Tourism Skills Delivery: Sharing Tourism Knowledge Online 1

Summary This paper has provided some insights into tourism industry capacity building via flexibly delivered online skilling and knowledge sharing. It has highlighted two online learning programs for SMEs in Europe and Australia. Both programs offered tourism information and skills development, and Australian pilot enabled operators to complete tourism industry accreditation. 2

Methodology An online research survey, involving a sample of 64 micro tourism operators 3

Introduction Skills Augmentation Destination relationships, linkages and industry-wide benchmarking Leading Economic Drivers For Economic growth in Tourism Industry 4

Problems of Small and micro enterprises in Australia A low skill baseFeeling of isolationLocated in peripheral region Inability to leave their business to continually improve their skill Lack of specialist expertise 5

SMEs in Tourism Face Difficulties Difficulty competing with larger counterparts Operational capacity to run business Technological capacity to operate in a global market place The push towards networked information and communication technologies in Tourism industry 6

Implication of ICT for micro and small Tourism Firms Slow to adopt ICTLess realization on the benefits of ICT for their business Just use for customer interaction and booking and a basic website for marketing purposes No grasp the potential of virtual clustering Lack of specialist expertise 7

In this condition Tourism operators need to understand that ICT is not only useful as marketing tool to reach a global market, but also that it is imperative in tactical and strategic management and competitive advantage. 8

To overcome many multiple barriers, an Australian pilot skilling project was launched to develop a more effective capacity building model for tourism enterprises. 9

An Australian pilot skilling project Aim: to raise industry standards and move away from ineffective silo approaches to industry training and capacity building. Reflection: it reflects the importance of and contributes to the development of an effective national voluntary accreditation system. Concepts for the project: ICT, in the form of online learning, can enhance operator use of ICT and create awareness of what ICT can do for business operations. 10

E-learning Definition: Learning takes place anytime someone uses electronic means for gathering information either with or without another live person. Inclusion: web-based technologies, CD-ROMS, DVDs and videoconferencing. Potential: emerge of “ learning regions”( a variety of regional agents and institutions are brought together to “learn to learn” together)--- create competitive advantage 11

Two projects for online learning opportunities 1. SMART-UP----European Aim: increase know-how and ICT literacy through the provision of specific tourism-related modules via an internet-based learning platform and work with up-to-date ICT and ensure e-learning content modules correspond with their needs. Target: small and medium-sized hotels in Austria, Ireland, Great Britain and Switzerland. Survey: a respondent sample of 55 Results: “ ICT denial stage”---not yet using ICT and Internet for inter-or intra-organizational purposes. 12

2. bbbonline----Australia bbbonline is an internet-enhanced program providing quality industry training mainly targeted to the needs of micro tourism operators. Target: 520 micro tourism enterprise owners and managers in the Goldfield region of Victoria, Australia. Aim: Augment tourism operators’ business skills and facilitate the uptake of voluntary industry accreditation. 13

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bbbonline learning program Step 1: Attend a Workshop Step 2: Start your flexible learning The following materials will be available online: 1.Minimizing your Risks 2.Insurance 3.Smart Business Management 4.Marketing Your Business 5.Looking after your Customers 6.Operating An Effective Business 7.Looking after your staff…… Step 3: Collaborative Learning & Networking Seminar 15

Pilot issues 64 micro tourism operators across Victoria were invited to exchange experiences and provide feedback on the pilot at a regional face-to-face action-learning seminar at the end of the pilot. A number of issues were identified: 1.Operators expressed concerns about the security of their personal business planning and marketing details and others materials being entered onto an online server 2.The major benefits perceived by operators were the time saving aspects demonstrated in the smart form concept. 3.Operators were drawn in by the best practice examples and direct links to the online resources to bring and keep them up to date with industry information and development. 16

Results The bbbonline pilot built on pre- existing business and ICT infrastructure and tourism industry objectives: centralizing training resources, integrating a range of services, and making a significant contribution to establishing industry-wide benchmarking The model used for the Australia pilot has been adopted by the Tourism Accreditation Board of Victoria and is now being considered for national rollout across Australia. 17

Thank you!!! 18