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Community-based Tourism: A Factor-Cluster Segmentation Approach

Using a case study of the Kimana Wildlife Sanctuary in Kenya, this paper empirically investigates factors critical to successful community-based tourism development. Factor analysis of 17 survey items produced five key factors: inclusion of stakeholders, recognition of individual and mutual benefits, appointment of legitimate convenor, formulation of aims and objectives, and perception that decisions arrived at will be implemented. Hierarchical cluster analysis demonstrates a simultaneous presence of three different segments within the local community, revealing that ‘operatives’ are interested in participation in the project's activities, ‘opinion leaders’ are concerned with the community's benefits from the project while ‘official leaders’ value the success of the project.