, and

70 CBT How to Become Sustainable?

private sector, they such as the local committees should take part in directing the tourism industry in order to develop and promote proper management.

Did you know?

The secret of the winner Groups Rules Activities

Collaborate in working Set out rules in the community Constantly organize activities and learn from them

Funds

Create saving group

Allies

Networking for development

Management Communication Leadership

Evaluate and create database Exchange ideas and give suggestions for further development Work hard and caring for the greater good

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W H AT W I L L YOU GET FROM CBT? “Community- Based Tourism for sustainable economy, society and environment” Community- Based Tourism is no longer just a theory or a lesson in a book. It is the knowledge which has been carefully collected from experiences and the development in 14 model areas of DASTA which work closely together.

Every accomplishment is a confirmation that economic, social, and environmental benefits lie within the communities, including other communities which are not directly benefit from tourism. The success could result in the nation’s stability, prosperity and sustainability

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Economic Benefit Community- Based Tourism does not aim to make tourism as the main economy of the locals because tourism could cause changes in ways of life when the number of tourists visiting the community decreases. The economic benefit from Community- Based Tourism is the efficiency of natural resource management in the community and economic flow from extra jobs which not only bring better quality of life but also create a warm and welcoming atmosphere and re-stabilize the community.

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Two model communities in designated areas of DASTA, Ban Chak Ngaeo community, Chonburi and Ban Khuk Phattana community, Sukhothai are great paradigms of how to create economic benefit from Community- Based Tourism.

The economic benefit from Community- Based Tourism is the efficiency in natural resource management in the community.

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Economic Benefit

Ban Chak Ngaeo community, Chonburi Regain its Prosperity “Warm Wooden houses bring back nostalgic childhood memories.

Create a sense of ownership in both generations who live from the past to the present. Revitalize Ban Chak Ngaeo�

More than hundred years ago, Tae Chew people migrated by the ancient Chinese ship seeking for a better life elsewhere until they had reached this plain which was surrounded by mountains. The Tae Chews settled down in Chak Ngaeo, built houses and divided the lands for agriculture.

After Suknumvit Road was developed, Pattaya tourism industry grew in a fast pace. Consequently, Ban Chak Ngaeo prosperity has diminished and reached the economy stagnation stage. Many of the locals sold their land and move to other cities. Many young residents had Several decades later, the exuberance moved to work in urban areas instead. of Ban Chak Ngaeo attracted the other These issues had caused the Chinese to reside here. The town has become a bustling commercial center community to realize the effect that with grocery stores, charcoal kiln sites, urbanization brought to their community.

As a result, they collaborated with each sawmills, goldsmiths, etc. other and created Ban Chak Ngaeo Later in 1959, Chak Ngaeo Rama Community Ancient Chinese Market theatre had made its appearance in the aiming to revitalize the 30-year lifeless community. The movie theatre gained its community. the locals nowadays are popularity among the locals and made coordinating with each other in bringing the community become well-known. their specialties for sale. Ban Chak Ngaeo community has once regained income, preserved Chinese culture and united Ban Chak Ngaeo community as one. has once regained their income, preserved their Chinese culture CONTACT and united as one.

Ban Chak Ngaeo Community Tourism Club K.Somwang 08 9003 5782 K.Saijai 08 1870 3398

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Economic Benefit

Ban Khuk Phattana community, Sukhothai Regain its Sufficiency “Living their lives according to sufficiency economy method starts with self-reliance of the locals”

The very first impression that the wmust be that “there is nothing special here.” Don’t be surprised as the locals completely agree with you. Working hard from sun rise to sun set and from days to months to years, this lifestyle became their way of life. Such zero-complexity lifestyle is in fact invaluable enough to create Community- Based Tourism.

Most visitors are interested to learn how the locals manage their community.

Why are they named as a Sufficiency Learning center? They can educate you from rice farming to creating extra jobs when it is off rice farming season, for example, Enzyme Ionic Plasma, organic fertilizer pellest, the usage of Iwatae kiln in producing coal from bamboo which are high quality pure carbon.

Working hard from sun rise to sun set and from days to months to years, this lifestyle became their way of life.

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Living their lives according to sufficiency economy method commences with self-reliance of the locals. While the non-standard loan has threatened the people in Thailand, Baan Khuk Phattana is able to efficiently manage their finance.

They have developed a local financial outlet in the community where members could deposit their money. Everyone in the community treats each other as if they are family members. They collaborate in solving the problems which as a result, encourage them to have pride in their hometown and create sustainable development.

