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Target Euro SRL, an Italian company renowned for its expertise in international development, engaged Supmasol Limited to support the completion of a survey focused on foreign tourists visiting community-based tourism (CBT) venues in Jamaica. The research project was commissioned by JSIF (Jamaica Social Investment Fund), a governmental agency responsible for project implementation. Supmasol Limited acted as a subcontractor and local asset for Target Euro SRL, undertaking fieldwork and data collection activities. This case study presents an overview of the survey methodology and outlines the work conducted by Supmasol Limited during the project.

1. Objectives and Scope

The primary objective of the survey was to gather insights into the experiences, preferences, and perceptions of foreign tourists visiting CBT venues in Jamaica. The research aimed to identify key factors influencing tourist satisfaction, their motivations for participating in CBT activities, and potential areas for improvement. The scope of the study encompassed over twenty CBT venues across various locations in Jamaica.

2. Survey Methodology

To achieve the research objectives, Supmasol Limited implemented a comprehensive survey methodology comprising three main components:

2.1. Contacting and Visiting Community-Based Tourism Venues

Supmasol Limited initiated the survey by contacting and visiting over twenty CBT venues identified for inclusion in the study. This involved establishing communication channels through phone and email to schedule appointments and confirm availability for on-site visits. The purpose of visiting the venues was to gain firsthand knowledge of their operations, observe the tourist experience, and establish a rapport with the venue operators.

During the visits, Supmasol Limited representatives conducted interviews and had discussions with CBT venue operators, managers, and staff. These interactions allowed for a deeper understanding of the venues' offerings, challenges, and potential areas for improvement. The insights gained from these engagements informed the subsequent stages of data collection.

2.2. Data Collection from Tourists Using Digital Forms on Tablets

Digital forms were used to collect data directly from foreign tourists visiting the CBT venues. Forms were designed and structured by Target Euro SRL. Trained surveyors administered the surveys to the tourists, ensuring confidentiality and providing assistance where needed. The digital forms were designed to capture relevant information such as demographic details, trip characteristics, motivations for choosing CBT, satisfaction levels, and feedback on specific aspects of the tourist experience.

By utilizing digital forms, Target Euro SRL ensured efficient data collection, minimized errors associated with manual data entry, and facilitated the analysis process. The use of tablets also provided a more interactive and user-friendly experience for the surveyed tourists, enhancing the overall quality of the data obtained.

2.3. Data Validation and Quality Assurance

Throughout the survey process, Supmasol Limited prioritized data validation and quality assurance. To ensure the accuracy and reliability of the collected data, Supmasol Limited was in constant dialog with Target Euro SRL to identify any inconsistencies or missing information. Regular meetings and discussions were held with the Supmasol Limited survey team to help address any challenges encountered during data collection, ensuring the integrity of the final dataset.

3. Work done by Supmasol Limited

As a subcontractor and local asset for Target Euro SRL, Supmasol Limited played a critical role in the successful execution of the survey. The following outlines the key responsibilities and activities undertaken by Supmasol Limited:

3.1. Liaison with Target Euro SRL

Supmasol Limited maintained open and effective communication channels with Target Euro SRL throughout the project. Regular communications were sent to align project objectives, deliverables, and timelines. Supmasol Limited acted as a bridge between Target Euro SRL and local CBT venues, ensuring clear understanding and coordination between all parties involved.

3.2. Contacting and Visiting CBT Venues

Supmasol Limited initiated contact with over twenty CBT venues, engaging in phone and email communication to schedule visits. They conducted site visits to several venues, gaining valuable insights into their operations and establishing a relationship with the venue operators. These visits allowed Supmasol Limited to collect detailed information on each venue, which formed a crucial component of the overall report provided by Supmasol Limited.

3.3. Data Collection from Tourists

Supmasol Limited assembled a team of trained surveyors who administered the digital surveys to foreign tourists at the CBT venues. They ensured the smooth execution of data collection activities, maintaining a high level of professionalism and attentiveness to the tourists' needs. The surveyors adhered to ethical guidelines and followed a standardized approach to ensure consistency in data collection across all venues. Due to the nature of the survey, the target respondent was not reached. However, the information gathered and the report provided was vital to the overall completion of the survey.

Conclusion

Supmasol Limited successfully collaborated with Target Euro SRL to complete a survey on community-based tourism in Jamaica. Through a well-designed methodology that involved contacting and visiting CBT venues, collecting data from tourists using digital forms on tablets, and ensuring data validation and quality assurance, Supmasol Limited provided valuable insights into the experiences and preferences of foreign tourists visiting CBT venues in Jamaica. Their contributions facilitated evidence-based decision-making and supported the ongoing development of the tourism sector in Jamaica.