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Values as Pillars in Tourism Education
Pauline J. Sheldon
University of Hawai’i, USA
Values – what are they?
• “Deeply held beliefs that drive activities”– Personal, social, public, cultural
• Some universal; some culture-specific• Silent, implicit, unexamined• Bridge between past - present – future• Difficult to shift – maybe education can• Current Crisis of Values
Universal Values
Innate dignity and
development of human life
Respect for others and
environment
Quest for peace and happiness
Attitude of non-violence
Integrity and service
Source: Adapted from “International Association for Human Values”
Shift in Corporate Values
Property-Centered Corporation:
• Maximum growth• Maximum profits• Creating wealth for
financial elite and CEO• CORPORATION AS
PIECE OF PROPERTY
Life-Centered Corporation:
• Organic growth• Ethical profits• Serving variety of
stakeholders• CORPORATION AS
LIVING SYSTEM.
Changing Societal Values
• There are important values entirely apart from money. “Human rights.”
• Prosperity is about money but also health, balance, family. “Quality of life.”
• Long-term is more important than short-term. “Sustainability.”
• Public goods take priority over private interests. “Protecting the commons.”
Shift in Tourist Values
• OLD• Seek complexity of
consumerism in destinations
• Seek hedonistic experiences ignoring local cultures
• Lack of interest in environmental issues
• NEW• Value simplicity and
authenticity• Believe in engaged
action & service • Concerned about
ecology• Are altruistic, self
actualizing and spiritually engaged
Tourism Education?
• Has there been a parallel shift in tourism education?
• Shouldn’t educational institutions be leading this shift?
• Don’t we have to prepare out students for a VERY different world?
Pauline Sheldon, University of Hawaii, USA
Daniel Fesenmaier, Temple University, USA
John Tribe, University of Surrey, UK
Leo Jago, Victoria University, Australia
Janne Liburd, S. Denmark University
AND ABOUT 70 OTHER LEADING EDUCATORS AND INDUSTRY MEMBERS FROM ABOUT 28 COUNTRIES
Tourism Education Futures Initiative (TEFI)
THE TEFI VISION
• “TEFI seeks to provide vision, knowledge and a framework for tourism education programs to promote global citizenship and optimism for a better world.” www.tourismeducationsummit.com
Rationale For Change
• Education must shift from unthinking reproduction
• Focus on means rather than ends• Tsunamis of change
– Climate change– Peak oil– Human rights– Food and water shortages
TEFI Process ww.tourismeducationsummit.com
• Three Annual Summits– Lectures by leading scholars and industry– Breakout group discussions– Agreements and vision setting
• Work Group Assignments– Set foundation for following summit– Enable connections/networking with groups
and programs• Move from Values to Implementation
TEFI 1 - Vienna Summit
• April 2007, Modul University, Vienna, Austria
• 48 participants from 13 countries• Goal: White Paper to Outline a Framework
for the Future of Tourism Education for 2010-2030
ReadingsPre-meeting
survey
Summit:Megatrends
Futurist5 Scenarios
Values Skill sets
Values – based framework
www.tourismeducationsummit.com
Towards a Values-Based Framework for Tourism Education
• John Tribe, UK - Promoting an Academy of Hope for Tourism Education” – scoping the vision
• Scott Meis, Canada - Increasing demand for qualified employees, projecting a lack as other industries compete for labor.
• Gianna Moscardo, Australia - learning styles and behaviors of Gen Y. Need to attract the brightest and best to tourism studies
Attended by 38 participants from ten countries.
Hawai’i Summit II – April, 2008
Towards a Values-Based Framework for Tourism Curricula
• Thomas Bieger, CH. - Challenges of universities in a time of change
• Irena Ateljevic, NL. - Academy of Hope
• Simon Wong, Hong Kong - Outcomes-based education in the Context of TEFI
• Loredana Padurean, CH and Betsy Barber, USA - Linking values into curriculum design
Attended by 34 participants from 14 countries.
