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© Compete Caribbean Partnership Facility 2019

Table of Contents1. Introduction...........................................................................................................................

2. Workshop Overview..............................................................................................................2.1 Purpose......................................................................................................................................2.2 Participant Learning Objectives..................................................................................................2.3 Use of CBT Handbook and Facilitator's Tools..............................................................................

3. Notes for Facilitators.............................................................................................................3.1 Tips to Prepare Yourself for Delivering the Workshop.................................................................3.2 Use Supplemental Activities and Materials for Your Country and to Personalize the Workshop........................................................................................................................................3.3 Workshop Logistics To Do List.....................................................................................................3.4 Example Workshop Schedule......................................................................................................3.5 Tips to Set-Up for Effective Training Delivery..............................................................................3.6 Workshop Logistics Checklist......................................................................................................

4. Workshop Outline & Detailed Schedule................................................................................

5. CBT Enterprise Handbook Table of Contents.......................................................................

Note to Facilitators: The Facilitator's Guide and PowerPoint Presentation Deck are provided in e-format so you can customize them for your country, adapt to different training sessions, and personalize to reflect your experiences, interests and working

style.

Table of Contents

1. IntroductionThis Facilitator's Guide was commissioned by the Compete Caribbean Partnership Facility (CCPF) and the Caribbean Tourism Organization (CTO) as part of the Innovation for Tourism Expansion and Diversification project.

The objective of the CCPF project is to build the capacity of the CTO to enable more MSMEs (Micro, Small and Medium Enterprises) to generate more revenues from tourism. The technical cooperation agreement has three components, each of which include strategies aimed at women-owned firms (WOF). The CCPF is working in 13 countries: Bahamas, Barbados, Belize, Guyana, Jamaica, Suriname, Trinidad and Tobago, Antigua and Barbuda, Dominica, Grenada, St. Lucia, St. Kitts and Nevis, and St. Vincent and the Grenadines.

The Caribbean Community-Based (CBT) Tourism Enterprise Handbook is one of five tools prepared to support the development of CBT in the Caribbean region (see page 11 of the handbook for description of the tools in the toolkit). As shown in the chart below, the Handbook has five supporting documents, including this Facilitator's Guide.

The Facilitator's Guide was developed to assist facilitators in planning and facilitating training workshops for anyone who operates or who wants to develop a community-based tourism business using the Handbook. The target audience for the training is the owner of any CBT business, whether owned by the community, local groups, families, joint ventures, partnerships or entrepreneurs.

All of the tools were prepared by Small Planet Consulting Inc. www.smallplanet.travel (Judy Karwacki), Vancouver, Canada.

2. Workshop Overview

2.1 Purpose This workshop will introduce participants on an introductory level to a broad range of

cultural tourism knowledge and business development skills. The workshop includes review of main topics by the facilitator, group discussion, and

individual and group interactive learning activities.

Caribbean CBT Enterprise Handbook: Facilitator's Guide 1© Compete Caribbean Partnership Facility Prepared by Small Planet Consulting Inc.

http://www.smallplanet.travel/

The facilitator's guide is based on a two-day classroom-based workshop (8 hours of instruction per day) that will provide an introductory-level overview of the key topics included the Caribbean Community-Based Tourism (CBT) Enterprise Handbook.

Instead of a two-day program, the workshop can be spread over concurrent four evening sessions (4 hours each).

Holding the workshop over three days is recommended because it allows for the inclusion of a field excursion for participants, which permits learning from the Handbook to be applied in a practical situation.

The tips and the materials in the guide also can be adapted for one-to-one training and coaching, one of the most effective uses of the Handbook.

2.2 Participant Learning Objectives Learn about the tourism industry and the community-based tourism market niche. Understand the importance of cultural authenticity and how to operate their CBT

businesses in a way that is respectful of the local culture and community. Be introduced to the 'market ready model' and the service standards that international sales

partners like tour operators and travel agents expect CBT business to meet. Be introduced to Best Practice checklists of questions and considerations essential for

successful CBT business operations in key areas including business planning, product development, market development, marketing guest hosting and financial management.

Be provided with introductory-level knowledge and skills that address each of the core learning topics (11 modules).

Learn where they can connect to and find out about additional resources that can support CBT business development.

2.3 Use of CBT Handbook and Facilitator's Tools The workshop sequence, Facilitator's Guide and PowerPoint Presentation deck follow the 11

modules and cover the core topics of the Handbook. Interactive Learning Activities are included that help deepen the participants' understanding

of the topics and how to use the Handbook. Supplemental handouts are provided for some activities.

Participants will receive a copy of the Handbook so they can follow the workshop topics. In the 13 countries involved in the CCPF, participants also will receive a copy of the

Community-Based Tourism Business Support Directory for their country.


