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An Introduction to Tourism Learning Areas
This presentation has been prepared as part of the development of the DG Enterprise Tourism Learning Area’s contract to develop a Handbook on Tourism Learning Areas .
A European Commission project by ECOTRANS
the European Network on Tourism and Sustainable Development: Elaborated by Gordon Sillence,
Tourism Learning Areas Project Coordinator, in collaboration with the Learning Areas Handbook Team
(Additional supporting information to develop a Tourism Learning Area website portal is available from DG Enterprise and ECOTRANS)
For further information contact
[email protected] [email protected]
www.ecotrans.orgECOTRANS 2004
Contents
1. Understanding the Background, Benefits and Theory
2. Developing the Concept - The Model of Excellence
3. Making a Learning Area a Reality - The Web Portal Elements
DG Enterprise
DG Enterprise
Business Inputs
Working together for the Future of European Tourism’
2001.
Working together for the Future of European Tourism’
2001.
DG Education and Culture
DG Education and Culture
European Life Long Learning
Initiative Nov 2001
Member States
Working Group B
"Improving training in order to upgrade skills in the tourism industry"
Working Group B
"Improving training in order to upgrade skills in the tourism industry"
Other Civil Society Inputs
UN Processes
Learning Areas Tender
Aug 2003
Learning Areas Tender
Aug 2003
The European
Commission
Learning AreasHand
book Project
Dec 2004
Learning AreasHand
book Project
Dec 2004
DG Employment
DG Employment
Economic Environmental and Social Drivers of 21st Century Global Change
Human Resource Potential Dialogue
2002 20032001 20042000
How We Arrived Here – The Learning Areas Road Map
How We Arrived Here – The Learning Areas Road Map
R3L Initiative Apr 2003
R3L Initiative Apr 2003
DG InfoSoc
DG InfoSoc
1
‘Benefits of Setting a Tourism Learning Area’
a Tourism Learning Area aims to develop stakeholders who are more capable of:
Forming partnerships, networks and clusters Creating quality products and services Demonstrating innovative capability Increasing performance and outputs Being more autonomous Displaying greater work-place flexibility Operating in an entrepreneurial context Working with changing technology Developing adaptive strategies in the face of
globalization and global change Understanding how to work in a more sustainable
way Enjoying an increase in quality of life based on fuller
access to information
1
Establishing a Establishing a Tourism Learning Area ...Tourism Learning Area ...
Establishing a Establishing a Tourism Learning Area ...Tourism Learning Area ...
The Learning Area Project has developed a Handbook
…
… and a strategy to set up Tourism Knowledge Networks
through Thematic,
Destination-level or Regional
Web Portals
1
Starting with bringing together
the Tourism Stakeholders …
Global
Sub-Global
D Tour Operators
F Tourists & Residents
A Policy Makers, Destination
Management Authorities & Services
C Accommodation
Providers
C Local Service Providers
D Travel Agencies
C Inter-destination Mobility Services: Air travel Sea/waterways Railway Road Transport
C Intra-Destination Mobility Services Car hire
companies Taxis Buses Trains Cycling Pedestrian
C Restaurants & catering
C Product Suppliers (including
B associations and unions)
C Visitor Attractions
National
Regional
Local
Household
Destination Landscape
E Research, consultancy and
education
Tourism Value Chain and Destination Administration Model
A Policy Makers – the Administration
1. EC, national, regional and local administrations
2. National, regional and local tourism information offices
3. Tourism agencies
B Social Partners
Federations representing tourist industry sectors
Trade Unions
Media
Non Government Organisations
C Business and Industry – Tourism Suppliers
1. Accommodation industry
2. Catering sector (restaurant, cafe, bar, etc.)
3. Transportation sector
4. Construction sector
5. Attractions and activities
6 Tourist Guide services
D Commercial Intermediaries in Tourism Industry
1. Tour Operators2. Travel Agents/
retailers E Academic and
Scientific bodies 1. Education &
Training establishments
2. Research and consultancy bodies
F . Public, Private, Public-Private Partnerships, Civil Society , NGO's
1. Women 2. Youth 3. Indigenous People 4. Farmers 5. Residents 6. Visitors 7. Multi-stakeholder
Networks value chain activity – destination landscape
development
1
Developing Continuous Improvement of Learning, Innovation and Competitivity ...Developing Continuous Improvement of
Learning, Innovation and Competitivity ...
The concept of Learning Areas, developed from the Learning Regions approach of the European Centre for the Development of Vocational Training (CEDEFOP), was identified as a contribution to resolving local challenges through three basic pillars:
1) Involvement of all stakeholders concerned in the Tourist Area2) Using an holistic approach to provide learning 3) Improving factors for competitiveness.
Learning Area process: improving economic& social dimensions in the tourist sector
Innov
atio
n/
Con
tinuou
s Im
prov
emen
tIn
nov
atio
n/
Con
tinuou
s Im
prov
emen
t
Organisationalstructure
Organisationalstructure
LabourEnvironment
LabourEnvironment
Labo
ur
com
pete
nce
sLa
bour
com
pete
nce
s
PartnershipCo-operation
Top
-dow
n
Networking
Bot
tom
- up
SMEs &Professionals
Area’s CoreArea’s Core
Others:Chambers of Comm.Develop. Agencies
Employment Agencies - ...
