Developing CBT Associated with Raising Awareness of People and Tourists in Environmental Protection

The second issue, related to improving the capacity of the community in tourism management, many empirical studies have also shown that in order to develop CBT, community members need to actively participate, share ideas and pool resources in CBT management, create strong connections, strengthen trust and solidarity in the community. In fact, a number of studies conducted in North America, Europe, the Caribbean, Asia and the Pacific region have shown that CBT development has not yet demonstrated its role in community development. Many CBT projects, initially mentioned as a springboard for economic, cultural and social development, contributing to the conservation of natural resources and creating jobs for local people, but the reality later turned out to be the opposite. Simpson and Wall's (1999) study of the Paradise Beach Resort in Sulawesi (Indonesia) showed that tourism development here tends to ignore the benefits of local people and as a result has had negative impacts on the natural and social environment, specifically:

- During the development of Paradise Beach Resort, there was no forum for local people to participate in Sulawesi;

- Land compensation for people is not satisfactory;

- Many local mangrove and coconut trees were destroyed;

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- Most of the labor resources related to infrastructure construction are mobilized from other areas, not from the locality;

- About 250 hotel staff are Indonesian, but only about 5% of them are mobilized from the local population. However, the majority of local workers are in ordinary cleaning and gardening positions, they are untrained and receive very low wages;

- Local people do not have the opportunity to directly sell their traditional handmade products to hotels and tourists;

- Many local people said that in the long run they will no longer have land to grow vegetables or coconuts;

- Local art troupes were not mobilized to perform, but instead teams from other villages and localities were recruited.

Bui Thanh Huong et al. (2007) pointed out the limitations and obstacles related to the exploitation of local tourism resources. These activities are often directed, owned and operated by owners or businesses outside the community, they often provide package tours and the only involvement of local people is the use of their natural and cultural resources at a minimum or without receiving funding from the operators. The activities

Local people's work-related activities are imposed by a top-down approach, businesses lack human resources, especially young and female workers; income from tourism businesses is too low because the company imposes prices, so it is not enough to cover basic costs, not promoting reinvestment; households are bound by exclusive contracts with the company, so they do not have the opportunity to receive groups from other travel companies, even for individual tourists, which creates a constraint on the growth of visitors using homestay services.

From the above analysis, it can be seen that CBT develops in its true sense when community members can develop their abilities and participate in managing tourism business activities to maximize benefits. At the same time, they can develop their skills and knowledge to solve problems, minimizing dependence on external agencies.

The third issue, related to human resource development and people's skills, research by Tasci et al. (2013) also shows that CBT development is associated with improving the quality of life for individuals and communities, not only in terms of income and employment, but also other social issues such as health, education, entertainment and gender equality, human resource development and skills for local people. Through CBT development, people gain more business knowledge, management skills and new experiences from communicating with tourists (Jones, K, 1995). Moreover, CBT is a type of tourism that is often associated with cultural resources and natural resources in the community, with their skills and knowledge, local people introduce cultural features, customs, and natural landscapes to tourists. Tourists will learn about local culture by participating in exchange activities and working with local people, thereby promoting economic activities, creating job opportunities, increasing income for local people and contributing to the protection and preservation of the natural, cultural and social environment. Therefore, the main beneficiaries of CBT are not tourists or CBT businesses, but the community members themselves.

In summary, synthesizing CBT development studies on socio-cultural aspects shows that there are three main contents mentioned by scholars in their research:

(1) developing CBT associated with preserving and restoring cultural values and traditional customs of indigenous people; (2) people are proactively involved, share ideas and pool resources in managing CBT, creating strong connections, strengthening trust and solidarity in the community; (3) developing human resources and skills for local people. The author summarizes the indicators measuring CBT development associated with culture and society found in previous studies in Appendix 5.2.