The Handbook includes Best Practice Checklists which provide benchmarks that participants can use to self-assess their CBT businesses, guide day-to-day decision making and measure future business performance. Strongly encourage participants to use the checklists during and, more importantly, after the workshop. CBT business owners and managers should revisit and update the checklists on a regular basis (i.e., quarterly or more often).

3. Notes for Facilitators

3.1 Tips to Prepare Yourself for Delivering the Workshop Read through the Caribbean Community-Based Tourism (CBT) Enterprise Handbook. Make notes about topics and concepts, especially those you do not fully understand. Consult Appendix 1: References and Resources of the Handbook to find resources in

those areas where your grasp of the content is not as strong and to deepen your understanding of how a community-based tourism business should operate.

Familiarize yourself with the Community-Based Tourism Business Support Directory for your country. (Note: applies only to countries in the CCPF project.)

Read the Facilitator Guide to solidify your understanding of the learning outcomes and the learning activities for each module.

Practice with the PowerPoint Presentation deck and the learning activities to ensure you understand and can present all the core topics that will be covered in the training.

Make the training more relevant to your specific country and/or participant group by adapting the PowerPoint slides, learning activities or supplemental materials.

Personalize the training by adding stories and examples of your own. Define the roles that you would like the sponsors or partners of a workshop to play. Consider inviting guest speakers to talk about CBT-related topics.

3.2 Use Supplemental Activities and Materials for Your Country and to Personalize the Workshop

Icebreakers are interactive and activities that help people get to know each other, 'warm-up' the workshop, and buy-into the purpose of the training. More icebreakers can be found sites like http://www.icebreakers.ws/large-group .

Locally-produced videos can be useful to use because they can help to explain and reinforce the content of handbook and break up the monotony of classroom training, especially at the end of a long day.

The official travel guide that is published by the National Tourism Office (NTO) for your country and/or easy-to-understand handouts, pamphlets, lists and other sources of local tourism information can assist with making the training more relevant to your country and are useful for encouraging discussion and participation by the participants.

3.3 Workshop Logistics To Do List Location, dates and hours of the workshop. Food and refreshments. Billing arrangements for any costs.


http://www.icebreakers.ws/large-group

Involvement of sponsors of the workshop, including opening and closing the workshop. Participant list to include name of the participant, their CBT business name, and their

level of experience with operating a CBT business. Sufficient copies of the Caribbean Community-Based Tourism (CBT) Enterprise

Handbook, one for each participant and any sponsor attendees. Sufficient copies of the Community-Based Tourism Business Support Directory (applies

only to the 13 countries involved in the CCPF.) Prepare and print any forms (e.g., registration, travel reimbursement). Prepare and print learning activity handouts and any other supplemental materials. Prepare and print any Certificates of Completion. Order and set up of flipcharts, A/V equipment, music system. Purchase other supplies such as name tags, post-it notes, markers, etc. Purchase of any incentive giveaways.

3.4 Example Workshop ScheduleDAY 1 DAY 2

7:00am – 8:00am Facilitator arrives and prepares room.

7:30am – 8:30am Facilitator arrives and prepares room.

8:00am – 8:30am Registration of participants.

8:30am – 8:50am Day 2 start-up.

8:30am – 9:15am Workshop Introduction 8:50am – 10:00am 6. Developing Your Product (continued)

9:15am – 10:00am 1. The Global Travel Industry

10:00am Working Coffee Break Announcement

10:00am – 10:45am 2. Understanding Community Tourism

10:00am – 10:45am 6. Developing Your Product (continued)

10:45am-11:00am Coffee Break 10:45am – 11:30am 7. Pricing Your Product11:00am – 11:45am 3. Protecting/Involving

Your Community11:30am-12:30pm 8. Meeting Visitor

Expectations11:45am – 12:15pm 4. Planning Your CBT

Business12:30am – 1:30pm Lunch Served on Site

12:15pm – 1:15pm Lunch Served on Site 1:30pm – 3:00pm 9. Marketing Your Product1:15pm – 2:15pm 4. Planning Your CBT

Business (continued)3:00pm – 3:15pm Coffee Break

2:15pm – 3:00pm 5. Understanding Your Markets

3:15pm – 3:45pm 10. Developing Financial Management Skills

3:00pm – 3:15pm Coffee Break 3:45pm – 4:15pm 11. Building Your Support Networks

3:15pm – 4:15pm 6. Developing Your Product

4:15pm – 5:00pm Workshop Wrap-Up

4:15pm – 5:00pm End of Day 1 Wrap-UpEvening Short Learning Activity


3.5 Tips to Set-Up for Effective Training Delivery Ideally, set-up the room in a “U” or “” shape, or similar, so all participants can see and

hear both the presenters and each other and clearly see the projection screen. Before the workshop, test all A/V equipment to ensure it is working properly. Ideally, you can tape/pin the results of some activities (e.g., participants' learning goals)

on the walls of the classroom. Ask if this is possible where you will be doing the training. Plan for smaller break-out discussion groups. Have enough room between groups so

noise from one group does not interfere with another one. Find out how to regulate ventilation/temperature. Make sure you have a plan in case there is no electricity or a power failure occurs (e.g.,

printed handouts of the slides in the PowerPoint presentation deck).

