CARIBBEAN MARITIME INSTITUTE

HOW CAN THE CULTIVATION AND DEVELOPMENT OF THE ‘TOURISM PRODUCT’

IMPROVE THE SOCIO-ECONOMIC WELL-BEING OF THE RESIDENTS OF THE BULL

SAVANNAH/THATCH WALK COMMUNITY?

Submitted by

MARLON D. HOLNESS

In partial fulfillment of the requirement for the Degree of Bachelors of Science in Logistics and

Supply Chain Management

2013

DEDICATION

Train up a child in the way he should grow; and when he is old, he will not depart from it

(Proverbs 22:6).

This paper is dedicated in loving memory to two very special ‘Grandmas’, Mrs. Elsa ‘Aunty’

Dyer and Mrs. Juliet Nicole ‘Grandpapuun’ Simpson.

Job well done! I hope we made you proud.

*shmily*

TABLE OF CONTENTS

TITLE PAGES(S)

Chapter 1: Statement of Problem

Abstract 1

Historical Overview 2

SWOT analysis 2-8

Statement of problem 9

Research objectives 10

Research questions 11

Significance of problem 12

Limitations/delimitations 13

Definition of key terms 14-15

Chapter 2: Literature Review 16-32

Chapter 3: Methodology

Research design 33

Population 34

Sample/sampling procedures 34

Data collection 35

Reliability & Validity 35

Data analysis 36

Ethical considerations 36

Chapter 4: Findings & Discussions 37-53

Chapter 5: Conclusions & Recommendations 54-58

References 59-61

Appendix 62-82

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ABSTRACT

This study sought to explore the rural community of Bull Savannah/Thatch Walk and

how the implementation of a Community Based Tourism Product could serve to improve its

ailing socio-economic conditions. Reason for study vested in the assumption that; if there were

areas of suitable employment available for residents to engage in outside the mainstays of

agriculture and construction, the increasing and negative occurrences of; brain-drain, low

community moral, increasing levels of illiteracy, praedial larceny, teenage pregnancies and

environmental degradation would be greatly reduced.

The completion of this study gleaned primary data along with an unbiased ethnographic

research perspective by the researcher. The findings showed that residents are in fact open to and

would welcome the establishment of a Community Tourism Product within their community,

considering this a viable employment option. The study also further seeks to serve as a catalyst

for change and equity for tourism development projects along the South-Coast region.

The research employed a mixed method approach, with questionnaires, focus groups and

survey interviews being the tools of data collection. This paper concludes with recommendations

garnered after the data collection and analysis phase, which gave insight into the safety of the

community, qualification of residents, willingness of the community to part-take in such a

venture, developmental disparities, community resources and also areas within which

improvements can be made.

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CHAPTER 1 – BACKGROUND

Historical Overview

The rural community of Bull Savannah/Thatch Walk is located in the Bread-basket parish

of St. Elizabeth, within its South-East division. This community produces a significant amount of

the: watermelons, scallion, tomatoes, peppers, carrots, mangoes, cucumbers, leafy vegetables,

bammies, and other herbs and spices that are transported to the resort areas of the Island for

consumption, for exportation, and as raw material in other products, and also for general

consumption. Morris, (n.d.) reaffirming this point; in the Jamaica Gleaner posited that, “South

St. Elizabeth is responsible for (65%) of the vegetables which are supplied to hotels on the North

Coast and in Kingston.”

Information extracted from the Statistical Institute of Jamaica’s (STATIN) (2005) census

report, shows that the community of Bull Savannah/Thatch Walk had an estimated population of

3,457. Bull Savannah/Thatch Walk with its two dominant economic industries being agriculture

and construction, coinciding with the progression of time, and increasingly higher levels of

education and skills being acquired by its residents, has warranted the need for further growth

and development. This evident increase in higher education levels, and also that of a greater

sense of awareness, has spurred the need for more diversified job opportunities within the

community, thus warranting the need for innovation.

Community challenges/weaknesses

Though the community of Bull Savannah/Thatch Walk possesses several components

(such as its location, its culture, scenery etc.), critical to the successful establishment and

operation of a Community Tourism setup, there are several inherent challenges that were looked

on in this study that would have to be addressed. Bull Savannah/Thatch Walk like many other

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rural communities; continues to suffer from what is regarded to as “brain-drain” with the exodus

of its most educated and productive young and middle aged community members migrating to

seek a higher standard of living overseas, and in other more developed parishes. Due to the lack

of internal job opportunities, this perennial movement has stymied the community’s growth and

development. Posing a challenge on one hand, with this continuous departure, what is being left

behind is an aging population that lacks the know-how, will, and the insight to enact change, and

also to stir development. On the other, unemployment, which has seemingly not only given rise

to incidences of theft and praedial larceny, teenage pregnancy, but also the most dangerous of all

- the ever increasing illiteracy rate, stemming from the despondent view that; ‘obtaining an

education is not only now a waste of time, but also a waste of much needed finances’.

Threats

Whether internal or external, major or minor, threats of varying degrees are unfortunately

always an innate vice in the undertaking of any project. Though not that prevalent along the

South Coast, the issue of tourism harassment nonetheless would have to be addressed as a cause

for concern in pressing forward with such a venture. The fact also that tourism brings a certain

level of unwanted targeted exploitation and the attraction of external threats, preventative

measures would have to be put in place to prohibit such interactions. Special attention would also

have to be given to maintaining the community’s core balance and not allowing the over

‘commercialization’ of areas or personalized activities that would be considered private by

community members.

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Potential benefits to be derived/opportunities

How can the residents of Bull Savannah/Thatch Walk harness and actualize the full social

and economic opportunities to be derived from Community Tourism within their own

community? Potential benefits are numerous and could come in all areas to include: additional

employment in existing fields and spin-offs into others such as tour guides, shuttle/taxi services,

security personnel, beauty technicians, housekeeping and a host of other areas through which

individuals might be able to create a niche for themselves. Opportunities to be derived could also

come in the form of much needed and overdue infrastructural development within the

community, along with the positive exposure and focus which could also just afford some

community members the opportunity to return home. Stemming from the progression of time and

an increased level of awareness, there is now a genuine need to bolster the community’s social

and economic offerings through the introduction of new jobs and employment avenues, as the

community has arguably outgrown these existing industries (farming and construction) and is

now struggling to provide other means of employment. The need has now arisen to explore and

utilize untapped and sustainable areas of existing potential within the community.

With that said; the packaging and distribution of its agro and cultural tourism products

through Community Based Tourism is one viable alternative that the researcher aims to explore.

As long as communities, societies and/or nations exist, there will always be that present

and continuous need to find new ways to utilize and maximize more and more on the varied uses

of one’s natural resources. Whether this comes in a renewable, comparative, monopolistic form,

or otherwise, the need remains for a country to continually produce new products, and to add to

existing ones to remain visible, productive, and profitable. In this instance, the possible

augmentation of the country’s Tourism Product in the community of Bull Savannah/Thatch

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Walk, through the establishment of a viable and sustainable Community Tourism Product (Agro

and Cultural experiences being the primary focus), from which the desired outcome would be;

the creation of new jobs, improved infrastructure and the building of community pride and spirit

among its residents (The Jamaica Gleaner, 2001).

The Tourism Product; like any other product that is offered for sale has both a‘shelf life’

and a ‘product cycle’. Jamaica which is now considered to be an established and mature tourist

destination, in offering this ‘product’ must constantly thrive to refresh and add dynamics to it

[the different attractions and experiences that Jamaica offers as a tourist destination], in order to

remain vibrant and desirable by the market (Stupart & Shipley, 2012). The days of solely

attracting visitors with just the traditional offerings of; sun, sand, sea, and air are fast pulling

close to an end. Jamaica as a tourist destination will have to become more innovative to not only

keep, but also compete globally for future market shares. So, the question presents itself - How

do we deepen the linkages? Tourism today needs more now than just bringing visitors to our

shores, we need to find creative ways of rooting them here, getting them to freely spend more,

and also wanting to come back again and again………… and again!

New offerings/strengths

Tourists to the beautiful little tropical island are now looking for that raw and untamed

adventure, to immerse and engulf themselves in a truly different and organic experience. Island

Buzz Jamaica (2010) concluded that – “Jamaica’s rustic South Coast with its beauty

unblemished and natural wonders of flora and fauna; virtually untouched, extends a warm eco-

friendly invitation to the adventurous visitor”.

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The community of Bull Savannah/Thatch Walk, located on the South-Coast is one such

community through which the Tourism Product could be promoted and offered with the right

assistance, resulting from which could possibly come the improvement of the socio-economic

wellbeing of its residents. This initiative coming in the form of Community Tourism, which

could see tourists and even locals alike; from other parts of the Island taking guided tours and

treks throughout this very inviting and vibrant community, could possibly not only increase, but

create new employment avenues, ultimately serving to build and develop the community’s

economy.

Activities to keep tourists (both local and international) engaged and entertained could

include: exploring historic buildings such as ‘dirt’ houses, some of which are still standing and

are occupied today, nature treks; going deep into the hills and ‘bushes’ to view indigenous flora

and fauna, agro-tours giving a first-hand insight into how some of their more favourite fruits,

vegetables, herbs and spices are cultivated, and even getting a first-hand opportunity to ‘pick’

some of these produces themselves.