1.2.2.3. Developing CBT associated with raising awareness of people and tourists in environmental protection

Developing CBT in particular and tourism in general aims at sustainable development, therefore, raising awareness of local people, tourists and stakeholders on protecting tourism resources, as well as protecting the environment and landscape in the community is also one of the criteria for evaluating CBT development and is shown in the following aspects:

Firstly, the exploitation and rational use associated with the protection of tourism resources in the community is an essential part, creating the attractiveness of the destination. Research by Akis et al. (1996) in three Cypriot communities; Nunkoo and Ramkissoon (2010) in Port Luis, Mauritius has shown that the assessment of CBT development is not only the conservation/restoration of architectural works (house architecture, artificial construction works of people serving labor, living...) but also the conservation of natural resources, wild flora and fauna and cultural and historical relics.

Second, exploiting and using tourism resources in conjunction with protecting the ecological environment. Many studies have shown that tourism has negative impacts on the environment in the community such as air pollution (including emissions from vehicles and other means), water pollution (including wastewater, fertilizers, pesticides, etc.); depletion of natural resources (Andereck et al., 2005. Liu & Var, 1986); destruction of flora, local landscape environment, deforestation, forest fires (Andereck et al., 2005; Nguyen Thi My Hanh, 2016), waste, traffic congestion, noise pollution... Therefore, the assessment of CBT development also needs to consider minimizing the negative impacts of tourism activities on the environment, raising awareness of local people about protecting natural resources and the environment in the community (Nopparat Satarat, 2010; Suthamma Nitikasetsoontorn, 2014).

In addition, some studies indicate the need for a suitable system of collecting and treating garbage and wastewater at tourist destinations (Tran Tien Dung, 2007); raising awareness in village sanitation, contributing to improving the ecological environment (Nguyen Thi My Hanh, 2016); paying attention to the regeneration and development of some renewable resources such as forests, vegetation, rivers, and lakes at tourist destinations in the community (Duong Hoang Huong, 2017).

In summary, the synthesis of studies shows that there are three issues related to the assessment of CBT development associated with raising awareness of people and tourists in environmental protection: (1) exploiting and using rationally associated with protecting tourism resources in the community; (2) exploiting and using tourism resources associated with protecting the ecological environment.

and (3) good management of waste and wastewater in the community. These are important suggestions for the author to inherit and evaluate for the research area (Appendix 5.3).

1.2.2.4. Developing CBT in conjunction with meeting the needs of tourists

Telfer and Sharpley (2008) pointed out that many CBT projects failed because the number of tourists coming was too low, not enough to ensure the income for the community. One of the reasons was that the CBT managers in the community had not segmented the CBT market to meet their needs, so they could not focus their marketing activities on these tourists. Egmond (2007) pointed out that understanding the target market segments and providing products to satisfy them is the key to successful tourism development.

Oelkers (2007) argues that customer orientation is the key to business success, so businesses need to pay attention to customers' needs and perceptions of their products. However, in CBT business, identifying and meeting tourists' needs also depends on the actual conditions of local people in providing tourism products and services. However, UNEP (1999) emphasizes that meeting tourists' needs should be maintained to ensure that destinations continue to attract and maintain their commercial potential, while tourism development brings widespread benefits to members of society.

Some scholars (Oliver, R, 1999; Reichheld, 1990) evaluate the level of satisfaction of tourists' needs based on their cognitive attitudes towards a particular behavior, arguing that the level of satisfaction of customers' needs can be effectively assessed by their "willingness to recommend" through word of mouth. The authors argue that when customers' needs are satisfied, they will be satisfied with a certain product/service and often spread the word to others to attract them to the product/service. Therefore, assessing customers' willingness to recommend to others is one of the ways to determine the level of satisfaction of customers' needs.

To evaluate the development of CBT in relation to meeting the needs of tourists, the World Tourism Organization (UNWTO) has developed a set of indicators to assess the level of development of a specific tourist destination, including 4 criteria: the needs of tourists are highly met; economic issues; culture - society and environment. In which, there is an indicator on meeting the needs of tourists, measured through (1) the rate (%) of returning visitors/total number of visitors; (2) the average number of days of stay/visitor; (3) the rate (%) of health risks (illness, accidents due to tourism/number of visitors).

In addition, some scholars measure the ability to meet tourists' needs by examining tourists' attitudes toward some indicators such as length of stay.

