Education Tourism- Rotary panel-Shalini Urs


Published on

Education Tourism is one of the not well recognized dimensions of tourism. Mysore is known as Royal City and Heritage city. In this presentation I argue we need to position Mysore as a Knowledge City and boost the development of Mysore as a knowledge city as it USP and tell a unique story about Mysore and its intellectual capital which not only includes its heritage, culture , education and various other special characteristics of the city brand

Published in: Education, Technology, Business
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Education Tourism- Rotary panel-Shalini Urs

  1. 1. Dr. Shalini Urs MYRA School of Business & International School of Information Management
  2. 2. ‘Cities of the future’ by PwC “We need new perspectives on cities, their dreams, knowledge, creativity and motivation in order to find new ways to develop strategic city management. Therefore PricewaterhouseCoopers (PwC) will develop a new arena for dialogue with leaders in cities as a tool for strategic development and knowledge sharing, resulting in added value for people in cities, organisations or companies.”
  3. 3. What are the components of your city brand (strategic assets) and what makes you different from other cities? Creating a corporate identity and brand in the city. The big cities of today and tomorrow operate in a constant condition of competition. They compete for positioning and attractiveness through strategic city branding.
  4. 4. Tell a unique story about your city 1.“Strategy is playing a different game to your competitors” (Michael Porter ) 2.Every city needs to find ways to be unique, and to develop an interesting profile that puts it in pole position. 3.Stand out from the crowd to maximize the attention it receives. 4.To do this it needs to create values that set it apart from its competitors.
  5. 5. Strategic responses required for effective leadership. The constituent elements of the city asset groups, or capitals, that form the basis for developing a strategic agenda that will take a city forward. People, knowledge, natural resources, technical infrastructure, finances, democratic and political aspects and cultural values that a city embodies
  6. 6. City of Oslo – The blue and green city “City of Oslo towards 2020 is simultaneously the environmental city, the cultural city and the knowledge city. The knowledge city is about taking advantage of and developing the lead we already have on the competition as one of the best educated people in Europe.
  7. 7. Barcelona – City of knowledge “The vision of Barcelona in 2015 is that of a city characterized by the following:An economy based on the development of a value-added and innovative culture An education system that can guarantee proper training for our human resources
  8. 8. Why are cities important ? 1.The United Nations HABITAT report 2004 predicted that by 2030 around 60% of the world’s population will live in a city and by 2050, two thirds of the population will be in cities 2.Collaboration and partnerships between different stakeholders is a way forward
  9. 9. Developing a strategic city compass (Knowledge City)
  10. 10. What is the way forward for City Planners ? 1. Political stamina and government engagement; 2. Organized Intelligence and Security 3. Diversity 4. Rich cultural life 5. Scientific environment and knowledge tradition; and 6. Favourable geographical position and infrastructure for transport and communication. 7. An intelligent city needs to have sustainability factors 8. For the Knowledge City one of the most important aspects for the future of city is meeting places. An intelligent municipality needs to create the context where knowledge workers can exchange their ideas and engage their creativity.
  11. 11. 9. Knowledge centres – universities and other educational institutions 10.Approach to the future – openness 11.Approach to “different” people - inclusiveness; 12.Global connections – networks and diversity; 13.Interactivity – between the city and corporate society; 14.Speed of communication – feedback between leadership in the city organisation and citizens; 15.Adaptability – degree of innovation and development; and 16.Attractiveness to people, companies and money (not least venture capital).
  12. 12. How do we create a city’s USP ? 1. Historical events – fundamental to the culture and story of the city 2. Physical landmarks – buildings and architecture 3. Cultural institutions and sport teams, including events and exhibitions 4. Nature, environment and climate 5. Demographic structure 6. Traditions and civic culture, attitude, spirit and mindset