These informative, uncharted and exhilarating tours through the community could also

entail; visiting ‘yards’ to witness first-hand, the tedious, but enthralling processes entailed at the

‘press’, and at the fire side to prepare decadent hand-made bammies, and buns. This could then

be followed with trips to the local factories, and could culminate with stops at indigenous cook

shops serving up traditional cuisines such as: ‘cassava & curry chicken’, ‘ton cornmeal &

mackerel run-down’, ‘ackee & salt-fish’ (cod-fish) and a myriad of other rural delights. Aiming

to promote such a concept under the Jamaican ‘coined’, and now universal theme of “One

Love”, such an offering would undoubtedly possess the ability to intertwine a truly undiluted and

unforgettable Jamaican experience for guests, along with the possibility of providing numerous

employment opportunities for the residents of Bull Savannah/Thatch Walk.

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The Southern Fruits and Food Processors Limited, processing a variety of products for

both local and international consumption including: tomato ketchup, canned ackee, mango nectar

and herbs & spices is also another invaluable piece of the community’s rich culture and history;

that could be explored and utilized for the greater good. Adding to the value of this community’s

envisioned Tourism Product, this factory, having been incorporated as a part of the overall tour,

could serve to be a pervasive and tangible reminder to visitors even after returning to their

respective home countries. In that, the possibility would now exist that those Jamaican products

(especially those manufactured in the community) exported to and sold in the visitor’s home

country would now be readily identifiable, along with the added possibility of becoming more

appealing and desirable, having made that physical connection. The rationale behind this idea

being to ultimately link visitors further to Jamaica and its products, creating a sense of trust,

comfort, and brand loyalty to the community, and the country. With the recurring end results

desired being; increased sales for these products, additional earnings and the potential to expand

operations, thus hiring more unemployed community members and the purchasing of additional

farm produce from farmers, in all, cultivating a win-win situation.

Bull Savannah/Thatch Walk is also the home of the Jamaica Exotic Flavours & Essences

Limited, the one of its kind on the Island that manufactures and produces natural purees,

flavours, and essential oils from Jamaican fruits, vegetables and condiments for the Food &

Beverage Industry. Again; carefully structuring and streamlining the envisioned Tourism

Product for the community of Bull Savannah/Thatch Walk whilst seeking to tie in this unique

business venture, and exposing it to our land based visitors would only serve to increase the

visibility and diversity of Jamaica and Jamaican products abroad (JIS, 2010).

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Economically, such a venture would undoubtedly possess the ability to build awareness,

add dynamism, and further showcase the vast body of potential and marketing capabilities of this

community to the world, further promoting Bull Savannah/Thatch Walk as a place of distinct

interest for both locals and foreigners alike. Promoting its social merits, this move could also act

as an agent for positive change, in that; serving to reduce brain-drain within the community as

those possessing higher levels of education could secure suitable employment through this

venture, it could serve also as the impetus for those community members at the lower end to seek

to acquire the requisite certification/skills needed to take part, sparking community awareness

and pride to the natural beauty and opportunities that lie abound and the need to protect. In all,

coalescing the different elements into one amazing and unforgettable package for our tourists to

see, and experience our rich and bountiful island from a new, dynamic and refreshing platform.

The undertaking of agro and culture tourism could serve as an alternative catalyst for the

injection and employment of a diverse range of underutilized and new skill-sets and socio-

economic developments within the community. Again, some of these skill-sets to be utilized

could include: tour guides, historians, housekeeping, security, transportation, food and beverage,

administrative personnel, logisticians, cosmetologists, barbers, hair-braiders etc. This is so; as

such an endeavour would need to be complemented by highly efficient and effective logistical

practices and sound Supply Chain Links (right time and right place), planned, implemented and

executed in the daily coordination of field trips and exploration activities. Logistics and Supply

Chain Management would not only play a pivotal part in the daily internal operations of this new

venture, but also on an international level as well. This as there would need to be high levels of

planning, forecasting and coordination with other interest groups (both local and overseas), first

in exposing this new market to potential visitors, and secondly executing the mechanics behind

their timely arrival here, and in turn, their safe and happy return trip home.

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Statement of problem

The rural community of Bull Savannah/Thatch Walk is located in the South-Eastern side

of the ‘bread-basket’ parish of Jamaica, St. Elizabeth. With its fertile soil, lush vegetation,

picturesque landscape and its hardworking, lively and friendly people, it epitomizes and

exemplifies the true meaning of Jamaica’s truly rich heritage and authentic culture, just waiting

to be uncovered and explored. Unfortunately though; for this suffering community, with the

growing deficits of the country’s struggling economy, coupled with the increasing levels of

unemployment, and as the old Jamaican adage goes, “de devil fines wuk fi igle hans”, this

community is in grave need of social development and job opportunities. Bull Savannah/Thatch

Walk is steadily falling prey to the incidences of high teenage pregnancies, theft and predial

larceny, migration of its working class residents to other parishes, an increase in criminal

activities, and a sense and feeling of neglect – all due primarily in part to the shortage of jobs and

socio-economic opportunities for its residents. This study is an exploratory study which is aimed

at; improving the socio-economic wellbeing of the residents of Bull Savannah/Thatch Walk, St.

Elizabeth, through the unearthing and development of its Tourism Product.

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Research objectives

This research aims to explore, reveal, and discuss how best through local initiative, bi-

partisan government intervention, along with the collaborative efforts of all those having a vested

interest in the community of Bull Savannah/Thatch Walk, can best realize and benefit positively

from the tremendous offerings that a developed culture and agro-tourism product would have to

offer in the community, both socially and economically.

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Research questions

1. Would the development of a small scale Tourism Product provide an answer to the problems

currently faced by the Bull Savannah/Thatch Walk Community?

2. What are likely opportunity costs that may be associated with small scale tourism

development?

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Significance of problem

Jamaica as a destination offering its Tourism Product to the rest of the world and locals

alike is well renowned. However, the invaluable contributions that are made to the overall

Tourism Product by rural areas such as Bull Savannah/Thatch Walk are not highlighted, nor

awarded. There is now the need and demand to showcase the rich culture and simple pleasures

of life that the countryside has to offer, and what it really means to be a Jamaican “country man,

or woman”. The time has come to unearth and promote this Tourism Product which is still

untapped, and needs immediate attention, complemented by other environmental, social, and

political benefits that can be derived to improve the socio-economic wellbeing of the residents of

Bull Savannah/Thatch Walk.

If not addressed speedily, the economic state, along with the physical and social beauty

will continue to deteriorate, allowing the community to become more susceptible to the ill

elements and vices of society. Why do this study now, and how timely and important is it? In

seeking to enable development and growth, there is no time like the present, and the community

of Bull Savannah/Thatch Walk is in dire need of this.

With the local economy being in a receding mode for the past decade or more, the

residents, outside of agriculture, construction and some small cottage industries have seen no real

sustainable and viable alternative options for economic viability within the community. With the

possibility of creating and maintaining feasible employment for its already existing workforce,

whilst having the ability and potential to grow exponentially to accommodate and act as a

developmental tool for residents of the community and future generations to come.

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Limitations/delimitations

Limitations to the completion of this research paper included; time restrictions, with the

researcher needing to visit the area of study to complete questionnaires and request interviews

with residents. The availability of secondary research data, this as outside of the (Halcrow, 1998)

study, there was a general lack of studies looking at Community Tourism along the South-Coast

and none dealing with the community of Bull Savannah/Thatch Walk directly. Hence, the

researcher was made to rely mainly on the collection of primary data for conclusion of this study.

Financial constraints were also a factor.

Delimitations, this research paper is focused solely on the community of Bull

Savannah/Thatch Walk.

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Definition of key terms

Press: an olden time contraption constructed from; wood and stones, used to extract the liquid

content from the cassava, which is then used (the remaining ‘powdery’ content) as the main

ingredient in baking the finished product known as Bammy.

Bammy: a circular shaped edible product made from the “grated” and dried “bitter cassava”

root-tuber.

Grater: utensil with sharp perforations for shredding foods.

Bushes: a large uninhabited and naturally dense vegetation area, consisting of stunted trees and

shrubs.

Sustainable Development: an activity capable of being carried out, or performed over an

extensive period of time, and through a concerted effort, with the explicit aim of preserving a

resource or location, whilst seeking to benefit from its continued use.

Cottage Industry: small industry that can be carried on at home, by family members using their

own simple equipment.

Praedial Larceny: this involves the theft of livestock, and/or farm produce from farmlands.

Adage: an old proverbial saying within a culture, which highlights some poignant point.

Session: what is also commonly referred to in Jamaica also as a ‘dance’, this is where a

sound/music system is erected in an open space (that might be enclosed by walls or zinc – hence

the name ‘dance-hall’), and people congregate to listen to music, dance, socialize and have a

good time.

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Wake: or ‘set-up’ as it is usually called, the night before the body of a deceased loved one is

buried; community members, friends and well-wishers gather to sing and comfort family

members, and show their respect for the life that was.

Community Based Tourism: this is the acceptance of tourists in a community, allowing them to

build awareness, learn about the culture (and also share theirs) and take-part in the daily way of

life of community members.

Shed: simple structure made of mainly recycled or used materials such as, board, zinc, and wood

to shelter from the elements.

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CHAPTER 2 – LITERATURE REVIEW

The origins of the Tourism Product in Jamaica has its roots going all the way back to

around the late 17th

century, long before there were ever any plans to develop it into the industry

that it is today. Seeking primarily in most instances to escape the harsh weather of the winter

months, opulent plantation owners and their families, along with individual travelers from

Europe and North America sought to vacation on the Island. It was not until around 1891

though, that formal and structured attempts were made to establish and capitalize on Jamaica’s

appeal and natural characteristics as a sunshine tropical island. This was due in part to its waning

number one industry at the time, agriculture, and it was evident that the country needed to

incorporate other industries into its economy (Stupart & Shipley, 2012). However, leading all

the way up into the 90s, Jamaica was promoted only as a sun, sand and sea winter-get-away

destination, which the industry is now feeling the ill effects of (as it seeks to play catch-up).