3.6 Workshop Logistics Checklist Room size fits number of people LCD Display, laptop, PowerPoint-capable

presentation software, extension cords Room set-up in a “U” or “” shape Screen (or white sheet or white wall) Comfortable chairs and table space 2 Flipchart stands, paper and markers Arrange set-up of any coffee, tea,

snacks, seating, AV needs Pens for completing registration forms,

medium-width felt pens for name tags Any supplementary materials or

learning activity giveaways 2 packages of 2” by 4” Post-It notes (or

similar size) Any forms (e.g., registration, travel

claims) and Certificates of Completion. Music player (stereo, computer, etc.) &

speakers and music for entry and at breaks (optional)

Prepare Flip Charts: "Parking lot" – For noting any questions that are outside the content of the workshop, in

order not to get sidetracked. If appropriate, can be discussed at breaks or after the workshop. Otherwise, refer person to a contact, such as the National Tourism Office.

"What I Want to Learn" – For noting what participants want to learn during the workshop, used at the beginning and end of the workshop.

Net and Retail Rate examples – Prepare as per slides #111 and #113 with dollar figures blank so group can complete pricing examples together.

ROI example – Prepare as per slide #131 with numeric figures blank so group can complete ROI example together.

Prepare participant Kits (for number of people expected): One (1) Caribbean CBT Enterprise Handbook One (1) Community-Based Tourism Business Support Directory Note paper and pen Stick-on or recyclable name tags and felt pens


4. Workshop Outline & Detailed ScheduleNOTE:- All topics and learning activities are in the same sequence as the Handbook and aligned with the sections of the Handbook.- PowerPoint Presentation Deck slides are drawn from the content of the Handbook so you should not have to refer to the Handbook to deliver the training.- Slide numbers in this schedule refer to the PowerPoint Presentation Deck. If you add or delete slides, you will have to adjust the slide numbers.- Some slides in PowerPoint Presentation Deck include additional notes for facilitators. Pre-workshop Checklist• Use the tips and checklists in Sections 3 to prepare for the workshop and ensure you have the needed materials and supplies.• Use the following checklist to ensure everything is in place for Welcome and Registration of participants:

Directional signage to training room Registration table and forms (with name tags and felt pens) Any signs and/or displays from sponsors Welcome sign (can be on flipchart or on board) Morning refreshments

Day 1 Time Topic Facilitators’ Notes and ACTIVITIES Notes7:00 Ensure room is prepared and check supplies and handouts8:00 Registration Register participants and have them complete any required forms (e.g., travel expense reimbursement). 8:30 Workshop

Introduction 1. Welcome| Introduction Short welcoming comments by sponsor of workshop, if they are in attendance, and facilitator. When introducing yourself, talk about your CBT and other tourism education and experience as well as any experience you have owning or managing a business. Explain that you understand the CBT operating environment and how you can relate to participants in the workshop. Explain the objectives of the workshop. Review Housekeeping details (i.e., washrooms, "parking lot" flip chart for questions, no cell phones in class.

Slides 1-6

2. ACTIVITY Roundtable introductions (Name, organization, community, my experience or interest in CBT is—one sentence only)

Slide 7


3. ACTIVITY: Icebreaker/team building exercise (10 minutes)Large group exercise: Have participants line up in a straight line, standing side-by-side. Then ask them to get in order of their birthdays (month and day) without talking at all. You will find they will use sign language, motions, nudges, etc. Some persons may start acting as leaders. 10-minute activity: 1 minute to set-up, 7 minutes for exercise, 2 minutes to discuss what they learned about importance of non-verbal communication, teamwork, problem solving and leadership in solving a group problem, how they felt during the exercise.

Slide 8

4. Review overall structure – explain that workshop was developed by Compete and CTO, that it's part of larger CBT toolkit and the templates can be obtained online. Explain that workshop follows sequence of handbook, it is interactive and includes different learning activities. Explain that page numbers of handbook are on slides to make it easier to follow. Overview purpose of workshop and parts of the handbook.

Slides 9-13

5. ACTIVITY: Start-up Exercise: Personal Workshop Goals (10 minutes)Discussion: Ask participants to answer question of “What are my two main goals for the next two days?” Write the responses on post it notes or flipchart sheets and keep posted on wall for workshop (if possible). Add other objectives if they are raised over the workshop. You will review these at end of day two.

