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Tourism and Hospitality“Bridging the Worlds ofEducation and Industry”Kingsmills Hotel, InvernessTuesday 4th May 2010

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Dr Rob MacphersonSubject Network LeaderHospitality, Tourism, Leisure and SportUHI Millennium InstituteActing Programme LeaderBA Tourism and Hospitality PracticeNorth Highland College UHIDirector of Golf StudiesNorth Highland College UHILecturer with modules on following programmes:• Business and Management• Golf Management• Adventure Tourism Management• Leadership and Management• Interpretation: Management & Practice• Scottish History

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Context - National“Bridging the Worlds of Education and Industry” In 2008 around 15 million tourists tookovernights trips to Scotland. The annual spend was over £4.0 billion. Scottish Tourism contributes 11% of theScottish service sector economycompared to 9% for the UK as a whole.

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Context - Highlands“Bridging the Worlds of Education and Industry” During 2008 around 1.96m tourist tripswere taken to Highlands by UK residentswith 0.54m trips by overseas visitors Visitors stayed for 11.59m bednights andspent £639m in the area Tourism related employment accounts for13.8% of the Highland workforce

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Future Outlook“Bridging the Worlds of Education and Industry”“If we make the wrong decisions and areovertaken by the competition…we are asecond choice and second-class destinationin the eyes of the tourist –Yesterday‟s Destination.We are in slow decline, which accelerateswith Scotland‟s collapse as a mainstreamtourism destination by 2025.”Our Ambition for Scottish Tourism: a Journey to 2025, VisitScotland

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UHI Tourism and Hospitality“Bridging the Worlds of Education and Industry”

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Industry Wants and Needs“Bridging the Worlds of Education and Industry” Customer centred skills (communications) High quality standards Practical skills (hospitality) Product knowledge and awareness Business awareness Taking responsibility Leadership and management (high fliers)

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UHI‟s Heritage“Bridging the Worlds of Education and Industry” UHI has a strong heritage of academicdelivery in the tourism and hospitalitysector through its college-based FE andHE provision across the Highland & Islands High quality training kitchens and restaur-ants in many colleges plus Burghfield Hotel From 1999-2006, UHI also offered a BATourism degree (hosted by Perth College UHI)

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Curriculum fit for C21st“Bridging the Worlds of Education and Industry” but what is needed for the sector; theregion; employers; and students in 2010? December 2007 – Budd Report published from 2008, a new suite of study, responsiveto the outcomes of that report, has beendeveloped in consultation with industry launched TODAY (validation October 2010)

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Future Outlook“Bridging the Worlds of Education and Industry”“Tourism education, if it is to be responsive tochange, must have an emphasis onexperiential and applied learning – wherethere is a direct engagement between allparties concerned in the educationalprocess...those responsible for the develop-ment of tourism education at UHI must beinnovative...and not just follow the strategiesthat other[s] employ.”Budd Report (2007), UHI

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Graduates > Employees“Bridging the Worlds of Education and Industry”

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Budd Report – Assumptions“Bridging the Worlds of Education and Industry”• People will increasingly assemble DIY holidaypackages over the internet, limiting the role ofthe travel agent.• People are increasingly attracted to„experience-rich‟ short breaks.• Customers will expect good service and willassume the lack of quality assuranceaccreditation to be a sign of inferiority.

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Budd Report – Assumptions“Bridging the Worlds of Education and Industry”• Tourists are becoming less like passiveviewers and more like active participants.• By promoting itself as a „playground‟ forvisitors Scotland can draw in tourists wishingto take part in a variety of different activities.• Scotland should build on its reputation forauthenticity and a lively indigenous culture.

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A strategic vision –responding to industry needs“Bridging the Worlds of Education and Industry”UHI will seek to provide a suite of quality tourism and hospitalitylearning opportunities which places, at its heart, the economicneeds of the region, aligned to the achievement of governmentand industry ambitions for 2015.UHI will provide students with a blend of practical experience in,and critical appreciation of, industry best practice, operations,management and leadership in the tourism and hospitality sector,enabling them to take on future leadership roles in tourism andhospitality management in the region and elsewhere.UHI want people involved in the industry at whatever level to havethe status and rewards their contribution to the success of theindustry deserves.

