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International Conference on Community Development Through Tourism
September 15 - 17, 2014 Hotel Sofitel Phnom Penh Phokeethra Cambodia
ASEAN
COMMUNITY-BASED TOURISM STANDARD
RW (Bill) Carter and Kym Cheatham
International Conference on Community Development Through Tourism
September 15 - 17, 2014 Hotel Sofitel Phnom Penh Phokeethra Cambodia
RW (Bill) Carter
The ASEAN CBT Standard is one of seven being prepared by the ASEAN Tourism Standards Taskforce
1. Green Hotels
2. Home Stays
3. Community Based Tourism
4. Food and Beverage Services
5. Public Restrooms
6. Ecotourism
7. Tourism Heritage
ASEAN TOURISM STANDARDS
RW (Bill) Carter
Based on 10 principles: 1. involve and empower the community
2. establishment of partnerships,
3. gaining standing,
4. improving social well-being/dignity,
5. fair and transparent benefit sharing,
6. linkages to local and regional economies,
7. respect for local culture,
8. contribution to heritage conservation,
9. quality of visitor experiences, and
10.working towards financial self-sufficiency.
ASEAN CBT STANDARDS
RW (Bill) Carter
Tourism activity, community owned and
operated and managed or coordinated
at the community level,
which contributes to the well-being of
communities through supporting
sustainable livelihoods and protecting
valued socio-cultural traditions and
natural and cultural heritage resources.
CBT definition
RW (Bill) Carter
• Multiple product types
• Initiatives ranging from developing to
established and operating
• The difficulty of quantifying performance
• The need to be inclusive and encouraging
• The need to foster continual improvement
Issues and design
RW (Bill) Carter
Criteria – 8
Sub-criteria – 23 Performance indicators – 171
Minimum requirements – 89
Advanced requirements – 52
Best practice requirements – 30
Structure of the CBT Standard
Codes of conduct
CBT Member
CBT Guide
CBT Food and Beverage Service Provider
CBT Accommodation Provider
CBT Friendly Tour Operator
RW (Bill) Carter
Performance criteria and indicators Criteria Sub-criteria Indicators
Min
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1. Community ownership and management
1.1 Effective and transparent governance arrangements exist 5 2 0 7
1.2 Legitimate establishment 2 0 0 2
1.3 Effective and transparent management exists 5 2 1 8
1.4 Effective partnerships exist 2 2 1 5
Sub-total 14 6 2 22
2. Contribution to social well-being
2.1 Human dignity is maintained 2 1 1 4
2.2 Benefits and costs are shared equitably 1 1 1 3
2.3 Links exist to regional economies 2 1 1 4
2.4 Cultural integrity is maintained and valued cultural traditions are enriched
3 2 1 6
Sub-total 8 5 4 17
3. Contribution to conserve and improve the environment
3.1 Natural resources are being conserved 1 2 1 4
3.2 Conservation activities to improve the environment 4 1 2 7
Sub-total 5 3 3 11
4. Encouragement of interaction between the local community and guests
4.1 Guest and local community interaction exists 2 3 3 8
4.2 Sustainability of Community-Based Tourism products 1 1 3 5
Sub-total 3 4 6 13
RW (Bill) Carter
Performance criteria and indicators Criteria Sub-criteria Indicators
Min
imu
m
req
uir
emen
ts
Ad
van
ced
req
uir
emen
ts
Bes
t p
ract
ice
req
uir
emen
ts
To
tal
1. Community ownership and management
1.1 Effective and transparent governance arrangements exist 5 2 0 7
1.2 Legitimate establishment 2 0 0 2
1.3 Effective and transparent management exists 5 2 1 8
1.4 Effective partnerships exist 2 2 1 5
Sub-total 14 6 2 22
2. Contribution to social well-being
2.1 Human dignity is maintained 2 1 1 4
2.2 Benefits and costs are shared equitably 1 1 1 3
2.3 Links exist to regional economies 2 1 1 4
2.4 Cultural integrity is maintained and valued cultural traditions are enriched
3 2 1 6
Sub-total 8 5 4 17
3. Contribution to conserve and improve the environment
3.1 Natural resources are being conserved 1 2 1 4
3.2 Conservation activities to improve the environment 4 1 2 7
Sub-total 5 3 3 11
4. Encouragement of interaction between the local community and guests
4.1 Guest and local community interaction exists 2 3 3 8