Slide 14

9:15 1. The Global Travel Industry

Review Section 1 slides: cover highlights and main points onlyRemind participants that page numbers of handbook are on slides to make it easier to follow.6. The Global Travel Industry (first 3 sections) – Review the different tourism sectors used by CTO, the

global tourism scene and the impacts of tourism (Sections 1.1-1.3).Slide 16-23

7. ACTIVITY: Impacts of Tourism? (5 minutes)Discussion: Review the Rewa Impacts Best Practice and then ask group if they can provide other examples of best practices that generate positive impacts for local communities. (Up to 3 persons.)

Slide 24-25

8. Global Tourism Trends – Review Section 1.4 trends slides explaining that trends favor CBT. Slide 26-2910:00 4. Understanding

Community-Based Tourism

Review Section 2 slides: cover highlights and main points only9. What is Community Tourism? - Review Section 2.1 slides, explaining that CBT is considered to be a sub-

set of adventure and cultural tourism segments.Slides 31-32

10. Benefits, Drawbacks and Challenges of CBT - Review Section 2.1 slides covering these topics. Slides 33-3511. CBT in the Caribbean - Review Section 2.3 slides covering The Caribbean by the Numbers, the Main

Caribbean Tourism Organizations, the CTO's definition of CBT, CBT Experiences in the Caribbean, CBT Potential in the Caribbean and Best CBT Opportunities.

Slides 36-42

12. Introduce Personal CBT Business Development Action Plan – Distribute handouts and explain its purpose as learning and planning tool. Explain participants will work on it during activities in the workshop and as homework. Refer to it frequently. Ask participants to put their name on their copy.

Slide 43


13. ACTIVITY: CBT Opportunities in the Caribbean? (10 minutes)Twin Activity: As a group, ask CBT participants what experiences they are offering now or which could be offered that fall into the four priority categories. After group discussion, ask the participants to list in their Personal Action Plan any of the priority activities their own CBT business could develop and offer. 10-minute activity: 8 minutes for activity, 2 minutes for writing in Action Plan.

Slide 44

14. CBT in your country (optional and recommended) – Prepare and review slides on tourism in your country (e.g., tourism sectors used, definition of CBT, main tourism organizations, visitor numbers, origin markets, profiles, etc.). Add relevant Learning Activity related to these slides using your official travel guide or other relevant handouts. If desired and considering time constraints, can remove some or all of the slides and activities around CBT in the Caribbean.

Slide (optional)

15. ACTIVITY: Quick Summary: What have you learned so far? (5 minutes)Round-table responses: Limit to 5-10 seconds each. Ask participants to respond in a single word or phrase. This will assist you to see if you might be going too fast or if you need to make any adjustments in delivering the workshop. Also, it will make participants feel more comfortable.

Slide 45

10:45 Coffee Break Tell participants they have 10 minutes for a coffee break (5 minutes extra is given in schedule to help ensure they are back in their seats on time). Stress importance of returning on time.

11:00 7. Protecting & Involving Your Community

Review Section 3 slides: cover highlights and main points only 16. Best Practice checklists – Introduce the checklists and take the time to explain that they are useful for

business self-assessment and for day-to-day CBT business planning and operations. Encourage the participants to use them and reinforce their value throughout the workshop. Draw out a few highlights of each of the checklists during the training to show their value.

Slide 47

18. What is Cultural Authenticity? – Introduce how important it is that CBT business offers a high-quality culturally authentic experience and that the business protects and involves the community. Explain that these themes are repeated and reinforced throughout the handbook. Review ITAC cultural authenticity declaration and the Best Practice Checklist.

Slide 48

19. ACTIVITY: Discussion (5 minutes)Discussion: Ask participants what they think about the ITAC declaration and the Best Practice checklist. Do they agree with these? Are there other aspects of cultural authenticity that are important for CBT businesses?

Slide 49

20. How Can You Protect and Benefit Your Community? – Review the three types of sustainability. Then review the Best Practice checklists, drawing out a few main highlights from each of them.

Slides 51-52


21. ACTIVITY: Sharing Benefits with Vulnerable Groups? (10 minutes)Triple Activity: Form small groups to represent each community or CBT business at workshop. a) Ask participants for specific examples, ideally from their personal experience, of steps CBT businesses can take to ensure that vulnerable groups in their community like women, youth and elderly receive benefits from CBT development in the community. b) Ask them to put bullet points on flipchart paper and report out to full group. c) Ask them to note any ideas to their own CBT businesses in their Personal Action Plan. 10-minute activity: 1 minute to set up, 4 minutes for activity, 4 minutes for reporting to group, 1 minute for writing in their Personal Action Plan.

