Ahmeti, F. (2013). European Journal of Scientific Research, Volume 115 No 4, Dec, 2013, pp.

536-543

Building Community Capacity for Tourism Development in

Transitional Countries: Case of Kosovo

Dr. Faruk Ahmeti

FAMA University, Department of Management
10000 Prishtina, Republic of Kosova
E-mail: [email protected]

Abstract

This study highlights the importance and explores the contributions of

community capacity building (CCB) to achieving a sustainable tourism. Community
capacity building is extensively recognized as a significant tourism development tool,
which if implemented properly can contribute in community development and
prosperity. In order to be able to create new successful strategies on building capacities
of communities related to tourism, often is required to investigate existing problematic
issues and to create a clear picture of the current state of community capacities and all
related community capacities pertaining to tourism development in particular region.
Community capacity building not only represents a step toward creating a sustainable
tourism industry, but it is an essential ingredient for the overall development of the
community. Tourism development and capacity building, within the communities where
tourism is seen as a community opportunity, are closely linked and need to evolve and
prosper simultaneously. It is important the fact that CCB programs help communities to
increase their capability to contribute in the tourism decision-making processes, rather
than being a spectator on its own playground. Especially the developing countries and
regions, in particular rural and peripheral regions, benefit the most from the CCB. They
inspire community participation in tourism development, and through CCB the
communities gain the tools that empower them to do so. This paper attempts to examine
the impact of the community capacity development in tourism development in transition
countries.
Keywords: Tourism, Community Capacity Building, Tourism Development,
Local Communities, Community Development

1. Introduction
Lack of awareness and overall familiarity around tourism of the local population
are considered as the key aspects that contribute to the failure of the tourism
development within particular communities. Hence, CCB empowers the communities to
actively participate in planning, developing and implementing the tourism in
community level. Inadequate community capacity will have as a consequence of the
dominance of tourism from outside the community; therefore benefits gained from
tourism development often go outside the community. Due to these facts, the result of
developing tourism with capacities outside the destination communities will result with

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Ahmeti, F. (2013). European Journal of Scientific Research. European Journal of Scientific Research,
Volume 115 No 4, Dec, 2013, pp. 536-543

the minimum benefit for the local community, while consequences of tourism
development and tourism activities remain to be carried by the local community. Thus,
community capacity building is essential for community development and key element
for the success of community-based tourism.
As highlighted by Smith et al. (2001), the CCB is considered as the essence of
overall community development. Furthermore, community capacity building is
considered as a tool that can contribute in community development, and through which
many tourism issues pertaining to its development can be addressed. Not only that CCB
contributes on increasing employment within the destination communities, but it
supports communities to improve their ability to participate in tourism planning and
strategy development. As the carrier of almost all obligations related to tourism
development are carried by the communities where the tourism activities will be carried,
through CCB the community gains the ability and poverty to participate in the most
important phase of tourism development, and that is in the tourism decision-making.
Tourism is seen by many as a catalyst for regional and community development,
especially in developing countries where rural and peripheral regions are left aside
pertaining to economic and social development (Clancy, 1999; Timothy, 1999; Tosun,
1998; Kiper & Özdemir, 2012). Many communities have recognize that tourism
development does not only positively effects the economic growth, much more, there
are also other benefits of tourism development, such as stimulation toward change in
social, cultural and environmental benefits, etc. Baromey (2008) emphasized that the
majority incentives toward and related to community tourism development tend to gain
poverty and the ability on community sustainable planning and control of community
resources. Additionally, according to Littlejohns and Thompson (2001), CCB shows
and measures the degree to which a community can have its impact on planning,
implementing and endure activities that allow the community and its members to apply
better control over its environment, social and cultural issues, and economic
development.
The main objective of this paper is to articulate the concept and the relationship
of CCB in context of tourism development and the involvement of community
capacities toward developing a community based tourism. This research is based almost
entirely on data collected during interviews and field research throughout Kosovo.
Whereas a part of the information used is taken from secondary sources, without being
capable to proof the validity of claims made.