4.2 Sustainability of Community-Based Tourism products 1 1 3 5
Sub-total 3 4 6 13
5. Quality tour and guiding services
5.1 Ensuring local guide quality and expertise 3 2 1 6
5.2 Managed tours and activities to ensure quality 5 4 4 13
Sub-total 8 6 5 19
6. Quality food and beverage services
6.1 Ensuring food and beverage service provider quality 3 2 1 6
6.2 Managed food and beverage services to ensure quality 12 3 1 16
Sub-total 15 5 2 22
7. Quality accommodations
7.1 Ensuring accommodation service provider quality 4 1 1 6
7.2 Managed accommodations to ensure quality 16 10 1 27
Sub-total 20 11 2 33
8. Performance of CBT Friendly Tour Operators
8.1 Commitment to CBT ideals 5 2 2 9
8.2 Contribution to community and nature protection 4 5 2 11
8.3 Support for the local economy 2 1 1 4
8.4 Promotion of joy of discovery, knowledge and respect 3 2 0 5
8.5 Satisfying and safe experiences for tourists and the community
2 2 1 5
Sub-total 16 12 6 34
Total 89 52 30 171
RW (Bill) Carter
Facilitating continual improvement
1. Levels of performance – minimum,
advanced, best-practice indicators.
2. Scoring and summary reporting –
fully complies, partly complies, does not
comply, not applicable;
then roll-up reporting for each criterion.
3. Levels of recognition – registration,
endorsement, certification.
These identify areas for improvement and enable identification of times for strategic interventions (capacity building).
RW (Bill) Carter
Performance assessment
Evidence-based
Qualitative measures, supported by multiple lines of evidence (more than one form).
Forms of evidence Documentation – reports, signed codes of conduct
Photographic – particularly useful for identifying improvement in performance
Interview – with CBT members, clients, tour operators
Observation
RW (Bill) Carter
Scoring and summary reporting No criterion or indicator is considered to be more important than others. However, levels of performance are identified.
Assessments can be ‘rolled-up’ to not lose areas for improvement.
This contrasts with the weighting approach used by the ASEAN Homestay Standard.
RW (Bill) Carter
Scoring and summary reporting No criterion or indicator is considered to be more important than others. However, levels of performance are identified.
Assessments can be ‘rolled-up’ to not lose areas for improvement.
This contrasts with the weighting approach used by the ASEAN Homestay Standard.
RW (Bill) Carter
Levels of recognition
Registration (with national CBT administering authority)
Self assessment, with review – CBT initiative complies
with 60% of minimum requirement indicators and action
to achieve endorsement.
Endorsement (by national CBT administering authority)
Self assessment, with review – CBT initiative complies
with 80% of minimum and 60% of advanced
requirements, and action to achieve certification.
Certification (by national tourism organisation)
Self assessment, with third-party audit – CBT initiative
complies with 100% of minimum and 80% of advanced
indicators.
RW (Bill) Carter
Documentation
ASEAN CBT Standard CBT concept, definitions, list of
standards, codes of conduct
Checklist CBT concept, assessment process,
criteria, performance indicators checklist,
and codes of conduct.
Community Workbook CBT concept, assessment process, using
the workbook, performance indicators
checklist, and codes of conduct.
Audit Workbook CBT concept, assessment process, using
the workbook, performance indicators,
evidence.
RW (Bill) Carter
What happens next?
Review, revision, ratification by ASEAN January 2015
Testing Probably by Lao PDR and Cambodia
Review, revision As required
A copy of the documentation is available for perusal at the
registration desk.
RW (Bill) Carter
Thank you
Acknowledgements
Ad hoc working group for the ASEAN CBT Standard.
ASEAN Secretariat, especially Mr Eddy Krismeidi
Soemawilaga and Ms Dory Widyanasari.
Ministry of Tourism, Cambodia, especially Mr Sokhom
Thok.
CCBEN/SNV 2009 for the initial draft standards.
Sustainability Research Centre, University of the
Sunshine Coast, especially Dr Chris Jacobson.
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