Tourism teaching into the 1990s

Table 1. Campground

amenities

(%).

Amenities

%

General store Swmmmg pool Fishing pond Picmc area Water and electric hook-up Hiking trails Bicycle trails Laundry facility Cable and satellte hook-up

69.4 36 0 45.4 97.8 99 0 61 2 22.1 50.6 12.0

a

0

0 that accommodate families should plan activities for the entire family. Of the campsites surveyed 93% did not provide bicycle trails, while over 60% did not provide hiking trails. Social activities can be critical factors in whether or not families (especially out of state) return next year. Campsites

0

Conclusion/recommendations As tourism becomes more important to the campsites in Western North Carolina, it is crucial that campsite owners strive to maintain the proper marketing mix in order to be succcssful. By using the guidelines and suggestions in this analvsis. campsite owners may exhibit greater marketing finesse. Recommendations for campsite owners include:

l l

0

0

know your target market and its needs: segment your target market, eg encourage group camping, perhaps naming the activity week after the group - this idea builds on the need for socialization; distinguish your campsite by its unique attributes. ie near Cherokee , gem mlmng, walking distance to craft shops, lakeside, size, social events, etc, and control your market by making your campsite exclusive; marketing myopia is present when you assume you are in the campsite business, when in fact you are in the business of making

0

position (relate) your campsite so as to satisfy tourist needs; use direct mail to extend the ‘personal touch’ during the off-season to attract groups and to encour-

TOURISM

MANAGEMENT

0

market business is giving way to restaurants and fast food, people are eating out more and more: and camper research is needed.

The success of future tourism will depend on ho\\ a region is marketed. The needs of the visitors must be addressed. Individual segments of travellers represent the best opportunity for target marketing. Length of stay and repeat business are related to visitor satisfaction. Networking is part of the picture for the future. Keith T. Stephens Myron J. Leonard and Donald L. Smolder Western Carolina University Cullowhee NC 28723, USA Notes: “Tourism economy is WNC wave of the future’, Sylva Herald. Vol 62. No 31, 19 November, 1987, p 1.

Tourismteachingintothe1990s The Department of Management Studies for Tourism and Hotel Industries, University of Surrey, UK, in association with the University of Calgary, Canada, organized the first international conference for tourism educators ‘Tourism Teaching into the 1990s’ in July 1988. The conference was a logical extension of the Surrey department’s in-service courses for teachers of tourism and its wider role in tourism education. Described by Ritchie as a milestone in the maturing of tourism education and conceived and organized at the broadest possible and international scale the conference was a clear signal that the study of tourism has become legitimate.’

‘Tourism Teaching into the 1990s’ had the basic aim of providing an international forum for debate on tourism education. The conference also had the objectives of:

0

people happy; 0

age repeat business. At least 60% of your campers ought to be return visitors - learn to hang on to them longer; the general store is a source of extra income and it ties in with the interests of the campers remember the food bar of movies houses, hotels. etc; clean bathrooms and showers are important to each individual who really does not want to rough it; use directory listings - the more remote locations will need to rely on advertising in tourism and travel sections of newspapers to attract additional campers; campsite owners should consider joint promotion of the arca (ie brochures, social event planning) and its associated tourist attractions - market segments and the retail and wholesale trade are fast becoming the new power brokers not manufacturers, consumers espect regional marketing, super-

0

0

March 1989

gaining definitive views of the ‘end user’ of tourism education the employers; developing cross-cultural approaches to tourism education based on the experience of different countries; and an up-to-date interproviding

change of resources and materials for the teaching of tourism. These aims and objectives were achieved through keynote presentations, structured workshop sessions. discussion periods, a field visit. a number of social functions (each of which received sponsorship from the industry and organizations in tourism) and the publication of conference procerdings. Over 100 delegates attended the conference from 27 different countries.

69

l

\\hat tourism

0

the course objectives

0

how

is:

to tn>ure

(bch;iGclur-

that tourism

:~ilrninistr~tti~~lv

fits

into their institu-

tit>nal situation. It \V;IS txcausc

of such issues

conference v.;I~ launchtxl. that

in

forum

de\cioping pohsiblc

that the

u’e judge_!

an intcrnxtkxxti solution\

might

cmcrw. 2

Conference

programme

The

conferrnc~

five

m;ijor

wx

planned

xssinns.

