Tourism in Recessionary Times The Importance of Training & Marketing

1. Tourism in Recessionary TimesThe Importance of Training & Marketing 19th January 2013

2. Tourism in Recessionary TimesThe Importance of Training & Marketing Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

3. Tourism in Recessionary TimesThe 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 The Importance of Training & Marketing Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

4. Tourism in Recessionary TimesThe Importance of Training & Marketing • 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 Hotel, Culinary Arts & Tourism Department Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

5. Tourism in Recessionary TimesThe Importance of Training & Marketing Skills Programmes 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. • 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 How do we address CPD Needs Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

6. Tourism in Recessionary TimesThe Importance of Training & Marketing • Student Placement • Familiarisation Trips • Job Opportunities • Guest Speakers • Local & Regional Tourism Boards • Conferences • Fáilte Ireland – Research Forum • Industry publications & websites Levels of Engagement Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

7. Tourism in Recessionary TimesThe Importance of Training & Marketing • 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 Irish Academy of Hospitality & TourismManager: Mary Rose Staffordwww.ittralee.ie/en/.../IrishAcademyofHospitalityandTourism/ Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

8. Tourism in Recessionary TimesThe Importance of Training & Marketing Three Pillars of Activity Working through and with HCT & Business Studies Department & in partnership with Fáilte Ireland Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

9. Tourism in Recessionary TimesThe Importance of Training & Marketing CPDMarine & Countryside Guiding Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

10. Tour Guiding Students on Field Trip 2012 Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

11. Restaurant Management ProgramIn college 3 days per weekWorking in the industry remainder of week Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

12. Tourism in Recessionary TimesThe Importance of Training & Marketing Diploma in Restaurant Management Graduating Class 2012 Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

13. Tourism in Recessionary TimesThe Importance of Training & Marketing ‘Both my employer and I have noticed the positive impact the course has had on my performance at work’ ‘Training and knowledge makes work easier’ ‘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’ ‘The course has given me confidence in dealing with a lot of aspects of the industry’ ‘This knowledge has resulted in higher efficiency, higher standards and more confidence in the work place’. Restaurant Management Students Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

14. Tourism in Recessionary TimesThe Importance of Training & Marketing Trainee Management Development Programme (TMDP) Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

15. Tourism in Recessionary TimesThe Importance of Training & Marketing Trainee Management Development Students 2012 Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

16. Tourism in Recessionary TimesThe Importance of Training & Marketing • 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 • Fitzgerald’s Vienna Woods Cork • Inchydoney Island Lodge & Spa, Clonakilty • Quality Hotel, Clonakilty • The Maritime Hotel, Bantry 19 Trainee Managers Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

17. Tourism in Recessionary TimesThe Importance of Training & Marketing • 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 Blended Learning Offers Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

18. Tourism in Recessionary TimesThe Importance of Training & Marketing Mary Rose in Beijing Georgina in Sligo Park Bjorn in The Malton, Killarney Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

19. Tourism in Recessionary TimesThe Importance of Training & Marketing International Recruitment Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

20. Tourism in Recessionary TimesThe Importance of Training & Marketing Research Applied 2012/13 Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

21. Tourism in Recessionary TimesThe Importance of Training & Marketing • 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 Research Masters funded by ITT Bursaries Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

22. Tourism in Recessionary TimesThe Importance of Training & Marketing IT, Tralee Tourism Research Masters • 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-2013

23. Tourism in Recessionary TimesThe Importance of Training & Marketing • 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 • B’spoke Kerry Seminar on developing cycling tourism Other Projects Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013

24. Tourism in Recessionary TimesThe Importance of Training & Marketing Minister Jimmy Deenihan Launching the B’spoke Kerry Seminar on developing cycling tourism Kay Fitzgerald, Head of School, Business , Computing & Humanities 19-Jan-2013