CONTACT Ban Khuk Phattana Community Tourism Club K.Thatsawan Lisuan 08 9562 6230, 08 1040 7325

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Social Benefit The successful Community- Based Social Benefit in Community- Based Tourism could be achieved from Tourism would result in the safety of collaboration among the locals in the community, the amity, and the remigration of youths. community.

What about social benefit in cultural aspect? From observing several communities, cultures, traditions, ways of life, arts, food, houses and identities are each community’s valuable social heritage.

They are not only the charm of Community- Based Tourism but also the discovery of value which would breed sense of pride, collaboration and unity in the community.

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The society of Community- Based Tourism is, therefore, a united community.

Nakhon Chum community in Kamphaeng Phet and Bo suak community in Nan are two model areas by DASTA which set an example for maintaining their identities in both lifestyle and culture.

Let’s see what these 2 communities obtain as social benefit!

The successful Community-Based Tourism would result in the safety of community, the amity, and the remigration of youths.

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Social Benefits

Nakhon Chum community, Kamphaeng Phet Gain its identity “It is the heart of Nakhon Chum community which cherishes and takes pride in their hometown that pass on their legacy to the next generation and reserve Nakhon Chum’s originality.”

Nakhon Chum community in Kamphaeng Phet is able to maintain ancient identity from the past. They are a paradigm A Thai delicacy could as well be of originality and unique presentations. found in a 100-year-old wooden house of granny Phrapasee Eakpan or the locals Some of Nakhon Chum’s specialties called her “Yai Juab.” She is famous for were invented by those migrants in the Kaotorktad (sweet rice cake) which is one past. They brought in their local identities of the rare ancient Thai dessert. There is such as local cuisine, Wiang Chan’s a belief that Kaotorktad is related to Phra Pigeon Pea curry and other rare Boromma Thad Chedi Yaram which is a traditional food such as Kanom Dok Din sacred place for the locals. which is made from Dok Din’s juice (a type of small plant) which were derived In order to claim that you have in both winter and summer then were visited Nakhon Chum community, you blended together and Mhiang Ma phrao need to explore what is their authenticity which is other specialty. and charm!

CONTACT Nakhon Chum Community Tourism Club Mrs. Somsri Kampuangvijit 08 1281 8884

Nakhon Chum community in Kamphaeng Phet is able to maintain their ancient identity from the past, they are a paradigm of originality 82 CBT How to Become Sustainable?

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Social benefits

Bo Suak community, Nan From generation to generation “The succession of ancient cultures is the heart of sustainable Community- Based Tourism. young and old generation need to work hand in hand.

The older generation must have spirit of an educator whereas the younger generation must cherish and respect the legacy that has been passed on to them.�

Bo Suak community, Muang district in Nan has inherited an invaluable legacy from their ancestors, the 750-year-old ancient kilns which are scattered around the community. The ancient kilns showcase the prosperity of arts in the past. These fine ceramic wares were so meticulously made that no technology in nowadays could reduplicate.

Bo Suak people cherish and tremendously take pride in this gift from the ancestor. They do not leave the responsibility in preserving the kiln to the government. Instead, they have established an ancient kiln learning center in Huen Bansuak Saen-Chuen museum with no entrance fee.

The young generation gathering around and participating in pottery making; the older generation who teach them how to hand weaving; are the succession of old traditions within the community.

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the 750-year-old ancient kilns which are scattered around the community.

The ancient kilns showcase the prosperity of arts in the past.

These fine ceramic wares were so meticulously made that no technology in nowadays could reduplicate.

CONTACT Bo Suak Community Tourism Club K. SUTTHIPHONG 08 1028 9051

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Environmental Benefit Environment does not solely mean beautiful houses, clean roads, huge markets or lush forest. Environment includes every inch of the land of the community such as beach, urban, forest and agriculture community which do not assimilate with each other.

Community-Based Tourism could prevent the environment from being deteriorated by the indifference of the people and obviate deforestation. Two model areas by DASTA, Pla Ba community in Loei and Kok Sathon community in Loei have learned how to effectively manage nature resources. They live in Environmental benefit from Community- harmony with the nature, preserve it and Based Tourism is the revitalization pass it on to the next generation. of the nature in the community by utilizing tourism. Moreover, Community -Based Tourism could also prevent the greedy investors who aim to gain profit from Community-Based Tourism but do not concern about the nature deterioration.