Traditional tourism (the sole promotion of sun, sand and sea), to which no efforts were made to

engage the ‘working class’ as to the potential benefits to all and not just owners and those

enjoying the services and the amenities is now at a watershed.

As far as development goes, there is a grave and apparent disparity between

developments for tourism to the North of the Island opposed to development in the South.

Highlighting this sad, but real truth Stupart and Shipley, (2012) in their journal entitled

‘Jamaica’s tourism: sun, sea and sand to cultural heritage’ voiced this point, citing that; “The

image of Jamaica as a sun, sea and sand tourism destination continued and is evident in its spatial

development. The main tourist centres or resort areas (Negril, Montego Bay, Ocho Rios and Port

Antonio) were developed along the North-Coast because of the white sand beaches and pleasant

weather”. Since the coining of the concept ‘All-Inclusive’ by the SuperClubs brand in 1978,

hotels located in these major tourist centres have steadily sought to subscribe to this practice, that

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is, the complete experience where guests are offered round-trip flights, shuttle services, hotel

accommodations, unlimited foods and drinks, entertainment and most non-motorized water

sports for one upfront package price paid prior to departure. However, whilst this would have

been favourable to some, this concept catered primarily to the ‘sun, sand and sea’ notion, in

essence alienating and locking out the true and authentic Jamaican experience through

interaction and communication with the Island’s most valuable asset, its people. This move also

caused limited interaction between tourists and other businesses, reducing the equitable

disbursement of funds into the wider society, further fueling the fire of “who”, exactly benefits

from tourism.

For the South-Coast, which in comparison, has long been ignored, Stupart and Shipley

(2012), again argued that; “If Jamaica is to participate actively in global tourism and continue to

make its presence felt in the tourism market place of the 21st century, indigenous and ‘authentic’

cultural heritage has to become a part of the Tourism Product”. Whilst it could never be

expected that tourism activities on the South-Coast should replace established primary activities

along the North-Coast, Jamaica now in the age of globalization and highly comparable

destinations, now more than ever needs to break away from the monotony, the ‘routine’ (sun, sea

and sand) which more or less has existed predominantly along the North-Coast since

1891(Lopez-Guzman et al., 2011). Making reference also, with respect to the changes and

challenges that the 21st century no doubt brought, (Lopez-Guzman et al., 2011) highlighted that;

“At the beginning of the 21st century, a change was observed in the tastes of tourists, who moved

to other forms of tourism. This could have been due to knowledge of new destinations, up until

that point unexplored by tourists and the search for a destination with greater focus on the local

customs, history, ethics and the particular culture of the destination”. This observation no doubt

reaffirming assertions that tourist destinations now, more than ever, needed to diversify their

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scope with efforts to complement already existing offerings, in Jamaica’s case, the South-Coast.

The researchers also magnified tenets by the World Tourism Organization (2002) who asserted

that; “sustainable tourism developed in certain geographical areas may become a fundamental

tool in the economic development of and the reduction of poverty in certain areas. It is possible

to create businesses selling goods and services by means of the area’s own cultural and

environmental resources, offering low scale opportunities for job creation, especially for women

and young people”.

With improved socio-economic well-being being the primary focus and aim of this paper,

the community of Bull Savannah/Thatch Walk in harnessing its agricultural and cultural

resources to produce a Community Tourism Product, would not only spell socio-economic

benefits for its residents and the South-Coast, but could also greatly improve and add to

Jamaica’s existing overall tourism sector offerings, and possibly act as a catalyst for the

establishment of other Community Tourism projects in the future, in more communities with

untapped potential. Again though, the fundamental point is highlighted that, in general, it can be

argued that the South-Coast’s exposure and incorporation into the Tourism Product, in respect to

the North has been very limited. Consequently, individuals and residents possessing the requisite

training and education to tactfully and effectively interact with tourists would be few, if any.

Said residents, most of whom would have no doubt obtained skill sets and training (whether

formally or informally) in one or both of the dominant sectors (agriculture and construction)

would have to be equipped with the knowledge and training necessary to professionally treat

with guests in a manner that would be welcomed by all parties involved. Speaking to the matter

of training and competency, (Lopez-Guzman et al., 2011) also maintained that; “in order to

implement a certain Tourism Product, there is a need to establish a suitable regional tourism

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policy based on three activities, training of local people and raising awareness, infrastructure and

equipment, and thirdly, promotion”.

Benefits

The creation and development of a Tourism Product in any community, not only spells

well for its economic bottom line, but also the high levels of positive social impact that this

endeavour has the potential to offer. Community Tourism is also about germinating action,

sparking innovation and developing new ideas, and lasting bonds between the host community

and its visitors. This uninhibited experience allows the guest to really discover and appreciate

what is really appealing to him/her, and not just what is traditionally presented, as a

preconceived notion of what ‘they’ should probably like. In this setting, utilizing these more

relaxed forms of tourism (agro, culture and heritage) as a management tool to intimately educate

visitors, whilst generating economic benefits for the community, (SuksringarmPaitoonPocharee,

2011).

More times than not, a tourist to a foreign destination visits to experience that culture and

what is unique to it. In these instances what is appealing to the visitor cannot be relocated in the

conventional sense, but found among the varied natural attractions, local resources and talents,

and indigenous attributes and people of a community. Integration in this way allows for the

exploration and assimilation of different cultures, through which knowledge is imparted, and

genuine friendships are conceived.

Community Tourism having its roots in St. Elizabeth’s neighbouring parish Mandeville,

also speaks volumes for Bull Savannah/Thatch Walk, and has since transcended its origins and is

now being recognized worldwide as a new experience. Catering to its more free spirited and

open minded visitors, Community Tourism focuses its offerings on nature, agriculture, heritage,

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and culture along with the everyday ways of life of the regular community members (McIntyre-

Pike, 2010). Community Tourism; first displayed to the world by Jamaica was done so at the

Astra Country Inn. In 1994 the International Institute for Peace, presenting their second Global

Conference acknowledged the strides of Community Tourism and its future as one of the world’s

200 success stories.

The Country-Style Community Tourism Network which serves as the organization to

drive marketing and development for Community Tourism was created as far back as 1988.

McIntyre-Pike (2010), pointed out that the central and south parishes of the Island were selected

as the model regions to focus on for Community Tourism development, this to be done in

collaboration with the Central and South Tourism Organization (CESTO). Bull

Savannah/Thatch Walk is one such community in which this Community Tourism initiative

could be undertaken, with the potential to reap real social and financial benefits. The community

is not only blessed with a rich cultural heritage, fertile soil, hardworking and talented people, but

also very warm, receptive and loving residents who accede to the cultural dimensions of

‘collectivism’ and ‘expressiveness’.

The reaches of tourism in our present day and age now, in some shape or form has an

impact on almost every country, city, district, and man. This impact manifesting itself for the

most part in a social and also in an economical manner upon its environ (Halcrow, 1998).

Communities are no longer insulated from these effects as brain-power is being depleted to the

major or urban areas to cater to these visitors, leaving communities underdeveloped and in need

of new economic life blood and sustainable ideas to grow and develop themselves. With all this

happening, communities like Bull Savannah/Thatch Walk are constantly being over shadowed,

and their possible niche markets have not been capitalized on for the benefit of its residents.

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However, with the turning of the tides and the new green eco-tourism winds that are now

blowing, the time has presented itself for this community to step forward and truly present itself

as a viable and attractive market space, in the realm of culture, agro-tourism tourism.

Jamaica is world renowned and loved for its reggae and dancehall music forms, but how

many of our visitors have ever really experienced this authentic art form in its purest ‘grass-root’

form and setting? By this, getting a first-hand opportunity and chance to immerse oneself in the

unpretentious day to night activities of the local Jamaican ‘country’ people, becoming a part of

the lifestyle from, working and providing in the daytime, to relaxing and unwinding at a

‘session’ in the night.

The potential is there to capture a greater percentage in Jamaica’s two top markets, these

being the North American and UK markets, along with the budding South American and Chinese

markets [the emerging ‘BRIC’ nations] through the added diversification that Community

Tourism brings as a niche market, and also catering to selected interest groups (Halcrow, 1998).

As a niche market and offering a difference from the traditional sand, sea and sun, Community

Tourism in Bull Savannah/Thatch Walk could cater to the more outgoing North Americans

through the daily sporting events (cricket, football, netball) matches that are held by the

competing sporting youth clubs in and around the community. Along with the nightly activities

of dances, ‘wakes’, stage shows and other high energy outing activities that may appeal to them.

For their more conservative counterparts, activities more soothing and educational could be

arranged into appealing packages, nature/trail walks, agro tours, culture yards, school tours and

just exploring the culture and the natural beauty and people of the area.

Under the establishment and development of the Tourism Product in the rural community

of Bull Savannah/Thatch Walk, the possibilities for socio-economic development are numerous,

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which could also see more benefits/revenue being derived by government institutes through taxes

and also NGOs through sales. The initiation of a Tourism Product would no doubt be a win-win

situation for surrounding businesses. This would be due to the possibility of increased sales in

products and services, along with the possibility of training and employing courtesy patrol

officers, tour guides and hospitality staff, further adding to the overall job creation initiative,

security of the community and the reassurance of visitors and residents alike

(Bela & Jovanovic, 2012).