2. The Concept of CCB

Many suggest that community capacity building is a fundamental process that
provides local communities all needed strength and tools for development (Kwan et al.
2003). The perception of CCB is considered as the capability of individuals and their
communities to implement their knowledge related with the determinant factors and
indicators of the surroundings of sectorial development, in this context with the tourism
sector development within the communities. This literature review indicated that there
are different meanings and explanations of CCB. According to (Frank & Smith, 1999),
community capacity building pays extraordinary attention and consideration is given not
only to the current assets that the community has on its possession, but also to all
potential assets that a community has or needs to create an access to. James (1998)
mentioned that community capacity building affect all sectors in the communities,

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Ahmeti, F. (2013). European Journal of Scientific Research. European Journal of Scientific Research,
Volume 115 No 4, Dec, 2013, pp. 536-543

starting from social and political issues, and economic wealth and development (James,
1998, p. 250). Furthermore, the author stated that CCB not only needs to be
implemented in all sectors of s national economy, but also at all levels of institutions
and organizations. Hence, the entire community should be engaged in community
capacity building, in order to achieve expected outcomes.

Table 1: Selected Definitions of CCB

Source Definition

Community capacity refers to the levels of

competence, ability and skills necessary to Balint, 2006, p. 140
set and achieve relevant goals.

Community capacity is the ability of

individuals, organizations and
communities to manage their affairs and Hounslow, 2002, p. 20
to work collectively to foster and sustain
positive change.

Community capacity is the degree

to which a community can develop,
Smith et al., 2003, p. 33
implement and sustain actions for
strengthening community health.

Community capacity includes the

assets and attributes that a community is
able to draw upon in order to improve
Lavarack, 2005, p. 267
their lives. It is the ability to define,
evaluate, analysis and act on... concerns
of importance

Source: Moscardo, 2008, p. 9

CCB is also described as the collective encouragement of a community’s

commitment, resource deployment, and skills needed in order to develop community
assets that can then address tourism development issues related to the community
(Homan, 2010). According to Blackwell and Colmenar (2000), CCB is a process
directed toward strengthening the capability of individuals and organizations toward
creating a sustainable environment that support all aspects of the community. Hence, as
the tourism affects all areas of life of the communities that provide those services, it is
an essential condition for sustainable development of tourism sector. Tourism deals and
has to do with people (humans), in all aspects, the one that offers services, and those
that consume those services. Hence, the CCB is about increasing and creating new
individual and collective skills and capacities that can contribute to the communities, in
order to be able to respond to challenges and be prepared to exploit any opportunity that
requires new knowledge and skills (Funnell & Scougall, 2004).

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Volume 115 No 4, Dec, 2013, pp. 536-543

As emphasized by Minkler and Wallerstein (2011), community capacity

building comprises 3 major levels: individual, organizational, and community capacity
building (Minkler & Wallerstein, 2011).

Fig. 1: Capacity Building levels

1.1 Individual capacity building

As the organizations consist of individuals (Hedges & Schneider, 2005, p. 3), every
succeed depends on how the individuals have accepted, the level of their awareness
pertaining to the importance of the capacity development, and how do their goals
aligned with those of the community. Hence, it is considered as the most critical level of
capacity building, since it impacts an individual’s capabilities and skill potential needed
to achieve the desired changes and outcomes. Therefore, every step made in this level
will have a direct effect on the following level, regardless if positive or negative.
At this level, strategies are needed to be adopted in order to supplement all the
needed knowledge and skills that are crucial for individual development, such as
participation levels, miscellaneous individual skills (i.e. leadership skills, problem-
solving skills, negotiation skills, etc.), knowledge, building of individual values,
empowerment of individuals, increased engagement with (or connection to) the
community development, and adapting to change (VicHealth, 2006). This development
strategy can involve individuals that are part of any organization or community as well
as individuals that are or will be in the future part of the community development or can
contribute in that process.
1.2 Organizational capacity building
As noted above, individuals are those that carry the knowledge and skills needed
for change and development, whereas the organizations are those that can determine
how individual capacities are exploited and strengthened. Hence, organizations have the
ability to lead the community development process, as they can offer technical expertise
and capacities, allocate all needed resources (regardless if financial or physical nature),
address awareness management, provide innovative knowledge and contribute to further
human resource development, improve leadership potentials, or through build
partnerships with other organizations or communities (JICA, 2004).