Slide 53

11:45 4. Planning Your CBT Business

Review Section 4 slides: cover highlights and main points only22. What is a 'Market Ready' Tourism Business? – Introduce the market ready model and explain that its

value is to help tourism businesses constantly improve so they can deliver high-quality, consistent and reliable experiences, which will result in consumer satisfaction and the ability to work with sales partners like tour operators, travel agents and online marketplaces. Explain that the model was created to support Indigenous Tourism development in Canada in 2006, and has played a major role in the success of Indigenous Tourism in Canada. And, that aspects of it have been used in many countries in the Caribbean. For example, it is the foundation of Jamaica's National Community Tourism Policy and Strategy. Also, it was used in a 4-year USAID program in Guyana which has been said to be the most successful international aid program for tourism ever. Other countries where the program has been used successfully include Belize, Curacao, Mexico and Chile. Review the four levels of market readiness and how the criteria in each level show improvement in the professionalization of business operations and marketing processes to reach the export market ready level, where the business can work with more demanding international travel sales distribution channels. Explain that the entire Handbook is geared to help CBT businesses reach the level of market readiness to which they aspire.

Slides 55-57

12:15 Lunch Break Tell participants they have 50 minutes for a lunch break (10 minutes extra is given in schedule to help ensure they are back in their seats on time). Stress importance of returning on time.

1:15 4. Planning Your CBT Business (continued)

23. Importance of Business Planning - Introduce the importance of business planning, explaining that hundreds of small businesses start-up each year but only a fraction succeeds. A key cause of the failures is a lack of short- and long-term business planning. Following the step-by-step processes in the Handbook helps the CBT business make good decisions so they can beat the odds and be successful.

Slide 58

23. Ten Steps to Defining Your Business Concept – Review the 10 steps. Slide 5924. Seven Steps to Starting Your CBT Business– Review the 7 steps. Slide 6025. ACTIVITY: CTE Business Planning Experience (5 minutes)Discussion: Ask participants how many of them have a written business plan, who prepared it, and how it has helped them to have a business plan. (Up to 3 people).

Slide 61


26. Business Planning – Review Section 4.3 and 4.4. Topics include the elements of a business plan, explaining that there are different ways to write a plan but that these are the main topics to be covered. Reinforce the importance of business planning to have the best chance of business success. Stress the importance of writing your own business plan, and that only a simple and well-thought out plan is needed. Review where participants can get help for their business plans.

Slides 62-64

27. ACTIVITY: Identifying Business Plan Assistance Needed (3 minutes)Two-part Individual Activity: First, ask the participants to enter 2-3 (or more) specific areas where they might need business planning assistance/support. This applies to both start-up and existing CBT businesses. Have them put the information into their Personal Action Plan.Then, ask the participants to look at the Community-Based Tourism Business Support Directory for your country and find the organizations that might help them to prepare a business plan for their CBT enterprise. Ask them to write the names of the organizations in their Personal Action Plan.NOTE: If a Community-Based Tourism Business Support Directory has not been prepared for your country, prepare a slide that provides the relevant information and have participants note it in their Action Plans.

Slide 65

2:15 5. Understanding Your Markets

Review Section 5 slides: cover highlights and main points only28. What is Market-Driven Research? Explain what market research is and how a market-based approach

helps a CBT to improve the customer experience by having better product development, marketing and service delivery.

Slide 67

30. Which Types of Visitors Have the Most Potential? Review the types of visitors with most potential. Slides 68-7232. How Can I Attract My Ideal Guest? Explain why it is important to understand your ideal guest and how

to prepare a guest profile. Give example of profile for Caribbean. Slide 73-76

34. ACTIVITY: Ideal CBT Guest Profile for My Country (10 minutes)Group Activity: Ask participants to collectively identify the traits that make up a profile of the ideal CBT guest for your specific country.

Slide 77


3:15 6. Developing Your Product

Review Section 6 slides: cover highlights and main points only32. What is Packaging? Explain why packaging is important and review the examples of packaging provided. It is recommended that you provide examples from your specific country too.

Slide 79

33. What Types of CBT Packages Do Visitors Buy? Review the 4 main types of packages bought. Also, remind participants of the types of CBT activities in the Caribbean, as identified by the Euromonitor consumer research, as previously discussed in Section 2.3: Community Tourism in the Caribbean.

Slide 80


34. ACTIVITY: Identifying Packaging Partners (10 minutes)Twin Activity: Ask participants to think of at least one business or person in their community that they might be able to partner with, and what type of package they could create and market with this partner. Ask them to write the answer into their Personal Action Plan. Next, ask who might want to share their answers with the group (up to 3 people). 10-minute activity: 1 minutes to set up, 6 minutes for individual work; 3 minutes for sharing.

Slide 81

35. ACTIVITY: Partnering with Each Other (10 minutes)Group Activity: Ask participants how they can partner with each other to create and market CBT packages. 10-minute activity: 2 minutes to set up, 8 minutes for group discussion.

Slide 82

4:15 – 5:00

End of Day 1 Wrap-Up

36. Q&A / Review / Discussion Activity (15 minutes)Group Activity: This slot is provided to enable you to deal with any questions or discuss any topics you think should be addressed to wrap-up Day 1. You can do quick review of topics if questions from participants indicate it is needed.