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Community-Based Tourism could prevent the environment from being deteriorated by the indifference of the people and obviate deforestation.�

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Environmental Benefit

Pla Ba community, Loei Reforestation “Tourism is not the ultimate goal of sustainable community but the community can create sustainable tourism by preserving the nature�

Trees, water sources, forest, Lives are highly valued by Pla Ba community. Pla Ba community, Dan Sai district in Loei has dedicated their effort in reforestation of 2,000 blocks of land within the designated area of Phu Luang Wildlife Sanctuary. This was the beginning of the invigoration of sustainable ecosystem to be succeeded to the next generation.

The residents at the upstream must have observed obvious changes in the nature. We need to dedicate ourselves and agree that reforestation is greatly beneficial as the well-balanced ecosystem would generate better life for the locals.

If 400 trees can be planted in a block of land, then 800,000 trees can be planted in 2,000 blocks of land. In the future, reforestation will eventually turn these tree-less mountains into a lush forest.

CONTACT Pla Ba Community Tourism Club Mr.Choed Singkampong 09 5701 3139

that reforestation is greatly beneficial as the well-balanced ecosystem would generate better quality of life for the locals.

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Environmental Benefit

Kok Sathon community, Loei Regain its breathtaking scenery “Kok Sathon Community is fortunate to have the pink valley as a gift”

Phu Lom lo, a new tourist attraction which has just opened itself to the public in recent years, has become a popular holiday destination for those who wish to witness Sakura in Thailand. Countless of pink petals floating in the air by the winter breeze during January and February create a romantic scene for the visitors.

Even your winter outfits become chicer for some reason.

campfires are strictly prohibited.

No camping is allowed.

Limitation of the number of tourists is as well applied in Phu Lom lo.

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Phu Lom lo is situated in Phu Hin Rong Kla National Park where 3 provinces meet: Loei, Phitsanulok, Phetchabun. In the past, 2,000 blocks of land were mainly used for cabbage farming by the Hmong people. The government has requested them to plant the wild Himalayan cherry instead of cabbages in order to postpone the land expropriation.

3 year later The Hmong people were then demanded to return the land back to the government.

The increasingly growing tourism results in the augmentation of tourists in the area. The community consequently raised the awareness and set out rules to preserve Phu Lom Lo’s nature and environment. For instance, campfires are strictly prohibited. No camping is allowed. Limitation of the number of tourists is as well applied in Phu Lom lo. These rules were created in order to maintain the origin condition of the nature in the community.

CONTACT Kok Sathon Community Tourism Club Mrs. Niyom Kulachai 08 4490 3169

According to the previously mentioned 6 model areas of DASTA, Community- Based Tourism is on one hand, generate extra income or economic benefit and on the other hand, create positive effects in social and environmental aspects in the community. In conclusion, community should understand that CBT could make sustainability‌. How about your community? Have you had any plan of how to achieve sustainable tourism?

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Benefit to The Communities Which Are Not Direct Destinations For Tourists The process of transferring the tourism-generated benefits from community to community is the important jigsaw piece that will complete the whole picture of tourism activities. It is common that one single community might not be able to supply all types of resources such as food, accommodations, activities, or souvenirs.

incomes or a chance to present their local cultures to the tourists. The example can be found in Thakiantia community, Chonburi, a DASTA model community which is not located in the coastal area but transfers some tourists who want to learn about fisheries lifestyle to Ban Bang Lamung community, a nearby traditional fishing community. Transfer of tourists do not only link communities together but However, the collaboration of the also allows them to exchange the tourism communities can link and transfer the knowledge. tourists from one community to another The community network will result or wherever there are resources available to fulfil the tourists’ needs. This method in collaborated protection of communitywill lead them to the mutual benefits for based tourism. all nearby communities whether it be 92 CBT How to Become Sustainable?

National Benefit

Strong communities could provide their members good life, ability to manage the asset by themselves, sense of pride in their homeland, and knowledge community development. The system will also help people understand their local identity and have ability to produce high-quality products to create a sustainable income. This development commences

within small communities and grows to be the strength of the whole country.

Every process of CBT is an essential part that forms the systematic development leading to the substantial and sustainable progress. The important points in holistic community development are as followed:

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Working Towards the same direction The government’s community-based tourism policy enables the integration of all related government sectors to work in the same direction. With the collaboration between all parties, the whole picture of Thailand’s tourism industry development plan becomes more concrete whether it

be mainstream tourism, transportation, or collaboration from the local communities. The plan will lead to an equitable distribution of the tourism-generated benefits and income to the local communities. This is the change originated from the country-scaled policy to develop every small community using the same framework.