Lugano Summit III – April, 2009
TEFI Values
Stewardship: • sustainability, responsibility •and service to the community
Mutuality: diversity, inclusion,
equity, humility, collaboration
Knowledge: •critical thinking, innovation,
• creativity, networking
Ethics: •honesty, transparency,
• authenticity, • authentic self
Professionalism: • leadership, practicality,
•services, relevance, timeliness, • reflexivity, teamwork,
• pro-activity
ETHICS
• “Right” vs. “Wrong”• Judging and guiding actions• Universal Ethical Values
– Benevolence, freedom, transparency, honesty, justice, authenticity etc.
• Cross-cultural issues:– Issues of ownership
Learning Experiences in Tourism Ethics
Introduce ethics as a field of study• Reflexivit
y and decolonization of self
• Ethical dilemmas due to stakeholder ethics
Understand different ethical traditions and principles• Utilitarianis
m• Kantian
ethics of respect for others
• Aristotelian virtue ethics
• others
Equip students to achieve reconciliation• Principle
s of negotiation
• Ethical leadership skills
Draw connections to issues of power and politics• Identify
sources of power
Evoke actions• Develo
p own Student Code of Conduct
KNOWLEDGE
• Complex cognitive processes of perception, reasoning, learning, communication, association, application
• Tacit and Explicit• Knowledge Creation addresses
– Creativity & innovation– Critical Thinking– Networking
• Cross-Cultural issues:– Access to knowledge, knowledge creation processes
Learning about Tourism Knowledge
Understand the
Value and Power of Knowledg
e
The Art and Skill
of Sharing Knowledg
e including
new Codes of Conduct
Harvesting from new
Knowledge intermediaries, codes of conduct;Ways of
communicating
knowledge across
borders and disciplines
Strengthening students’ critical thinking through interactive teaching; • Interactive
teaching processes
• The art of questioning the answer
Humility and Courage in the fields of• Data
creation and management
• Information management
• Knowledge creation and management
STEWARDSHIP
• “Choosing service over self-interest”– Responsibility– Sustainability– Service to Others
• All Stakeholders have responsibility for environment • Need understanding of stakeholder motives and
exercising of power/influence• Need to engage with the non-tourism world• Cross-cultural differences: stage of development; quantity and
quality of resources
Learning about Stewardship in Tourism
Understand how the tourism system operates• Inputs
and outputs
• Cause and effect
Understand that the tourism system requiresconstant
intervention and a re-evaluation
of performance indicators
Students should
critically evaluate
the impact of their own travels and their future travels as managers
and leaders
Service projects should involve The local community• Other
countries and academic fields to increase knowledge of other cultures and sectors
Include debates
on stewardsh
ip issues
MUTUALITY
• “…grounded in human relationships mutuality requires attitudinal developments involving acceptance, self-awareness, open-mindedness and empowerment..”
• Mutuality as an evolving process starting with self-awareness (Inglehart 1997)
• Influences behaviors and attitudes• Respect of self and other• Diversity, inclusion, humility, equity, collaboration• Cross-cultural issues:
– level of homogeneity of population
Learning Experiences in Mutuality in Tourism
Create opportunities for students to examine their own mindsets of how they perceive reality• Create safe,
inclusive environments for students
Encourage positive attitude to diversity and respect to all.
Expose students to social and cultural
values different from own.
Develop student skills to:
• Initiate open dialog
• Manage conflict• Reach mutually
beneficial agreements
PROFESSIONALISM
• “The ability to align personal and organizational conduct with ethical and professional standards that include a responsibility to customer and community and a commitment to lifelong learning”.
