Aims

2. Aims • To provide a practical example of curricula design focusing on the integration of the VERB Model – a tool for sustainable destination management • To highlight the importance of consultancy-led learning and teaching supporting the integration of the VERB equation (visitor, environment, residents, businesses) and ESD • To demonstrate progression in the delivery of ESD within the wider degree programme

4. Context • Sustainability is now regarded as a mandatory component of destination management strategies • ‘Green credentials’ are clear differentiators for destinations and businesses • Green tourism can contribute to the overall quality of the visitor experience • For tourism businesses green tourism offers derived cost savings from energy efficiency and operational measures

5. ‘a planned and coordinated approach to sustainable destination management, that has struck a balance between being sufficiently complex to involve all the stakeholders in an informed working partnership and sufficiently simple to be operational’ (Countryside Agency, 2001: 44) Countryside Agency (2001), Sustainable Tourism Management in the New Forest

6. English Tourism Council & Tourism Management Institute (2003), Destination Management Handbook

7. [www.visitengland.org]

8. Partners for England (2008), Place Making – A Charter for Destination Management

12. [Source: Visit Britain, 2010]

13. ‘All those working in destination management have a piece of the jigsaw…so, in effect, destination tourism requires a quadruple bottom line consideration, a balance between the competing needs and demands of the visitor, industry, community and environment…it is only then that true sustainability can be targeted’ (Climpson, 2008) The Principles of Sustainable Tourism • It should satisfy the visitor • It should not adversely affect the environment • It should be profitable for business • It should be acceptable to the local residents

14. Key Issues • The increasing emphasis on sustainable destination management therefore places greater emphasis on sustainability literacy as a graduate skill • Providing a curricula that encourages students to become conversant with sustainability principles and practice • Providing a broader perspective linking to sustainable business management

15. Achieving Synergy Academic Perspective Industry Perspective Employer Engagement

17. Background • Undertake consultancy work for Tourism South East and other stakeholders relating to sustainable tourism and destination management • National master trainer for Regional Tourist Board Partnership ‘Green Advantage’ programme • In 2007, created ‘The Green Training Company’, as a University spin-off enterprise with a local B&B proprietor (and Green Business champion) • 2009 – National Training Award for Education and Training for Green Business • Current Chairman of VisitChichester (DMO)

18. Achieving Synergy Academic Perspective Industry Perspective Consultancy [Employer-Engagement] Learning & Teaching Assessment

20. Embedding Through Progression

21. Embedding Through Progression

22. Pennywell Farm, Devon Hay Tor, Dartmoor

23. Embedding Through Progression

24. Green Auditing

25. BS20121 – Sustainable Event Management

26. Level 2: Sustainable Business Management Assessment: Sustainable Business Advisory Pack • Sustainable business advisory pack, discussing sustainable issues based on best practice from across different sectors of the service industry • The final product can be delivered in a format of either [a] a hard copy information pack including a handbook or leaflet or [b] a video or podcast

27. Embedding Through Progression

29. [www.mindmeister.com]

31. Level 3: BML331 Sustainable Destination Management Assessment (i) Group Consultancy Report • Littlehampton Town Council - ‘A Sustainable Tourism Strategy for Littlehampton’ • Chichester District Council - ‘An Arts and Cultural Tourism Strategy for Chichester’ • South Downs Joint Committee - ‘A Sustainable Tourism Strategy for the South Downs’ • Manhood Peninsula Partnership – ‘Developing Nature-based Tourism’

32. Level 3: BML331 Sustainable Destination Management Assessment (ii) Job Application and Interview • Students have to apply for and an attend an interview for one of the following posts: • Visitor Officer / Environment Officer / Resident Officer / Business Officer • Job profiles are based on job descriptors used by the New Forest District Council • A destination management professional sits on the interview panel

33. Student Feedback ‘seeing theory in practice puts the past three years in context… and demonstrated the fragmented but very inter-related aspects of tourism and sustainable development’ Industry Feedback ‘continued involvement with the industry adds significant value to the student experience…the integration of the DMH into the degree programme signals HE’s alignment to the needs of employers and ensures that students are suitably qualified and experienced to work in the industry’

34. Summary • Familiarity with the VERB model is now an important graduate skill for those looking for a career in destination management • Consultancy-led learning and teaching has facilitated an applied approach to the delivery of ESD, and added real currency, credibility and legitimacy to the learning experience and sustainability debate • Considered module design in terms of the delivery of ESD has facilitated clear progression between theory and application