The International Commercialization of Community-based Tourism, The experience of Latin America

Authors

  • Ernest Cañada Alba Sud - Reseach and Cominication, Barcelona

DOI:

https://doi.org/10.1344/ara.v5i2.19063

Keywords:

Travel agencies, Latin America, marketing, local development, community-based tourism, international tourism, tour operators, community-based tourism networks

Abstract

The debate regarding the viability of community-based tourism recognizes that marketing is a key factor affecting this tourism management model’s chances of success. It identifies, based on Latin American experiences with the model, the main actors, instruments and strategies that are enabling community-based initiatives’ market access. First, it summarizes the state of the academic debate on marketing community-based tourism. Then, it identifies the dynamics that are connecting community-based tourism with new upward trends in the international tourist market. Based on this growth in demand, processes of direct marketing by the same community initiatives, as well as by intermediary business structures that are pro-community, are becoming more relevant. Finally, it explains how these processes are influencing marketing structures in both sending and receptive countries to facilitate this emerging market segment. The various ongoing processes are still complex and contradictory, and involve new risks and challenges for community-based initiatives and their companions.

Author Biography

Ernest Cañada, Alba Sud - Reseach and Cominication, Barcelona

Ernest Cañada es investigador y comunicador social.
Trabaja actualmente como coordinador de Alba Sud. Es
investigador asociado al Centro de Análisis Socio Cultural
de la Universidad Centroamericana (UCA) en Managua,
Nicaragua, y miembro del Grupo de Investigación en
Sostenibilidad y Territorio de la Universidad (GIST) de
las Islas Baleares (UIB), España. Es miembro también
del Centre per la Sostenibilitat Territorial (CST) de
Catalunya. Reside en Centroamérica desde el año 2005.

Published

2017-05-15

How to Cite

Cañada, E. (2017). The International Commercialization of Community-based Tourism, The experience of Latin America. Ara: Journal of Tourism Research, 5(2), 33–47. https://doi.org/10.1344/ara.v5i2.19063

Issue

Section

Articles