COMMUNITY BASED TOURISM TRAINING MANUAL
TRAINING MANUAL INDEX05 TRAINING PARTICIPANTS 25 LOGISTICS AND QUALITY CONTROL08 COMMUNITY BASED TOURISM 26 FOOD STYLING09 SOCIAL IMPACT 40 FOOD CARVING11 TRAINING PROGRAM 43 CRAFTS12 WHO ARE LOCAL FRIENDS? 58 ACCOMMODATION13 LOCAL COMMUNITIES 61 TRANSPORTATION14 TOURISM EXPERIENCE 62 HOW TO SET A PRICE TO YOUR TOUR20 TRAINING MANUAL PACKAGE?22 TOUR PACKAGE DESIGN 67 MARKETING: TIPS TO ATTRACT TRAVELERS TO YOUR TRIP OR BUSINESS 2
WHY IS BURIRAM A SPECIAL PLACE TO VISIT? 3
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TRAINING PARTICIPANTS LOCAL FRIENDS AKELADA HOTELMs Thunvalai Tatsanasonvijan (YIM) Dr.Nutcharaporn Krittayaruangroj (Nutch)Ms.Kamonwan Kakarndee (Sa) Ms. Pornpilai Timjaiboon (Pom) KOK-MUANG KOK-MUANG VILLAGE FOOD VILLAGE FOOD CARVING STYLING WORKSHOP Ms. Ampai JanwongMs Thunvalai Tatsanasonvijan (YIM) Ms.Samlee Sriritara 5
TRAINING PARTICIPANTSNONG TAKAI CHAROEN SUK VILLAGE VILLAGE Silk artisans Ms. Samrouy Srimarueng Ms. Sri Tunnauk BAN SOA RESTAURANT FOOD STYLING Ms.Prapaporn Naroprakorn 6
WHAT IS THE DIFFERENCE BETWEEN COMMUNITY BASED TOURISM AND MAINSTREAM TOURISM? 7
COMMUNITY BASED TOURISM“Community based tourism (CBT) is a form of tourism that seeks toempower communities to manage tourism growth and achieve communityaspirations relating to their well-being, and includes economic, social andenvironmental sustainable development.”- ASEAN Community BasedTourism Standard 8
SOCIAL IMPACT CCDKM and VLT connect local communities with global visitors. Through their local friends, global visitors learn about Thai culture, heritage, crafts and arts, food and lifestyle. 9
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TRAINING PROGRAMS THE JOURNEY BEGINGSCCDKM training programs consist in COMMUNITY TOURISM CAPACITYforeseeing and identifying the potential of BUILDING TRAININGS INCLUDE:each community, the experiences to offerand the destinations in Thailand and other > INSPECTION OF THE VILLAGESASEAN countries which meet the demandof international travelers.OPPORTUNITY > IDENTIFICATION OF A COMMUNITY AMBASSADOR OR LOCAL FRIENDCCDKM trainings represent an opportunityto 1) improve the quality of tourism > IDENTIFICATION OF COMMUNITYexperiences at the local level, 2) revitalize MEMBERS WILLING TO PARTICIPATE INthe local economy, 3) alleviate poverty, 4) THE COMMUNITY BASED TOURISMpreserve culture and traditions, and 5) INITIATIVEcreate employment opportunities for localcommunities.CCDKM supports the community > ASSESSMENT OF THE EXISTIINGmembers in developing business RESOURCES, SERVICES, NATURAL ANDstrategies to meet the market demand and CULTURAL ATTRACTIONSenhance their entrepreneurial skillsthrough hands on experience trainings and > FACILITATION OF LOCAL PARTNERS INonline learning courses in: Tour Package THE CONCEPTUALIZATION, DESIGNDesign, Product Development, Brand AND IMPLEMENTATION OF QUALITYIdentity, Advertising and Digital Marketing, TOURISM EXPERIENCESBasic Research and Consumer Trend,Price Strategy, and Digital Photography. 11
WHO ARE LOCAL FRIENDS?CCDKM identifies a local friend or tour planning and coordination amongcommunity ambassador who has a deep community stakeholders.understanding and knowledge of thecommunity, the culture, the surroundings 12and heritage of the destination. CCDKMfacilitates the local friends by providingcapacity building training opportunities toincrease their skills and knowledge in:tourism operations and managementskills, logistics, day-to-day tasks ofcustomer service, money management,
LOCAL COMMUNITIESCCDKM makes sure that the locals their lifestyle. Local communities willunderstand cross cultural differences and demonstrate travelers their local practices,that the community lifestyle is respected how to weave textiles using the tools ofby the visitors on their arrival. Local their ancestors, weaving with thecommunities who are taking part in the traditional wooden looms, share theircommunity based tourism experience are knowledge of handmade textiles andcoached by the community ambassador natural dyeing process.on how to welcome visitors in their homesand villages and make them feel part of 13
TOURISM EXPERIENCESWorking creatively together, brainstorming and mindmapping, CCDKM and the local friends design nicheexperiences which highlight the local communities’ identityand uniqueness. LOCAL ATTRACTIONS INCLUDE: 14
CULTURALCULTURALHistoric and cultural sites,spiritual sites, temples,churches, mosques,monuments and historicalbuildings. 15
NATURAL PHOTOGRAPHY©SUDKHETT PITAKPLANGAUL NATURAL 16Landscapes, national parks,trekking in forests, mountainshiking, waterfalls, hot springs,kayak in the rivers, lakes, floraand fauna.