National Benefit

Community-based management for its own strength Self-sustainable communities, who are the rightful owners of the local tourism resources, can manage their own tourism activities under a standardized tourism management system without relying on the budget from the government. When tourists gain knowledge from travelling to the communities, people in the communities become aware of the importance of conserving environment in their neighbourhood. These communities will not only survive without the needs of resources from the government, but they will also be an important workforce to drive the country forward.

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Conservation Alongside Tourism Community-based tourism is one of the tools to create self-sustainable communities and to conserve the traditional arts and nature in the area. Each community will come up with a suitable resource management system which allows the community to maximize the benefits for its people and to adapt to any future changes with a good understanding of the value of the traditional culture and ways of life. They will also teach the tourists to appreciate the community’s long-standing civilization which is admired by many countries.

Young Generation are the Heart of Sustainability Community-based tourism is one of the tools to allow young people to inherit their local resources. In the other words, youths play an essential role in developing a community-based tourism. The strength within the community will eventually become the nation’s strength from generation to generation.

Therefore…

Community-based tourism is not only for community development but is also for the strong bond between the country and the communities which develop alongside with each other. Together, we could achieve a stable development from the community’s member involvement, prosperity from discovering the value of resources that inherit from generation to generation and sustainability of learning to rely on ourselves, utilize what we have and add more value to our resources.

Stability: Communities become strong and united Prosperity: Equitable income distribution to develop the economic from the fundamental Sustainability: Balance in nature Happiness of the people Communities development based on the local identities and resources

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CBT FOR TOMORROW From Chapter 1 to Chapter 4, we have learned that Community-Based Tourism aims not only for the present but also foresee the future sustainability of economy, society and environment.

To illustrate the point, we have the interviews of 5 people from different organizations. Each of them plays an important role in the country’s tourism development in different ways: promoting the policy, planning tourism trend development, increasing the number of tourists, creating marketing campaigns, and challenging the trends of CommunityBased Tourism Development in Thailand.

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S TA B I L I T Y, PROSPERITY & S U S TA I N A B I L I T Y TOURISM It is undeniable that Tourism is one of the most important Government’s key economic policies to promote economic development toward stability, prosperity, and sustainability. Mrs Kobkarn Wattanavrangkul, the Minister of Tourism and Sports of Thailand, is committed the

country's tourism, development with multidimensional plans and objectives including promoting income distribution reducing the social disparity and promoting economic self-sufficiency with stability, prosperity and sustainability to local communities.

Thailand's Tourism Development Plan

Ministry of Tourism and Sports has presented a 20-year roadmap for developing the country’s tourism. The roadmap pursues short-term goals of 5 years (2017-2021), medium-term goals of 10 years (2017-2026) and long-term goals of 20 years (2017-2036).

Short-term goals of 5 years (2017-2021)

• Increase per capita expenditure of the tourists to promote quality tourist.

• Increase the country’s rank in travel and tourism competitiveness to be one of the top 30 in the world or the top 7 in Asia Pacific region (compared to the 35th in the world and the 10th in Asia Pacific region in 2015) • Enhance the tourism- generated income and benefits distribution to local communities at least 39 provinces. (to increase from 29 provinces in 2015 which had tourism-generated income of more than 6,000 million baht • Promote the environmental sustainability in Thailand’s tourism industry to be ranked as one of the best 100 in the world. (compared to the 116th in the world in 2015) • Thailand becomes the gateway to the tourism in CLMVT countries. (Cambodia, Laos, Myanmar, Vietnam, and Thailand) 98 CBT How to Become Sustainable?

Mrs. Kobkarn Wattanavrangkul Minister of Tourism and Sports

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Medium-term goals of 10 years (2017-2026)

• Thailand is in the forefront among popular destinations in ASEAN region for at least one more segment apart from Cultural tourism, Beach tourism, and Medical tourism.

• Thailand receives at least one more main geographical group and the expenditure per capita and per trip continuously increases from the main groups.

• Set and develop more tourism areas, focusing on linking with current tourism areas • Tourism remains to be the main engine to drive economic development and reduce inequality within the country, by local communities ready to lead tourism development.

• Every segment is involved in promoting a sustainable tourism.

• Thailand is the gateway to ASEAN tourism.

Long-term goals of 20 years (2017-2036)

• Thailand is in the forefront among popular destinations in ASEAN region for at least two more segments apart from Cultural tourism, Beach tourism, and Medical tourism.