First,

concepts in tourism

xound

thtz xtturr

‘kqnotc

education’ sought

ism

to :tnd evolution

teaching.

Sscctnct,

focusin

relativt‘

of four-

industry

the nature

the validity of

on the destination

and ho\< to The

Castle,

;lppro;tches

‘l-he

‘cros> cultural tourism

session

on

~lpproaches to texhing

focused

tries’ experiences. ty of workshop conference

third

on different Then

came ;~ varic’-

sessions’.

examined

Finally.

the *view

paper

thr and

to

(Deputy

Fin:tll! . Xlr Chief.

i-rlopment L\‘TO) ti\t’s

prtxntcd nrw

the

education and training.

The conference opened h) considerkevnote

strategies.

in

5 t’ t t i n g 0 u t

educat;on. around, -_ subjclct

concepts

trxing and The

the difficulties

c0 m m 0 n

uf a strategy

se;irch

of the

teaching for

is

\i’TO‘s

tourism

Ffs :trgwd of

for

national

in dwising

the content

wart’ rclcltsd to the magof

the

and the number

of institutions

inL,olLed

MANAGEMENT

tourism

and variety

plur the com-

pleyity of the educational

TOURISM

initia-

for

cnncept

and dit.crGty

industry

common

ground xk;ls nettcietf because tourism

nitude

D&

education to bs ndopted. but

tourism

the evolution ssnmining

tourism

xxi

Division.

.str;itrpy

an

up-to-date

various

?.[.tno plan&

Tourism

needs of the end user’ ie the industrx’s

inp

body;

tourism

Prnmotion

of

2nd

outlined delivering

vie\v of tourism

education.

scholarI>

of the student

then

education.

coun-

on

c0ncc’rni;

and

wt the most out of field visits. This 5 W;IS followed by ii Field visit to Lesds Kent.

emphasis

versus

studies

‘cast

and field visit‘ esaminrd

na-

ture of tourism:

to set the scene in terms of definitions. apprwchrs

of the industry:

the inter and rnultitlil;siplin:ir)l

process.

March

1989

Rrporrs The

session

‘case studies

and field

visit’

was led by John

Chris

Cooper by focusing on the drs-

tination.

Their

Westlake

paper

meaning of tourism

and

dissected

and Dr

international/~~peri~nc~

exchange.

of Cal-

The

below and

R.

ence proceedings. &‘orkshops on specific applications

Quinn

(University

West

Germany

-

(Frrcizllochscirllle

and

Dr

Hill

Hrilhronn):

laid out the advantages and drawbacks

Switzerland

of using the destination

of

er

then

id

Frrttdtwr~rrkel~r VrrX-eilrr~irlscllufr):

Eirr

- XIs M. E. Walsh

study in tourism.

as a

focus

11s A. Roberts

presented her experience in ‘making a success

of

post-visi: The

from

visits’

planning

approaches to tourism educators,

pounded Within

at the

Eurnpe.

limited and

which

scale.

of staffing

al system differs with

duration,

content.

of progammes. of definition

and other Second,

of tourism

the

and

courses,

weiphts

aspects

hibits

a diversity

losophy,

duration

courses,

entry

and

ment. and staffing. in

these

same problems subject there

(course

recognition. are many

national

factors

regional

which

influence

of tourism

rammes,

there

dnmentai

commonaiitirs

international

are many

which

funneed

and understood

on an basis.’

the education system.

role and place of tourism courses,

the

student

problems/issues

tverr

Western

and North

Europe

by the following

education.

numbers

and

outlined

for

America

sprcializinz of

USA

-

Institute

TOURISM

Dr

J. Burke

(Rochester

of Technology):

MANAGEMENT

Roberts.

no agreement

on what include:

education

0

tourism

for

new ‘drlis-

tourism

0

educa-

achieving

integration nology,

‘applied

second

of information

half

amined tourism ing countries

tech-

can learn from

the basic

that they need to develop their

own

models

The

tourism

education.L:

general issues were aired by Frank (Ryerson

Polytechnic

Institute.

