Research Bulletin 004 [Compatibility Mode]


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Research Bulletin 004 [Compatibility Mode]

  1. 1. SWISS TOURISM APPLIED RESEARCH CENTRE RB 004 - July, 2010 Research BulletinResearch news of staff and students are welcome. Please submit information to theeditor.
  2. 2. Welcome to the LRG Research Bulletin. The Research Bulletin isthe newsletter for staff, students and associates of our institution.It contains news, reports and other research events. It alsopresents the latest staff publications and conference presentations. Table of Contents Foreword 2 Latest news 3 Research Collaborations 10 Collaboration with the industry 13 Research Events 14 Research Projects 20 Publications and Conference Presentations 22 Editor: Ruth Rios-Morales (PhD) Deputy Director of Research Swiss Tourism Applied Research (STAR) Les Roches-Gruyère University of Applied Sciences CH 1630 Bulle, Switzerland Tel. 00 41 26 919 78 78 Fax 00 41 26 919 78 79, 2
  3. 3. ForewordI am extremely pleased to be able to present the foreword to another issue of the ResearchBulletin. Research in LRG, Glion and Les Roches appears to be engaging a growing numberof staff and the Research Centre has had numerous enquiries concerning the developmentof research. The diversity of approach is also impressive and I think reflects the wealth andpotential that we have within our institutions.Recent research events (colloquiums and presentations at the United Nations) seem to haveagain focused upon sustainability as an area of research that has been developingmomentum over the last six months. A number of staff are now engaged in researchprojects related to tourism and hospitality, underpinning our aspirations (CopernicusProject) to integrate sustainability into research and other areas.I am still anxious to try and encourage staff todevelop their research within the areas ofhospitality and tourism whilst remaining withintheir discipline area. There have been a number ofexcellent examples where ‘tangential disciplines’ totourism and hospitality have been developed with atourism and hospitality focus.It was extremely pleasing to see so many staff atthe EuroChrie Mini Conference, which we held inBulle in February. The theme I felt was verypertinent to many staff. Methods of research andmethodology is always one of those contentiousareas which I sense makes staff nervous whenembarking on research. I know that theConference was extremely well received and my Dr Ian Jenkins, Director of Researchthanks must go to all the staff who supported andhelped with this event.I hope you will enjoy this edition of the Bulletin and my grateful thanks to Dr Ruth Rios-Morales for the time taken to collect narratives and edit this document. May I alsoencourage all staff to support us by sending or contacting us with any relevant researchstories for inclusion in future bulletins. Dr Ian Jenkins July, 2010 3
  4. 4. Latest News Congratulations to Jon M. Ebersole and Caroline Pulfrey! Pulfrey! Jon M. Ebersole obtained his Doctorante in February 22, 2010 from the Institute for Leadership and Personnel Management, University of St. Gallen. Dr Ebersole is a lecturer in Leadership and Personnel Management based at our Bulle campus. Jon also holds a BA in Peace and Conflict Studies, a MA in Cultural Anthropology, and a MSc in Public Administration. His Doctoral thesis is entitled “Predicting Fund Manager Integrity and Profitability”. Caroline Pulfrey obtained her Doctorante in June 23, 2010 from the faculty of Social and Political Science, University of Lausanne. Dr Pulfrey is a lecturer in Psychology and Management at our Bluche campus. Caroline’s research has been published in top academic journals. Her research topics range from educational and cultural psychology to motivation, evaluation and cultural values. 4
  5. 5. Latest News Best Dissertation Awards Each semester our university recognizes research conducted by undergraduate students, awarding the top undergraduate dissertations with the Best Dissertation Awards. Léa Duvillard has won the prize for the best undergraduate dissertation 2010.1, Bulle campus. Léa’s dissertation is entitled “The Effects of the US Subprime Mortgage Crisis on the Housing Market of the French part of Switzerland”. Léa’s disseration was supervised by Ms Pia Huh. The best BBA dissertation, Bluche campus was developed by Joshua Tan Le-on. Joshua’s dissertation is entitled “Extroversion, personal values and their impact on sexual harassment : perception and tolerance in the hospitality industry”. Joshua’s dissertation was supervised by Dr C. Pulfrey. Dr Alain Imboden and Joshua – Graduation day 5