• Thailand receives tourists from all around the world The expenditure per capita and per trip continuously increases from all groups of tourists.

• All provinces have developed from the potential and identity of each provice.

• Tourism is the cornerstone of economic and social development.

All citizens are involved in developing and driving the tourism industry.

• Thailand is one of Asia Pacific’s leaders in terms of sustainability in tourism industry • Thailand is the gateway to Asia tourism.

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Roles of Community- Based Tourism (CBT)

Community- Based Tourism has increased its significance and is considered to be a driving force mechanism of Thailand tourism industry development. If Community-Based-Tourism is developed to a higher level, there will be well-distribution of tourists from the major cities and tourist destinations to local communities. In addition, it will not only reduce the congestion and environmental problems in the big cities but also bring local communities more benefits or main income directly from the tourists themselves. This will result in income distribution and social inequality elimination which are the main government’s objectives.

Community- Based Tourism promotion guideline

Promoting Community-Based Tourism is a key policy of the current government under the leadership of Prime Minister, Prayut Chan-Ocha). Its objective is to develop each and every community to have sustainable wealth. Moreover, the government by National Policy Committee for Tourism has appointed sub-committee for Community-Based-Tourism, with the representatives from all relevant sectors to determine the direction of Thailand's tourism development. Recently, there is another team appointed to drive a marketing development for CBT, to promote community attractions throughout the country to become more well-known.

The Ministry of Tourism and Sports has assigned various affiliated state agencies to promote and support CBT such as Department of Tourism will support the development of tourist attractions in the community by developing tourism facilities, training and developing personnel in the community to have knowledge of tourism development planning, tourism management, and finally to be a good host. Office of Tourism in each province will give guidance and coach the community. Tourism Authority of Thailand (TAT) will promote the community attractions such as the current Village to the World project. Moreover, TAT will cooperate with DASTA to drive more concrete tourism that would benefit the community.

Factors contributing to a successful Community- Based Tourism

The key factors are developing the potential and providing the right knowledge to people in the community, to be able to self-manage the community attractions in the long run, having a new generation to take part in planning and developing and employing communication technology to increase marketing channels. Most importantly, the community needs to find its identity, highlight or selling point (Gimmick), then create stories in order to bring interesting attractions to the light and make them memorable to the tourists.

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Finally, DASTA’s ultimate indicator is the happiness of local communities and their tourists

LO C A L COMMUNITIES’ HAPPINESS IS OUR HAPPINESS From national policy to practice by Designated Areas for Sustainable Tourism Administration (DASTA) is a state agency that is ready to listen, guide and support the communities in designated areas to sustainably manage the Community-

Based-Tourism (CBT). During the past 14 years, DASTA, with the lead of Dr. Nalikatibhag Sangsnit, had an outstanding performance based on the happiness of local communities and their tourists as the most important indicator.

14 years of DASTA

DASTA plays an important role in the development and the tourism management of six designated areas and other potential areas for sustainable tourism. We develop the need to supply in the tourism industry, enhance the potential and capacity of a community for tourism, and improve the community attractions to maximize the benefits and reduce the negative impacts on economic, social and environmental aspects of the community according to academic standards and global standards of Global Sustainable Tourism Council (GSTC).

Finally, DASTA’s ultimate indicator is the happiness of local communities and their tourists.

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Dr. Nalikatibhag Sangsnit Director- General Designated Areas for Sustainable Tourism Administration (Public Organization): DASTA

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For sustainable tourism, DASTA hold the principle to develop people before resources and value of the tourist attractions

DASTA mission

It is divided into two parts. The first part is designated area management which requires coordination from associate and network to drive the success per the master plan. This is a top-down approach.

The second part is tourism development by local communities which is a bottom-up approach. DASTA will approach the community, listen to their need but it requires local people to drive the success as it is their home and resources. DASTA has the duty to listen, guide and support local communities, encourage them to do the right things by focusing on participatory process to achieve sustainable tourism.

Therefore, DASTA approach is in the nature of Matching Fund. Assume that we promote one tourism activity with the budget of 10 million baht, we will ask them to invest with us to guarantee that they have agreed upon the activity and would like to own it. We then gradually reduce our support until they can carry out the activity on their own because they want to do it, know the entire process and are able to carry on with it. Most importantly, they must know how to collect the benefit from each activity.

