Tourism in Recessionary Times The Importance of Training & Marketing 19 th January 2013

Tourism in Recessionary Times

The Importance of Training & Marketing

19th January 2013

School of Business, Computing and Humanities

Head of School: Kay Fitzgerald

Department of Creative Media &Information Technology

Department of Computing

Head of Dept.: Mary Lucey

Department of Business

Department of Hotel, Culinary Arts & Tourism

Head of Dept.: Dr Clare Rigg

Section Head: TJ O’Connor

Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

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• Investment in Training & Marketing crucial in recessionary times

• Focus on the Importance of Training in Recessionary Times – long term impact on marketing of tourism

• CPD – Focused and Targeted• Response to local and regional needs• Response to Failte Ireland destination development program

• Marketing modules embedded in our programmes• Masters research student focusing on social media impact on

marketing of tourism product


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Hotel, Culinary Arts & Tourism Department

• Full-time Programmes

• BA Travel & Tourism Management• BA Adventure Tourism Management• BA Culinary Arts• Higher Certificate in Arts - Hospitality Studies • Higher Certificate in Arts - Culinary Arts

All skills programmes are delivered and co-funded in partnership with Fáilte Ireland


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How do we address CPD Needs

Skills Programmes• Advanced Certificate in

Culinary Arts • 3 days college, 1 day industry

• National Traineeship in Professional Cookery• 1 day college, 4 days industry

• Marine & Countryside Guiding Fetac (L6)

• Cert in Food Business Innovation (Springboard)

• Cert in Tourism Entrepreneurship

Mgmt. Programmes• Trainee Manager

Development Programme (BA Hotel Management)

• Restaurant Management Programme (L 7 – Day Release Program)

• MA Professional Hospitality & Tourism Management (in collaboration with UCB)

• Cert in Human Resource Mgmt.


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Levels of Engagement

• Student Placement• Familiarisation Trips• Job Opportunities• Guest Speakers• Local & Regional Tourism Boards• Conferences• Fáilte Ireland – Research Forum• Industry publications & websites


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Irish Academy of Hospitality & TourismManager: Mary Rose Staffordwww.ittralee.ie/en/.../IrishAcademyofHospitalityandTourism/

• The IAHT was set up 2012 to position the Institute as a leading academic research centre for tourism in Ireland

• The Centre is a dedicated facility that provides continuous professional development programmes of specific application to the Hospitality & Tourism sector

• The IAHT facilitates the development of an applied research community directly linked to the needs of the sector

• The IAHT will establish strategic partnerships with other third level institutions and organisations both nationally and internationallyKay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

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Three Pillars of Activity

International Collaboration

Applied Research CPD Activity


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Working through and with HCT & Business Studies Department & in partnership with Fáilte Ireland



CPDMarine & Countryside Guiding


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Programme

Marine & County-side Guiding

Status

14 Local & Regional Guides graduated in October 2012

15 new Local & Regional

16 Angling Guides

Partners

Fáilte Ireland

SKDP

Fáilte Ireland




10Tour Guiding Students on Field Trip 2012

Restaurant Management ProgramIn college 3 days per weekWorking in the industry remainder of week


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Institute of Technology

Tralee

The West Inn House

Restaurant, Killarney

The Abbeygate

Hotel, Tralee

O’Gorman Cliff top House &

Restaurant

The Boatyard Restaurant & Bar, Dingle

Treyvauds Restaurant, Killarney

Picises Restaurant,

Castlegregory Ballintaggart House, Dingle

The Castle Hotel,

Macroom, Co. Cork

The Gleneagle Hotels,

Killarney

The Tankard Restaurant,

Tralee

Jacks Coastguard Restaurant, Cromane


12Diploma in Restaurant Management Graduating Class 2012



‘The course has given me confidence in dealing with a lot of aspects of the industry’

‘Training and knowledge makes work easier’‘Both my employer and I have noticed the positive impact the course has had on my performance at work’

‘The knowledge of employment law was invaluable’

‘Topics such as food sustainability , energy management, food wastage, cost control and menu engineering has already improved the efficiency of my business’.

