Marketing of Community-Based Tourism : A case study of Central Asia

Abstract: The aim of this thesis is to fill the research gap between marketing and community-based tourism, with using the Stakeholder Theory as intermediary. For this purpose, it is analyzed how the Stakeholder Theory can contribute to improve the marketing of community-based tourism. The online marketing approaches of destinations, community- based tourism providers, associations and Tour Operators in Uzbekistan, Kyrgyzstan, and Tajikistan towards the international market are investigated. The platforms were analyzed in May and August 2021. A qualitative thematic content analysis of the used distribution channels (websites and social media) is conducted. Based on the results of each country, a cross-national analysis is performed. The outcomes of the study indicate that all countries have potential to improve their marketing concepts, as well as their approaches towards sustainability and collaboration. A few actors were identified, which can serve as example. The overall result shows that a well-implemented Stakeholder Theory, which is comprised of networks at different levels, can empower individual service providers, and therefore contribute to strengthen the online appearance of different actors, including those offering community-based tourism products.