Go

Cana-

da) and a specific application detailed by Damson

Goeltom

~dLication

Workshop

March 1989

were

0

Community

York

and R.

(Bandung

and Training

TourCentre.

Churchett.

‘Is the customer

Sul-

CoIleye.

and Tourism

New

AMEX

Prosramme:

the missing

ing-

education’,

Council

h4.

for Education

and Training.

Dub-

and

‘Integrating

travel industry

A. Beaver.

Alan

skills’,

Braver

Travel.

on approaches and assess-

‘Tourism sources

in dsvclopins

countries:

and approaches‘.

Ryerson

elsewhere

requirements

Can;&;

ment inciudtld:

developing countries experience

indusBurton,

R. Bernthall,

livan

\t’orkshops es-

education in dsi.elop-

or have such distinctive of

*

P.

c~lrricul~in~: will indus-

Recruitment

in-

of the session

and addressed

issue of whether

topics

Collepe,

‘Designing

lin:

novation into courses. The

brid, “r‘s hrt\teen

redient in tourism

balance’: and

languages, enterprise.

of

rekttionships

and education’.

E. Walsh, of

curricu-

University

on industry

try participate‘.

lead or folIoi\

of devising

1JK;

UK.

Travel

systems’

of

Collrge

Trades.

in the tourism

Georgian

courses:

Polytechnic

F.

Go,

Institute,

Canada: and

l

‘Assessment the

in tourism

Norwegian

Flognfrldt Oppland

courses:

experience’,

and

D.

T.

Orjansen.

Distrikthogskole.

Nor-

way. Contributors

to the session

needs of the end user’

-views and

fxere

drawn

from the various sectors of the tourism

Indonesia). 0

A.

Gilbert.

‘Building try

and qualifications:

and theoretical

ism

speakers:

Institute

included: 0

difficulty

the

prog-

more

and cross-cultural

In the session,

of

and

students

J. and

visits into the tourism

D.

1.. L\ orkshops

tion;

while

local.

content and delivery

to be explored

Thus,

teaching

courses should

ery

development.

stc).

of

difficulty

assess-

esperience

relevant

by

USA:

‘Marketing Surrey,

of

tourism

of Surrey

Rochester

‘Integrating

shortage of staff:

industry;

In many cases staff

institutions

of

and

University

curriculum’,

lum’,

should

to

phi-

content

requirements,

University

and 0

lack of data on tourism

ex-

of institutions,

of

J. and

presented

J. Burke,

l

by

of Surrey

USA:

‘Microcomputers

shortage of f~~ndin~resourc~s;

programmes

differing

worldwide

the

stand~lrdizationile~itirniz3tion

and academic

education

emerged from

early;

country. Tourism

Goeldner,

Hearn,

College. Nor-

growth/overprovision

danger

of

country

R.

Colorado. education’.

Orjansen

materials;

and scope of

arc found from

Kegional

shortage

differences

finally

of vocational

emphasis

of

and approach

determine the philosophy

D.

.

and

courses:

from country to coundifferences

Mr

presented

University

Technology,

rapid

the education-

conseyucnt

(Department

in-

methods in the tourism

for the Distributive

a variety of fac-

First.

-

A range of issues

Theuns

tors Lvhich have led to the diversity courses.”

C.

papers and discussions:

although

propramme.

and Rashced identify tourism

Latham,

and

and Science);

‘Research curriculum’,

way).

the ability exists under

the ERASMUS

0

(Council

Recruitment

D. Airey

(Oppland

of

there is

proprummcs

- hlr

Scandinavia

com-

international

cross-fertilization

tourism

is

for example,

within the EEC

try

UK

education’ and

this theme is related to the isolation tourism

Education.

of Education

‘cross-cultural

of

are listed

eluded:

Training):

second daq’ began with an ex-

nmination

- Dr H. Schmidhaus-

(Imrirur fiir

for

to

debriefins.

workshops

papers will be available in the confer-

gary);

the

destinations

Canada - Dr J. B. Ritchie Jzan

sessions essential

on a variety to

of

encourage

industry

in Europe

and Sorth

Amer-

ica. Each speaker gave details of his or

her organization. cy and career

its recruitment

poli-

paths and then outlined

his or her needs from

tourism

educa-

tion. Issues

addressed

included

sion of the combination velopmcnt eracy.

