Model-based strategic planning for the development of community based tourism: a case study of Ayodhya Hills in West Ben
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Model-based strategic planning for the development of community based tourism: a case study of Ayodhya Hills in West Bengal, India Sanjukta Banik . Malay Mukhopadhyay
Accepted: 8 October 2020 Ó Springer Nature B.V. 2020
Abstract Indigenous people of a community, having a wealth of rich culture and traditions, should be involved in tourism as owners and not just as service providers. This can be fulfilled by the development of Community Based Tourism (CBT) which aims to involve the host community in planning and maintaining tourism development on their own, to cater to the development of the community directly. The present study tries to explore potentiality and limitations in the development of CBT in the drought-prone and poverty-stricken area of Ayodhya Hills of Purulia. In achieving this objective, the use of the hybrid method SWOT and AHP analysis was considered, which gives a picture of the strength, weakness, opportunity and the threat of the tourism industry of this region. The use of AHP with SWOT is done in this paper to yield analytically-determined priorities for the factors included in SWOT analysis and make them commensurable, thereby giving them the required weightage in the strategic planning process of the CBT. The priorities comparison of the SWOT group with the help of AHP (Analytical Hierarchical Process), reveal that the strengths and opportunities overweight threats and weaknesses; therefore the area S. Banik (&) M. Mukhopadhyay Department of Geography,Visva-Bharati, Santiniketan, Bolpur, West Bengal 731235, India e-mail: [email protected] M. Mukhopadhyay e-mail: [email protected]
is well suited for CBT. The results are utilized in the strategy formulation and evaluation process using the TOWS matrix. With strategic planning and initiation the development of CBT can go a long way in providing a supplementary source of income and livelihood and help to revive in the community members a sense of pride for their culture and environment. Keywords Community based tourism Strategic planning SWOT AHP TOWS
Introduction Tourism appears tailor-made for the poorer nations of the globe, and a large number of developing countries have emphasized tourism in their development plans. Reasons being the provision of a ready marketplace for the attractions these destinations can give, which include an appealing climate, combined with exotic scenery and an abundance of cultural and historical heritage. Land and labor costs are comparatively low and, with the absence of notable mineral production or an export-oriented agricultural sector, tourism remains the dependable source of foreign exchange and might create employment opportunities together with generating demand for local products and industries (Son et al. 1999). Governments of many developing countries are actively promoting sustainable tourism as it
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provide additional income, employment and assists in distributing the advantage of tourism to rural areas (Tenzin et al. 20
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