This document investigates the sustainability of tourism at Bluefields Villas in Jamaica, focusing on the balance between environmental, economic, and socio-cultural aspects. It outlines the establishment's connections to transportation, entertainment, and agriculture, while highlighting research methods involving interviews and observations. Recommendations for improvement include enhancing community tourism involvement and promoting better environmental practices to preserve local biodiversity.

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In PartialFulfillmentof the
CaribbeanAdvancedProficiency
ExaminationSchoolBased
AssessmentForTourism
Name:SamanthaA.Walters
School:BelmontAcademy
Candidate #:
Centre #:
Territory:Jamaica
Teacher:Ms. Brown- Simpson
Year: 2015- 2016
An investigation to which the sustainability of tourism is present in the establishment of Bluefields Villas.

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Table of Contents
Page
Executive Summary 2
Description of Business 3
Methodology 4
Linkages 5
Impacts 7
Recommendations 8
Conclusion 10
Bibliography 11
Appendices 12

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Executive Summary
Sustainable tourism establishes a suitable balance between the environmental, economic and
socio-cultural aspects of tourism development, it plays an important role in conserving
biodiversity in the country visited by foreigners. It ensures that guests leave a positive impact on
the country in all areas. In Bluefields Bay Villa, San Michele the researcher strives to find out if
there is a balance among all aspects (inter sectoral linkages) of the tourism sector. This is
because she is destined to help the establishment on becoming a first-classed company in
customer service and the tourism industry. The information obtained will be accessed by
interviewing the manager and observing the surroundings and day-to-day operation of the villa.

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Description of Business
One of Jamaica’s most protected environments with ample spring water flowing from the
mountains down to the Bluefields Beach (locally known as Sabito Beach). San Michele one of
the five villas located in Bluefields, Westmoreland is owned by Braxton and Deborah Moncure
(foreigner owned). It was designed and built by Lt. Colonel Terence “Rory“Scott O’Connor and
his wife Winifred Evelyn Scott O’Connor (neé Kirkham) in 1955, a private island reached by
footbridge is perfect for spending countless hours “on the sea”. Fall asleep to the sounds of the
sea in an authentic Jamaican four-poster canopy bed which keeps their relevancy to visitors of
the country. San Michele’s Jamaican furniture is part of a larger collection saved from export by
the Moncure family. They cater for all ages and are more known for their scenery and recreation
secret spots to relax with the bulk of their guests from North America and Europe.

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Methodology
This research was carried out using a quantitative and qualitative approach of data collection.
The instruments used to gather information are; interview and observation. In an interview the
researcher and respondent has a face-to-face discussion while answering a range of questions.
Interview was used as a result of it’s in depth analysis which detailed information is collected
and it is inexpensive than other processes. Although a disadvantage was of its time constrain to
be finished. The observation was used to observe the behaviours of employee and it was
recorded using field notes. It creates a good explanation for meaning and contexts but can be
viewed as too subjective. Problems encountered in the collection of data are; limited amount of
time given to produce information, persons of importance have a very busy schedules and being
a student that has a lot of school work to do prevents me from having enough time to interview
and observe persons.

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Linkages
Three sectoral linkages of the Bluefields Villa are;
1. Transportation- Approximately two-thirds of the visitors arrive on the island by airplanes,
scheduled and chartered by many of the world’s major airlines with connections to
Jamaica from dominant cities. Local transportation can also be available such as; cars and
buses. Bluefields Villa provides their own shuttle and helicopter from the airport to the
villa but the main company to provide transportation for the villa otherwise is (JUTA
Tours) Jamaica Union of Travellers Association Ltd locally owned and operated for
travel within Jamaica.
2. Entertainment- Bluefields Villa offers a variety of natural attractions such as; sea
kayaking, stand up paddle boarding, snorkelling and cruises for the entertainment of
guests. These are all aquatic activities but they also do tennis, hiking and a tour of their
local basic school. The tour of the local basic school for early childhood education
sustained by them by the Bluefields Bay’s Community Fund that is a part of rental
payments and Non- Governmental Organization (Bluefields Peoples’ Community
Association), created 17 years ago is to provide training in fishing and agricultural
techniques and offer literacy classes. Visitors can therefore, meet locals and interact with
them gathering Jamaican traditions and customs while having fun (cultural attractions).

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3. Agriculture- Food of high quality is one of the responsibilities essential for the villa’s
future recommendations by guests. The purchasing of produce is done in large quantities
from local farmers in the communities nearby. Increasing the local economic
development and easing the product cost for the villa. A common problem by doing this
is that there is inadequate quality of the local produces versus imported, therefore it is
prepared in a commercial way also giving guests a Jamaican authentic flavour.