“Rural Tourism” as it is referred to in other parts of the world such as the South-Eastern

European country of Serbia, conveys the same concept which in essence is – the provision of

activities, services and satisfaction provided by farmers, villagers and the like in an attempt to

attract tourists to their area, primary aim being, to generate additional and new areas of income.

Bela & Jovanovic, (2012) argues that; “rural tourism seems to be the effective mechanism for the

resurgence of neglected and abandoned rural communities, promoting profitable and sustainable

practices into the future through the preservation of existing work places, the making of new

ones and further diversifying the job and profession landscape”. The researchers also pointed to

the chronically crippling factor of ‘brain-drain’ and leakage to the overall growth and

development of a community, asserting that –“the development of tourism in these areas can stop

the migration of young people, as the development of tourism in its contemporary form sets the

framework for a much higher standard of living”.

The development of Community Based Tourism in Bull Savannah/Thatch Walk, not only

spells well for the community, the residents and other surrounding communities and businesses,

but also Jamaica as a whole; which is now seen and recognized as a ‘mature’ tourism destination.

With that said, as we press forward in the ever increasing sphere of globalization, Jamaica will

be pressed to look for alternative forms to extend and develop its Tourism Product, in addition to

23

its present offerings mainly consisting of the traditional sun, sand and sea. In the same breath,

with the push of eco-tourism, and visitors now looking for more ‘economically friendly’ and

healthy ways to relax and unwind, there will ultimately need to be some kind of sustainable

structure between the tourism needs and the protection of the environment, along with

community development (Halcrow, 1998).

The researchers also highlighted the point that; “these market segments inclusive of:

cultural tourism, agro-tourism, and health tourism have a high potential for generating additional

demand within the general tourism sector”. Jamaica just now needs to coalesce all stakeholders

in strategizing how best to seize this segment of the market, with Bull Savannah/Thatch Walk

poised to becoming a prime catalyst community. Affirming this view,

SuksringarmPaitoonPocharee, (2011) articulated that; “Agro-tourism is a form of tourism that

will allocate income to local areas, both internal and external agricultural sectors by opening the

chance to tourists to visit agricultural communities.” Further reaffirmed by Halcrow (1998)

again, exclaiming that; the Jamaica Tourist Board (JTB) market research showed that Europeans

want a ‘home away from home’. This encapsulates a friendly reception, freshly prepared

cuisine, complemented by quality and quantity which equates to value for money.

Competency

Training and development of the requisite skills and knowledge, with the aim to

undertake the provision of the Tourism Product within the community would be imperative for

those wishing to partake directly in this prospective opportunity. To this, programs could be

initiated with training institutes such as the Human Employment and Resource Training

(HEART) Trust NTA, along with the respective high schools and youth clubs in adjoining

districts with the aim to have individuals formally trained and certified within the respective

24

areas in which they would plan to contribute and work. Again; the possibilities are numerous as

other areas indirect to the setup would also set to benefit, these areas could include hair braiding,

nail technicians, taxi services, local shops etc. (JSIF, 2006)

Clean up campaigns for beautification and a healthy environment, individuals would also

aim to benefit from additional work and jobs that would be available in conjunction with the

parish council, local councillors and existing business enterprises.

Sustainable Development

The development of Community Tourism is not a short term one, conservation and

sustainability are paramount to the future success of a venture of this nature, bearing in mind

though; that heritage is predominantly seen as something to be shared by all, visitors and locals

alike. Great consideration should be placed on how to best conserve these precious assets from

any and all forms of erosion. Ajagunna, (2007) Doxey’s experience in Barbados and Niagara-on-

the-lake, illustrated that tourist destinations pass successfully through stages of euphoria, apathy,

irritation and antagonism. Ultimately; leading to the final stage in which people have forgotten

what they cherished and the environment is destroyed.

As such, crafting this niche market along with the development of it; will also mean

simultaneous development of the community’s infrastructure in a high quality low-impact

manner reinforced by the continued support and participation of all stakeholders. In looking

towards envisaged future developments, there would be a crucial need to circulate tourism

revenues back into the community through the development of public health and safety

enhancement, infrastructure such as roads along with recreational and sporting facilities. This

would allow for benefits derived to be enjoyed by all residents and not just those having a direct

link to the sector (eschewing what would have been traditionally obtained), in that, compelling

25

the need by all to protect and preserve. This would also serve well for the tourism industry; as

such critical facilities if the need arose would also be enabled and readily available to cater to the

needs of both residents and visitors alike, for relaxation and health purposes if the need should

arise (Halcrow, 1998).

How sustainable would the Tourism Product in its different forms (nature tourism and

agro-tourism), be in the community of Bull Savannah/Thatch Walk? Tourism in Jamaica

irrespective of where the activities are located is everyone’s business. This is the case as it holds

the Gross Domestic Product (GDP) of the country in a delicate balance, without which, we

would all feel and succumb to the negative social and economic repercussions of lower levels of

foreign exchange earnings which is critical to a favourable balance for the country’s Net

International Reserve (NIR) funding pool, loss of markets for agricultural and farm produce, and

also an extensive loss of jobs and income among the working class.

As is the case with the development and implementation of any product, the possible

development of Community Tourism in Bull Savannah/Thatch Walk by existence would also go

through the product cycle. However, it will be indicative on all those having a vested interest

(community members, governmental institutions, NGOs, private co-operations), to foster and

promote its development in the community. This is the case; as it is with most start-ups ventures,

introduction to growth will progress tentatively with unforeseen hindrances and obstacles along

the way, but will continue to grow and develop as the product and destination blooms in

popularity.

Speaking to sustainable development, Community Tourism in Bull Savannah/Thatch

Walk would not only be beneficial to its residents, but also Jamaica’s entire tourism sector on a

whole. Why is that? Decline being the unfavourable stage in any product’s life cycle, and if not

26

countered, in tourism’s case; with the effective forecasting, planning and marketing, seeking to

persuade new visitors and remodeling of its offerings. Complemented with the injection of new

attractions, this stage could just prove fatal. However, in order to undertake such a feat;

impartial financial investment and hands-on participation is critical from governmental and

NGOs stakeholders alike. To highlight this fact, the researcher draws reference to first world

nation Canada, with its Community Tourism Action Program (CTAP), that provides financial

assistance on a matching basis to communities interested in developing and promoting tourism as

a viable economic industry in the amount of $30 million (Fridgen, 1996).

Feasibility

The bubbling potential of Community Based Tourism is not only limited to the sector,

but could also be fused and intertwined with the already existing industries to facilitate growth

and improvement simultaneously. The possibility would also exist that Community Tourism

could have a direct impact on the construction sector providing additional and sustainable work.

This would be due to the establishment and upkeep of newly designed and constructed

accommodations, or refurbishing and maintaining already existing ones. Stemming from socio-

economic changes, the introduction of Community Tourism would also infuse and stimulate

economic development in other industries such as transport and trade also (Nadia Popa, 2011).

Opportunities could also now be capitalized on in the South from provisions such as the

Hotel Incentive Act (HIA). This Act entitles the owner, tenant, operator of an approved hotel

enterprise, relief from income and dividend tax for a period of up to 10 years. Coupled with the

Resort Cottages Incentives Act (RCIA), individuals with existing physical resources could utilize

this act. Benefiting as it allows for dividends and income tax relief, along with duty free

importation of articles required for the construction and equipping of resort cottages for a period

27

of up to 7 years. Combining the provisions of these acts to possibly provide startup and

establishing Bed and Breakfast industries to cater to potential visitors in and around the

community.

Community Tourism and the different (and in some cases unique) elements that each

community has to offer, is now being viewed as a very important part in the further development

of the tourism sector, which is very much sustainable if given the proper attention and funding.

January 09, 2012, in an interview with JIS News Jacqueline DaCosta Chairperson for the

National Steering Committee of the National Best Community Competition and Programme

(NBCCP) asserted that “one of the objectives of training is to encourage Community Tourism as

a means of job creation. Communities have a lot they can showcase; visitors want to experience

how Jamaicans live, what they eat and to buy their products”. Community Tourism is a very rich

and dynamic part of Jamaica that has only now been highlighted, and is yet to be tapped into.

Critical points were also mentioned and highlighted, these speaking to the current trends in

tourism that a lot of visitors want to visit schools, they would love to take part in the everyday

games Jamaicans play, they want to taste the food, immerse in the culture and learn the dances.

Suffice to say, the only way all of these desires and wants by tourists to Jamaica can be

incorporated and capitalized upon is through the implementation of Community Tourism in its

natural state and location. By which, reaping the true economic rewards and social development,

through the cultivation and backing of the Tourism Product in its respective forms such as, agro-

tourism and culture tourism in communities that have the means to achieve this (JIS, 2012).

The community of Bull Savannah/Thatch Walk is one blessed with immense potential.