‘This course has given me the confidence, skills, knowledge and contacts to succeed in industry.’‘I have improved my skills at work with wine & service’

‘This knowledge has resulted in higher efficiency, higher standards and more confidence in the work place’.


13Restaurant Management Students



Trainee Management Development Programme (TMDP)


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Programme

TMDP

BA Hotel Management

BLOCK DELIVERY

Status

Year 1: 2012 19 Students

Year 2: 201326 Students

4 weeks per semester in college with on-line delivery of modules

Partners

FI/IHF




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Trainee Management Development Students 2012



19 Trainee Managers

• Hotel Kilmore Cavan• Malton Hotel Killarney• Carlton Hotel Tralee• Killarney Towers Hotel• Carlton Hotel Dublin• Riverside Park Hotel Wexford• Whites of Wexford• Westport Woods hotel• Ostan Oilean Acla (Achill Island)• Hotel Westport Mayo• Sligo Park Hotel• Tulfarris Prem Group Wicklow• Mount Juliet Wicklow• Hayfield Manor Hotel Cork• Fitzgerald’s Vienna Woods Cork• Inchydoney Island Lodge & Spa, Clonakilty• Quality Hotel, Clonakilty• The Maritime Hotel, Bantry


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Blended Learning Offers• Flexibility• Accessibility• Own pace (repeat and review material at their own

learning pace)• Learning community – not isolated (social aspect) • Peer Networking – learning from each other• Industry Network – sharing practice• Structure & combination allows opportunity to excel in

students’ area of strength• WBL application strengthens the students academic

understanding


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Mary Rose in BeijingGeorgina in Sligo Park

Bjorn in The Malton, Killarney


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International Recruitment

Canada & China: Visits to colleges in March 2012

China- Beijing, Dalian, Qingdao & Chongqing

Canada – Georgian, St. Lawrence, Niagara, Fleming, DurhamReturn visits by representatives from Canadian colleges 12/13

United States:Sacred Heart College


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Research Applied 2012/13

Project Funding Agency

Managing Food Tourism Networks - A Practical Manual

Fáilte Ireland

Learning Resources for- Tour Guiding- Tourism Networks

HEANational Digital Learning Resource (NDLR)

Network for the transfer of knowledge on traditional foods to SMEs

EU - FP 7 Application

Facilitating the development of St Brendan the Navigator as an iconic living historical story

Community led initiative funded by FI


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Research Masters funded by ITT Bursaries

• Research areas identified at the FI Research Forum• Applied and Practical Research

• Managing risk perception in adventure tourism

• Enhancing the Irish Tourism Product through networking

• Trends and training needs of SME players in tourism

• Social Media in the service of the tourism industry in Ireland


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• Industry Research Forum of the Irish Tourism & Hospitality Industry in 2011

identified

• Growing importance of social media marketing in the hospitality industry in Ireland

• The necessity to advance understanding of social media innovations in the

industry, particularly amongst the SMEs dominating the market

• Deloitte (2010) predicted that social media will become an integral part of the tourism

& hospitality decision-making process and that it represents both opportunities and

threats for the business in this sector.

• Thesis: An Examination of the use of Social Media in the service of the tourism

and hospitality industry in Ireland with particular reference to the small to

medium-sized hotel sector


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IT, Tralee Tourism Research Masters

Other Projects• Food 4 Thought• Chair of ‘Go Kerry’ Tourism Marketing initiative supported by all the

agencies including Kerry Co Council• 200 members working at ground level to promote Co Kerry as one destination• GoKerry.ie features 109 towns and villages in the county• GoKerry.ie features 140 festivals and events in the county each year• GoKerry.ie has been launched in both London and Ellis Island, New York

• Leader Companies & Enterprise Board• Festivals workshops• Hillwalking – Tour Guides• MA Rural Development/ Rural Tourism Development

• The Gathering • Mentoring system for all of the Gathering events funded through NEKD

• B’spoke Kerry Seminar on developing cycling tourism


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Minister Jimmy Deenihan Launching the B’spoke Kerry Seminar on developing cycling tourism


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Documents

Tourism in Recessionary Times The Importance of Training & Marketing 19 th January 2013