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Impacts
Aquatic recreation is a main entertainment offered at Bluefield’s Villas. But, it can cause direct
physical damage to coral reefs and fishing. Coral reefs break the power of the waves during
storms, hurricanes, typhoons, and even tsunamis. They also form the nurseries for about a quarter
of the ocean's fish, and thus provide revenue for local communities as well as national and
international fishing fleets. The damage inflicted by divers and snorkelers consists mostly of the
breaking of fragile corals or causing lesions to massive corals. The over-exploitation of the reef’s
species and threatens the local survival of endangered species.
In the community of Bluefields the only community tourism activities offered by the villa to
visitors include their local basic school and Non-Governmental Organization tours. Guests
therefore do not get to know exclusively the history of the community and corresponding with
residents. Yet they do quite well in giving visitors a good view of the Cornwall County including
the parishes of St. Elizabeth and St. James.

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Recommendations
 There should be rules and regulations to minimize the number of dives per site and if
exceeded it will result in hard sanctions. Implementing these activities can cause more
awareness of visitors to the country on a hold also preserving the habitats of aquatic
animals.
 There should be some amount of brief training for divers and snorkelers. This enables
visitors to be aware of the environment and learn more tips on how to take care of the coral
reefs and still have fun. Somethings that could be taught are; keeping hands and feet from
the reef because of the damage it can inflict.
 There should be designated days to do aquatic activities rather than every day. This makes
sure that habitats are not bothered daily and it can be replenished in the limited time given.
 Information should be passed on more frequently by the help of mass media so that when
guests and even locals are using beaches they know what to do rather just destroy eco-
systems. Further, leading to negative impacts on the country’s fisheries and economy
surrounded by that sector.
 Arrangements should be made for guests to visit national museums to be informed about
the country they are in. Also, they could be introduced to some cultural aspects by tour
guides and bring back to their country souvenirs to show to their friends causing them to
have an interest in visiting.

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 Being involved in community tourism is one most over looked aspect and is not offered by
many hotels to guests but it can be major step forward. It adds value to performances put
on by residents giving visitors a taste of the authentic Jamaican. This lifestyle can even
clear up any negative stereotypes pinned on the people of the country so that more people
can spread the positivity about the host destination.
 There should be a recommendation that every guest should be greeted with a pamphlet to
visit a historical site in the country to be toured, if they spend a minimum of one week at
the villa. This can enable visitors to have a small amount of information about at least one
place in Jamaican besides Bluefields (the location in which they are staying). This
recommendation will be successful because guests may not be aware of places in the
country if they did not do somewhat of a research before their arrival attracting visitors
interested in history and preservation

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Conclusion
The sustainability of a hotel, villa or any tourism accommodation is essential for the country’s
growth in many aspects, due to the positive impact it has on the environment, society and economy.
Bluefields Villa a foreigner owned business cooperates with other partners to ensure the day-to-
day services to their guests are done effectively and efficiently by using inter-sectoral linkages;
transportation, attractions and agriculture. The investigation to which sustainability of tourism is
present in the establishment of Bluefields Villa is exceptional but there are still some
advancements to be made because of their negative impacts inflicted. As tourist should not wait
until something happens to start practicing sustainable tourism try to make your positive impact
today.

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Bibliography
Council,C.E. (2014). Tourism.RetrievedfromCXCStore:http://cxc-store.com/syllabuses-subject-
reports/cape/business/tourism
San Michele. (n.d.).RetrievedfromBluefieldsBay: http://bluefieldsvillas.com/jamaica-villas/san-
michele/
TourismLinkagesHub.(2013, June 27). RetrievedfromMinistryof TourismandEntertainment:
http://www.mot.gov.jm/content/tourism-linkages-hub

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Appendices
Interview schedule
1. Do you make an effort to buy locally than imported produce?
Yes No
2. Do you think sustainability is ever fully achievable in your establishment?
Yes No
3. Does the villa believe in conserving the natural resources of the environment?
Yes No
If yes, statesome ways how it is present
________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
4. Does your establishment believe protection in the local heritage?
Yes No
If yes, statesome ways how it is present
________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
5. Do you believe the demand of sustainable tourism is satisfied at Bluefield Villa?
Yes No
6. To whom does your establishment cater for?
________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
7. Which country does the bulk of visitors come from?
________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
8. Who is the owner of this establishment?

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________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
9. What are three major inter-sectoral linkages the villa is contributively active in?
________________________________________________________________________________________________
________________________________________________________________________________________________
________________________________________________________________________________________________
10. Can you explain 3 ways in which each inter-sectoral linkage helps the villa
Sector:
a) __________________________________________________________________
b) __________________________________________________________________
c) __________________________________________________________________
Sector:
a) _______________________________________________________________
b) _______________________________________________________________
c) _______________________________________________________________
Sector:
a) _______________________________________________________________
b) _______________________________________________________________
c) _______________________________________________________________

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Photos of San Michele