  6. 6. Latest News Best Applied Research Kempinski Project Award The prize for the Best MBA-MEd Applied Research Project (ARP) 2010 was given to the ARP entitled “Loyalty Marketing and Brand Alliance Strategies: GHA(Global Hotel Alliance) Discovery Program in the Global Hospitality Panel”. The award winners were chosen by Kempinski managerial team based on presentation, analysis and research commitment. Madame De Fontaine, Vice President of training at the Kempinski Group presented the prize at the graduation ceremony to Anqi Wu, Jeff Theile and David Brochiero. Primary data was collected from Kempinski Headquarters, Kempinski Hotel-Geneva and from former employees. Findings are kept undisclosed under the confidentiality agreement between LRG and Kempinski. Left to right: Ms. De Fontaine, Anqi Wu, Jeff Theile, David Brochiero and Mr. Juskiw, 6
  7. 7. Latest NewsClimate Change: Risk Management Issues and ChallengesDr Ian Jenkins has been asked to write a chapter and analyse what exactly will be the response ofin a book by Cabi relating to the issue of climate tourist destinations to climate change and alsochange and its effects on tourism. The chapter is considers the measures and models that could beentitled: ‘Climate Change: Risk Management applied and adapted from these changes. ThereIssues and Challenges’ and will be featured in the are many examples of good practice, or at leastbook ‘Disappearing Destinations’, due to be marketing responses, by companies involved in thepublished later this year. He states, “The chapter tourism industry to the challenges that willdraws upon my expertise and knowledge base, inevitably result. Ian has recently reviewed a bookwhich I have developed through teaching and for Cabi called ‘Planning For Tourism andresearching this subject over the last 20 years.” He Sustainability’ which again will be published thisfurther adds, “Currently, there is a plethora of year. These publications emphasise the need totexts dealing with safety and management issues, ensure that Glion, LRG and Les Roches havewhich is a far cry from when I began my career, future research areas connected to sustainabilitywhen there were very few”. Also climate change and climate change▪is now an accepted premise of long term changesto our weather patterns. The text tries to evaluateDr Lyn Glanz has accepted an invitation onto the editorial advisory board of a book series forEmerald Group Publishing, entitled Critical Studies on Corporate Responsibility, Governance andSustainability. Detailed information can be found on the website: David Horrigan has been appointed member of the Editorial Board of Journal of VacationMarketing. The Journal is published by SAGE, a leading international publisher of journals, books, andelectronic media for the academia. Journal of Vacation Marketing main aim is to provide a forum for thepublication of peer reviewed academic papers, meeting the highest standards of intellectual rigor. Moreinformation can be found in the following link: Ruth Rios-Morales has been invited to be Guest Editor of the Special Issue on Wine Business andGlobalisation for the International Journal of Business and Globalisation. The Journal is publishedby Inderscience, publisher of distinguished academic, scientific and professional journals. Moreinformation is found the following link: 7
  8. 8. News from Australia By Dominic Szambowski Director - Academic Affairs Australian International Hotel School Blue Mountains International Hotel Management SchoolThe research strategy for the Blue Mountains International Hotel Management School (BMIHMS)began in 2008 with the establishment of the Orion Research Centre. With changes in companyownership when BMIHMS joined the Laureate Hospitality Education network the Centre is nowknow as the BMIHMS Research Centre. The Centre is funded by an annual grant of $50 000 over afive year period as an outcome of its partnership with The University of Queensland’s School ofTourism.This strategy was created so that UQ faculty could mentor BMIHMS as the school concurrentlywent about hiring faculty with a research background for key senior teaching positions. Thismedium-range plan (3 years) was put in action to further firm BMIHMS’ position operating in theAustralian university sector.The funds are currently managed by the BMIHMS Academic Board for research directions andoutcomes.ProjectsIn the initial round of research, after a joint research workshop conducted by and for staff atBMIHMS and UQ, a call for proposals was advertised to the combined staffs. Four projects wereoriginally funded but only three of them were able to commence. The three funded projects were asfollows:Australian Hotel & Hospitality Degree Programs: Philosophy and Practice. N. Breakey, S. Craig-Smith, R.Robinson, D. Szambowski.Crisis Planning, Perceptions and Attitudes of New South Wales Hotel Managers. B. Ritchie, D. Beirman, G.Bentley.Evolution & Evaluation of Tourism and Hospitality Programs in Higher Education Institutions in China. P.Ding, C. Arcodia & S. Craig-Smith, H. Batey.All projects will be completed by July 2010 with full reports from these projects available by August. 8