Situated in rural Jamaica, it has been able to retain its natural beauty and splendor, exuded not

only in its physical attributes, but also in its people. However, due to this fact, this might also in

28

part, be the same reason for the lack of foreseen opportunities and developmental projects in this

community. September 27 is celebrated as World Tourism Day all across the world, where

individuals and organization alike promote the benefits of tourism globally. 2011 saw the theme

being; “Linking Cultures” where the former tourism minister Edmund Bartlett took the time to

underscore the enormous value of tourism to Jamaica. In his address; he pointed to what tourism

meant to Jamaica: economic growth, development and jobs. However, to sustain this growth we

will need to continue to strive to encapsulate those emerging needs in our already existing

tourism packages, this being Community Based Tourism. Mr. Bartlett underscored that “we

should continue to develop our heritage and Community Based Tourism offerings to meet the

growing needs among visitors for more authentic cultural experiences”. He also concluded that

plans were afoot in finalizing the Community Based Tourism Policy and Strategy, which when

completed would not only provide a framework for the development of this sub-sector, but also

fuel job creation, and economic empowerment of residents in these communities (JIS, 2011).

Over the years, having played an integral role in the continued development of Jamaica’s

tourism sector, in the already developed urban areas through its perennial supply of farm produce

and industry workers to these areas. The community of Bull Savannah/Thatch Walk in its own

development and growth has become stagnant. Due to the lack of jobs and economic

opportunities, this community like others has seen high levels of leakage to these more

economically viable areas. This coupled with the plight of the disenfranchised both young and

old for investment back into the community from which much has been given, and taken. Which

if not addressed, in the long run will not only spell worse for the residents of Bull

Savannah/Thatch Walk, but also those in the wider Jamaica. With long overdue partnerships

such as that of the Jamaica Social Investment Fund (JSIF), and the Ministry of Tourism (MOT)

29

on policies and strategies for Community Based Tourism projects in Jamaica lacking, socio-

economic conditions will more than likely only get worse.

Through mergers of this kind, Community Based Tourism in its different forms such as

culture and agro-tourism could see this becoming the catalyst agent for a renaissance in rural

communities like Bull Savannah/Thatch Walk. Speaking at the launch of the National

Consultation on Community Based Tourism, Managing Director of JSIF, Scarlette Gillings said;

“the focus is now on small and informal community based projects in rural Jamaica, which are

set to receive greater support through the policy and which will allow small enterprises to

increase their involvement in the wider tourism industry”, (JIS, 2011). Incorporating the

community of Bull Savannah/Thatch Walk would no doubt allow creative minds to craft out

niche markets for themselves in the process, but also foster and promote a wholesome

community spirit. In that, one that would not only allow the interest of conservation to bloom,

but also to protect and maintain our naturally existing resources, along with those that are man-

made, utilizing both traditional styles and the use of new technology. In utilizing these benefits

though, and coming into close contact with the lifestyle of the local people, tradition, culture and

various day to day activities, benefits also need to be carefully managed by respective groups

such as; agricultural land owners, tour leaders, property owners and guides who must all be in

sync with systematic procedures in the execution of sustainable development

(SuksringarmPaitoonPocharee, 2011).

Enculturation, with a higher inclination to work and provide for oneself and their family

is arguably more-so dominant in rural areas than their urban counterparts. As such,

complementing the will of the people with more ways and opportunities to accomplish this

immanent desire in a non-partisan way would be a ‘no-brainer’ by the relevant authorities and

institutions. The development of the Community Based Tourism policy and its strategy

30

framework falls under the Rural Economic Development Initiative (REDI), and is being funded

by a US$15 million loan from the World Bank. One of whose mandate is to aid and foster in the

development and well-being of nations in a sustainable way.

Security

Tourism is without question, one of the few primary pillars that keeps Jamaica’s

economy from crumbling, and as a result must be protected at all costs. Speaking to the

establishment of the Ministry of Tourism, early 1980s, and reaffirming the critical role that it had

come to play in Jamaica’s economy, Stupart and Shipley (2012), stated that; “Tourism was seen

as being vital to the economic well-being of Jamaica”. In an effort to attract visitors to any

destination, it cannot be overemphasized how important security is, and the need to make visitors

feel welcomed and safe. Ignorance is bliss, and hiding from the realities that exist within a

country would be an inane idea. Ajagunna (2007) in highlighting the fact that harassment to

Jamaica is not a new phenomenon, making reference to the television documentary done on

Jamaica and Florida in (1995) entitled ‘Dark Side of the Sun’ by Yorkshire Television, warning

tourists about the levels of harassment on the Island. However, of the (14) parishes comprising

Jamaica’s mainland, St. Elizabeth is recognized as having one of the lowest crime rates, with the

Planning Institute of Jamaica as recently as 2010 recording only 21 murders in the parish for that

year. To which, the peaceful community of Bull Savannah/Thatch Walk was not a contributor,

and has also not recorded any form of rapes, major harassment, or crimes of the sort and nature

in decades (Myers, 2011).

As such, its protection cannot be over emphasized. With that said; it stands to reason

then, that, in a service dominated industry, any expansion to this sector that would serve to add

diversification, expansion and protectionism would be a much welcomed one. With this in mind;

31

the community of Bull Savannah/Thatch Walk stands poised to offer the highest level of

hospitality through Community Tourism and its offerings, as both the visitors and the community

stands to benefit where the fundamental issue of tourist harassment is concerned.

Tourist harassment which is a major detractor to any tourist destination(this listed as a

threat in the country’s 2030 vision for tourism), is prevalent in most if not all major tourist

attraction areas, which over passing years has seemingly worsened. Stemming from the fact that

these areas were designed with an instrumental cultural purpose in mind, [serving only to

provide a service], which has now filtered down to become indirectly the subconscious thought

of those that ply their trade (beach boys, street vendors, art & craft vendors, taxi operators), and

even beggars in these areas.

Conversely, tourism in the rural areas has always been more in tune with the expressive

culture of the people. In which individuals engage in social interactions because they genuinely

enjoy being in the company of others, and not for what they can obtain, monetary or otherwise.

Due to this intrinsic cultural difference, the community of Bull Savannah/Thatch Walk and its

surroundings in the rural areas would offer a totally different setting and atmosphere for our

visitors. This being one in keeping with a more peaceful and relaxed atmosphere, promoting

increased respect between visitors and locals, promoting tourist activities which draw upon, and

celebrates the distinctive character of the culture and traditions of the local area, but also

allowing our visitors to allay themselves of fears from the high levels of harassment and

soliciting that is normally prevalent in the urban areas (Ajagunna, 2007).

32

“Country People” as they are commonly referred to by their urban or “town” counter-

parts, tend to be less assuming and more opposedto the view that they are owed something by the

visitors, and are arguably more used to hard work. As such, the tendency is arguably less that

harassment will take place.

33

CHAPTER 3 – METHODOLOGY

Research design

In seeking to address the research question: How can the residents of Bull

Savannah/Thatch Walk, St. Elizabeth benefit from the Tourism Product? The researcher utilized

a combination of quantitative and qualitative data collection methods in the research. These

included; questionnaires focus groups and structured interview questions. Justification for this

approach was vested in the nature and objective of the study. To note, this study also

encompasses ethnographic research data. Having collected the data predominantly through the

research instruments earlier indicated in a manner that maintained the strict validity and integrity

of the of this study, the researcher having resided in the community of Bull Savannah/Thatch

Walk for over 20 years, data was also collected through observation, allowing for an in depth

knowledge of the practices and culture of this community. The sites accessibility allowed for

focus groups and interviews to be conducted in a structured manner. Justification for this

approach again, was also vested in the fact that, where Community Tourism is concerned,

researches delving into its probable impact on the South-Coast are limited; as a result, the data

used was primarily interview data gathered from residents of the community. This was the case

as, to date; there have been no prior researches looking specifically at the community of Bull

Savannah/Thatch Walk, and how the introduction of this product could improve the socio-

economic conditions of its residents.

34

Population

The population for this study comprised all members of the Bull Savannah/Thatch Walk

community, unemployed, and those employed predominantly consisting of farmers, construction

workers, domestic workers, factory workers and also a relatively small percentage who work

outside the community in various positions. The population count was 3,457.

Sample/sampling procedures

The researcher employed the non-probability sampling of convenience sampling, which

sought to engage respondents who were readily available within the community. The sample size

for this study comprised of 30 community members from the population. This sample size was

selected as numerous researchers have concluded that a reasonable sample should not be less

than 30 participants as this would be an adequate representation of the population. 30

questionnaires were administered by the researcher to participants of the survey, 30

questionnaires were completed and returned by respondents. Two unstructured focus group

sessions were conducted by the researcher to gather further data and allow community members

to freely express their views and knowledge on the subject matter of community tourism. One

group comprised of five male farmers, age range 28-47, and the second comprised of three

females, age range 18-27. Three semi-structured interview sessions were also conducted by the

researcher with random community members.

35

Data Collection

The researcher utilized the following data collection methods in capturing the required

data for the completion of this research:

Questionnaires: the researcher administered ‘open’ and ‘closed ended’ questionnaires to the

participants. This method was utilized by the researcher as it supports a non-biased approach.

Variation and dynamism are promoted in the research, as it also allowed for better time

management and cost reduction factors.

Structured interviews: using this method, the researcher was able to gather additional data from

the respondents; providing greater insight into their views, and existing knowledge, or lack

thereof on the subject matter

Focus Groups: this method had a distinct advantage, allowing for greater depth and substance in

the data collection process, as well as the opportunity to interact and allowed the respondents to

share and discuss their views, complementing the other methods used. This method also served

to build a rapport and honesty, whilst allowing the researcher to easily clarify ambiguous

answers and when appropriate, sought follow up information.

Reliability & Validity

A pilot study of the research instruments was disseminated to person’s homogenous (5

persons) to the research sample. This was done to identify potential deficiencies in the research

instruments that needed correction or clarification, before the actual research sample was

administered.