Slide 84

37. ACTIVITY: Evening take-away homework “assignment” (Quite easy to complete).Ask participants to think about today's topics and those planned for tomorrow. Ask them to complete the following sentence in their Personal Action Plan and bring back tomorrow morning: “To help me plan, start or develop my CBT business, after this workshop I will...”

Slide 85

38. ACTIVITY: Evening take-away homework – Personal Action PlansEncourage participants to work on their Personal Action Plans, completing areas they were unable to complete during the Learning Activity periods during today's class.

Slide 86

Day 2 Time Topic Facilitators’ Notes and ACTIVITIES Notes7:30 Ensure room is prepared and check supplies and handouts8:30 Day 2 start-up 1. ACTIVITY: Morning Workshop Exercise Facilitators: choose an icebreaking activity that works for you.

We will use “What’s your favorite community, or family, tradition?" Twinned Activity: Ask people to pair up and share their favorite tradition. This exercise will give answers about the heritage, traditions, customs and the things that bring people together in communities. Provides excellent ideas for partnering and for developing new or enhancing CBT experiences. 10-minute activity: 1 minute to set up, 5 minutes for activity work; 4 minutes for sharing.

Slide 88

2. ACTIVITY: Discuss “Homework” Assignment Results (10 minutes)Group Activity: Ask participants to share their responses. They should start to provide evidence that they understand that the workshop is as much about what happens after the workshop as during these two days. Discuss and encourage their active participation for the rest of the day.

Slide 89


8:50 6. Developing Your Product (continued)

3. Quick Review - Quickly remind participants about product development topics discussed the previous afternoon.

Slide 91

4. What Are the Essential Qualities of a CBT Product? Review the 3 essential qualities and the definitions of feasibility.

Slide 92

5. What Product Can I Offer? - Review the best practices checklist and the list of business ideas in Section 6.4, the four types of Best CBT opportunities from the Euromonitor study, and the best practices checklist from Section 6.5.

Slide 93-94

6. ACTIVITY: Community Tourism Activities Ideas (5 minutes)Group activity: First, review the list of CBT business ideas in Section 6.4. Ask participants for other CBT business ideas, including how they might be able to share with guests their favorite community/family traditions identified in the Day 2 Ice Breaker.

Slide 95

7. What are the Steps in Product Development? Except for cultural authenticity checklist (as above), review all of topics in this section from market research findings to product development checklist, steps in product development, and example experience concept and itinerary.

Slides 96-100

09:30 Developing Your Product (continued)

8. ACTIVITY: Create a Concept for an Immersive Culturally Authentic Experience – Part 1 (30 minute)Twin Activity: Split class into four groups. Each group develops a concept for a new cultural tourism experience using the Experience Development Framework template provided. 30-minute activity: 2 minutes to set up, 28 minutes for activity.

Slide 102

10:00 Working Coffee Break

Tell participants there will be no coffee break. They can help themselves to coffee and use the restrooms, etc. while simultaneously working on Activities 9 and 10.

10:00 9. ACTIVITY: Create an Itinerary for an Immersive Culturally Authentic Experience – Part 2 (45 minutes)Twin Activity: Each group develops the itinerary for their concept using the itinerary template provided. 45-minute activity: 30 minutes for activity; 15 minutes for sharing (a few minutes per group).

Slide 103

10:45 7. Pricing Your Product

Review Section 7 slides: cover highlights and main points only10. How Does the Travel Distribution System Work? Review Sales Channel Roles and the Travel Distribution

System. Slides 105-106

11. What Commissions Does the Travel Trade Expect? Review commissions expected by the different travel sales channels.

Slide 107

12. Net and Retail Rates: Explain net and retail rates using information in Sections 7.3, 7.4 and 7.5. Be sure to stress that you may have to pay taxes, and that more information on taxation and reporting is provided in Section 10.6 of the Handbook.

Slides 108-111


13. ACTIVITY: Net and Retail Rate Pricing Exercises (15 minutes)Group Activity: Calculate net and prices rates as a group using different assumptions to show how prices change when assumptions change. Complete the calculations on the flipcharts (prepare flipcharts before class).

Slides 112-115

14. Pricing – Competition and Taxes – Remind participants that they must consider what their competitors are doing. Stress that they may have to add taxes to their pricing and say more information is provided in Section 10: Financial Management.

Slide 116

11:30 8. Meeting Visitor Expectations

Review Section 8 slides: cover highlights and main points only15. What is Values-Based Guest Hospitality? Explain that the values-based concept of Host-Place-Guest

hospitality grew out Indigenous Tourism in Hawaii and that similar a similar concept, the First-Host program, has been used for over a decade to support Indigenous Tourism development in Canada. The fundamental idea is that balance is needed in the host-guest-place relationship. This nurtures connections, helps to protect the place and its people, and creates a better visitor experience.

Slide 118

16. How Can I Create a Sense of Place? Explain importance of creating a sense of place and review Best Practice Checklist.

