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BUILDING COMMUNITY CAPACITY FOR TOURISM DEVELOPMENT
Publications in review / Annals of Tourism Research 36 (2009) 743–756
751
Annals of Tourism Research, Vol. 36, No. 4, pp. 751–752, 2009 Printed in Great Britain
BUILDING COMMUNITY CAPACITY FOR TOURISM DEVELOPMENT Edited by Gianna Moscardo. CABI (http://www.cabi.org) 2008, xiv + 208 pp (tables, figures, bibliography, index) $99.00 Hbk. ISBN 978 1 84593 4477 Claudia A. Jurowski Northern Arizona University, USA Building Community Capacity for Tourism Development presents valuable information for community planners, leaders of NGOs, government officials, and tourism researchers. Its main goals are to encourage community capacity building and to close knowledge gaps related to tourism development. The book has a place as a reader in courses on tourism development, especially sustainable tourism and communitybased tourism. In the introduction, Moscardo establishes the need for a better understanding of various tourism impacts, and points out the lack of knowledge about effective community capacity building in various forms of tourism. She stresses the need for knowledge that allows community members to consider tourism in a broader development context and determine its viability as an economic development option. The next chapter, by Natalie Stoeckl, presents evidence to support the claim that no single type of visitor is necessarily desirable by all members of the tourism enterprise community. The most valuable part of this chapter is its analysis of numerous ‘‘buy local’’ schemes. In Chapter 3, Philip Pearce examines socio-cultural impacts from three perspectives. He questions the link between happiness and well-being while clarifying the concepts of social capital and social networking. Pearce uses a four-cell model to classify socio-cultural benefits, illustrating each cell with examples and strategies for managing socio-cultural impacts. He also offers a tool kit for the management and delivery of the socio-cultural components of tourism are presented in charts and figures. In Chapter 4, Kaye Walker proposes strategies for improving the evaluation process through a case study of Expedition Cruises’ facilitation of a sense of care among passenger by introducing the concept of sense of place in an orientation program. A second case study reveals the effects of an interpretive program on visitor values. The chapter concludes with recommendations for developing interpretive programs to achieve desired community outcomes. The focus of Chapter 5, by Pimrawee Rocharungsat, looks at community tourism in four Thai communities with a description of the steps necessary for successful community-based tourism. The author explains six evaluation criteria and describes the result of a study of that introduced a nine-step model for community-based tourism. Joy Sammy, in Chapter 6, illustrates the lack of understanding that tourism is a culturally defined concept. The author presents three techniques for reducing ambiguity about the concept of tourism—role play, field trips, and drawings. Especially valuable are the practical outcomes of the techniques that are presented at the end of the chapter. Walker addresses the issue of capacity building in Chapter 7 by presenting an approach to sustainable development that provides the community with a tool to in-
752
Publications in review / Annals of Tourism Research 36 (2009) 743–756
crease understanding of the desired outcomes and values of tourists. She presents, for a second time in this collection, her Value Model of Interpretation-I, a method for understanding tourist values related to the values of the host community. Chapter 8, by Amanda Stronza, reiterates the idea that the cause of eco-tourism failure is a lack of community knowledge and community capacity. The author gives details about three community-based eco-tourism experiences developed through partnerships. The project leaders concluded that the ideal model for community-based eco-tourism is one with three-way collaboration among the community, an NGO, and a private company. The reader may find the author’s recommendations useful in determining keys to success. Haretsebe Manwa, in Chapter 9, examines the role of women in the tourism industry, noting the paucity of women in executive positions. At the same time, the author recognizes the opportunities for women in the informal sector. This short chapter concludes with case studies that demonstrate factors that lead to successful outcomes of community development. Nancy McGehee and Carol Kline outline values of entrepreneurship in rural tourism development in Chapter 10. They describe, define, and differentiate the concept of entrepreneurship and include a discussion of measurement and support for tourism entrepreneurs. The authors conclude by proposing five research questions related to tourism entrepreneurs. In Chapter 11, Anna Blackman critically analyses the use of business coaching as a leadership development tool for tourism operators and presents evidence of the need for knowledge about the role that business coaching might play in leadership development in developing destinations. The author provides a case study of a leadership development program that uses two different leadership development tools. The needs of an effective coaching process are articulated in the conclusion. In the penultimate chapter, Richard Monypenny identifies key themes from regional development literature related to how to build community capacity for tourism development. A key theme that appears critical to regional development is the need to begin with what is already in place and to build on that foundation. The chapter ends with practical ideas for local capacity building. In the concluding chapter, the editor summarizes previous chapters and links the concepts in the chapters to the three main segments of the book that were introduced in the first chapter. She clarifies the extent to which the chapters related to five reoccurring themes. Moscardo recommends adding a ‘‘knowledge platform’’ proposed by Macbeth (2005) to Jafari’s four platforms of the evolution of tourism research, policy, and planning (1990). Finally, the editor stresses the need to place tourism development within a broader sustainable development context. Claudia Jurowski: School of Hotel and Restaurant Management, The W.A. Franke College of Business, Northern Arizona University, Flagstaff, AZ 86011-5638. Email:.