36

Data analysis

Data is presented by graphs, tables and charts representing:

1. Distribution of participants by age

2. Employment diversification by fields

3. Qualification levels

Ethical Considerations

The researcher sought to not impose his personal views and beliefs on the research

participants. Objectivity was maintained throughout the course of this study. Information

garnered for the purpose of this research paper was not divulged or used outside of this study.

Confidentiality and anonymity of all participants was maintained.

37

CHAPTER 4 – FINDINGS & DISCUSSIONS

Figure: 1. Gender of respondents

Figure 1 shows the gender of the respondents of this study, 57% of who were females and

the remaining 43% being males.

Males 43%

Females 57%

GENDER OF RESPONDENTS

38

Figure: 2. Age range of respondents

Figure 2 shows the age range of respondents, 47% were between the ages of 28-37, 26%

of respondents were between the ages of 18-27, 10% were between the ages of 48-57 and 58 or

above respectively, and the remaining 7% were between the ages of 38-47.

26%

47%

7% 10% 10%

18-27 28-37 38-47 48-57 58 & above

AGE RANGE OF RESPONDENTS

39

Figure: 3. Highest level of education of respondents

Figure 3 highlights the highest level of education attained by respondents, 47% stated

Tertiary level completion, 43% of the respondents up to the Secondary level, whilst 10%

indicated that their highest level of education was at the Primary level.

Primary 10%

Secondary 43%

Tertiary 47%

HIGHEST LEVEL OF EDUCATION OF RESPONDENTS

40

ACADEMIC QUALIFICATIONS OF RESPONDENTS

Academic

Qualifications

School

Leavers

Grade 11

School

Leavers

Grade 11

with

‘CXC’

Subjects

‘CAPE’

Subjects

Bachelor’s

Degree

Master’s

Degree

Other

# of

Respondents

5 4 12 1 2 1 5

Table: 1. Academic qualifications of respondents

Table 1 shows the stated academic qualifications of respondents, 12 respondents stated

that they completed grade 11 and also obtained ‘CXC’ passes. An equal number of participants,

five indicated that they did not complete their full secondary education (which is a term of 5

years), along with respondents who selected ‘Other’, completed academic qualifications from the

primary level up to ‘SSC’ and Diploma level. Four respondents stated that they completed their

secondary education up to grade 11, obtaining a school leavers certificate, while two respondents

stated that they have completed tertiary studies up to the Bachelor’s level and one respondent

completed studies up to the Master’s Degree level and ‘CAPE’ passes respectively.

Respondents who completed the questionnaire; in answering “Are you trained in any skill

or trade area(s)?” denoted the following skill/trade area(s): baking, cosmetology, practical

nursing, carpentry, computer programming, teaching, accounting, mechanic, food preparation,

housekeeping, masonry, plumbing, hospitality, child care, secretarial skills, farming,

communications and also project management.

41

Figure: 4. Employment status

70% of the respondents indicated that they were employed, and in the areas (see question

7) of: farming, bakery, construction, cash-pot machine operator, teaching, food preparation,

mechanic, cosmetology, internal auditor and marketing. The remaining 20% and 10%

respectively reported that they were Unemployed seeking employment and Unemployed.

Employed 70%

Unemployed 10%

Unemployed, but seeking

employment 20%

EMPLOYMENT STATUS

42

Figure: 5. Economic level of the community

Figure 5 depicts the perception that residents have;regarding the economic level of their

community, 70% of respondents holding the view that the community is of a Middle Class

standing, 23% viewing it as Lower Class and the remaining 7% expressing the view of an Upper

Class standing.

23%

70%

7%

Lower Class Middle Class Upper Class

ECONOMIC LEVEL OF THE COMMUNITY

43

Figure: 6. Main source of income for residents

Figure 6 illustrates what is considered to be the main source of income (money) for

residents of Bull Savannah/Thatch Walk. In response an overwhelming 84% of participants

stated that farming activities were the main source of income for the residents of Bull

Savannah/Thatch Walk, working at the local factory 3%, and working in the construction field

3%. 7% of the respondents gave no response to this question.

There is a definitive need to finalize the Community Based Tourism Policy and Strategy,

which when completed would not only provide a framework for the development of this sub-

sector, but also fuel job creation and economic empowerment of residents in these communities

(JIS, 2011). With reference to - Figure: 4. ‘Employment status’, 70% of respondents indicated

that they were employed, however, when aligned with the results from Figure: 6. ‘Main source of

income for residents’, this revealed a very lopsided and potentially dismal situation. Though

employed, over 80% of respondents were employed to just one informal sector, farming. Again,

research highlights the weaknesses in the present setup, but more importantly; identifies the

possibilities for diversification that the establishment of a Community Tourism program has the

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Farming Construction Remittances Factory work No response

MAIN SOURCE OF INCOME FOR RESIDENTS

44

potential of offering. Reinforcing and strengthening ‘root’ sectors would also be at the core,

“Agro-tourism is a form of tourism that will allocate income to local areas, both internal and

external agricultural sectors by opening the chance to tourists to visit agricultural communities”,

(SuksringarmPaitoonPocharee, 2011).

45

RESPONDENTS’ VIEWS ON: POSSIBLE EMPLOYMENT OPPORTUNITIES,

SAFETY OF COMMUNITY, CUSTOMS SHARING

Question: 10. Question: 11. Question: 12.

YES 87% 100% 100%

NO 13% - -

Table: 2. respondents’ views on: possible employment opportunities, safety of community,

customs sharing

A greater number of respondents considered Community Tourism to provide employment

opportunities (87%:13%). All respondents (100%) considered the community of Bull

Savannah/Thatch Walk to be a safe potential Community Tourism destination, and all

respondents (100%) concurred too that residents would be willing to share their customs and

practices with tourists.

The findings of employment opportunities through Community Tourism correlates with

the literature. Bela and Jovanovic, (2012) posited that Community Tourism seems to be the

effective mechanism for the resurgence of neglected and abandoned rural communities, this

highlighted globally in other parts of the world such as South-Eastern Serbia where the concept

is the same – the provision of activities, services and satisfaction provided by farmers, villagers

and the like, in an attempt to attract tourists to their area with the primary aim being to generate

additional and new areas of income.

All respondents of the community of Bull Savannah/Thatch Walk consider the

community to be a safe and peaceful one. The Planning Institute of Jamaica (2010) confirms that

46

the parish of St. Elizabeth is recognized as having one of the lowest crime rates. Of the crimes

committed, none were within the community of Bull Savannah/Thatch Walk.

Figure: 7. skills possessed by respondents (each skill area’s tabulation is independent of the

other)

Of all respondents; 40% expressed having skills in Customer Service, other note-worthy

skill areas were Housekeeping and Chef (food preparation) 37% respectively.

23%

37%

40%

27%

33%

37%

Janitorial (general cleaning)

Housekeeping

Customer Service

Host/Hostess

Tour Guide

Chef (food preparation)

SKILLS POSSESSED BY RESPONDENTS

47

RESPONDETS’ WILLINGNESS TO PARTICIPATE IN TRAINING SESSIONS,

COMMUNITY TOURISM AS A CATALYST FOR OTHER JOB OPPORTUNITIES

Question: 14. Question: 15.

YES 90% 100%

NO 10% -

Table: 3. respondents’ willingness to participate in training sessions, Community Tourism

as a catalysts for other job opportunities

An overwhelming 90% of respondents indicated their willingness to participate in

training. Lopez-Guzman et al., (2011) research corroborates this finding indicating that, “in

order to implement a certain Tourism Product, there is a need to establish a suitable regional

tourism policy based on three activities, training of local people and raising awareness,

infrastructure and equipment, and thirdly, promotion”. (100%) agreed that Community Tourism

would be an excellent catalyst for other job opportunities. Reinforced by

SuksringarmPaitoonPocharee, (2011) who stated; “Agro-tourism is a form of tourism that will

allocate income to local areas, both internal and external agricultural sectors by opening the

chance to tourists to visit agricultural communities”.

48

Figure: 8. possible Community Tourism Products (each activity was assessed on its own)

Sporting activities were communicated by respondents (77%) as the most popular

Community Tourism product. Farming activities (70%) and Nature Walks/Treks (43%) were

also considered popular Tourism Products.

77% 70%

43%

20%

37%

13%

Sportingactivities

Farmingactivities

Naturewalks/treks

Culture yardtours

Dances School tours

POSSIBLE COMMUNITY TOURISM PRODUCTS

49

Interviews/Focus groups responses

Two focus groups and three individual interviews were conducted and the collated

responses follow:

On the point of growth and development in the community of Bull Savannah/Thatch

Walk; respondents stated that, in general; there have been no new developments within the

community over the past ten years.

Some participants highlighted minor developments in:

Agricultural assistance in the form of an improved water pumping system, aiding in the

irrigation process for the cultivation of crops

Here again, research points to the ugly truth, this in the partisan approach in development

that has long plagued the South, as it relates to the grave and apparent disparity between

development for tourism to the North of the Island and the lack thereof in the Southern regions.

Stupart and Shipley, (2012) in their journal entitled ‘Jamaica’s tourism: sun, sea and sand to

cultural heritage’ exposes that; “The image of Jamaica as a sun, sea and sand tourism destination

continued and is evident in its spatial development. The main tourist centres or resort areas

(Negril, Montego Bay, Ocho Rios and Port Antonio) were developed along the North-Coast

because of the white sand beaches and pleasant weather”.