  13. 13. Unique Story about Mysore 1.Many pioneering, unique, and innovative stories to tell a. Royal Heritage ( Palaces , Museums…libraries) ( Mysore City Library is 96 years old) b.Crafts and Industries ( Sandalwood, Mysore Silk, …) c. City Planning (MUDA Established in January 1904) d.Women’s education ( First Girls School in the country)
  14. 14. USP stories a. Music (Ex. Veene Sheshanna) b.Mysore style painting , Ganjifa art , and more c. Zoo d.Irrigation and Water Supply system (Shivanasamudra hydroelectric project was initiated in 1899 , the first such major attempt in India) e. Inclusive Approach ( Reservation System first introduced ) f. AIR ( All India Radio) g. State Bank of Mysore( Celebrating centenary this year)
  15. 15. Mysore USP 1.Democracy (the first Representative Assembly of British India, with 144 members, was formed in 1881) 2.Geographical Indicators ( More than 10 – highest for an Indian city) 1. Mysore Silk 2. Mysore Pak 3. Mysore Jasmin 4. Ganjifa Cards 5. Mysore betel leaf 6. Mysore Agarabathi 7. Mysore Rosewood inlay 8. Mysore Sandalwood oil 9. Mysore Sandal soap 10.Mysore Traditional Painting 11.Mysore Masala Dosa
  16. 16. Educational Tourism Educational tourism is one of the fastest growing areas of the travel and tourism and one that is too often overlooked by tourism professionals and marketers is “educational tourism.” Educational tourism then comes in a wide variety of formats, yet despite the differences all forms of educational tourism have a number of points in common – it is for education When people travel to different places for education – formal and lifelong
  17. 17. Forms of Educational Tourism 1.When people /students travel to different cities for formal education and training 2.Conferences and Meetings 3.Study Abroad programmes 4.Student Exchange Programmes 5.School/college trips 6.Skill Enhancement Vacations (Ex. Yoga) 7.Educational cruises. 8.Travel is education Often we forget that educational tourism is based around people on vacation.
  18. 18. Economics of Educational Tourism 1. International education is vital to strengthening economies and societies both in the United States and around the world (US Department of Education) 2. US has 764,495 international students and of these India contributes 100,270 3. International students contributed over $22.7 billion to the U.S. economy in 2011(US Department of Commerce) Health 4% Intensive English 5% Arts 6% Social Sciences 9% Sciences 9% Math/Computer 9% Engineering 19% Business & Management 22% Undeclared 3% Humanities 2% Education 2% Agriculture 1% Other 10% Fields of Study Business and Management: 22% STEM Fields: 41%. STEM Fields Financial Contributions International students contributed over $22.7 bil economy in 2011, according to US Department o 64% of international students (82% of undergrad primarily on personal and family funds to pay fo Personal & FamilyFunds 64% U.S. College or University 22% Current Employment 5% Foreign Gov't/ Univ. 6% Other Foreign Source 2% Other US Source 1%
  19. 19. India and Education Tourism 1. Number of Indian students going abroad for higher education – 200,000 ( UNESCO Institute of Statistics 2013) 2. Indian students going abroad for their higher studies cost the country a foreign exchange (forex) outflow of $10 billion annually 3. Number of Foreign students studying in India – 20,000 4. University of Mysore has 1124 foreign students ( 2nd highest in India)( Nearly 6 %) ( next to Pune ) 5. We need to explore the potential of educational tourism creating the City USP
  20. 20. The Knowledge City Index: A Framework for Evaluating Knowledge City Regions in Developing Societies International School of Information Management University of Mysore India
  21. 21. “A balance between culture and development” Our Approach Identify parameters essential for Knowledge City (From developing society angle) Arrive at a framework (Knowledge City Index - KCI) Iteratively refine the KCI framework Analyze Mysore’s Standing in terms of KCI and MAKCi Is the framework exhaustive? No Yes Evaluate Mysore’s position as a Knowledge City
  22. 22. Our Model of a Knowledge City The Knowledge City Index (KCI) Education Innovation and Research Network Infrastructure Culture, Heritage and Tradition Tourism Economy Civic Administration and Infrastructure
  23. 23. • Mysore’s KCI mainly boosted by Tourism, culture and heritage indicators • Not much research / innovation activities i.e. not much knowledge created • Mysore lags behind in terms of basic infrastructure Conclusions
  24. 24. We have a story to tell, but that is not enough We have a unique story to tell, but … 1.Have we done enough to create a unique experience ? 2.Mysore Palace is not enough, we need to create the Mysore Experience 3.It is all about experience and not just sightseeing 4.Remember the IPod story ( uniqueness is in the experience )
  25. 25. Thank You