• Leadership and pro-activity• Practicality and timeliness• Partnership development & teamwork• Relevance and reflexivity • Cross-cultural differences:
– Level of prestige of tourism profession
Learning Experiences in Tourism Professionalism
Leadership
Create innovation
in an organizatio
nInspire
individual and
organizational
excellence
Pro-activity Taking
initiativePersevera
nce to achieve change
Relevance and
reflexivityAbility to create service
and product
innovation
Partnership• Understa
nd how to create networks and new alliances
• Build new supply chain relationships
Timeliness and Practicality• Embod
y the ideals of efficiency and effectiveness
TEFI Values and the Way Forward…
The Way Forward for TEFI
• Networking• Distribution• Pilot Projects• The Next Two Summits
Networking
• Accreditation Agencies:– UNWTO TedQual– ACPHA– Others
• Collaborating with other agencies working to make education more responsible– Academy of Hope– UN Principles for Responsible Management
Education– Education and Science Council, UNWTO– BEST Education Network
Distribution
• Creation of TEFI Ambassadors• Website:
www.tourismeducationsummit.com• Faculty Code of Ethics/Conduct• Journal Articles• Handbook for Faculty• One week Seminars for Faculty around
the world• Conference Presentations
Pilot Projects
• Pilot Projects in Academia– Modul University: Scholarship of Hope; Oath
– Temple University: Course templates
– University of Hawaii: Redesign of Curriculum
• Pilot Projects in Industry– Engagement with Innovators– Stewardship internships
Professional Oaths of Honor
• Modul University, Vienna Austria
• Thunderbird Business School, USA– “As a global citizen, I promise:
I will strive to act with honesty and integrity, I will respect the rights and dignity of all people, I will strive to create sustainable prosperity worldwide, I will oppose all forms of corruption and exploitation, and I will take responsibility for my actions. As I hold true to these principles, it is my hope that I may enjoy an honorable reputation and peace of conscience. This pledge I make freely and upon my honor.”
Pilot Courses: Temple University Leisure and Tourism in a Diverse Society
STEWARDSHIP• Service to the
Community
MUTUAL RESPECT• Diversity• Inclusion• Equity• Humility
Upon conclusion of this course students will be able to:• Demonstrate service to the
community by organizing a service project.
• Prepare a statement on Mutual Respect including the terms diversity and inclusion.
• Formulate a policy on equity (inclusive of persons with disabilities) for your business.
• Write a reaction paper on how you felt when role playing a disability.
Assignments include: Event Planning, Reaction Papers, Policy Development and Role Playing.
Pilot: Temple University: Research Methodology (core)
PROFESSIONALISM• Teamwork
MUTUAL RESPECT• Collaboration
KNOWLEDGE• Critical Thinking• Innovation• Creativity
Upon conclusion of this course students will be able to:• Write a proposal to conduct research (critical
thinking, innovation, and creativity)• Identify and critically evaluate literature (both
practical and academic) that provides the foundation for research
• Critique a survey focusing on the various aspects of survey design and concept evaluation
• With a team, conduct a study which includes sampling, survey design, data collection, analysis and interpretation
• With a team, present in both written and oral formats the results of a research project.
Assignments include: Exams and Quizzes, Research Proposal, Research Paper, and Presentation
The Next Two Years
• TEFI Values Assessment Inventory• Academy of Hope Scholarship• Grant-writing• 2010 and 2011 Meetings
– 2010 TEFI Meeting: Assessment and Tools for Change
– 2011: TEFI World Congress: Activating Change in Tourism Education
• Please join us…
• QUESTIONS?• [email protected]
CONCLUSION
• More research on values transmission
TEFI Process
• Development of a foundation based upon leading innovators in tourism research and education worldwide
• Proactive, focusing on the development of leaders of change
• Combination of Summit and Working Groups• Summits involve lecture to stimulate – challenge the
status quo and discussion groups to address these challenges
• Working Groups focus on building tools to support learning & build partnerships with industry leaders
After Hawaii
• Five Values Working Groups to define/refine each of values
• Modul University – Implemented a program on sustainability; Scholarship of Hope
• Program design – HK, Australia, USA• Case Study Working Group to identify examples
of values-based education implemented at universities worldwide
• Lugano Summit III - – April 2009
.
After Lugano
• White Paper outlining the foundations for TEFI and its values
• Working Group - Faculty Code of Ethics• Working Group - Pilot programs at universities
world wide • Working Group - TEFI
Inventory for program assessment
• Summit IV - Summit V
After Vienna
• Article in Journal of Teaching in Travel and Tourism
• Website: www.tourismeducationsummit.com• BEST Education Network houses TEFI• Hawai’i Summit II - April 2008
Towards a Values-Based Framework for Tourism Education.