The Learning Destination: Developing productive relationships between higher education and destination management www.bournemouth.ac.uk Dr Phil Long, Dr Philip Alford, Dr Debbie Sadd, and Lisa Ashurst School of Tourism, Bournemouth University Anthony Climpson, New Forest Tourism Graham Richardson, Poole Tourism Mark Smith, Bournemouth Tourism
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The Learning Destination: Developing productive relationships between higher education and destination management
www.bournemouth.ac.uk
Dr Phil Long, Dr Philip Alford, Dr Debbie Sadd, and Lisa AshurstSchool of Tourism, Bournemouth University
Anthony Climpson, New Forest TourismGraham Richardson, Poole TourismMark Smith, Bournemouth Tourism
Relationships between universities and
destination management: observations
and opportunities
• Need for critical reflection on professional practice (in
both universities and destination management!)
• Some academic research is of direct relevance to
professional practice and development
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• Some academic research is (or perhaps should be) of
interest to practitioners
• Academics are increasingly required to ‘engage’ with our sectors
• Funding opportunities exist…………
Bournemouth UniversityBournemouth UniversityBournemouth UniversityBournemouth University
School of TourismEvents, Hospitality, Leisure, Retail, Sport & Tourism
� Approx. 18000 students, 1600 international students from 130 countries
Journals Edited in the School include:Journals Edited in the School include:Journals Edited in the School include:Journals Edited in the School include:
School of TourismEvents, Hospitality, Leisure, Retail, Sport & Tourism
• England Tourism Research and Intelligence Partnership
• International Festivals and Events Association
• WTO / UNESCO / UNEP
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• WTO / UNESCO / UNEP
• ATLAS (Association for Tourism and Leisure Education)
• European Union of Tourism Officers
• …….
Funding relationships between destination management and higher education: The Bournemouth case
Acronyms explained:
• NTBA
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• NTBA
• HEIF funded DDP (inc. DIF,DIG, FAME)
• ESRC / AHRC
• NCTA
The Impetus
• Regional Growth Fund application to fund the
development of the UK’s first National Tourism Business Academy (NTBA)
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• Driven by private business
• Guided by academics
• Supported by destination management professionals
The NTBA concept
Aimed to:
• Offer ‘blended learning’ to support tourism businesses
• Pioneer the formation of a whole destination as a shared
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• Pioneer the formation of a whole destination as a shared
learning resource
• Improve business performance for Bournemouth, Poole and the
New Forest tourism sector
• Be fully operational as a national tourism business resource
from 2013
Disappointment!
• Regional Growth Fund bid rejected …..
• BUT ….
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• Funding secured from Higher Education Innovation Fund (HEIF) for The Destination Development Programme (DDP)
The Destination Development Programme:Working Towards a National Tourism Business Academy
• By 2015 Bournemouth University will be the pre-eminent
institution for the study of tourist destinations in the UK and
overseas and the home of a “state of the art” knowledge
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overseas and the home of a “state of the art” knowledge exchange to facilitate research, study, employer engagement,
professional development and networking for all destination
stakeholders.
Destination Development Programme
• Research Frameworks
• Destination Intelligence Framework (DIF)
• Framework for the Assessment of Major Events (FAME)
• Destination Innovations Group (DIG)
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• Destination Innovations Group (DIG)
• Profile and Reputation
• Integrated Bidding
• New Venture Development
Destination Development Programme:
Objectives
• To develop an exemplary model of destination-wide interaction and engagement among private and public sector tourism organisations, academic institutions (staff and students), destination management organisations and related external networks to foster and enhance
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organisations and related external networks to foster and enhance the growth prospects of tourist destinations in their entirety and become the custodian of a knowledge repository of best practice in destination marketing and management.
• To offer a programme of blended learning to support professional development across tourist destinations to include lectures, workshops, seminars, webinars, peer-to-peer networks etc.
Destination Development Programme:
Objectives
• To develop, and then market, robust and innovative research frameworks to underpin decision making in destinations and inform the development and testing of new products, events and markets.
• To enhance BU’s profile and reputation as the pre-eminent institution
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• To enhance BU’s profile and reputation as the pre-eminent institution for the study of tourism in the UK and provide an environment in which student recruitment (undergraduate, postgraduate, professional and PhD), internships and placements, consultancy, volunteering, graduate employment and academic research can flourish and raise the external profile of the destination and all destination stakeholders.
Destination Development Programme:
Objectives
• To create a proactive culture of integrated bidding among destination stakeholders for external funding (e.g. EU, ESRC, AHRC) and growth opportunities.
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• To collaborate with BU’s Centre for Entrepreneurship and Business Engagement to facilitate new destination-related venture development.
Destination Development
Programme: Elements
• Physical and Virtual Destination Knowledge Exchange• Professional networking and mentoring
• External lectures and events
• Self-help facility and professional development
• Information repository
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• Information repository
• Student hub for internships, placements, consultancy, volunteering and graduate