(verbal.

keybnnrd,

travel

content

of entrants tures

a discus-

of skills dr-

graphical. etc),

which

and

numtourism!

industry

and em-

ns appearance

ployability.

hs

part

answering 0

of the selection

such questions

Does

industry

liver? 0

lMr John East.

tourism

development’? institutions

uork

should

nature

students

of

the

and

academic

tackle the problem

changing ensure

How

planning

of the

industry

to

handle changing

can

environments’?

English

Tourist

Board,

requirements

of

face of tourism

and training.”

Educn-

tion delivers

principles

and allows

student

interpret

and

to

knowledge. v.ith

the

and

skills’

Training, mare

evaluate

in contrast deals

specific

applications

development

keyboard,

customer

(ticketing.

contact).

Ideally

the mix of education and training change as careers progress. ing in different may

will

interweav-

proportions.

be a particular

houever,

the

Tourism

tourism

problem

here.

iridubtry

of training

benefit.

It is also difficult

a5 a cost,

not a

to identify

qualifications, ployees status

currency

with the result

are often

of

that em-

untrained.

of lo\\

and there is a lack of commit-

ment on the part of both employer employee. education

This

tension

and training

has arisen

part due to the fact that as tourism grown

as an academic subject

sought

recognition

industry.” attuned

to

the

however

established

in has

it has

from

Industry

and

between

the

Mr S. 0. Airlines

them.

As the industry

trained

recruits.

takes on more

this

will

slowly

change. It was hoped the session

72

would pro-

an

in the indus-

of Scandinavian

(SAS)

of these thoughts.

echoed man)

particularly

concen-

trating on the career paths within emphasis

individuals

who

responsibility,

have autonomy

team members,

are

to

Heathrow

Airport

row’s

and

.Ilr

level.

of

hl.

Inn on the Lake. UK)

the tourism

of

Rlr

British

detailed the UK

tourism

training

and also

of train-

knowledge.

and the

vocationally

against

those

with

govinitia-

identified

of the perception of

to K.

Vocational of

and ABTA’s

in

leavers

Finally.

Association

Agents)

courses

school

(Director

Education.

problems

Godaiming.

for a change in atti-

industry.

XlcGrath,

tives

(Pro-

put the view of the small

calling

ernment’s

poii-

Cummings,

Surrey,

T.

Heath-

and training

prietor.

Travel

htr

Personnel.

outlined

recruitment

narro\\ a greater

degree of transferabilitv.

approach to ‘travel education’.

Murphy,

theme

outlined liaison and

of

UK,

the attractions

sion)

UK.

Director

need for

Mr A.

institutions

London,

which

with

Madame

Tus-

He stressed

emerged

the

over

he

as well as

interchange

between

academics and practitioners.

personal

skills,

raphical

knowledge

Mr

Express)

keyboard

skills,

or

were indicated which could be easily acquired to aid curriculum content.

Thert:

is still

for self development

;I

design and further

need

of educators both

in terms of what tourism

is (the body

of knowledge)

and how it should

organized

specific

for

student

be

audi-

ences. All

enquiries

ings should Chris

concerning

the proceed-

be directed to the editors,

Cooper

and John

Westlake

5XH.

of Surrey.

at Stu-

Industries.

Guildford

GW

UK.

Chris Cooper and John Westlake University of Surrey Guildford. UK

D.

added -

no

packages

and Hotel

to be taken

required

In conclusion rules

University

to change its

of skills

common

dies for Tourism

tourism

to the list

foci and structures.

of

:tncl industrb

the ses-

in order

(American

and trainers

cultural

commit-

Of the educators

Cummins,

educators

many different

of hlanagement

(a

in the community,

flexible

of tourism

the Department

staff

Tussauds’

The conference attracted a wide range

J.

put the views of

sector.

for

his

Mr

‘people-orientated’

and outlined

its

of Personnel.

recruitment

educational sauds,

Director

Forte

company’s

and

in

Conclusion

simple

business

and be comprehensive

Trusthouse

and

I Ie required tourism encompass

Group

as

generalists,

and can imtigate

adapt to change.