Working principles

For sustainable tourism, DASTA holds the principle to develop people before resources and value of the tourist attractions. Then, we market based on the resource availability through our associate and networks. The challenge lies in smooth cooperation of the main tourism state agencies, including the Ministry of Tourism and Sports, Department of Tourism and Tourism Authority of Thailand (TAT) with DASTA in the central for integration.

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Start the tourism by local communities

The community must begin with the establishment of a community tourism promotion club and share a clear responsibility among members. Then employ the GSTC criteria (5 aspects, 100 points), as a guideline for initial self-evaluation. Finally, design club strategy.

Once all process has been done, DASTA will start to support to enhance their potential and follow the designated strategy.

CBT in the present

Community-Based-Tourism is not a mainstream tourism; however, it is a type of tourism where tourists travel to a community and join unique and valuable tourist activities. Is this a trend? Yes, it is because tourists are now avoiding regular conventional tourism.

From Thailand to Lao PDR

Lan Xang Cultural Square project starting from Loei, Nong khai, Chaiburi, Luang Prabang ending in Vientiane, has a significant progress according to the Government policy towards ASEAN, “One Destination�. This policy links Thailand and Lao PDR together. Currently, CBT Thailand has transformed into CBT Lan Xang. Lao PDR government has built up the knowledge from Thai Community-Based-Tourism which has gone through trial and error. This is a good sign of forwarding knowledge from domestic-level to the regional level.

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Tourists experience the local lifestyle that local communities arrange and manage.

THE SECRET TO SUCCESS The road to success for Tourism the secret to this community’s success?

Promotion Club of Sukhothai Muang Kao Mr. Ponglert Chalermsiriroj, President of Community is not on the bed of roses. the club will give us the answer.

It has been through trial and error. What is

Community-Based Tourism as a tool for community development

Currently, Thailand’s main income is tourism and Sukhothai is a major tourist attraction, recognized as World Heritage Site by UNESCO. It attracts both Thai and foreign tourists to visit, However those revenue has never fallen directly to the local community. Therefore, Community-Based Tourism is an opportunity to, on the one hand, generate revenue for local people, and on the other hand, introduce local experience and local lifestyle for visitors.

Local community plays the important role to arrange and manage its tourism, which will result in cultural conservation values, passion for their hometown, community harmony, happiness, sustainability as per the government’s policy.

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Mr. Ponglert Chaloemsiriroj Head of Muang Kao Sukhothai Community-Based Tourism Club

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Head of Muang Kao Sukhothai Community-Based Tourism Club

We create a working group and develop their potential to be able to manage the CBT. The team have to discuss and share opinion with local people in the community to build the mutual understanding, create network of working group, expand the team, and finally design the travel route. They also have to self-assess to find rooms for self-improvement and the way to improve. This working group will connect with local authorities, such as, the municipality of the Muang Kao community.

The most difficult aspect of Community-Based Tourism

The local political conflicts, the misunderstanding of some local people or some state agencies that adhere to the same model and have no intention to change are difficulties for promoting CBT. The Tourism Promotion Club of Sukhothai Muang Kao Community, then has to visit local people in the community to discuss and explain to involve them in the working group and finally disperse the income generated fairly. Once the team has proven that the CBT is self-managed and successful, it implies that the community can live sustainably.

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Everyone is involved in making decisions, co- design and plan the travel route

Occurring changes from Community-Based Tourism

The community earns extra income from tourism which will result in local community’s happiness. They will truly understand the importance of CBT. Tourists can independently and easily access community attractions. Nowadays, there are local authorities who are assigned to help community manage the budget and enhance the income generation from tourism.

For example, local walking street, open individual house for tourism like in Ban Mai Trapangtong Community where visitors can learn about chinaware production. There are also classes where visitors can paint their own chinaware. Another change is that the local communities see the importance of improving the scenery, they clean their own houses and focus on environmental beauty.

Factors to the sustainable Community-Based Tourism

The local communities must truly understand what CBT is and people in the community should involve in any decision making, and activities to design the travel route in order to spread the revenue evenly which will lead to the community harmony and happiness.

Problems from Community-Based Tourism and solutions

When local communities do not truly understand the CBT, have no clue of how to manage and do not listen to any suggestions, problems would occur. Therefore, we have to set up rules and development scheme for working group to enhance their potential and understanding on a regular basis.

