International Guidelines
With the introduction in 1995 of the General Agreement on Trade
in Services (GATS) and as its implications become more apparent
tourism will have to pay more attention to the various elements
of the GATS including cross border trade, consumption abroad, commercial
presence and the movement of natural persons. This international
economic structure has defined the operational parameters for global
tourism. It provides an opportunity for Jamaican tourism to expand
its horizon worldwide but this will only be possible through adherence
to international standards.
These guidelines offer some general principles and highlight some
practical considerations for community-based tourism in Jamaica.
They rely heavily on the format and suggestions put forward in WWF
International, July 2001 Guidelines for Community-based Eco-tourism
Development as a platform for the formulation of their construction.
However, the content of these guidelines are unique to Jamaica.
They provide a reference point for the many agencies that will work
as a team to develop community-based tourism on the South Coast
of Jamaica. These guidelines will also provide a reference point
for communities themselves who wish to take on the challenge of
self-empowerment.
The Guidelines are based on the assumption that the tourism agencies
will lead the process. Notwithstanding their knowledge of the Jamaica
tourism sector, these agencies need to approach community-based
tourism development with caution and the realization that it will
be a slow process. There are many issues that will be very new to
the tourism agencies but on which lay the success or failure of
Jamaica’s efforts in this non-traditional form of tourism.
In developing community-based tourism products it is essential
to understand that:
- Local conditions, culture and knowledge will influence the outcome.
- Each community has its own identify and values.
- Tourism works within a system.
- The tourism system defines the rules for local tourism.
- Developing a business is a process.
- International standards play a significant role in product development
and marketing.
- Each agency on the team has a specific role to play in the development
of the community-based tourism product.
- Failure to learn the rules and to manage effectively and efficiently
the process results in failure at the local and national levels.
It is equally important to understand the elements that will effectively
enable the process. These are:
- Commitment to the process of community-based tourism by all
stakeholders.
- The creation of a shared vision for community-based tourism.
- An agreement defining in detail the roles, responsibilities
of all parties working on a specific project and the framework
within which these parties will operate.
- Transparency in designing, executing and evaluating projects.
- Fora for periodic discussion of issues of importance to the
stakeholders.
In total there are 12 guidelines. These are grouped into four sections
that relate to different stages of development in a community-based
tourism initiative. These four groups are:
A. Considering the Potential Gain(s) to Stakeholders from Tourism.
B. Planning Tourism with Communities and other Stakeholders.
C. Developing viable Community-based Tourism Products.
D. Strengthening benefits to the Community, the Environment and
the Economy.
Although the guidelines give an overview of the process for developing
community-based tourism products it must also be borne in mind that
all standard business and tourism requirements must be factored
into all decision-making processes.
PIOJ document - Guidelines for South Coast
Project -
prepared by Carolyn Hayle
|