SocialPartners
Local Community
Learning Providers
R&D Organizations
Public Authorities
Organizations Consultancy
Source: J.F. Jensen/V. J. Molés on the basis of the WG B discussions
1
Focusing on a specific region …(The Learning Region Pyramid) Focusing on a specific region …(The Learning Region Pyramid)
The Learning Citizen
The Learning Team
The Learning Organisation
The Learning Network
The Learning Community
The Learning Region
Adapted from: Towards Learning Regions – Integrated Strategies For Competence Development In The Graz Area In Austria Josef Scheff Cedefop 1999
Regional Level
Network Level
CompanyLevel
1
Creating a Model of Excellence …(The Dynamic Learning Pyramid as the theoretical base (The Dynamic Learning Pyramid as the theoretical base ))
Creating a Model of Excellence …(The Dynamic Learning Pyramid as the theoretical base (The Dynamic Learning Pyramid as the theoretical base ))
The Learning Citizen
The Learning Team
The Learning Organisation
The Learning Network
The Learning Community
The Learning Region
Adapted from: Towards Learning Regions – Integrated Strategies For Competence Development In The Graz Area In Austria Josef Scheff Cedefop 1999
1) Involvement of all stakeholders concerned in the Tourist Area
2) Using an holistic approach to provide learning
3) Improving factors for competitiveness
2
Building the Tourism Learning Area
Model of Excellence Building the Tourism Learning Area
Model of Excellence
- an Overview of Stakeholder Interaction
Tourism Value Chain
Destination Development
Major groups
Business & Industry
National Govt
Local Government
Trade Unions
NGOs
Women
Youth
Farmers
Indigenous peoples
Scientific Community
Media
Major groups
Business & Industry
National Govt
Local Government
Trade Unions
NGOs
Women
Youth
Farmers
Indigenous peoples
Scientific Community
Media
Three dynamic wheels
The Learning Pyramid
Learning Experience Providers
Learning Experience
Clients
Primary level Modeling Segment
2
Local Education Authority Grants
Service
University
Local Business Apprenticeship
scheme
On-line course
Private Training Consultancy
Communications Skills for the Hospitality
Industry
Customer Care Mentor Training
School-leavers
Local Authority Staff
Best Practice Award for Quality in Customer Care
Women
Micro business employees
Documentary on Theme Parks of
Europe
TV Channel
Local Media
Learning Experience Providers
Learning Experience Clients
Secondary level Modeling Segment
Network of SMEs and micro Enterprises
- Delivering Learning
Experiences
Magnification of the Model Magnification of the Model 2
Tourism Learning Area
Initiator
Learning Area Coordinator
Tourism Sector Regional Level
Knowledge Network
Other Learning
Areas
Education
Authority
Tourism
Authority
BusinessesOther Major
Groups
Regional Coordination Committee (NUTS II-III)
other state administrative bodies (Nuts III –V)
Other Sectoral
departments
Employment
Authority
Learning Centres
Formal Training Organizations
Tourism Learning Area – Regional/ Destination Knowledge Network
Stakeholder Forum
Stakeholder Listings -
Providers and Clients
Calendar of Activities
Learning Experience
Market Places
Regional Website Portal
The Learning Citizen
The Learning Team
The Learning Organisation
The Learning Network
The Learning Region
The Learning Community
The Three dynamic wheels
Tertiary level Modeling Segment
Networked Information Structure
2
Background Participants Calendar ContactsResources
What is a Learning
Area?
Who is this site for?
Best Practice Database
Other Learning
Areas
Help line
Site Map
Site Information Structure
EUROPEAN TOURISM LEARNING NETWORK
Thematic Search: Cross sector Search: Geographical Search:
Home European Tourism Learning Area (Portal)
Making the Model a Reality - Web Portal Design3
Background
Home Algarve Tourism Learning Area (Regional Portal)
Participants Calendar ContactsResources
What is a Learning
Area?
Who is this site for?
Best Practice Database
Other Pilot Learning
Areas
Help line
Site Map
Site Information Structure
ALGARVE TOURISM LEARNING NETWORK
Thematic Search: Cross sector Search: Geographical Search:
A Regional/destination-level Portal has the same interface elements A Regional/destination-level Portal has the same interface elements 3
So does a Thematic Learning Area PortalSo does a Thematic Learning Area Portal …
DestiNET the PortalPortal on SSustainable PProduction and CConsumption for the European Tourism SectorEuropean Tourism Sector
Sustainable Production and
Consumption for the European
Tourism Sector
PolicyPolicy
Good PracticeGood Practice
ToolsTools
StatisticsStatistics
ContactsContacts
How to use How to use this sitethis site
More Info …More Info …
Background Issues Stakeholders Products & Services Destinations News EventsBackground Issues Stakeholders Products & Services Destinations News Events
Thematic Search: Cross Sector Search: Geographical Search :
Your gateway to the ideas, information, policies, actions, organisations and
networks dealing with Sustainable
Production and Consumption for the European Tourism
Sector
Language choice
About DestiNetAn Internet Portal for tourist
destinations and their stakeholders. The portal
contains selected, quality assessed information on the
ways in which tourism is being made more sustainable.
DestiNet offers a number of European tourism networking
opportunities and services, including the option to post news, bulletins and suggest
new links on relevant topics.
3
All this can be found in the ‘How to set up Tourism Learning Area
Handbook …’
About this Presentation
This presentation has been prepared as part of the development of the DG Enterprise Tourism Learning Area’s project.
Elaborated by: Gordon Sillence, Herbert Hamelein discussion with the Learning Areas Handbook Team
Additional supporting information to practically develop a Tourism Learning Area website portal is available
For further information [email protected]
www.ecotrans.orgECOTRANS 2004