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Underpinning Values“Bridging the Worlds of Education and Industry” a genuine commitment to excellence incustomer service a positive attitude to change and opportunity professionalism teamwork and leadership product knowledge pride in the Highlands and Islands as aplace to live, work and holiday

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World Class Opportunities“Bridging the Worlds of Education and Industry”

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UHI Tourism and Hospitality“Bridging the Worlds of Education and Industry”

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Three Stage Approach“Bridging the Worlds of Education and Industry” Stage 1 – Embedding Key Industry Skills FE courses/HNC courses Stage 2 – Informed Industry Practice BA Tourism and Hospitality Practice Stage 3 – Leadership and Management BA (Hons) Business & Management (Tourism) BA (Hons) Business & Management (Hospitality) MSc Leadership & Management (Tourism) MSc Leadership & Management (Hospitality)

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Stage 1“Bridging the Worlds of Education and Industry”Embedding Key Industry Skills

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Stage 1 – Embedding Key Industry Skills“Bridging the Worlds of Education and Industry”Further education courses: NQ Hotel Operations NQ Leisure Industries NQ Skills for Food and Hospitality Industries SVQ3 Hospitality Supervision & Leadership SVQ3 Professional Cookery SVQ3 Food Preparation and Cookery NQ Business Management and Accounting NC Business NC Golf Studies NC Outdoor Pursuits

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Stage 1 – Embedding Key Industry Skills“Bridging the Worlds of Education and Industry”Higher education courses: HNC Tourism HNC Travel and Tourism HNC Hospitality HNC Professional Cookery HNC Event Management HNC Business HNC Golf Management HNC Adventure Studies

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Underpinning Values“Bridging the Worlds of Education and Industry” first steps on the ladder highly practical introduce key concepts stepping stone for future study basic skills – teamwork and communication product awareness and knowledge professionally valued and recognised

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Stage 2“Bridging the Worlds of Education and Industry”Informed Industry Practice

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Stage 2 – Informed Industry Practice“Bridging the Worlds of Education and Industry”BA Tourism and Hospitality Practice: a two-year programme to link under-pinningacademic theory with practical industry experience strong emphasis on experiential learning embedded 9-month work placement opportunity available as CPD for existing industry practitioners specialisations to suit bespoke needs stepping stone to Honours and Masters study

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Stage 2 – Informed Industry Practice“Bridging the Worlds of Education and Industry”The aims of the programme are:1. to produce graduates equipped for the twenty-first century whohave the understanding and principal skills to practice and manageacross the full range of core functions of a tourism and/or hospitalityfacility, through the application of contemporary theory toprofessional practice2. to produce graduates who have a strong interpersonal focus and acapability to work effectively with a wide variety of individuals,groups and businesses within their chosen industry3. to develop industry practitioners and managers who have a detailedknowledge and understanding of the key fundamentals of businessand management across a range of contexts; and who can applythis knowledge to workplace situations to better achieve profitabilityand sustainability

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Stage 2 – Informed Industry Practice“Bridging the Worlds of Education and Industry”4. to develop graduates who have a critical understanding of their futureleadership role in creating and sustaining productive, high performingand innovative relationships which achieve enhanced levels oforganisational performance in dynamic environments5. to provide a quality learning environment and learning experienceswhich encourage graduates to have critical and reflectiveunderstanding of themselves and others; an ability to demonstrateincreasing levels of responsibility in working autonomously andcollaboratively; and a willingness to engage with personal andcontinuous professional development

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“Bridging the Worlds of Education and Industry”Programme StructureYear 2Semester 1 Semester 2Work Placement: hospitality/tourism theory & practiceIan Gibb(core; 30 credits; SCQF 8)Hospitality OperationsIan Gibb(core; 15 credits; SCQF 8)Caring for Customer NeedsAlan Fleming(core; 15 credits; SCQF 8)Principles of Contemporary ManagementTara Morrison(option; 15 credits; SCQF 8)Management AccountingLinda Martin(option; 15 credits; SCQF 8)Human Resource Management: IntroductionMary Allan(option; 15 credits; SCQF 8)Marketing PracticeSandra Chache(option; 15 credits; SCQF 8)Event Planning and OrganisationAlan Fleming(option; 15 credits; SCQF 8)Free Elective(15 credits; SCQF 7/8/9)Free Elective(15 credits; SCQF 7/8/9)

