Characteristics and policies of community-based tourism in the case of Jamaica

Abstract

The aim of the article is to investigate the relationship between relevant Community-based Tourism (CBT) characteristics and the Jamaican Community Tourism Policy and Strategy (CTPS) and to discuss its value in community development. This article makes a contribution towards the understanding of the role of government in the development CBT. It argues that while the Jamaican CTPS has many positive strategies, they seem to be skewed in favor of the well established and market ready Community Tourism Enterprises (CTEs). It argues that such a state of affairs risks increasing the inequality gap between the rich CTEs and the poor ones and the members involved. By inference, it also risks developing ‘elite’ CTEs. As such, the article also argues that support should be given to all CTEs in the various tiers depending solely on need. The article also posits that it is critically important to develop community tourism partnerships with government ministries and other agencies, the private sector and NGOs for the establishment of standards, assessments, branding, marketing, financing and legal issues and capacity building. The article argues that the forms and modes of capacity building and empowerment which it advocates should make communities independent in the interest of social justice. While Jamaica’s CTPS has numerous feasible strategies, it is their prioritization which is highly contestable.