Close.

SAS

on employees

who

was hoping

for

as

and communica-

Leirvaag

System

training

need

is viewed

secondary

try.

standing

no

re-

education as -

of adults already working

ment to training.

have no formal

and project the future

and to cater for the need5

role for wider,

and see

Director

balance

more seriously

Many in the industry

at a higher

hloseley.

ties.

in

and geop-

at

on courses

languages. personnel

approaches and does not always see a

qualifications

languages.

of educaticon and train-

is more

more general courses.

of the

not as a loss, to beck better

tion skills,

literacy

knowledge

attitude

problems

level and practical experience

ing, geographical

travel

or

raphicul school

ing, to place more emphasis on foreign

businesses

At the same time there is

foreign

technology,

coordination

of computer

tude in introducing

that training

the dominance of small standardization

boards

terms

of

particular

business

of tourism

education

no

the

importance

knowledge

quirements ensuring

outlined

the

and identified

staff and financial

IIe identified

partly due to

the industry.

skills,

information

of the

tourist

appraisal.

career paths in tourism.

in

the

industry,

and their

due to the perception by the

liaison

as - coliinillnicationi

management skills,

investment

Of course a major issue is the inter-

de-

Chief Executive

presentation

and tourism.

it

effective’?

of general tourism

of say marketing

institutions

industry/education

when recruiting

education and the

what

and

Is

ment level. the ability to negotiate. He stressed

know

Can educational

process’?“’ LYhat should be thr: balance specific applications

as well as

as:

wants? 0

require

at each Ie~el.~ Should fea-

such

vide debate on these issues

intergeog-

and. at manage-

‘J.R.B. Ritchie, ‘Alternative approaches to teaching tourism’ paper presented at Jourkm Teaching into the 7990s conference, University of Surrey, Guildford. UK, 1988.

TOURISM

MANAGEMENT

March 1989

Rrporrs ‘R. Bntton. ‘Some notes on the geography of tourism’, Canadian Geographer. Vol 33, No 3. 1979, pp 276-282. ‘E. Cohen, ‘Who is a tourist. A conceptual classification’, Sociology Revrew, Vol 22, No 4. 1974 pp 527-555. “J. Jafari and J.R.B. Rrtchie, ‘Towards a framework for tounsm education: problems and prospects’, Anna/s of Tourism Research, Vol 8, No 1, 1981, pp 13-34. 5For examples of curriculum developments in tourism see D. Airev. and V.T.C. Middleton, ‘Course syllabi in the United Krngdom A review’, Tourism Management. Vol5, No 1, 1984, pp 57-62; D.E. Hawkins and J.D. Hunt, ‘Travel and tourism education: the George Washington approach’, paper presented to TTRA 14th annual conference, 1983; D.E. Hawkins and J.D. Hunt, ‘Travel and tourism professional education’, Hospitality and Tourism Educator, Vol 1, No 1, 1988, pp 2-l 4; N. Leiper. ‘Towards a cohesive curriculum in tourism: the case for a distinct discipline’, Anna/s of Tourism Research. Vol 8, No 1, 1981, pp 69-84; R.W. McIntosh. ‘A model university curriculum in tourism’, Tourism Management, Vol 4. No 2. 1983. DD 134-I 37: P.E. Murphy, ‘Tourism course proposal for a social science curriculum’, Annals of Tourism Research, Vol 8, No 1, 1981, pp 96-l 05; D. Pearce, ‘Course content and structure in the geography of tourism: the Canterbury example’, Anna/s of Tourism Research, Vol 8, No 1, 1981, pp 106-I 15; and L. Stear, ‘Design of a curriculum for