Slide 119

17. ACTIVITY: How Can I Create a Sense of Place (5 minutes)Discussion: Ask participants if they have more ideas for creating a sense of place that showcases the culture of their community and/or the country in which the workshop is taking place.

Slide 120

18. What is Genuine Hosting? Review the G.U.E.S.T.TM principles and the Best Practices Checklists. Explain that using these checklists will make a big difference in providing good guest hospitality and also will help make the host-guest-place balance.

Slides121-126

19. ACTIVITY: Customer Care Tips (5 minutes)Individual Activity: Ask participants to select 3 (or more) customer care actions they will start to use in their CBT business and to write them in their Personal Action Plans.

Slide 127

20. How Can I Learn from Feedback? Review the Best Practices Checklist. Slides 128-12912:30 Lunch Break Tell participants they have 50 minutes for a lunch break (10 minutes extra is given in schedule to help ensure

they are back in their seats on time). Stress importance of returning on time.1:30 9. Marketing

Your ProductReview Section 9 slides: cover highlights and main points only21. What are the 4 Ps of Marketing? Remind the participants how a market-based approach helps a CBT

business to improve the customer experience by having better product development, marketing and service delivery, as per Section 5. Explain the four P’s of marketing and how the lists of questions can help a CBT business owner to prepare a marketing plan.

Slides 131-132


22. What Goes into a Marketing Plan? Explain the value of a marketing plan and how it should guide all the marketing decisions and activities that a CBT business owner makes. Review the main parts of a marketing plan. Stress the importance of writing your own marketing plan, and that only a simple and well-thought out plan is needed. Review the ROI formula and example.

Slide 132-134

23. ACTIVITY: ROI Exercise (5 minutes)Group Activity: Calculate ROI as a group using different assumptions. Complete the calculation on the flipcharts (prepared ahead of time).

Slide 135-136

24. Why is Branding Important? Explain why branding is important, that you should use your logo on all marketing materials, the importance of a domain name and of having a professional email address.

Slide 137

25. How Can I Make a Marketing Content Library? Explain why it's useful to have a marketing content library and the main pieces that should be prepared.

Slide 138

26. Why is Online Marketing Important? Introduce importance of the Internet in marketing, how there are opportunities to market online that do not have a financial cost, and how online marketing contributes to the success of CBT businesses.

Slide 139

27. ACTIVITY: "Ways You Market Now” exercise (5 minutes)Individual Activity: Distribute copies of “How You Market” Learning Activity handout. Ask participants to complete the top part of the form, “How You Market Now”, identifying the top methods their CBT business uses to market now and the effectiveness of those methods.5-minute activity: 1 minute to set up, 4 minutes for activity work.

Slide 141

28. Best Ways to Market – Review the key points of the best ways to market, explaining why the different methods are useful for marketing. Stress the importance of getting TripAdvisor and Google MyBusiness listing, and the importance of having either a website or Facebook business page. Explain that there are Best Practices Checklists in the Handbook to assist the CBT businesses but do not review them.

Slides 142-147

29. ACTIVITY: “Ways You Will Market in the Future" exercise (7 minutes)Individual Activity: Ask participants to think about how they would change their marketing activities after learning more about marketing. Ask them to complete the bottom part of the “How You Market” Learning Activity form, identifying the methods they intend to start using to market their CBT business. Next, ask a few people to share their results. Finally, ask them to write the top new methods they will start to use in marketing their businesses. 10-minute activity: 1 minute to set up, 4 minutes for activity, 3 minutes for sharing/discussion.

Slide 148


3:15 Review Section 10 slides: cover highlights and main points only


10. Developing Financial Management Skills

30. Why Do I Need Financial Management? Explain that financial management is an important topic that is daunting for many CBT business owners but that their odds of success will be much better if they learn the basics, follow the procedures, and get professional support where needed.

Slide 150

31. Section 10 topics - Explain that this section will not be covered in detail but rather is provided as a framework that includes sample templates and step-by-step instructions to help guide CBT business owners and managers in good financial management. Review which topics are covered in the section. Stress that is critical that CBT business owners are able to read and analyze the essential financial statements- the Cash Flow Statement, Income Statement, and Balance Sheet.

Slide 151-159

32. Taxation and Reporting – Stress the importance of adhering to the taxation and reporting requirements of the country in which the business is operating. Facilitators should determine the taxation and reporting requirements of their country and create appropriate slides and examples.

Slide 160

33. Why Should I Get Professional Assistance? – Stress the importance of getting professional assistance for this area of the CBT business.

