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

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Presentation on theme: "Tourism in Recessionary Times The Importance of Training & Marketing 19 th January 2013."— Presentation transcript:

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

2 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 OConnor Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tourism in Recessionary Times The Importance of Training & Marketing

3 The Importance of Training & Marketing 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 Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tourism in Recessionary Times The Importance of Training & Marketing

4 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 Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tourism in Recessionary Times The Importance of Training & Marketing

5 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. Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tourism in Recessionary Times The Importance of Training & Marketing

6 Levels of Engagement Student Placement Familiarisation Trips Job Opportunities Guest Speakers Local & Regional Tourism Boards Conferences Fáilte Ireland – Research Forum Industry publications & websites Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tourism in Recessionary Times The Importance of Training & Marketing

7 Irish Academy of Hospitality & Tourism Manager: Mary Rose Stafford 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 internationally Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tourism in Recessionary Times The Importance of Training & Marketing

8 Three Pillars of Activity International Collaboration Applied Research CPD Activity Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Working through and with HCT & Business Studies Department & in partnership with Fáilte Ireland Tourism in Recessionary Times The Importance of Training & Marketing

9 CPD Marine & Countryside Guiding Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Programme Marine & County- side Guiding Status 14 Local & Regional Guides graduated in October new Local & Regional 16 Angling Guides Partners Fáilte Ireland SKDP Fáilte Ireland Tourism in Recessionary Times The Importance of Training & Marketing

10 Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tour Guiding Students on Field Trip 2012

11 Restaurant Management Program In college 3 days per week Working in the industry remainder of week Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Institute of Technology Tralee The West Inn House Restaurant, Killarney The Abbeygate Hotel, Tralee OGorman 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

12 Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Diploma in Restaurant Management Graduating Class 2012 Tourism in Recessionary Times The Importance of Training & Marketing

13 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. Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Restaurant Management Students Tourism in Recessionary Times The Importance of Training & Marketing

14 Trainee Management Development Programme (TMDP) Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Programme TMDP BA Hotel Management BLOCK DELIVERY Status Year 1: Students Year 2: Students 4 weeks per semester in college with on- line delivery of modules Partners FI/IHF Tourism in Recessionary Times The Importance of Training & Marketing

15 Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Trainee Management Development Students 2012 Tourism in Recessionary Times The Importance of Training & Marketing

16 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 Fitzgeralds Vienna Woods Cork Inchydoney Island Lodge & Spa, Clonakilty Quality Hotel, Clonakilty The Maritime Hotel, Bantry Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tourism in Recessionary Times The Importance of Training & Marketing

17 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 Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tourism in Recessionary Times The Importance of Training & Marketing

18 Mary Rose in BeijingGeorgina in Sligo Park Bjorn in The Malton, Killarney Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tourism in Recessionary Times The Importance of Training & Marketing

19 International Recruitment Canada & China: Visits to colleges in March 2012 China- Beijing, Dalian, Qingdao & Chongqing Canada – Georgian, St. Lawrence, Niagara, Fleming, Durham Return visits by representatives from Canadian colleges 12/13 United States: Sacred Heart College Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tourism in Recessionary Times The Importance of Training & Marketing

20 Research Applied 2012/13 ProjectFunding Agency Managing Food Tourism Networks - A Practical Manual Fáilte Ireland Learning Resources for - Tour Guiding - Tourism Networks HEA National 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 Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tourism in Recessionary Times The Importance of Training & Marketing

21 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 Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tourism in Recessionary Times The Importance of Training & Marketing

22 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 Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tourism in Recessionary Times The Importance of Training & Marketing IT, Tralee Tourism Research Masters

23 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 Bspoke Kerry Seminar on developing cycling tourism Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tourism in Recessionary Times The Importance of Training & Marketing

24 Minister Jimmy Deenihan Launching the Bspoke Kerry Seminar on developing cycling tourism Kay Fitzgerald, Head of School, Business, Computing & Humanities 19-Jan Tourism in Recessionary Times The Importance of Training & Marketing


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