destination studies’, Annals of Tounsm Research. Vol 8, No 1, 1981, pp 85-95. ‘L. Theuns and A.C. Rasheed, ‘Alternative approaches to tertiary tourism education with special reference to developing countries’, Tourism Management, Vol 4, No 1, 1983. pp 42-51. ‘Ritchie, op tit, Ref 1. ‘D. Blanton, ‘Tourism training in developing countries: the social and cultural dimension’, Anna/s of Tourism Research. Vol 8. No 1, 1981, pp 116-133; R. Howell and M. Uysall. ‘Tourism education for developing countries’, Tourism Management, Vol 8, No 1, 1987. pp 62-64; C.L. Jenkins, ‘Education for tourism policy-makers in developing countries’, Tourism Management. Vol 1, No 4, 1980. pp 238-242; and Theuns and Rasheed. op cif. Ref 6. ‘D. Airey and M. Nightingale, ‘Tourism occupations, career profiles and knowledge’, Annals of Tourism Research, Vol8, No 1. 1981, pp 52-68; and P.J. Sheldon and C.Y. Gee, ‘Training needs assessment in the travel industry’, Annals of Tourism Research, Vol 14, No 2, 1987, pp 173-182. “‘I, Van Weenan and E.L. Shafer, ‘Graduate training in tourism: what the experts think‘. Tourism Management, Vol 4. No 2. 1983. pp 138-139. “D. Airey, ‘Tourism education at advanced level in the United Kfngdom’, paper presented to the 25th Europaisches seminar fur Tounsmus. Luxembourg. “/bid.

Tourism in rural areas Jonathan proceedings

Edwards

Senior

Lecturer

of a congress,

at the Dorset Institute,

organized

by the Portuguese

UK, describes, Director

the

of Tourism

Tourist Board of the Coste Verde, which took place on 26-28 May 1988 in the northern resort town of Viana do Caste/o. This was a most appropriate venue, lying as it does on the coastal plain with a hinterland comprising possibly one of the most viable and vibrant ‘rural’ societies remaining within ihe EEC. It was the third conference in a sequence concerned with rural tourism in EEC member countries held under the auspices of Tourism Espace Rural (TER). and the Regional

Rural tourism is at an early stage of development in Portugal and while the conference benefitted from the international perspectives given by speakers from countries with a much longer history of rural tourism. particularly France and Ireland, much of the conference was given over to a consideration of the Portuguese case. Portuguese speakers presented their assessments of the potential role of tourism in helpins to maintain and

TOURISM

MANAGEMENT

regenerate the viability of rural communities and cultures. which are highly valued in Portuguese society. Early speakers dealt with the history of rurality in Portugal as a means of explaining regional differences. and the relationship between agriculture and tourism and between the countryside and tourism. This general backaround was followed by presentations describing the various promotional, marketing and financial strategies,

March 1989

have been and are to be adopted, in the context of the Portuguese National Plan for Tourism. The general optimism of these presentations was astutely put into perspective by a paper opposing rural tourism. siven by the Secctary of State for Culture, who succinctly summarized the range of disbenefits likely to result from overenthusiastic promotion of rural tourism. Indeed. a common theme referred to by several speakers related to the negative aspects of developments in the Xlsarve. the economic effects of which are influencing the whole Portuguese tourism industry. All the Portuguese speakers dwelt upon the role played by the host in introducing visitors to the rural society. as visitors were seen as being more than mere spectators of the rural scene. It became clear that rural tourism in Portugal is perceiv,ed as being a highly personalized industry. This is due in part to the decision taken IO vears ago by the Portuguese government to develop tourism in rural areas of Portugal by stimulating the provision of accommodation in larger. privately owned, countrv houses. This scheme, known as T‘ctrk~ro Hcbitrrcrm is effectively the only manifestation of a rural tourism industry in Portugal and is largely confined to the hinterland of Viana do Castelo. This pattern of development was clearly reflected in the conference by the considerable attention paid to the role of the ‘country’ or ‘manor’ house associations and the support they receive both from municipal. regional and central government. For the 300 or so delegates, drawn from all the regions of Portugal, including Madeira and the Azores, these interrelntionships were clearly of the greatest interest. Against this background Henri Grollrau. joint author of a recent report on rural tourism Lvithin EEC member states. was able to provide a necessary European Perspective, and Suzanne Thibal, the president of TER, was able to outline the development of rural tourism in France. although the self catering gites element is almost entirely lacking in Portugal. Two speakers from Eire which

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