(Iwasaki and Havitz, 1998); Time spent on shopping, using or participating in recreational activities per day/week/month/year (Iwasaki and Havitz, 1998); number of times/number of tourists returning to the destination (Bowen and Chen, 2001); introduction of destinations and tourism services to others (Chen and Tsai, 2007). These are important suggestions for the author to apply, inherit and develop in accordance with the content and research area of the thesis. Appendix 5.4 summarizes the indicators for assessing the level of satisfaction of tourists' needs found in previous studies.

1.3. Factors affecting community tourism development

There are many studies on factors affecting tourism development in general and CBT in particular, which can be divided into two main research directions:

Firstly , the factors affecting CBT development are macro-level such as: State management capacity and efficiency; political, economic and social environment of each country and region; globalization issues, international economic integration and climate change;

Second , factors affecting CBT development within the local community include: the attractiveness of the tourist destination; accessibility to the destination; technical infrastructure or tourism skills and knowledge of local people; cooperation and direct support from outside the community.

Within the scope of this study, the thesis only mentions the factors affecting CBT development within the local community of the destination.

1.3.1. Attractiveness of tourist destinations

A tourist destination can be understood as a place where tourists choose to come and stay for a period of time to visit and experience (Leiper, 1995). According to UNWTO (2007), a tourist destination includes a number of basic components that attract tourists to the destination and satisfy the needs of tourists when they arrive. According to Holloway and Humphrey (2012), a tourist destination includes all resources that are attractive, appealing, and encourage tourists to visit. According to the authors, the attractiveness of a tourist destination includes four aspects: natural sites, built sites, natural events, and built events. An attractive tourist destination is considered one of the important factors that attract tourists' interest and can also be a motivation for tourists to make decisions to travel. Some scholars (Goodall, 1988; Gartner, 1989) have pointed out the relationship between the attractiveness of tourist destinations and tourists' choice decisions, according to which destinations with many attractive images will be more likely to be chosen by tourists.

Abdulla M. Alhemoud and Edward G. Armstrong (1996) studied the attractiveness of tourist destinations in Kuwait and divided them into four groups: (1) tourist attractions

natural attractions (mountains, forested areas, rivers, lakes, deserts, etc.); (2) historical attractions (ancient buildings, castles, relics or other built sites that were built in the past); (3) cultural attractions (cultural values, traditional customs of local people at the tourist destination) and (4) attractions related to the production activities of indigenous people. This result was also pointed out by Suthathip Suanmali (2014) in an empirical study in Northern Thailand on factors affecting tourist satisfaction. According to the author, there are three factors that create the attractiveness of a tourist destination, affecting tourist satisfaction: (1) the attractiveness of natural resources; (2) the diversity of indigenous culture and (3) recreational activities.

Nopparat Satarat (2010) when analyzing tourism products in the study on sustainable CBT management in Thailand mentioned two factors related to the attractiveness of the destination: (1) natural attractions (mountainous terrain, diversity of plants, wildlife; waterfalls, streams, etc.); (2) cultural - historical attractions (cultural values, traditional customs, music of local people; ancient temples). In addition, tourism activities such as mountain climbing, boating, dancing lessons, production of local products and souvenirs are also considered a factor affecting sustainable CBT management activities. Another study by Ni Made Ernawati (2015) on the market orientation of CBT products in three villages in Bali also pointed out that the attractiveness of the tourist destination includes (1) natural environment (of the countryside, natural waterfalls); (2) historical sites (Elephant Cave and medieval stone carvings); (3) traditional Balinese culture (religious ceremonies, traditional lifestyle) and (4) activities (coconut production; rice and coffee farming; walking around the village, through the rice fields).

Thus, a tourist destination is not only a place for entertainment, attracting tourists, bringing satisfaction to them, but also a place where local people live and work every day. Research to assess the attractiveness of a destination to understand how different local people interact to support tourism development, while maintaining valuable local characteristics and solving negative issues in the process of developing CBT is necessary. A summary of the indicators to assess the attractiveness of a tourist destination from previous studies is presented in Appendix 6.1.

