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

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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

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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.

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"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?)

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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)

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STEPS

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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

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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

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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

implementation of the

“Educate for Tourism”, in

Maldonado (Uruguay)

and Porto Alegre (Brazil)

DUCATING FOR TOURISM

DUCATING FOR TOURISM

A. Jorge Costa, PhD.

A. Jorge Costa, PhD.IPDT – Tourism Institute

IPDT – Tourism Institutewww.ipdt.ptjcosta@ipdt.pt

jcosta@ipdt.pt