REFERENCES Jafari, J. 1990 The Basis of Tourism Education. Journal of Tourism Studies 1:33–41. Macbeth, J. 2005 Towards an Ethics Platform for Tourism. Annals of Tourism Research 34:962–984. Assigned 17 November 2008. Submitted 16 April 2009. Accepted 20 April 2009. doi:10.1016/j.annals.2009.04.011
751
Annals of Tourism Research, Vol. 36, No. 4, pp. 751–752, 2009 Printed in Great Britain
BUILDING COMMUNITY CAPACITY FOR TOURISM DEVELOPMENT Edited by Gianna Moscardo. CABI (http://www.cabi.org) 2008, xiv + 208 pp (tables, figures, bibliography, index) $99.00 Hbk. ISBN 978 1 84593 4477 Claudia A. Jurowski Northern Arizona University, USA Building Community Capacity for Tourism Development presents valuable information for community planners, leaders of NGOs, government officials, and tourism researchers. Its main goals are to encourage community capacity building and to close knowledge gaps related to tourism development. The book has a place as a reader in courses on tourism development, especially sustainable tourism and communitybased tourism. In the introduction, Moscardo establishes the need for a better understanding of various tourism impacts, and points out the lack of knowledge about effective community capacity building in various forms of tourism. She stresses the need for knowledge that allows community members to consider tourism in a broader development context and determine its viability as an economic development option. The next chapter, by Natalie Stoeckl, presents evidence to support the claim that no single type of visitor is necessarily desirable by all members of the tourism enterprise community. The most valuable part of this chapter is its analysis of numerous ‘‘buy local’’ schemes. In Chapter 3, Philip Pearce examines socio-cultural impacts from three perspectives. He questions the link between happiness and well-being while clarifying the concepts of social capital and social networking. Pearce uses a four-cell model to classify socio-cultural benefits, illustrating each cell with examples and strategies for managing socio-cultural impacts. He also offers a tool kit for the management and delivery of the socio-cultural components of tourism are presented in charts and figures. In Chapter 4, Kaye Walker proposes strategies for improving the evaluation process through a case study of Expedition Cruises’ facilitation of a sense of care among passenger by introducing the concept of sense of place in an orientation program. A second case study reveals the effects of an interpretive program on visitor values. The chapter concludes with recommendations for developing interpretive programs to achieve desired community outcomes. The focus of Chapter 5, by Pimrawee Rocharungsat, looks at community tourism in four Thai communities with a description of the steps necessary for successful community-based tourism. The author explains six evaluation criteria and describes the result of a study of that introduced a nine-step model for community-based tourism. Joy Sammy, in Chapter 6, illustrates the lack of understanding that tourism is a culturally defined concept. The author presents three techniques for reducing ambiguity about the concept of tourism—role play, field trips, and drawings. Especially valuable are the practical outcomes of the techniques that are presented at the end of the chapter. Walker addresses the issue of capacity building in Chapter 7 by presenting an approach to sustainable development that provides the community with a tool to in-
752
Publications in review / Annals of Tourism Research 36 (2009) 743–756
crease understanding of the desired outcomes and values of tourists. She presents, for a second time in this collection, her Value Model of Interpretation-I, a method for understanding tourist values related to the values of the host community. Chapter 8, by Amanda Stronza, reiterates the idea that the cause of eco-tourism failure is a lack of community knowledge and community capacity. The author gives details about three community-based eco-tourism experiences developed through partnerships. The project leaders concluded that the ideal model for community-based eco-tourism is one with three-way collaboration among the community, an NGO, and a private company. The reader may find the author’s recommendations useful in determining keys to success. Haretsebe Manwa, in Chapter 9, examines the role of women in the tourism industry, noting the paucity of women in executive positions. At the same time, the author recognizes the opportunities for women in the informal sector. This short chapter concludes with case studies that demonstrate factors that lead to successful outcomes of community development. Nancy McGehee and Carol Kline outline values of entrepreneurship in rural tourism development in Chapter 10. They describe, define, and differentiate the concept of entrepreneurship and include a discussion of measurement and support for tourism entrepreneurs. The authors conclude by proposing five research questions related to tourism entrepreneurs. In Chapter 11, Anna Blackman critically analyses the use of business coaching as a leadership development tool for tourism operators and presents evidence of the need for knowledge about the role that business coaching might play in leadership development in developing destinations. The author provides a case study of a leadership development program that uses two different leadership development tools. The needs of an effective coaching process are articulated in the conclusion. In the penultimate chapter, Richard Monypenny identifies key themes from regional development literature related to how to build community capacity for tourism development. A key theme that appears critical to regional development is the need to begin with what is already in place and to build on that foundation. The chapter ends with practical ideas for local capacity building. In the concluding chapter, the editor summarizes previous chapters and links the concepts in the chapters to the three main segments of the book that were introduced in the first chapter. She clarifies the extent to which the chapters related to five reoccurring themes. Moscardo recommends adding a ‘‘knowledge platform’’ proposed by Macbeth (2005) to Jafari’s four platforms of the evolution of tourism research, policy, and planning (1990). Finally, the editor stresses the need to place tourism development within a broader sustainable development context. Claudia Jurowski: School of Hotel and Restaurant Management, The W.A. Franke College of Business, Northern Arizona University, Flagstaff, AZ 86011-5638. Email:
REFERENCES Jafari, J. 1990 The Basis of Tourism Education. Journal of Tourism Studies 1:33–41. Macbeth, J. 2005 Towards an Ethics Platform for Tourism. Annals of Tourism Research 34:962–984. Assigned 17 November 2008. Submitted 16 April 2009. Accepted 20 April 2009. doi:10.1016/j.annals.2009.04.011