  9. 9. Research Events EuroCHRIE Mini Conference Les Roches- Gruyère, University of Applied Sciences (LRG-UAS) was pleased to host the 3rd EuroCHRIE mini conference at its Bulle campus on April 19th 2010. The theme of this academic event was “Research Methodologies for New Researchers”. Dr Ian Jenkins and Dr Ruth Rios-Morales, director of research and deputy director of research successively from LRG-UAS opened the event addressing the importance of research methods in research development. LRG-UAS was delighted to have three keynote speakers: Mr Andy Middleton from TYF, Wales, UK addressed the topic of sustainability and importance of research. Prof. Sandra Watson from Edinburgh Napier University spoke about alternative routes to PhDs. Prof. John Swarbrooke from César Ritz lectured on experiential methodology. 9
  10. 10. Research EventsLRG-UAS was also honoured to have four guest speakers: Dr Dragan Gamberger fromRuñerBošković Institute, Zagreb, Croatia who addressed the topic of quantitative data analysis andintegration of statistical and data mining. Dr Thouraya Gherissi-Labben & Adriana Centeno fromEcole Hoteliere de Lausanne lectured on the tools for qualitative and quantitative data analysis. DrZarina Charlesworth from LRG-UAS talked about validating qualitative analysis and Caroline Pulfreyfrom Les Roches addressed the topic of questionnaires, data-entry and statistical analysis.The 3rd EuroCHRIE mini-conference was a real success. It was a pleasant and friendly gathering ofdelegates that came from all the Swiss Hotel and Tourism academic institutions. The general purposeof these events is to provide a platform of opportunities to new researchers and also serve asavenues for research collaboration▪ 10
  11. 11. Research Events ColloquiumsAdventure tourism, profitability and sustainable development in NationalParksThe first guest speaker was Mr Andy Middletown. Mr Middleton is founder and director of StDavids-based (Wales UK) TYF Group. TYF Group is an instructive and adventure business whoteach 12,000 people a year to work, live and play differently. Mr Middleton key role at TYF is‘talking the walk’ as an advisor to business and government, helping to close the gap betweenknowledge and action on climate change and sustainability issues. The colloquium took place on.Wednesday, 17th February 2010. 11
  12. 12. Research Events Neuroscience in Marketing: The Case of Emotional Branding Marketing: The second colloquium was presented by two guest speakers: Professor Luiz Moutinho and José Paulo Santos from the University of Glasgow. Professor Moutinho is a well known academic; he is the Chair of Marketing Founding at the Department of Management, University of Glasgow. Prof. Moutihno is also Editor of the Journal of Modelling in Management (JM2). José Paulo Santos’ research is focused on Biological basis of the behavior and Neuromarketing. Professor Moutinho and José Paulo Santos presented a lecture entitled “Neuroscience in Marketing: The Case of Emotional Branding” on April 29th 2010. Left to right: José Paulo Santos and Professor Luiz Moutinho 12
  13. 13. Collaborative Projects Collaboration with Fribourg Tourism Bureau LRG Research Centre is working in two joint projects Fribourg Tourism Bureau. Hotel Capacity Study: Fribourg Canton – Project The notion of this project is to evaluate the capacity of hotel beds within the Canton of Fribourg. The study Vision 2020 identifies the need to have 1000 more bed spaces within the area of Fribourg by the year 2020. In order to achieve this target it is necessary to evaluate and identify where the demand for tourism and business bed-spaces can be found. Tourism is a growing sector with Switzerland and in Fribourg and the idea is to ensure that the capacity for bed-spaces is met with this ever increasing demand. The occupancy level in Fribourg shows a dichotomy between the Federal government’s official statistical and those that are supplied by the Hotel associations of the Canton, and this is an issue which needs to addressed and investigated within the remit of this study. Developing Competitive Advantages through Responsible Tourism in the Canton of Fribourg – Project This is the second stage of a study piloted by Mr Henri Kuokkanen that aims to structure a model that can explain how businesses operating within the field of tourism could gain competitive advantage through Corporate Social Responsibility (CSR) and improve their financial performance. The main proposition of this research is that no operator/service provider really understands what demand for social responsibility is, we argue that a customer cannot demand something of which he has no previous experience. By determining what the real demand is for social responsibility in tourism, a company could _ by meeting this demand_ gain a competitive advantage for its business (responsible brand) and a thus improve financial performance measured mainly by revenue (as this is what the consumer choice affects) as well as net income (to include the cost of being responsible). 13