MARKETS LOCAL MARKETS Walk through local markets, rich of fresh vegetables, herbs, fruits, spices and products from the area. Cooking classes and food tasting activities are often included in the commu1n7 ity based tourism experience.
EVENTSSPECIAL EVENTS 18Participation in localcommunities’ ceremoniesand special eventsoccurring during the year.
ARTS | CRAFTS | TRADITIONSVisit to villages where localcommunities produce crafts withtraditional skills and knowledgepassed on from generation togeneration. The experienceincludes workshops in indigodying, natural dyes, silk andcotton weaving, jewelry making,pottery, and food carving. 19
TRAINING MANUAL 20
HOW DO YOU DESIGN A TOUR PACKAGE? 21
TOUR PACKAGE DESIGN CREATING MEMORABLE EXPERIENCESCCDKM role is to facilitate local communities Local friends are able to learn the skills of digitalin communicating their experiences, heritage photography for tourism and communicate theirand traditions to both domestic and powerful stories though images;; promote theirinternational markets. CCDKM assists local destinations through Very Local Trip onlinefriends in designing and packaging their tours, platform;; create awareness about charming andcreating valuable visual and written content to unique sites not yet promoted on mainstreamattract the target visitors to book their local tourism channels.trip. 22
TOUR PACKAGE DESIGN BRAINSTORM AND MIND MAPPING STAKEHOLDERS LOCAL FRIENDS ACCOMMODATION: TRIP DURATION HOTELS, GUESTHOUSE, BURIRAMWORKSHOPS AND TRIP RESORTS ACTIVITIES LOCAL RESTAURANTS TRANSPORTATION: MARKETING FOOD & BEVEREGES CAR, MINI VAN SOCIAL MEDIA COSTS CULTURAL PR SNACKS ATTRACTIONS PARTNERS NATURAL BUDGET ATTRACTIONS VILLAGES TO VISIT SPECIAL EVENTS 23
WHAT DO INTERNATIONAL TRAVELERS EXPECT DURING THEIR STAY IN BURIRAM? 24
LOGISTICS AND QUALITY CONTROLIn the stage of designing a CBT LOCAL PARTNERS WILL BE IN CHARGEexperience and travel package, CCDKM OF PLANNING:and local partners identify the logistics andservices for a high-quality experience and > FOOD AND BEVEREGESmake sure that infrastructures, food andbeverages (cafes, street food and local > CRAFTS, PRODUCT DISPLAY,restaurants), accommodation (resorts, WORKSHOPShotels, homestays, and guesthouses),transportation services (vans, private cars, > ACCOMMODATIONboats), crafts and creative workshops aremanaged responsibly by the local > TRANSPORTATIONstakeholders. 25
FOOD STYLING FOR TRAVEL AND HOSPITALITY 26
FOOD AND BEVEREGESLocal friends are responsible for planning Food and beverage training also includesfood and beverage (F&B) services during the pricing out meals, consultancy on foodtrip duration. Local friends will select typical presentation and that visitors’ dietaryrestaurants and ensure that F&B will follow preferences are met (vegetarian, vegan, halal).hygienic food preparation standards;; menudesign that reflects traditional cuisine andmeals;; sufficient food and beverages providedto visitors, including snacks during the trip;;dining areas and other facilities aremaintained cleaned;; exchange local foodknowledge between hosts and visitors. 27