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“Bridging the Worlds of Education and Industry”Programme StructureThoughts leading to this delivery model:• balance of core and options• four business skills modules to provide academic context andtheoretical under-pinning• one core hospitality module – so all students have awarenessof hospitality• four modules which can be contextualised either to tourism orhospitality path• the opportunity to chose an elective from either semester (over2 years) is good practiceSpeaks to the programme values of:• a genuine commitment to excellence in customer service• professionalism• leadership and teamwork

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“Bridging the Worlds of Education and Industry”Programme StructureYear 3Semester 1 Semester 2Research SkillsRob Macpherson(core; 15 credits; SCQF 9)Research ProjectRob Macpherson*(core; 15 credits; SCQF 9)Promoting Quality Local Produce GloballyTom Rendall(option; 15 credits; SCQF 9)Work Placement: SupervisionRob Macpherson*(core; 30 credits; SCQF 9)Scotland’s Visitor AttractionsJane Malcolm-Davies(option; 15 credits; SCQF 9)Food and Beverage OperationsIan Gibb(option; 15 credits; SCQF 9)Understanding & Exploiting Natural AssetsGenevieve Adkins(option; 15 credits; SCQF 9)Hotel/Resort StudiesRob Macpherson(option; 15 credits; SCQF 10)Understanding Niche TourismRob Macpherson(option; 15 credits; SCQF 9)Understanding Visitor BehaviourTom Rendall(option; 15 credits; SCQF 9)Free Elective(15 credits; SCQF 8/9/10)Free Elective(15 credits; SCQF 8/9/10)

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“Bridging the Worlds of Education and Industry”Programme StructureThoughts leading to this delivery model:• embeds placement experiential learning• prepares students for future Honours-level learning• two core research modules – allow students to develop theircritical skills and link them to a project germane to their study• four modules which provide product knowledge either totourism or hospitality path• the opportunity to chose an elective from either semester (over2 years) is good practiceSpeaks to the programme values of:• a positive attitude to change and opportunity• professionalism• teamwork and leadership• product knowledge

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“Bridging the Worlds of Education and Industry”Work PlacementSemester 2 (placement [red box]):• Work Placement: Supervision plus up to two furtherexperiential options – Food and Beverage Operationsand/or Hotel/Resort Studies• these to be undertaken from January – May as partof an integrated internship/work placement• normally, a student will be expected to extend thiswith further work experience (at the same venue)from June – September• up to 60 credits can be achieved this way

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“Bridging the Worlds of Education and Industry”Work Placement Benefits students: able to apply their theoretical learning toreal workplace situations; and who will enhance theiremployability and career development prospects employers: obtain educated subject practitioners,more advanced in their understanding of tourism andhospitality operations and customer wants/needs thangeneral management students and more able tooperate effectively, independently and intuitively

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“Bridging the Worlds of Education and Industry”Meet the StudentsStudent 1SusanHolds HNC HospitalityStudent 2AlisonHolds HNC TourismStudent 3MalcolmHolds HNC Professional Cookery

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“Bridging the Worlds of Education and Industry”Student 1: SusanHolds HNC Hospitality Hospitality Industry Hospitality Supervision Financial and Control Food Hygiene Food & Beverage Service Food Production Accommodation Servicing Front Office

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“Bridging the Worlds of Education and Industry”Student 1: SusanMature student who followed the hospitality path, studied part time„To be perfectly honest if the course hadn‟t been geared to peoplelike me, or if the tutors had been less supportive, I‟d have given upseveral times over. I just couldn‟t afford to study full time – I don‟tknow how anybody can – but my boss was really keen that I getthe degree. She wants me to become manager as the hotel growsand that would be great, but if that doesn‟t happen I‟ve learnedenough about business that I might just start up my own bed andbreakfast and see what happens.‟

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“Bridging the Worlds of Education and Industry”Student 1: Susan Work Placement: in small family-run hotel (weekends) Caring for Customer Needs Hospitality Operations Contemporary Management Issues Management Accounting Introduction to SMEs (elective) Marketing Practice Research Skills and Project – B&B opportunities in Speyside Understanding Niche Tourism (context: whisky) Promoting Quality Local Produce Work Placement: in small family-run hotel (seasonal) Hotel/Resort Studies Understanding Visitor Behaviour

