REVITALISING COMMUNITY-BASED TOURISM – CRITICAL SUCCESS FACTORS

Abstract

Community-based tourism projects are often criticised for its high rate of failure but some are very successful. The primary aim of this study is to investigate the Critical Success Factors (CSF) of a community-based tourism (CBT) project from the perspective of local community. This study used a qualitative approach through a single case to investigate a CBT project in BatuPuteh, Kinabatangan in the state of Sabah. Five fieldwork trips were made to collect data between the years 2010 to 2012. Multiple instruments were used to collect data; in-depth interview (main research instrument), and direct observation and document analysis (supporting instruments). 54 respondents that were/are employed by MESCOT on a full-time and part-time basis were identified through nonprobability purposive sampling technique and subsequently interviewed. Recorded interviews were transcribed and then analysed using thematic analysis. The findings revealed that there are prominent CSF attributable to the success of CBT at the study site; iconic natural resources, external initiator, systematic planning, local champion, community participation, local CBT organization, gestation period, partnership with external agencies, and business model. Partnerships between CBT and government or non-government agencies are crucial throughout the lifecycle of CBT. Equally important, this study shows that CSFs are presentable in temporal form; each factor exists / occurs at a particular stage of the development path of CBT. However, a few critical factors are ubiquitous throughout the different stages of the product life cycle. Although the case study referred to a single CBT organization in Malaysia, the findings substantiate that an effective model for CBT is achievable, replicable and applicable to other places with similar enabling environments.