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Visitors learn the true local beauty

CBT IN THE NEXT STEP We cannot deny that in the past 10 years, Community-Based Tourism Institute or CBT-I plays an important role to incorporate academic knowledge with research methodology in order to develop Thailand Community-Based Tourism and enhance its capability to international level. According to Ms. Potjana Suansri,

the former director of Community-Based Tourism Institute (CBT-I), apart from fostering the local communities to be able to manage and sustain the tourism, educating tourists and cooperating with our neighboring countries are important and we shall not overlook them.

The simple meaning of Community-Based Tourism

Tourism in which local people manage and receive directly the benefit, while the tourists will experience the true local beauty.

Knowledge of Community-Based Tourism Institute (CBT- I)

CBT- I knowledge consists of 3 main parts; 1. Community preparation to enhance its capability to receive tourists (Product). 2. An appropriate marketing campaign to seek for the right channel and target group (Marketing). This will connect to the community’s requirements and tourists’ demand, then create a knowledge exchange for improvement. 3. Tourism management (Operation) to receive tourists to the community with positive results both for community and tourists.

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Ms. Potjana Suansri Former director of Community-Based Tourism Institute (CBT-I)

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Initiation of Community-Based Tourism

Not all communities can be chosen for CBT, hence it is necessary to have criteria to select a community that is outstanding and suitable to develop. When a community passes all criteria, we must find out what their motivations for CBT are, and whether they understand both positive and negative aspects of CBT. They should look into both sides and understand all the aspects.

CBT will be possible, not only by the input of a leader but the whole community needs to be ready and works hand in hand with appropriate process and proper knowledge and experience. Moreover, the understanding mentor is also needed because CBT is not just a product to sell but it is to develop the community itself. In order to capture the right target group, they need to understand tourism marketing.

A successful Community-Based Tourism

It is difficult to determine which community succeed or fail because some communities initially succeeded, and became popular but later the communities weakened. We should focus on the success factors to understand what the driving forces are, whether they have failed, what solution they took and how to maintain the success.

Success is difficult to determine because sometimes it is from the outsiders’ perspective, considering only the volume of tourists. However, the truth is quality of tourists, community’s happiness and successfully preserve the traditional way of life are the main factors to determine success.

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The community must have the courage to pause for breath, and not blindingly go forward without stepping back Challenges to develop Community-Based Tourism to sustainability

Community-Based Tourism can be sustainable when it is developed consistently with local way of life, and when there is a clear goal. In addition, it is necessary to track, constantly take lessons from each event and answer these questions; 1. Can the community maintain natural and cultural identity? 2. Is there a good management scheme? 3. Is there a new generation in succession? 4. Is there a sense of community? Due to the ugly truth that CBT is not in everyone’s interest, we found that sometimes CBT is used for personal benefit.

Once evaluate the answers, if the results are different from the design objectives or there has been the negative aspect generating from ineffective management, the community must have the courage to pause for breath, and not blindingly go forward without stepping back.

Development trend of Community-Based Tourism in Thailand

If we follow closely with the guideline from CBT-I or DASTA, there will not be any major mistake. For example, GSTC criteria, which complies with international standard (See Thailand Community-Based Tourism Development Criterias in pages 58-59), is an answer for local sustainable management. It takes into account the environment, economy, quality of life, tourism and services.

In addition, the community must have a knowledgeable and recognized core, including marketing knowledge because when CBT has become a trendy activity, we should be able to reserve the trend, and know how to approach the target group. These people are interested in learning the essence of local communities, whether it is environmental management issues or interesting local products. The target group is also identified to be humble and respectful.

For marketing knowledge, this may require an organization to seriously take care of, not only providing information but educating tourists in order to meet the quality of tourism.

In the future, the next step of CBT should be more profound in terms of landscape architecture, roles of women at work, and cooperation with neighboring countries, whose people shared history with us to bring peace and better international relations.

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Community-Based Tourism responds to this very demand.

LO C A L EXPERIENCE IS IN THE LIGHT Another interesting perspective is from a new generation Entrepreneur Ms. Achiraya Thamparipattra, the CEO & Co-Founder HiveSters Co.,Ltd, a travel company whose primary mission is to

create a sustainable tourism in Thailand.

She appreciates that nowadays more Thai people turn their attention to CommunityBased Tourism.

Community-Based Tourism trend

Current global travel trends have changed. Tourists begin to shift from conventional tourism of destination base to focus more on experiences. Local experience has become more popular because tourists want to learn and understand the essence of local culture of each country, and Community-Based Tourism responds to this very demand.