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Volume 115 No 4, Dec, 2013, pp. 536-543

1.3 Community capacity building

Individuals and organizations are part of the community. Hence, capacities at the
community level are extensive compared to individuals or particular organizations and
embrace informal and formal linkages among individuals and organizations, and also
between different organizations within the community. Furthermore, communities are
not stand-alone entities. In this regard, the infrastructure and other networking facilities
are needed to be interconnected to be able to benefit from external community
experience. It has more to do with the development of social wealth and different forms
of networks involving individuals and community members (solely or through the
organization engagement), which contributes to the strengthening of relations between
community members and to increase the level of trust that exist within a community
(Woodhouse, 2006). Even if communities may not possess all needed infrastructure that
a formal organizations has, still through collaborative incentives they can create
conditions in carrying about wanted change. As noted by Homan (2010), community
can be a place (geographic area) with different physical boundaries, which consist of a
group of people living and working together in that area, and which have common goal
or intentions to achieve (Homan, 2010, p. 214).
The question of community capacity building is infrequently challenged in the
academic studies regarding to local tourism and the scope of this paper is not to
advocate that all tourism inquiry in local communities address this topic directly. To be
able to create an overview of the state of the tourism industry, in regards to community
capacity building, however, it is essential to be aware of these concerns in order to
recognize certain projects that are appropriate with broader community development.
Nevertheless, it could provide a sight of the prospective achievement of a tourism
project within a particular location or destination.

3. CCB for Sustainable Tourism Development

For many authors CCB in tourism development can be understood as the ability
of the people in communities to contribute, plan, and lead tourism development
activities (Cupples, 2005; Ohiorhenuan & Wunker, 1995; Beeton, 2006; Moscardo,
2008; Aref, Redzuan, & Gill, 2010; Aref, 2011; Seba, 2011). There are many issues
that need additional attention and which are crucial to tourism development. Tourism
operators consistently invest in different training incentives for local population, in
order to prepare the community to be able to tackle the challenges required by tourism
and to contribute to overall community development. According to Kieffer and
Reischmann (2004), community capacity building is implicated in all three levels of
capacity development process: individual, organizational, and community level. These
capabilities, after being gained regardless the level Individual, organizational, or
community level), may continue to exist in a latent form unless there is some motivation
or incentive for action and implementation, or empowerment (Rappaport, 1987).
Therefore, community capacity building plays an essential role in the overall
development of tourism and is an important tool for further tourism strategy
development. As noted by Funnell and Scougall (2004), every change carries challenges
that if wonted to be exceeded, the community should be ready and prepared to act.
Hence, according to authors, CCB is about developing the individual and collective
resources, in order to improve the skills and capacities that are needed to react to
challenges that are part of every change.

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Ahmeti, F. (2013). European Journal of Scientific Research. European Journal of Scientific Research,
Volume 115 No 4, Dec, 2013, pp. 536-543