  14. 14. Collaborative Projects UNCTAD Symposium on International Investment for DevelopmentThe United Nations Conference for Trade and Development (UNCTAD) and the academiccommunity gathered together at the annual Symposium on International Investment forDevelopment, 15-16 March 2010 to set the agenda for policy-oriented research for the next tenyears. The aim of the Symposium was to facilitate long-term partnerships between UNCTAD andacademics on issues of mutual interest. The Symposium gathered 165 people from the four cornersof the world. LRG-UAS was represented by Dr Ian Jenkins and Dr Ruth Rios-Morales.At the Symposium, LRG delegates advocated the importance of the tourism industry in economicdevelopment. They argued that tourism must be integrated in national development strategies andshould be present in the economic development and poverty reduction agenda. 14
  15. 15. Collaborative Projects The economic contribution of the tourism industry accounts for about 10.6 percent of the world’s GDP. Tourism represents one of the main sources of income for many developing countries. For some nations, tourism contributes up to 95 percent to their GDP Despite the strong correlation between tourism related investment and economic growth, research in the topic of investment in the tourism industry is very limited. In order to detect relevant and meaningful relationships between government policies and investment in the tourism industry, Ruth Rios-Morales, Dragan Gamberger, Ian Jenkins and Tom Šmuc are working on a project entitled “Modelling investment in the tourism industry by the World Banks good governance indicators”. Left to right:Dr Jenkins, Dr Rios-Morales, Prof. Hafiz Mirza (UNCTAD’s Chief) and Prof. Louis Brennan (Trinity College Dublin) 15
  16. 16. Collaboration with the Industry Fostering collaboration with the industry is one of the main objectives of LRG. In 2010, our university initiated three interesting projects. Four Seasons Robert Lewis, lecturer and researcher at LRG, Bluche campus is piloting this collaboration project with a Florence-based luxury hotel. This study argues that hospitality organisations can attract and retain high quality staff by measuring work-life balance implications for employees within context. Work-life balance, for the purpose of this study, refers to the relationship between work- and non-work life. ARJO This project represents collaboration between ARJO group, a market leader in lifting equipment and LRG-UAS. Based on their recognised role in the market for support equipment for obese and ageing people, ARJO will assist our Master’s students conducting an applied research project with the development of client profiles, provide lifting equipment for tests and discussions with hospitality clients and support implementation concepts. Students are working under the supervision of Dr Tom Guthknecht. 16
  17. 17. Collaboration with the Industry Kempinski In 2009, the Kempinski Hotel and our university initiated an interesting project. This project encompasses four case studies, offering MBA and MEd students the opportunity to conduct research and to gather information and data from the Kempinski Hotel Chain. MBA and MEd students are working under the supervision of Mr Juskiw and Mr Gervaix. The head office based in Geneva have offered unlimited access to data bases to collate primary data from around the world and also access to conduct interviews with all levels of employees.Kempiski Headquarters Geneva: the Kempinski managerial team, MBA/MEd students and supervisors 17
  18. 18. Collaborative Projects FP7 - Collaborative Project ProposalLRG-UAS is a member of a team of 20 the adequate existing mechanism, targeted toEMRBI associates universities that has its needs. This will allow each partner to form,participated in the submission of a at a national level, a pilot action. This pilot runcollaborative project proposal to the FP7 EU will test the new innovative financial productsprogramme. and will also determine the ability ofThe project aims at the creation of a methodology transfer towards the globaltransnational network of structures, which will market financial environment. Thesearch internally for viable existing structures dissemination of the results of the pilotand mechanisms that have the power to create, actions will contribute to the economic growthpromote and enhance financial innovation, at and employment of Europe since it willthe beginning, nationally and then globally. generate the critical mass financial productsThese structures and mechanisms will initially and of mechanisms, which will activate thebe recorded and presented, at the transnational entrepreneurs, and the financial institutionslevel, in order to form a synthesis of involved towards globally marketableexperiences ready to be adopted after the innovation. Again, all relative consequences atnecessary adjustments. Through this procedure the economic, social and environmentaleach partner will in one hand form or reform perspectives will be examined and analyzedthe existing financial innovation structure andon the other hand, it will select and implement from this change at the financial system . TEMPUS Programme LRG-UAS is participating in the Tempus programme, one of many European Community programmes focused in the field of higher education. The aims of the project are to create and disseminate knowledge about key success factors and cross cultural management in cross border alliances (mergers, acquisitions, and joint ventures). This knowledge will be acquired through research in cooperation of universities and business associations. 18