In that, seemingly giving little consideration to other regions of the Island (such as the

South) and possible ways through which these areas could also stand to benefit, promoting

nationwide development in a balanced manner. Jamaica though, at this stage of the game; if it

wishes to continue in playing a major role in the tourism and hospitality industry going forward

cannot be about ‘business as usual’ in respect to organic forms of tourism such as Agro, culture,

50

heritage and even health tourism. Again Stupart and Shipley, (2012) promulgates that; “If

Jamaica is to participate actively in global tourism and continue to make its presence felt in the

tourism market place of the 21st century, indigenous and ‘authentic’ cultural heritage has to

become a part of the Tourism Product”.

A question was asked regarding dissemination of information on tourism through

community meetings:

The general consensus of respondents was that there have never been any meetings

within the community discussing tourism in any form, except for one respondent who stated that

brief mention was made on the topic at a political meeting.

Respondents’ knowledge of Community Tourism follows: 60% stating no knowledge and

the remainder indicating that they were aware of the concept of Community Tourism. Of those

who were aware, they cited Community Tourism as places that drew the attention of

visitors/tourists through its culture.

Participants were asked to share their knowledge of the Walkerswood St. Ann

community Tourism Product and what were their views on it:

40% of respondents were aware and knowledgeable about the Walkerswood Community

Tourism set-up, these respondents stated that crops grown by farmers in the community were

sold to the establishment and also that it provided employment opportunities for some

community members also.

51

To the question: participants’ knowledge of other communities that generate income

through Community Tourism. The responses varied, with a greater number of respondents

asserting their knowledge, for example the craft market in Little Ochi (Alligator Pond,

Manchester), a factory in Comma Pen and also a fishery in Alligator Pond that sells and supplies

surrounding restaurants with seafood products which are prepared largely in part for

tourists/visitors to the community.

Activities that respondents thought would be most remembered or enjoyed by tourists

visiting the community of Bull Savannah/Thatch Walk, were said to include:

Farming practices such as the cultivation of scallion in ‘rows’, the water ‘drip’ system

used for irrigation of crops, the ‘mulching’ of plants using ‘cut & dried’ grass etc..

The warmth and receptive nature of residents of the community

Nature walks/treks and also the scenic atmosphere that goes along with this

The process that goes into the baking and preparation of bammies

Home visits allowing tourists to engage and converse with community members

“Traditional tourism” (the offerings of sun, sand and sea) going all the way back to its

formal and structured inception around 1891, giving due credit to the SuperClubs brand that in

1978 fittingly coined the phrase ‘All-inclusive’, has sought to do just that - trap ‘everything’

under one roof in their attempts to cater to the Islands tourists, effectively locking them in and

preventing them from experiencing truly what the island truly has to offer. Steadily though,

Community Tourism in its various forms around the world is altering this flawed strategy,

providing an uninhibited experience; allowing guests to really discover and appreciate what is

52

genuinely appealing and not just what is traditionally presented as a preconceived notion of what

they should probably like, but allowing them to decide for themselves through experience.

To ratify the points yielded and put forth by this research, the researcher highlights the

tenets also put forth by Jacqueline DaCosta, Chairperson for the National Steering Committee of

the National Best Community Competition and Programme (NBCCP), January , 2012 stating

that; “Communities have a lot they can showcase; visitors want to experience how Jamaicans

live, what they eat and to buy their products”. Reemphasized by the Halcrow (1998) studies

which identified that the Jamaica Tourist Board (JTB) market research showed that, Europeans

(which is our largest market) wanted a ‘home away from home’ when travelling.

Participants shared that the Community Tourism Product can be sustained through:

Proper training for those individuals who would be interfacing with tourists to the

community

Maintain the safety of visitors to the community

Providing quality service through direct feedback from tourists

Seeking external funding

For sustainability to be realized there is a need for proper funding to be in place, this is

evident in the literature reference of the Canadian Community Tourism Action Program (CTAP),

that provides financial assistance on a matching basis to communities interested in developing

and promoting tourism as a viable economic industry.

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Respondents’ views on how Community Tourism could be marketed to the wider Jamaica and

the rest of the world:

Through advertisements – electronic and print

Through satisfied ‘happy’ customers and ‘word of mouth’

Disseminating information through popular social media sites such as Facebook and

Twitter

The literature review supports the marketing of Community Tourism through the

CommunityTourism Network and the Central and South Tourism Organization (CESTO).

54

CHAPTER 5 – CONCLUSIONS & RECOMMENDATIONS

It is prima facie that a whole lot more needs to be done where the socio-economic

development of rural areas such as Bull Savannah/Thatch Walk are concerned. However, this

change will not happen overnight and will require the concerted and combined efforts of all

stakeholders including; the government, NGOs and the residents to make it a reality. At present

with the exception of the Halcrow, (1998) study, regrettably there were virtually no other studies

found which delves extensively into highlighting and bringing awareness to the much needed

development of the South-Coast.

This expansion, which would take place through undertakings such as the establishment

of Community Tourism ventures in the parish of St. Elizabeth, possibly spreading even further to

other parishes and communities, would aim to improve the prevailing socio-economic

conditions.Sadly though, there have been no studies looking directly at the Bull Savannah/Thatch

Walk community and the possible introduction of a Tourism Product. Southern parishes such as

St. Elizabeth; which is affectionately referred to as the ‘food basket of Jamaica’, rely heavily on

agriculture and construction to keep its populous gainfully employed and productive. Similar to

other countries; Jamaica should strive to diversify and integrate industries such as agriculture and

tourism in an effort to complement socio-economic growth within these critical and vital sectors

if the country wishes to grow and move forward in a prosperous and productive manner.

Like any other country, Jamaica has a high percentage of its populous residing in rural

areas, to this Bela and Jovanovic, (2012) noted the point that; “Synergy of agriculture and

tourism provides socio-economic development of rural areas and serves as the platform of

economic diversification in rural communities.” To underscore and reiterate the point that was

made earlier, Jamaica can now be classified as a mature tourism destination, and with the ever

55

increasing pressures of globalization like any other product/service; Jamaica’s tourism offerings

has a shelve life, and if not constantly re-vitalized and infused with innovative new offerings and

ideas, will eventually become less appealing and attractive and as a result; will lose its

competitive edge and ultimately market share.

In the beginning, having identified and stating the problem, along with the significance of

the problem, the arduous task and journey was set about to; better explain, understand, and

hopefully find solutions to remedy the situation. With that said; the ultimate goal is to reap real

and tangible rewards from any undertaking and the research shows that the Community of Bull

Savannah/Thatch Walk is poised and ready for the introduction of a Community Based Tourism

Product within its environs.

Based on analysis and findings, the researcher purports the following recommendations:

1. Explicit disclosure and full incorporation of all stakeholders having a vested interest in

the success of such an undertaking.

Bearing in mind though, the tenets and principles uncovered by ‘Doxey’s experience in

Barbados and Niagara-on-the-lake’ illustrating that tourist destinations pass successfully through

stages of euphoria, apathy, irritation and then antagonism, leading to the final stage in which

people have forgotten what they cherished, ultimately destroying the environment. In seeking to

implement what would be seen as a vital step towards socio-economic prosperity, keen attention

and considerations would have to be given with the resolve not to repeat the findings of this most

important study. In an effort to stare clear of such trappings, implementation would first have to

start with a clear and explicit understanding between all stakeholders, more so; community

members as to what are the objectives and goals for such an undertaking. Aside from the setup of

56

infrastructure and operations ascribing to a ‘high-quality low-impact’ design, it is imperative that

the community first and foremost; not only understand the role that they will need to play, but

more importantly, welcome and accept it for the success of this venture.

2. The incorporation of all major funding groups in venture.

To reiterate the sentiments of a past Jamaican Prime Minister, “it takes cash to care” and

with the undertaking of such an endeavour that is definitely the case here. For implementation; as

the government would no doubt have to be a hands-on partner in the establishment of such an

enterprise, funding would surely have to come in part from their coffers through arms such as the

Jamaica Tourist Board (JTB), the Tourist Enhancement Fund (TEF), (CESTO), JSIF and other

local funding boards. To that, partnerships would also have to be sought with private

corporations (local and international) along with NGOs selling the idea of the long term and

sustainable benefits to be had once fully operational. Funding for implementation could also be

sought from international bodies such as the World Bank along with the overseas diaspora and

international organizations affiliated with local clubs and communities.

3. Harnessing existing skills-set and developing new ones.

Through partnership with vocational training institutes such as the HEART Trust NTA,

individual community members with talents and skills could seek to have these skill-sets

officially certified through further training and development with the training institute along with

those who would wish to acquire new skills in order to actively take part and benefit from this

new and exciting prospect in Community Based Tourism. Individuals having direct hands on

57

experience within the hospitality sector whether locally or internationally who reside in the

community could also lend their experience for further development and training in the requisite

areas.

4. Increased focus on lesser developed areas in scholastic studies by students.

In completing this research paper; one of the fundamental weaknesses that it has brought

to the fore is the lack thereof, or the limited extent to which researches have been done focusing

on Community Tourism (or any other form) along the South-Coast regions. In light of this, it is

also recommended that more emphasis be placed on this at the tertiary level.

Whatever the reasons are, as it stands now, the rural areas right across Jamaica boasts

very few, if any, tertiary institutions for the pursuing of a higher education by aspiring students.

