Marketing via community based tourism networkLocal community (CBT – Community Based Tourism), which started to develop tourism as one of the economic activities, shall be based on data from market research. Having quantitative and actual/empiric results it is possible to plan current and future processes, define tasks on improving quality and increasing volume of service. Those are also the basis for future investment of private or loan funds into infrastructure development. During a month (August 15 – September 15, 2005) there has been market research of tourist visits and system of service conducted on the territory of three villages – Humsan, Chimgan and Brichmulla, where CBT functions. 38 households, which have accommodation facilities and actively involved in providing services have agreed to provide data. They have provided services for total number of 355 guests and 48% of this number were served in Chimgan. Moreover the largest number of foreign tourists, who were covered by the research, came to Chimgan. From the total number of tourists 22 were from Europe and 56 were from CIS countries (60% of them were from Kazakhstan). So, citizens from neighbouring countries are also consumers of local providers’ services and Uzbek tour operators who wish to develop contacts with Central Asia partners should be oriented on this market. Duration of average stay ranged from 1.3 to 4.1 days. Citizens of Tashkent preferred to have a rest in daylight time on Saturday or Sunday. 300 guests (or 84,5%) came with a group (friends, family, colleagues), 55 (15,5%) - by themselves. There was not analysis for the age of tourists made but experts said, that families are mainly over 35 with children, companies – young people under 27, colleagues – from 25 to 50. Young people like active rest (hiking, special tours, swimming), colleagues are mainly come for picnics, families – to have water entertainment, sun-bathes, gastronomy, folklore. From the total number of tourists 86% received food services from guesthouse holders in Humsan, 57,8% - in Chimgan, 85% - in Brichmulla. One can make a conclusion that visitors receive not only accommodation services but they can also order meals and this service is in demand. Only small part of tourists preferred to cook themselves, probably to show the friends their talent in cooking. However, the most part of tourists ordered food when they stayed indoors (guesthouses), whereas there were less such tourists on tapchans and tents. Experts noted that tourists who stayed on tapchans were bringing food with themselves. TABLE №1. INDICATORS OF CBT SERVICES IN 3 VILLAGES OF BOSTANLIK RAYON As table № 2 shows, 59 guests took excursion services, including 33 horseback ridding tours to environs what is an evidence for the interest to this type of tours. It shall be noted, that horseback ridding tours are popular in Chimgan and Humsan, but for Brichmulla it is foot routes to the mountains (this factor is also defined by the following reason: there are only few cartage owners in Brichmulla). But 100% of guests in Brichmulla were taking water procedures near Charvak reservoir whereas in Chimgan thre were only 4% of such guests and 32% in Humsan. Most of all noted were the facts of crafts buying in Humsan, collecting medicine herbs, herbariums, and natural honey bought in Chimgan, interpretation into foreign languages and fishing in Brichmulla. TABLE №2. VOLUME OF CBT SERVICES PROVIDED FOR TOURISTS Experts who were collecting data in the villages noted an increased number of tourists who visited this region this season as compared with the last years. It can be related to the construction and rehabilitation of highways, bridges, engineering services in Charvak-Chimgan tourism area in the context of government decisions and government investments. Though it should be mentioned that the number of visitors declined by half in the beginning of September number due to cool weather in the mountainous part of Bostanlik rayon. Therefore 80% of all answers are taken in the second part of August. According to the data from table №3, 32 households (84.3%) wished to work with organized tourists, i.e. those who are organized by special agencies – trade unions, tour operators, private enterprisers, educational establishments. 100% of all households in Chimgan have expressed the preference to work with organized tourists. According to their answers this allows them to be prepared for the number of tourists and quality of service, purchase food stuff, expand accommodation places, plan activities beforehand. TABLE № 3. QUESTIONS ABOUT CBT RELATION TO TOURISM PROCESS Cost of accommodation varied depending on quality of building, facilities and therefore it was difficult to rank the services. The difference reached from 6$ per person or 30$ for a cottage per day in Chimgan village, to 20$ per one person or 100$ for cottage per day in Brichmulla village, from 3$ to 10$ per topchan (depending on location to sights, trees, water, rock, landscape view). Concerning the total amount of profits received from accommodation - families were not happy to share this information reasoning that this is commercial secret. But one may suppose that in average the income amounted to more than 300$ per month per one household. Cost of meals varied from 3$ to 10$ per day. The secrecy of information is related not only to competition but to the unwillingness of being known by controlling structures (tax committee, border control and police) because for such type of activities one should have official permission from authorities and pay taxes to government from the income. So, 26% of respondents do not want to work openly but 55% have not yet decided how to work - in “shadow” or legally. This is also determined by the fact that tourism is a seasonal activity for the time being, which is not the main source of income for the family budget. So 33 (or 86,8%) of households consider tourism as additional item of income of their family budget. © Copyright: Алишер Таксанов, 2009.
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