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FOOD PHOTOGRAPHY BE AN ARTIST AND EXPRESS YOUR CREATIVITY THROUGH FOOD PHOTOGRAPHY 29
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FOOD PHOTOGRAPHY IT’S NOT JUSTWHAT YOU HAVE IN A PLATE. IT’S ALL THE DETAILS AROUND IT. 31
✗HOTOGRAPHY©www.aveceric.com PHOTOGRAPHY©mostthingsthai.wordpress.com32
✗ PHOTOGRAPHY©norecipes.comPHOTOGRAPHY©www.howsweeteats.com33
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✗35PHOTOGRAPHY©blog.seasonwithspice.com
PHOTOGRAPHY©thewoksoflife.com PHOTOGRAPHY©circahappy.com36
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39PHOTOGRAPHY©OVERSTOCK.COM
CRAFT YOUR FOOD STORYTELL ABOUT YOUR CULTURE THROUGH INGREDIENTS AND FLAVORS 40
CARVING THEINGREDIENTSKae Sa Luk is a centuries-old Thai tradition of 41transforming fruits and vegetables into elaboratepiece of art. Chef Thunvalai Tatsanasonvijan willintroduce travelers to the essential food carvingskills and techniques needed to turn ingredientsinto creative designs.
FOOD CARVING WORKSHOP KEEP IN MIND …COST OF TRAINER NUMBER OF GUESTS DURATION: MAX 2 HOURSHYGENE STANDARDS FOOD CARVING TRAINER UNIFORM WORKSHOP LOCATION: LOCAL FARM OR ANY SPACE WITH THE RIGHT ATMOSPHERE CARVING TOOLSCOST OF INGREDIENTS APRONS FOR GUESTS INGREDIENTS 42
CRAFTSHOW DO YOU PROMOTE YOUR TRADITIONS AND CRAFTS TO INTERNATIONAL VISITORS? 43
1. A NAME THAT PEOPLE CAN IDENTIFY WITH THE PRODUCT OR SERVICE 2. SIMPLE NAMES THAT CAN BE REMEMBERED 3. UNIQUE NAMES NAME IDENTITYADVERTISING BRANDING DESIGNMARKETING STRATEGY LOGO 44 A SYMBOL OR DESIGN THAT IS USED TO IDENTIFY A COMPANY, PRODUCTS AND SERVICES
CASE STUDY : KUNA A BRAND WHICH PROMOTES HIGH QUALITY GARMENTS PRESERVING THE ANCIENTKNOWLEDGE AND TRADITIONS OF THE INCAS. 45
CRAFTS ARE A CHANNEL THROUGHWHICH YOU CAN TELL YOUR STORY AND TRADITIONS 46
HOW CAN YOU SELL YOUR CRAFTS TO INTERNATIONAL TRAVELERS? 47
TRADITIONS ARE UNIQUE. TRAVELERS “EXCLUSIVITY MAKES YOU DIFFERENT”.WANT TO BUY A PRODUCT WITH A SOUL, TRAVELERS WANT TO BUY A PRODUCT THATA STORY BEHIND IT. IS MADE OF QUALITY. A PRODUCT THATA PRODUCT THAT WILL REMIND THEM OF DISTINGUISHED ITSELF FROM THE OTHERSTHEIR SPECIAL EXPERIENCE IN YOUR AND THAT IS COMFORTABLE TO WEAR.VILLAGES ONCE THEY GET BACK TO THEIRHOMES.PRODUCT DISPLAY IS VERY IMPORTANT PRODUCT PICTURES NEED TO TRANSMITTO MARKET AND SELL YOUR PRODUCTS. A FEELING ABOUT THE PRODUCT.PRODUCTS SHOULD BE DISPLAYED IN AN “FEEL WITH YOUR EYES”- THE SCARFORGANIZED AND ATTRACTIVE WAY. ADVERTISED IS SO SOFT AND LIGHT. 48
INSPIRATION FORPRODUCT DISPLAY 49
CASE STUDY : JIM THOMPSONA BRAND WHICH PROMOTES HIGH QUALITY GARMENTS PRESERVING THE ANCIENT KNOWLEDGE AND TRADITIONS OF THAI A R T I SA N S. 50
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