Just Us! Community-based Tourism
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The development coordinator for Just Us! Development Education Society (JUDES) was reviewing the preliminary agenda for the JUDES Annual General Meeting (AGM). The meeting would take place some time between May 1 and May 14, 2010, National Fair Trade Weeks. The coordinator was preparing her to-do list for the event. Just Us!, a Nova Scotia, Canada-based cooperative that offered fair trade products, had a very loyal regional following, and the coordinator wanted to communicate how the premium paid for fair trade products actually helped producer communities. She was planning several events for the AGM, but, most importantly, presentations and discussion of the Community-based Tourism (CBT) trip they had taken to Oaxaca, Mexico in 2009, and had planned to take again in 2010. For the AGM presentation, she wanted to organize the trip guidelines and the budget information into a triple bottom line format.<br/><br/>The case can be taught in conjunction with two previous cases: Marketing Planning at Just Us! Cafes, Ivey product # 9B09A014 and Just Us! Coffee Roasters, Ivey product #9B06A027.
McKillop, Ian, Julia Sagebien, and Alba Brugueras. 2011. "Just Us! Community-based Tourism." Richard Ivey School of Business Case Collection: .