  19. 19. Collaborative Projects LRG Participation in COST ActionLRG-UAS is participating in the COST Action or host country or both). This project researchentitled “The Emergence of Southern is innovative in both its comparative dimensionMultinationals and Their Impact on Europe”. (there is no similarly broad-ranging analysis ofRuth Rios-Morales has been nominated the the impact of Southern Multinationals onCOST action’s manager in Switzerland. COST Europe) and its methodology (drawing on(European Cooperation in the field of Scientific contextual, multi-perspective and multi-leveland Technical Research) is one of the European research). The project addresses the need for aScience Foundation’s program with objective of greater understanding around Southernwidely disseminate research results at both Multinationals, and for theory development andnational and international level. new models. It will integrate the outcomes ofThis COST Action brings together scholars empirical studies based on a broader conceptualfrom COST-eligible countries that share an framework and cases generating firm level datainterest in the scientific study of Southern across national boundaries.Multinationals and their impact on Europe andhave specific area knowledge (country of origin Management Committee Meeting of the COST Action – May 25-26 2010, Brussels 19 19
  20. 20. Research Projects Comfort, Risk, Seduction and Wilderness: the Paradoxes of Adventure Tourism By Dr Alain Imboden In a series of conference papers, Dr Imboden is exploring some of the paradoxes gravitating around adventure tourism. In Adrenaline for Sale: A Discourse Analysis of Adventure Tourism in Sweden & Switzerland, the focus is on the notion of risk and its representations in the promotion of adventure tourism by the official Tourism boards of Sweden and Switzerland. The analysis shows that once commodified, adventure is mostly represented by these two actors as a risk-free activity. Risk is here diluted in a representation of adventure as something manageable and achievable, while paradoxically uncertainty is represented in the literature as an essential attribute of adventure. In Escaping Modernity? The Conditions of Existence of Adventure Tourism, the factors that make adventure tourism socially desirable are discussed. Risk is here once again part of the analysis, in particular as a perception of being on the edge that may establish a sense overcoming and self- achievement. This conceptual paper identifies two ways of explaining the desire for adventure both based on the notion of escape: one defining adventure tourism as a necessary but temporary and punctual form of escape from our modern reality and the other seeing adventure as a form of post-modernism. In Hospitality and Wilderness - Defining the Norms of a Cohabitation, another phenomenon generated through the commodification of adventure is explored: the presence of comfort in the wilderness. The compromises done in offering hospitality but preserving the wild nature in which this hospitality is offered are analyzed through the case of the mountain hut. The analysis reveals the omnipresence of comfort as an essential element of modernity, even in the most remote places and during the most adventurous activities. It also raises the issue of perception versus reality in relation with what is today considered as wilderness. 20
  21. 21. Research Projects Together, these papers display the complex nature of adventure once it becomes a modern product for sale under the label of adventure tourism. In its different representations, this product contains notions of risk but also safety, threat but also desire, comfort but also wilderness, control but also uncertainty. It is precisely this ambivalence that will be further studied by the author, in particular from a consumer’s perspective. References: Imboden A. (2009), Adrenaline for Sale: A Discourse Analysis of Adventure Tourism in Sweden & Switzerland, 18th Nordic Symposium in Tourism and Hospitality Research, University of Southern Denmark, 22nd - 25th October 2009, Esbjerg, Denmark. Imboden A. (2010), Escaping Modernity? The Conditions of Existence of Adventure Tourism, paper to be presented at the International Critical Tourism Studies Conference “Tourism and Seductions of Difference”, 9th-12th September 2010, Lisbon, Portugal. Imboden A. (2009), Hospitality and Wilderness - Defining the Norms of a Cohabitation: the case of the Mountain Hut, paper to be presented at the 19th Nordic Symposium in Tourism and Hospitality Research, 23rd – 26th September 2010, Akureyri, Iceland. Cabane BERTOL – Valais, Switzereland © 2008-2010 La cabane Bertol 21
  22. 22. Swiss Tourism Applied Research (STAR)Les Roches-Gruyère University of Applied Sciences CH 1630 Bulle, Switzerland Tel. 00 41 26 919 78 78 Fax 00 41 26 919 78 79