Knowledge, understanding and interest of Thai People towards Community-Based Tourism

Thai people are becoming more and more aware of Community-Based Tourism from different organizations going into local communities to do activities that serve social purposes (CSR). Now tourists visit local communities on a regular basis which is a good sign. There are families who want their kids to experience more outside the classroom, they can learn about forest and local cultures with local people. Beside, there are urban people who yearn for a peaceful escape to the calm nature and simplicity.

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Ms. Achiraya Thamparipattra CEO & Co-Founder HiveSters Co.,Ltd,

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่ ว ก่อนทรัพยากรและมูลค่าของแหล่งท่องเทีย The tourism market interest towards Community- Based Tourism

There is a demand from travel companies and essentially from foreign tourists who want to do touristic activities within our local communities. Many of them said that besides the temples, palaces, beaches, and mountains, they would like a profound experience where they learn more about Thailand. They would like to join local activities, and learn from local people. However, the challenges exist. There is no concrete information on what activities, where they are and how to pay. Moreover, the language barrier and service uncertainty are what need to be eliminated and then we develop the solutions for the tourists.

Community- Based Tourism and pricing

Pricing is set by value and quality of the product. Pricing can be used as driving force for sustainable tourism because it is an indicator of which target group to attract. We have to make sure which group of tourists should visit the community. For example, if we set the price too low, do we have to underprice people in the community? Will they be happy? Are the attracted customers, the qualified tourists? Will they understand what we want to present or only come to superficially visit and leave the negative results to the community?

On the other hand, if we set the price properly, we will be able to attract the right customers, qualified tourists. Those who are interested in local tourism, learning and experiencing locality.

Those who come with respect towards the community will enrich the local people, and environment.

The community will be sustainable and happy in the long run.

Popular program for Community-Based Tourism by HiveSters

It is all depending on tourists’ interest. For example, foodies will choose the community whose outstanding aspect is food, people who enjoy art and culture will focus on the community that features around that. Nang Loeng community is a good example of community that features around food and cultural performances. The price will depend on the number of tourists per trip, starting from THB 2,200 per person.

Community that answers to tourists’ demand

Achiraya believes that each community has its own strength. It is important to highlight it and convert into interesting travel programs. Also, a good storyteller, proper pricing, tourism management in the community are essential. After all, what is needed is a strong community where people have a passion to work on tourism.

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Finding process for the right tourists

Community positioning is a key. Comparable to a young couple, one tends to attract the same type. If the highlight of community is adventurous, it will need to attract quality youth tourists. Therefore, travel program, marketing campaign, storytelling, and pricing will have to be based on this target audience. For example, the itinerary will focus on adventure activities, hipster-style yet easy to understand communication, fun, exciting with middle price range that the target group can reach.

Participation of the private sector in developing and sustaining the Community-Based Tourism

The private sector can be an intermediary to connect and develop the local communities and the tourists to grow sustainably.

For community development, we can use the experience from tourism industry to understand both Thai and foreign tourists’ demand, use ideas of new generation, make the outstanding travel programs, employ management system, enhance storytelling skill and improve communication skill incorporating with marketing skill.

For tourist development, we can raise awareness of sustainable tourism. For example, before any activity, we can briefly explain about sustainability and its importance and how the tourists can contribute through travelling. Similarly, for organic farm tour, we can provide overview knowledge, pros of organic farm and cons of chemical-used farm Hence, the tourists will understand and learn with great fun during the tour.

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Special thanks to Mrs. Kobkarn Wattanavrangkul (Interview) 15 June 2017 Dr. Nalikatibhag Sangsnit (Interview) 2 July 2017 Mr. Ponglert Chaloemsiriroj (Interview) 15 July 2017 Ms. Potjana Suansri (Interview) 13 July 2017 Ms. Achiraya Thamparipattra (Interview) 2 July 2017 Bibliography Redesign Tourism: Designated Areas for Sustainable Tourism Administration (Public Organization), 2015 Community-Based Tourism: Designated Areas for Sustainable Tourism Administration (Public Organization), 2015 Enjoy Community-Based Trips with DASTA: Designated Areas for Sustainable Tourism Administration (Public Organization), 2016

Community-Based Tourism enhances the economic, social and environmental balances. We work on tourism but it is not for tourism. Essentially, we strengthen local communities to become self-reliance with the ultimate goal of Sustainable Thailand.

Dr. Nalikatibhag Sangsnit

เที่ยวชุมชนไปกับคน อพท.

www.dasta.or.th

Director-General Designated Areas for Sustainable Tourism Administration (Public Organization): DASTA