1.3.2. Accessibility to tourist destinations

Accessibility to a tourist destination can be understood as the ability to travel to a tourist destination and move between points within the destination area conveniently, simply, quickly and safely. This is considered one of the factors to evaluate the attractiveness of a tourist destination. Accessibility to a tourist destination depends on

depends on the transport infrastructure system (roads, parking lots, means of transport...); transport equipment (type, size, speed, range of transport...); issues related to transport management (trip schedules, directions, routes...) and regulations related to transport activities (Ha Nam Khanh Giao, 2011).

According to Holloway & Humphrey (2012), accessibility to a tourist destination is not only about the ease with which tourists can travel from home to their chosen destination, but also about how they can travel between tourist attractions within the destination. This involves the use of different modes of transport such as land, water or air. However, for CBT activities, tourists often prefer environmentally friendly modes of transport, especially within the area of the destination (Butcher, 1996).

Christina Geng-Qing Chi et al. (2008), when studying the relationship between destination image, tourist satisfaction and customer loyalty, pointed out that destination accessibility also has an impact on tourist satisfaction. The authors analyzed based on 4 criteria, including: (1) good traffic flow and parking; (2) parking in central areas; (3) easy access to the destination and (4) a trolley system to support transportation within the destination at affordable prices. However, Suthathip Suanmali (2014) evaluated destination accessibility in CBT development not only in terms of transportation but also in terms of access to health services and local authorities. The authors also proposed 4 evaluation criteria, including: (1) availability of information and documents related to the destination; (2) convenience in traveling; (3) easy access to basic health services and (4) accessibility to local government.

Unlike the above studies, when researching and developing indicators to evaluate sustainable rural tourism development, Duk-Byeong Park et al. (2011) evaluated destination accessibility based on three criteria: (1) hotel booking system on website;

(2) have suitable guidebooks and maps and (3) have signs to villages within 5 km.

In summary, the overview of studies shows that the accessibility of tourist destinations is considered one of the important factors affecting the development of CBT as well as assessing the satisfaction and loyalty of tourists. From different perspectives and research areas, the concept of destination accessibility of studies is also different. However, there are 2 contents that studies mention in this factor: the accessibility of destinations by means of transport and the accessibility of destinations through services provided to tourists before and during the trip. The overview of research on the accessibility factor of tourist destinations is important for the author to choose variables and

The author used the following metrics to assess the development of CBT in his study. A summary of the indicators to assess the accessibility of tourist destinations found in previous studies is presented in Appendix 6.2.

1.3.3. Convenience of tourist destination

The convenience of a tourist destination is the service and physical facilities located at or attached to the destination, to facilitate tourists' easy access and use. Ha Nam Khanh Giao (2011); Baum (2013) believe that the convenience of a tourist destination is one of the important factors affecting the development of CBT, affecting the experience of tourists during their stay, creating a convenient and comfortable environment for tourists to participate in the destination. The authors have pointed out the services required to meet the needs of tourists when they are away from home, including: accommodation systems, public toilets; signs, shopping areas (retail stores), restaurants, bars, entertainment areas, medical services, telecommunications, transportation, security and order... These are important suggestions for research in inheriting and selecting variables and measures to evaluate the convenience and services of destinations for research.

Smith (1992) argues that amenities are associated with the infrastructure and services of the destination, which can be either built specifically for tourism activities or shared with local people. Boo (1991) describes that CBT tourists can accept the infrastructure system available in the village, however, the drainage system and public toilets need to be clean and this information needs to be clearly announced before each trip.

Although not identified as an independent factor affecting tourist satisfaction, Suthathip Suanmali (2014) also mentioned some indicators related to the convenience of the destination in the infrastructure and environment factors of the destination such as: clean public toilet system; security, safety and availability of high-speed internet service. Ni Made Ernawati (2015) identified the convenience of the destination as one of ten factors affecting the development of sustainable tourism products, assessed through indicators related to the public toilet system, internet system, signs/warnings, etc.

In summary, it can be seen that “destination convenience” is a factor that cannot be purchased directly like other tourism products/services, but plays an important role in the tourist experience. Researching the impact of destination convenience factor on CBT development is necessary, contributing to creating more value-added services.

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