Slide 161

3:45 11. Building Your Support Network

Review Section 11 slides: cover highlights and main points only34. Building Your Support Network – Review the 3 types of support networks and explain the importance of

networks for CBT business owners. Slides 163-164

35. ACTIVITY: Identify Support Networks (5 minutes)Individual Activity: Ask participants to think about persons, businesses, organizations, etc. that are or can become part of their support networks and have them note their ideas in their Personal Action Plans. If the workshop is taking place in one of the 13 countries in CCPF project, remind the participants that the Community-Based Tourism Business Support Directory for their country provides information on organizations that can be included in their support network. 5-minute activity: 1 minutes to set up, 4 minutes for activity work

Slide 165

36. ACTIVITY: How Can Participants Support Each Other? (10 minutes)Group Activity: Ask participants to think about ways they can stay connected, become part of each other's support networks and help each other build CBT in your country (e.g., What's App or Facebook group, visiting each other's CBT businesses, cross-promoting each other's businesses).Note: The goal of this activity is to encourage CBT business owners in your country to form a network or alliance that can eventually become a CBT trade association.

Slide 166

4:15 Workshop Wrap-up

This concluding section is intended to check in with participants about how well the workshop has met the learning objectives of the participants and how useful they have found it to be overall. And, to celebrate their success in completing the workshop.


37. ACTIVITY: Knowledge and Skills Improvement Goals (10 minutes)Individual Activity: Ask participants to look at the list in the Personal Action Plan and choose 2 to-3 skills areas in which they want improve their knowledge and skills, and are willing to commit to doing so after the Workshop. Ask a few participants to share (up to 5).

Slide 168

38. ACTIVITY: Group Discussion (10 minutes)Have participants to form a circle and ask two questions:i) Do you think the new CBT Handbook is a useful tool for operating your CBT businesses, and why? ii) Have we achieved the individual goals everyone identified on Day 1? (Facilitator to review posted flipchart notes and check-off the goals that were achieved.)

Slide 169

39. Hand out Certificates of Completion and take photos of participants (which sponsor of program can send to participants after the workshop).

No slide

40. Closing Comments - Thank participants for making the Workshop a success. Encourage them to complete their Personal Action Plans and to follow up on the action items in the plan. Encourage them to use the Handbook on an ongoing basis to ensure continuous improvement of their CBT businesses. Have sponsor of program make Closing Comments

Slide 170-171


5. CBT Enterprise Handbook Table of Contents1.0 The Global Travel Industry 1.1 Many Different Parts 1.2 The Global Scene 1.3 Impacts of Tourism 1.4 Global Tourism Trends2.0 Understanding CBT2.1 What is Community-Based Tourism (CBT)?2.2 What are the Benefits and Drawbacks of CBT? 2.3 Community-Based Tourism in the Caribbean Types of CBT Experiences in the Caribbean: 20193.0 Protecting and Involving Your Community3.1 What is Cultural Authenticity?3.2 How Can You Protect and Benefit Your Community?4.0 Planning your CBT Business 4.1 What is a ‘Market Ready’ Tourism Business? 4.2 What are the Steps to Starting a CBT Business?4.3 What Goes into a Business Plan?4.4 Where Can I Get Help for My Business Plan?5.0 Understanding Your Markets 5.1 What is Market-Driven Research?5.2 Which Types of Visitors Have the Most Potential?5.3 Who is my Ideal Guest?6.0 Developing Your Product6.1 What is Packaging?6.2 What Types of CBT Packages Do Visitors Buy?6.3 What are the Essential Qualities of a CBT Product?6.4 What Product Can I Offer?6.5 What are the Steps in Product Development?

7.0 Pricing Your Product7.1 How Does the Travel Distribution System Work?7.2 What Commissions Do the Travel Trade Expect?7.3 What are Net and Retail Rates? 7.4 How Do I Calculate My Net Rate? 7.5 How Do I Calculate My Retail Rate?8.0 Meeting Visitor Expectations 8.1 What is Values-Based Guest Hospitality?8.2 How Can I Create a Sense of Place?8.3 What is Genuine Hosting?8.4 How Should I Prepare Guests for Their Visit?8.5 How Can I Learn from Feedback?9.0 Marketing Your Product9.1 What are the 4 Ps of Marketing?9.2 What Goes into a Marketing Plan?9.3 Why is Branding Important?9.4 How Do I Make a Marketing Content Library?9.5 Why is Online Marketing Important?9.6 What are the Best Ways to Market?10.0 Developing Financial Management Skills10.1 Why Do I Need Financial Management?10.2 How Do I Estimate My Start-up Costs?10.3 How Do I Prepare an Annual Operating Budget10.4 How Will I Finance My Business?10.5 What are the Essential Financial Statements?10.6 What about Taxation and Reporting?10.7 Why Should I Get Professional Assistance?10.8 Checklist for Financial Success11.0 Building Your Support Network11.1 Building Your Support Network

GlossaryAppendix 1: References and ResourcesAppendix 2: NTOs and CBT DevelopmentAppendix 3: Experience Development TemplateAppendix 4: Example Code of Conduct

Caribbean CBT Enterprise Handbook: Facilitator's Guide© Compete Caribbean Partnership Facility Prepared by Small Planet Consulting Inc.

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