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“Bridging the Worlds of Education and Industry”Student 2: AlisonHolds HNC Tourism Tourism & Travel Industry Marketing in Tourism Scottish Tourism Product Customer Care Personal Effectiveness Communication Information Technology

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“Bridging the Worlds of Education and Industry”Student 2: AlisonMature student who followed the tourism path, full time„I had always been interested in the environment and we used tohave some great caravan holidays exploring all over theHighlands, so when I was made redundant my husbandencouraged me to do the degree as a way of getting ready to startup my own business as a small tour company. He probably wantedto slow me down a bit, too, and make sure I was serious about thebusiness. I didn‟t expect to enjoy the course as much as I have,actually. I think it was because so much of it was learning fromexperience. „Being reflective‟ they called it, but I see what theymeant. It certainly worked for me. I‟ve just completed my businessplan and can‟t wait to get started.‟

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“Bridging the Worlds of Education and Industry”Student 2: Alison Work Placement: in Historic Scotland property (weekends) Caring for Customer Needs Hospitality Operations Contemporary Management Issues Management Accounting Introduction to HR Management Marketing Practice Research Skills and Project – Highland Tour Operators Understanding Niche Tourism (context: eco-tourism) Understanding & Exploiting our Natural Assets Work Placement: in Tourist Information Centre (seasonal) Understanding Visitor Behaviour Environmental Issues (elective)

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“Bridging the Worlds of Education and Industry”Student 3: MalcolmHolds HNC Profess. Cookery Financial and Control Hospitality Supervision Food Classification &Purchase Food Hygiene Hot Kitchen Cold Kitchen Sweets and Desserts Patisserie

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“Bridging the Worlds of Education and Industry”Student 3: MalcolmSchool leaver who followed the hospitality path, full time„My family moved to the Highlands from London when I was twelveand I couldn‟t get over what a beautiful place it was. I mean, I knowit isn‟t party central and there are midgies and it can rain a lot, but Iabsolutely love it. I didn‟t want to live or work anywhere else so Ithought this degree would be ideal. I‟ve spent time working insome great local businesses and I‟ve discovered that I‟m actuallyquite a good cook! My dream is to own a restaurant on the shoreand serve gorgeous seafood to happy customers and I‟mdetermined to make the dream come true.‟

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“Bridging the Worlds of Education and Industry”Student 3: Malcolm Work Placement: local pub kitchen (evenings/weekends) Caring for Customer Needs Hospitality Operations Contemporary Management Issues Management Accounting Introduction to HR Management Introduction to SMEs (elective) Research Skills and Project – Restaurant Business Planning Promoting Quality Local Produce Understanding Niche Tourism (context: gourmet food) Understanding & Exploiting our Natural Assets Work Placement: professional hotel kitchen (seasonal) Hotel/Resort Studies

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Summary“Bridging the Worlds of Education and Industry” In each case, the student progressestheir study in a way appropriate to theirsituation and aspirations. All could exit with a BA award or, if theywished, progress on to Honours and/orMasters level study. Experiential learning makes up around30%-40% of their study.

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Stage 3“Bridging the Worlds of Education and Industry”Leadership and Management

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Underpinning Values“Bridging the Worlds of Education and Industry” for tomorrow‟s industry leaders working in collaboration with industrysponsors part-time study allied to in-houseprofessional development advanced skills – team leadership anddecision making perfect CPD for existing managers professionally valued and recognised

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BA (Hons) Business & Management(Tourism and Hospitality)“Bridging the Worlds of Education and Industry”Dissertation30 creditsStrategic Planning15 creditsCritical Thinking in Management15 creditsManaging Leadership15 creditsMarketing Communications15 creditsInnovation and Enterprise15 creditsLearning and Development in Organisations15 credits

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MSc Leadership & Management(Tourism and Hospitality)“Bridging the Worlds of Education and Industry”Dissertation45 creditsResearch Methods and Techniques15 creditsLeading and Managing15 creditsCreativity through Collaboration15 creditsManaging Individuals, Relationships and Networks15 creditsStrategic Planning and Delivery15 creditsLeadership, Values, Ethics and Sustainability15 creditsManaging Engagement, Communication and Marketing15 creditsEvent Management for the Tourist Experience15 creditsLeading and Motivating Volunteer and Seasonal Staff15 credits

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Tourism and Hospitality“Bridging the Worlds ofEducation and Industry”THANK YOU!