As shown by many studies made pertaining to tourism development and success,

the most common barrier was a lack of knowledge about tourism within the destination
community (Moscardo, 2008). The lack of tourism knowledge was identified as the key
element contributing to limited involvement and participation of local stakeholders in
tourism planning and leadership. Tourism is seen as the fastest growing industry
worldwide (Hara, 2008). In many cases tourism failed also due to late incentives of
community capacity building, as the trend of tourism overlaps the ability for a
community to develop all needed skills to respond to tourism requirement. Hence, the
community capacity building pertaining to tourism knowledge should occur ahead of
any incentive or decision about tourism development. As the tourism is chosen as a tool
for community development, the CCB approach should direct its attention toward
identifying the capacities (knowledge and skills) that are needed to be developed and
enhanced. Any planning about CCB should run analogous to tourism planning and
should be developed in that way that will enable the communities not only to react on
tourism requirements and changes that arise, but also to lead the process.
As seen in the figure 1, all levels of community capacities in tourism
development programs can interact among them in creating the most appropriate
knowledge and skill developing programs. Figure 1 shows a theoretical model for how
the three levels of CCB relate among each other. Whereas, figure 2, illustrates how the
process of CCB implies the three levels of developing community capacities in a
tourism development process. Therefore, in order to succeed the tourism development
strategy and its implementation, all three levels of CCB are required to be improved
(Raik, 2002).
The success of local tourism development should contain and depends on
common elements, which make evident the fact that the development of tourism is a
very complex process. Mainly, tourism development depends on hospitality-based skill
development of individuals and of the entire community, the proper usage of traditional
assets, and effective institutional support for the destination community. Remarkably, is
the understanding that regardless the sector or industry that is intended to be developed,
which carries with change that can affect economic, social and cultural dimensions of
the local community, it is essential for the local community to develop the capacities
that are able and have the knowledge to undertake any development initiatives that are
related to their community. Figure 1 shows that the community tourism development
involves all scopes of the community elements, and each of them plays a crucial role in
that process.

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Volume 115 No 4, Dec, 2013, pp. 536-543

Fig. 1. Cycle CCB and tourism development

Adopted from: OPC, 2002

4. Barriers of CCB in Tourism Development

Even if the community capacity building appears as a key and important element
for tourism development, it has its limitation that occurs during its implementation.
There is a literature that directly attends to the barriers to community capacity building.
Hunt (2005) expresses how capacity building activity or any initiative pertaining to
community development must acknowledge and address all barriers to that capacity
building activity, which may affect the dimension and volume of development within
the community. Furthermore, Hunt (2005) puts special emphasis on the most commen
and frequent barriers. Such constraints include:
• Lack of effective community participation in tourism development
phase, especially of those that are directly engaged and are seen as the
beneficiaries of those activities;
• Political systems with weak social capital (trust) and their hesitation to
participate in collaboration with local communities;
• On-credible or rapidly fluctuating government policies, which offer
overload unpredictable reforms and unsustainable initiatives;
• Lack of overall tourism knowledge, in all levels;
• Imbalance of power in the planning, implementation, and control
activities aiming developing tourism;
• Short term funding government incentives (Hunt 2005, p. 8)
In broader context barriers to rising capacities in tourism development point to
concerns of control, opposed values and mixed expectations of different parties
involved in the development process. Therefore, to avoid barriers in tourism
development process, and to be able to react and act upon any obstacle that may
limitation improving community knowledge or its participation, it is essential the fact

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Ahmeti, F. (2013). European Journal of Scientific Research. European Journal of Scientific Research,
Volume 115 No 4, Dec, 2013, pp. 536-543

that the community capacity building process should start ahead of any tourism
initiative or project. Even more important is that it must be continuously implemented,
as the change happens every day and each project differs from the previous one.

5. Conclusion
Creating sustainable tourism means creating a sustainable capacity building
model that must be simultaneously implemented with overall community development
process. It indicates the significance of assigning tourism development inside broader
community objectives. Beside the capacity development programs, communities must
possess other capacities that can support tourism development. This paper revealed that
CCB reveals the specific and improves community strengths and increases the self-
assurance required to tourism development. In this context, all stakeholders (regardless
the level where they are active) should comprehend that investments in developing
community capacities are essential for development. Hence, if the community capacity
building process does not succeed or fails to be implemented, it will also be the outcome
of any development initiatives, as they are interrelated. Thus, building capacity should
be implemented simultaneously with community development and is a mutual attribute,
even if not constantly stated, of many CCB programs. The outcomes of this study
contribute to booth, tourism and community development. In addition, the findings of
this study can be useful in supporting tourism planers and community development as a
whole.

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