Stemming from this; is the compulsive migration of individuals to the urban and corporate areas

as a result. Whilst it might just be sheer coincidence, deliberate or just a case of ‘out of sight, out

of mind’, in completing their studies the majority of dissertations completed are done so with the

focus being; problems and issues in and around the students new surroundings, essentially giving

no thought to their own communities. In seeking to implement a strategy going forward, school

administrators and educators must seek to broaden the horizon and awareness of students,

helping them to think ‘outside the box’ as to how their researches can contribute meaningfully

(especially those hailing from areas in dire need of development) and not just merely as a ‘paper’

needed to complete their studies at the end of their tenure at that institution.

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5. Finalizing and implementing the ‘Community Based Tourism Policy and Strategy’

outlined by the previous administration.

Outlined by the former tourism minister Edmund Bartlett, this policy and strategy which

when complete would serve to not only provide a framework for the development of this sub-

sector, but also fuel job creation and economic empowerment of residents in these communities.

Under the current administration, the government should seek assiduously to press forward with

the implementation of this policy and strategy in a bi-partisan manner; through its various bodies

and arms (such as JSIF, CESTO, JTB, HEART Trust NTA, NBCCP), but more so; through the

Rural Economic Development Initiative (REDI) under whose framework this policy and strategy

falls; which is being funded by a US$15 million loan from the World Bank. As such, intensive

efforts should be made to promote and foster the wholesome and equitable development of rural

communities such as Bull Savannah/Thatch Walk that are in dire need of socio-economic

innovation.

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References

Ajagunna, I. (2007). Planning for sustainable tourism development: Jamaica heritage

destinations approach. In C. Jayawardena (Ed.), Caribbean tourism: More than Sun, Sand and

Sea (pp. 182-192). Kingston, Jamaica: Ian Randle

Bela, M., & Jovanovic, D.V. (2012).Rural tourism as a factor on integral and sustainable

development of rural areas and villages of Serbia and Voivodina. Herald Journal of Geography

and Regional Planning, 1(2), 14-18.

Halcrow. (1998). MultisectorialPreinvestmentProgramme [Electronic version]. South

Coast Sustainable Development Study

Island Buzz Jamaica. (2010). Where to visit: Alligator Pond, Jamaica. Retrieved from

http://islandbuzzjamaica.com/tag/off-the-beaten-path-jamaica/

JIS.(2010). Government seeking to maximize use of equipment at factory in St.

Elizabeth. Retrieved from http://www.jis.gov.jm/news/103-agriculture-fisheries/23806-

MinAgriFish-government-seeking-to-maximise-use-of-equipment-at-factory-in-st-elizab

JIS.(2011). JSIF, Ministry Team for Community Tourism Projects. Retrieved from

http://www.jis.gov.jm/news/110-labour-social-security/28828-jsif-ministry-team-for-

community-tourism-projects

JIS.(2011). World Tourism Day Message by Minister Edmund Bartlett. Retrieved from

http://www.jis.gov.jm/news/113-tourism/28867-world-tourism-day-remarks-by-minister-

edmund-bartlett

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JIS.(2012). JSIF to Provide Grant Funding Community Tourism Activities. Retrieved

from http://www.jis.gov.jm/news/108-youth-sport-culture/29546-jsif-to-provide-grant-funding-

for-community-tourism-activities

JSIF. (2006). Jamaica Social Investment Fund – Investing for Community Development.

Retrieved from http://www.jsif.org/content/heart-trust-nta

Lopez-Guzman, T., Sanchez-Canizares, S., & Pavon, V. (2011). Community – Based

Tourism in Developing Countries: A Case Study. Tourismos: An International Multidisciplinary

Journal of Tourism, 6(1). Retrieved from

http://www.chios.aegean.gr/tourism/VOLUME_6_No1_art04.pdf

McIntyre-Pike, D. (2010). CountryStyle Community Tourism. Retrieved from

http://www.mona.uwi.edu/jct/interestgroups/scf/scf.htm

Morris, M. (n.d.).Discover Mandeville. Retrieved from

http://www.discoverjamaica.com/gleaner/discover/tour_ja/tour6.htm

Myers, G. (2011). Migrant criminals drifting to St. Elizabeth [Electronic version].

Retrieved from http://www.jamaicaobserver.com/westernnews/Migrant-criminals-drifting-to-St-

Elizabeth_9416488

Nadia PopaOgarlaci, M. (2011).Sustainable Development in Rural Tourism.Journal

Agricultural Management, 13(4).

Fridgen, J. D. (1996). Dimensions of tourism. Lansing: The Educational Institute of the

American Hotel & Motel Association

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Statistical Institute of Jamaica.(2005). National Census Report. Retrieved February from

statinja.gov.jm

Stupart, C.A., & Shipley, R. (2012). Jamaica’s Tourism: sun, sea and sand to cultural

heritage. Journal of Tourism Insights, 3(1) 1-2. Retrieved from

http://scholarworks.gvsu.edu/cgi/viewcontent.cgi?article=1028&context=jti

SuksringarmPaitoonPocharee, L. (2011). Agro Tourism Management of the Community

in Ban Zumtarrom, Trakaj Sub-District Kantaralak District, Sisaket Province, Thailand.European

Journal of Social Sciences, 22(3).

The Jamaica Gleaner.(2001). Agriculture on slowdown in South St Elizabeth. Retrieved

from http://jamaica-gleaner.com/gleaner/20010407/farm/farm1.html

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Appendix

63

Questionnaire

This questionnaire is designed solely for academic purposes. It seeks information on your views towards your community and the possible implementation of a community Tourism Product in the community. By definition, Community Based Tourism is the acceptance of tourists in a community, allowing them to build awareness, learn about the culture (and also share theirs) and take-part in the daily way of life of community members. Instruction: Please tick the appropriate response or fill in the blank 1. Gender: Male Female 2. Age Range: 18-27 28-37 38-47 48-57 58 & above 3. What is your highest level of education? (a) Primary (b) Secondary (c) Tertiary 4. What is your academic qualification? (a) School Leavers (b) Grade 11 School Leavers (c) Grade 11 with CXC subjects (d) CAPE subjects (e) Bachelor’s Degree (f) Master’s Degree (g) Other___________________ 5. Are you trained in any skill or trade area(s)? Please state below:

________________________________________________________________ 6. What is your employment status? Employed Unemployed Unemployed, but seeking employment 7. If employed, state the type of employment you currently do: ________________________________________________________________ 8. What is the economic level of the community? (a) Lower class (b) Middle class (c) Upper class

64 9. What is the main source of income (money) for the residents of the community? ________________________________________________________________ 10. Do you believe Community Tourism could improve the employment opportunities for the

residents of Bull Savannah/Thatch Walk? (a) Yes (b) No 11. Do you believe the community would be a safe Community Tourism destination? (a) Yes (b) No 12. Would the residents be willing to share their customs and practices with tourists?

Example of customs include: baking bammies, farming practices, games (a) Yes (b) No 13. Do you possess any of the following skills? (a) Janitorial (general cleaning) (b) Housekeeping (c) Customer Service (d) Host/Hostess (e) Tour Guide (f) Chef (food preparation) 14. Would you be willing to participate in training sessions for any of the skills mentioned in question 13 (above)? (a) Yes (b) No 15. Do you believe Community Tourism can open the door for other job opportunities in the

community of Bull Savannah/Thatch Walk? (a) Yes (b) No 16. Which of the following do you think would be the most popular tourism product within the

Community? (You may select more than one option) (a) Sporting Activities (b) Nature Walks/Treks (c) Dances (d) Farming Activities (e) Culture Yard Tours (f) School Tours (g) Other: ___________________

Thank you for participating.

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Institute: Caribbean Maritime Institute Student: Marlon Holness

Interviewee: _________________________ Date: ______________________

Started: _______________________ Ended: _____________________

1. What growth and development has taken place in the community over the past 10 years or so?

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2. Have there ever been any meetings in the community discussing tourism?

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3. Have you ever heard of Community Tourism?

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4. What do you know about Community Tourism?

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5. Do you know of the Community Tourism product established in the community of

Walkerswood, St. Ann and what are your views on it?

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6. Do you know of any other communities where residents generate income through Community

Tourism?

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7. What do you think tourists would remember or enjoy most about the Community of Bull

Savannah/Thatch Walk?

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8. What would it take to sustain or keep such a program running?

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9. How do you think such a product could be marketed (sold) to the wider Jamaica and the rest of

the world?

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Semi-complete building site within the community of Bull Savannah/Thatch Walk not being

occupied

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Semi-finished building site within the community of Bull Savannah/Thatch Walk

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Bull Savannah/That Walk, home of the Exotic Flavours & Essences extraction facility

71

Bull Savannah/That Walk is also home to the Southern Fruits & Food Processors Ltd.

72

The Bull Savannah Primary School

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‘Scallion garden’ depicting the cultivation of this highly flavourful seasoning as it is done in

‘rows’ with grass cut and spread in between for mulching

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Old ‘dirt house’ within the community that is still being occupied to date

75

Another ‘dirt house’ still being occupied by residents within the community of Bull

Savannah/Thatch Walk

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‘Zinc shed’ used to store and prepare bitter cassava for baking along with displayed cassava bags

(made from ‘thatch’) used to place the ‘grated’ cassava at ‘press’

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‘Press’ used to extract juices from the bitter cassava for baking by way of force

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Farmers in the field reaping water-melons for sale

79

Having a slice of the ever refreshing water-melon

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Farmer having a slice of the water-melon after a long day of work

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Donkeys are used to transport water-melons from field/garden to closest point of pick up by

motor vehicle due to the mountainous/off-road terrain

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Community member hard at work grating the bitter cassava used to bake bammies