TOURISM TOURISM PUBLIC-PRIVATE PARTNERSHIPS PUBLIC-PRIVATE PARTNERSHIPS THE CASE OF THE “ THE CASE OF THE “ EDUCATE FOR EDUCATE FOR TOURISM TOURISM ” PROJECT ” PROJECT A. Jorge Costa, PhD. A. Jorge Costa, PhD. IPDT 2012 IPDT 2012 Moscow, Russian Federation, 19 March, 2012 PARTNERSHIP OF GOVERNMENT AND NON-GOVERNMENTAL ORGANIZATIONS (ASSOCIATIONS) IN THE SPHERE OF TOURISM: RUSSIAN AND FOREIGN EXPERIENCE
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TOURISM PUBLIC-PRIVATE PARTNERSHIPS THE CASE OF THE “EDUCATE FOR TOURISM” PROJECT A. Jorge Costa, PhD. IPDT 2012 Moscow, Russian Federation, 19 March,
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TOURISMTOURISM
PUBLIC-PRIVATE PARTNERSHIPS
PUBLIC-PRIVATE PARTNERSHIPS
THE CASE OF THE “
THE CASE OF THE “EDUCATE FOR
EDUCATE FOR
TOURISMTOURISM” PROJECT
” PROJECT
A. Jorge Costa, PhD.
A. Jorge Costa, PhD.
IPDT 2012IPDT 2012
Moscow, Russian Federation, 19 March, 2012
PARTNERSHIP OF GOVERNMENT AND NON-GOVERNMENTAL ORGANIZATIONS (ASSOCIATIONS)
IN THE SPHERE OF TOURISM: RUSSIAN AND FOREIGN EXPERIENCE
WH
YW
HY
PU
BLI
C P
UB
LIC--
PR
IVATE
PR
IVATE
PARTN
ER
SH
IPS
PARTN
ER
SH
IPS ??
1.1.Reduces the
Reduces the concentration
concentration of of activities in
activities in government
government
2.2. Increases the
Increases the resourcesresources
and and skillsskills of governance
of governance
3.3.Promotes Promotes openness
openness and and
transparency
transparency in in governancegovernance4.4. Increases
Increases involvement
involvement/ /
public public liability
liability
PARTNERSHIPS
PARTNERSHIPS
CONCEPTS INVOLVED
CONCEPTS INVOLVED
• Joint decision-making and production
Joint decision-making and production
of workof work
• Sharing of responsibility
Sharing of responsibility
• Long-term commitment
Long-term commitment
• A new way of working, involving
A new way of working, involving
change of rules
change of rules
• Acquisition of benefits that otherwise
Acquisition of benefits that otherwise
would not be acquired
would not be acquired
• Hybrid organizations
Hybrid organizations
EDUCATEEDUCATE
FOR TOURISM
FOR TOURISM
TH
E
TH
E P
RO
JEC
TPR
OJE
CT
Action learning
Action learning project, developed
project, developed
by IPDT by IPDT in in partnership
partnership with Global
with Global
University for Lifelong Learning
University for Lifelong Learning
(GULL), Porto and North of Portugal
(GULL), Porto and North of Portugal
Tourism Entity, the Portuguese
Tourism Entity, the Portuguese
Tourism Board and the Secretary of
Tourism Board and the Secretary of
Affiliate Members of the World
Affiliate Members of the World
Tourism Organization (UNWTO).
Tourism Organization (UNWTO).
The aim of the project is to create a
The aim of the project is to create a
culture of service excellence
culture of service excellence
amongst the professionals that
amongst the professionals that
operate in the tourism value chain.
operate in the tourism value chain.
The pilot project was held in
The pilot project was held in Porto Porto
and North of Portugal
and North of Portugal, in 2011. , in 2011.
TH
E
TH
E P
RO
JEC
TPR
OJE
CT
"Education for Tourism" as an action
learning program, leads to
the reflection on the personal and professional experience of
the trainees and on the
context and institutional conditions wher
e they operate (where am I?
where do I want to be? How
can I contribute to a better
tourism experience in my
company / region / country?)
PARTN
ER
SH
IPS
PARTN
ER
SH
IPS
www.educarparaoturismo.org
Throughout the program, the trainees have access to an
online platform that allows them to register their personal
objectives and reflections, interact with the tutors and
with each other, participate
in the discussion forums and access the supporting
documents.
Skills Analysis
(necessary vs self-perception)
Analysis of gaps in service quality
(tourists' expectations versus service delivery)
Analysis of service recovery
(tourist satisfaction surveys and complaints
management)
Final Report
(Diagnosis and Recommendations)
PRO
JEC
T
PRO
JEC
T S
TEPS
STEPS
PER
SO
NA
L
PER
SO
NA
L
OU
TPU
TS
OU
TPU
TS
Learning by action
Learning by action
QualificationQualification
MotivationMotivation
Personal development
Personal development
SkillsSkills
AttitudeAttitude
Commitment
Commitment
CreativityCreativity
Continuous improvement
Continuous improvement
Capitalising on experience
Capitalising on experience
Awareness for tourist needs
Awareness for tourist needs
PR
OJE
CT
PR
OJE
CT
OU
TPU
TS
OU
TPU
TS
1. 1. Idividual feedback report
Idividual feedback report
22. . Report on global learning,
Report on global learning,
diagnosis and recommendations to
diagnosis and recommendations to
the destination
the destination
3. 3. Tourist Welcome Guide
Tourist Welcome Guide
4. 4. Final Report "Educating for
Final Report "Educating for
Tourism" - method, process and
Tourism" - method, process and
resultsresults
PROJECTPROJECT
EXTENSION EXTENSION
Sensitize
children and
young people
for the
importance of
tourism
AWARENESSMOTIVATION
BENEFITS
CHILDREN AND
YOUTH
PROFESSIONAL
S
CIVIL
SOCIETY
Understand and
encourage a
gradual
improvement in
tourist service
Understand the
importance of
tourism for
economic and
social
development
SATISFACTION
TOURISTS
Understand the
values of
Portuguese tourism
(friendliness,
hospitality…),
wanting to
recommend and
return
The success of the first edition of the
project in Portugal (reference project in
the 2011 edition of the Portuguese
Tourism Board Sustainability Report), led
to the creation of Partnerships in Africa
and South America.
The Foundation “Educate for Tourism”
was launched in Africa and the program
is now under development for Uruguay
and Brazil.
Porto and North of Portugal
Pilot project, held in the
regions of Porto, Douro, Minho and Tras-os-
Montes, in 2011 Cape Verde and Angola
Foundation "Educate for Tourism” created in
2012”. IPDT is a founding member.Uruguay and BrazilPartnership for the