CAUTHE 2010 Pauline Sheldon


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CAUTHE 2010 Pauline Sheldon

  1. 1. Issues in the Future ofTourism & Hospitality Education Pauline J. Sheldon
  2. 2. Roadmap• An assessment of field so far• How can we excel?• Where do we belong?• Where is our strategic leadership?
  3. 3. Assessment of our HistoryAlmost half a century of tourism/hospitality programs– Program Proliferation in BRIC’s and other developing countries– Consolidation in US, UK and other countries– Increasing focus on skills development– Industry is increasingly driving the curricula– Business of tourism seems to be overshadowing the non- business aspects– Increasing dissection of the subject– Development of metrics – are they the right ones? Popularity of outcomes-based education.– Shift in the profile of faculty– Much tourism knowledge transfer happening outside our schools in other disciplines.
  4. 4. Grade book• Skills transfer - A-• Performance with current metrics - B• Quantity of Journals & Publications - A-• Innovation of curriculum - D• Faculty Development - D+• Strategic Leadership of the field - F
  5. 5. Leadership in Tourism Education is Sorely Needed• What are the characteristics of leading educational institutions?
  6. 6. World Class Universities• Three complementary sets of factors at play in top universities: – (a) a high concentration of talent (faculty and students), – (b) abundant resources to offer a rich learning environment and to conduct advanced research, – (c) favorable governance features that encourage strategic vision, innovation, and flexibility, unit-level decision making, minimal bureaucratic encumberance.
  7. 7. Characteristics ofWorld Class Students ConcentrationUniversities: of Talent Teaching Staff Researchers Internationalization Graduates Research Output WCU Supportive regulatory Public budget framework Endowment Tech Autonomy Transfer Tuition Academic Freedom Research grants Leadership team Favorable Strategic Vision Governance Culture of Excellence Abundant Resources Source: Jamil Salmi, World Bank
  8. 8. Unique Challenges of Tourism/Hospitality• Knowledge Creation vs. Human Capital Formation• Tribe “ reflective practitioner”• Bi-(Tri? Multi?) furcation of Tourism/Hospitality Studies?• Disciplinarity – Business vs. non-business – Positive vs. Normative – “Free from the shackles of a discipline”
  9. 9. Projected Changes in Universities More university/corporate partnerships highly specialized certification programs Students will customize degrees less than 5 yrs more than 5 years More interdisciplinary majors unlikely Dont know Courses will vary in length; no more semesters 0% 20% 40% 60% 80%100%Source: The Economist, 2008
  10. 10. Other University Futures• No faculty/school affiliation (Bieger)• Raison d’Etre: research and assessment; teaching outsourced – Relevance of knowledge sources?• Virtual Education – Appropriate for technical/core courses – Inappropriate for critical thinking, innovation and transfer of values.• Corporations more connected with/own universities: is this the direction we want to go?
  11. 11. Faculty Issues• Who are we? more international; more diverse?• Where have we come from? – Disciplinary background/Generation T – Geographically• Are we engaged? Do our values mesh with those of the institution and the industry?• Influence of senior faculty on junior• Multiple roles – often conflicting – more demands• Need new metrics of faculty success• Impact of removal of tenure
  12. 12. Where do we belong on campus?• Is an autonomous School the right model?• The Business school connection …• Should we sub-divide the field of study or coalesce?• Community Colleges/TAFE skills development
  13. 13. The Way Forward for Excellence• A “Harvard” for tourism studies• An Institute for Leadership in Tourism Education• Reorganization on Campuses – Tourism as umbrella unit for other disciplines e.g. School of Ocean and Earth Sciences and Technology (SOEST) – Skills to CC’s• Measure improvement and innovation vs. accountability• New Metrics for Faculty• TEFI• The International Academy for the Study of Tourism
  14. 14. Current Institutional Leadership in Tourism Education• ATLAS• Association for Tourism and Hospitality Education (ATHE)• CAUTHE• CHRIE• THE-ICE• UNWTO – TedQual and Education and Science Council• International Society of Travel and Tourism Educators (ISTTE)• Journal of Tourism and Hospitality Education• Journal of Teaching in Travel and Tourism• The Academy of Hope• Tourism Education Futures Initiative (TEFI)• The International Academy for the Study of Tourism
  15. 15. Tourism Education Futures Initiative (TEFI)• Re-vision tourism education• “TEFI seeks to provide vision, knowledge and a framework for tourism education programs to promote global citizenship and optimism for a better world.” Some of the TEFI Family
  16. 16. TEFI Values Stewardship sustainability, responsibility, • service to the community Mutuality Knowledge diversity, inclusion, critical thinking, innovation, equity, humility, collaboration creativity, networking Professionalism: Ethics leadership, practicality, honesty, transparency, services, relevance, timeliness, authenticity reflexivity, teamwork, pro-activityWhy Values?
  17. 17. Values-Based Tools• Student Oath• Faculty Code• Values Inventory Assessment tool• Ambassador Program• Pilot projects• White Paper with curriculum guidelines• Book of Values-Based Teaching Modules: BESTEN
  18. 18. Professional Oaths of Honor• Modul University, Vienna Austria• Thunderbird University, Arizona – “As a global citizen, I promise: I will strive to act with honesty and integrity, I will respect the rights and dignity of all people, I will strive to create sustainable prosperity worldwide, I will oppose all forms of corruption and exploitation, and I will take responsibility for my actions. As I hold true to these principles, it is my hope that I may enjoy an honorable reputation and peace of conscience. This pledge I make freely and upon my honor.”
  19. 19. Future TEFI Efforts• TEFI IV: “Tools for change and new uncertainties” San Sebastian, Spain, April 15-18, 2010• 2011 TEFI World Congress: Activating Change in Tourism Education, USA March 2011• Continued investigation of future challenges to Tourism Education.
  20. 20. International Academy for the Study of Tourism (• “The Academy”: international organization created to enhance both theoretical and practical research in the field of tourism. – 75 Fellows: nomination process; profile – Changing from “old boys’” society to more open and diverse. – Promoting information about membership process and new members through TRINET• “The goal of the Academy is to further the scholarly research and professional investigation of tourism. Related objectives include: (a) encouraging the application of tourism research findings and (b) advancing the international diffusion and exchange of knowledge about tourism”
  21. 21. The Academy Fellows, Nominees and Emerging Scholarsat 20th Anniversary Conference, Mallorca, Spain June 2009
  22. 22. A new publication from The Academy Goodfellow Publishers March 2010 Tourism Research: a 20:20 vision Edited by Douglas G Pearce & Richard W Butler A new milestone collection of challenging and provocative contributions looking at the past, present and future of tourism research Derived from the 20th Anniversary meeting of the International Academy for the Study of Tourism with contributions from leading international tourism scholars ISBN: 978-1-906884-10-9 Publication date: March 2010 Available as hardback, e-book and e-chapters Special 15% discount available to CAUTHE delegates Quote the code CAUTHE10 when placing your order at
  23. 23. New Academy Responsibilities• Responsibility to the field • Mentoring • Emerging Scholars • Links with other associations and conferences • Publications:• Future Role in Leading Education
  24. 24. More work to do…Look forward to your questions and joiningyou in creating new leadership THANK YOU!