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COMPETING THROUGH PEOPLE Path Conference 2008 Clarion Hotel Dublin'

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Title: COMPETING THROUGH PEOPLE Path Conference 2008 Clarion Hotel Dublin'


1
COMPETING THROUGH PEOPLE Path Conference
2008 Clarion Hotel Dublin.
Aidan Pender Director Policy Industry
Development
2
Who are we ? …..
  • Statutory Body National Tourism
    Development Authority Act 2003
  • 410 staff
  • 125m (2008)

3
What do we do? ….
  • Product Development
  • Education and Training
  • Advocacy
  • Enterprise Development
  • Environment
  • Regional Development.

4
Tourism Industry Structure
  • Dominated by SMEs.
  • Regional Spread
  • Uneven Demand
  • Prominent in Political/Media
  • 235,000 Employed
  • Avg. Employed 13

5
Some figures ……
  • Exports/GNP 94
  • Exports/Private Consumption 1.69 times
  • Tourism (Foreign)/Exports 3.4
  • Tourism (Foreign)/Total Tourism 77
  • Tourism/GNP 4.5
  • Tourism Employment/Total Employment 11

6
The Startled Economist !
7
Monetary Policy explained ! Just let me show you
….. some fascinating second-order differential
equations
8
Sadder …… But any Wiser?
They sullied my art, impugned my integrity, and
spoke about the real world !!!
9
How Did it Happen?
10
Was it the Victorians Fault?
  • Institutionalisation
  • Hospitals
  • Churches
  • Schools
  • Colleges

11
So What? …
What Does This Mean For Tourism Education?
12
Full Employment Changing Demographics
13
Education Training in a Diverse Workforce
14
The Industry still has some Reputation Issues
15
Value Added in Tourism Internationally Traded
Services
50
Internationally Traded Services
45
40
Tourism
35
30
Source Forfás
25
20
15
10
5
0
16
Output per hour worked in tourism, in selected
economies, 1980-2003 (2003)
Source Forfás calculations based on Groningen
Growth and Development Centre, 60-Industry
Database, October 2005, http//www.ggdc.net
17
Linking Learning to Sustained Profitability

Competitive Advantage
Productivity Gains
Continuous Improvement
Innovation
Learning
Investment in Human Capital
18
Skills Profile in Hotels Restaurants
Source EU Klems database 2007
19
The Proverbial Three Legged Stool?
20
The Learning Framework - NQAI
21
Accelerated Chef Training (ACT)
22
National Apprenticeship Programme
23
NAP Restaurant Bar
24
Accreditation of Prior Learning
25
Front Office Skills
  • Local Knowledge
  • Customer Experience
  • Up-selling
  • Cross-selling
  • Flexible
  • Local Delivery
  • 100,000 through 2008/9

26
So what ? ……..
What Does This Mean For Business Management
Education?
27
(No Transcript)
28
School of Hospitality Management and Tourism BA
(Ord) in Hotel Restaurant Management
(Full-time - DT408)
29
Long Tradition at Shannon
30
Management Development Programme.
Four Cycles 2004-2008 Collaboration with
Cornell University E-learning/web
based Residential modules Site Visits
Task/Project Emphasis
31
Educators Development Programme
CONTENT …… what we teach. PROCESS …… how we
teach it
32
The Masters Apprentice
33
So what? …..
Engaged Learners Reflective Practitioners?
34
What about these engaged learners reflective
practitioners?
Do we have engaged learners ?
Do we have reflective practitioners ?
35
Where will we look for our unique Competitive
Advantage …?
Natural Endowment What Nature has Provided
What is Irish Tourisms USP?
Physical Capital Facilities Infrastructure
Built by Man
Human Capital The People Working in Tourism
Can Human Capital increasingly serve as a
Differentiator ?
36
Linking Learning to Sustained Profitability

Competitive Advantage
Productivity Gains
Continuous Improvement
Innovation
Learning
Investment in Human Capital
37
Human Resource Development Strategy
  • … launched in April 2005.
  • … actions for Fáilte Ireland, Industry, and
    Education Sector.
  • … emphasis on people business
    competitiveness

38
Innovation at the centre of our official
vocabulary !
Irish business should be renowned for the
excellence of its research, and must be at the
forefront of generating and using new knowledge
for economic and social progress, within an
innovation driven culture.
39
All very good, but ……. Is tourism really part of
the Knowledge Economy ?
  • Trading Know-How
  • Tacit or Explicit?
  • Soft Skills Skills Bundles
  • How is Tourism Knowledge Developed/Dissemina
    ted?
  • How Valued?

40
We still face a knowledge/capability challenge !
High Cost Base
Premium Product
Stalled Value Add
Learning Innovation
Competitive Advantage
And, we face a particular challenge in terms of
Reach, Impact, and Scale.
41
So where does Innovation fit in Flash of Light
or Hard Work?
Product Innovation Process Innovation Learning
Innovation Co-operation Innovation
Learning
Competitive Advantage
Innovation
Continuous Improvement
What can the HEIs contribute to this?
New ideas that are implemented to drive
improved growth and value add
42
A Repertoire of Interventions Required
Organisation Learning
Organisation Development
On-site Learning
Coaching
HPWO
Action Learning
Mentoring
Training
Blended Learning
Lecturing
Networking
Consulting
Teaching
E-learning
Human Capital Development (Individual)
Team Development
Organisation Development
Engaged Learner?
Reflective Practitioner?
43
HEIs are central to future tourism development.
  • Strong emphasis on further craft education
  • Business management capability
  • Increasingly …….
  • A-typical education
  • Life-long education
  • Action Learning
  • On-site Learning
  • Accreditation Prior Learning
  • Greater colonisation on the right-hand side
    of the spectrum!

44
How can we best serve our clients ?
A Thought Leader ? (e-ducere …. to lead out)
Omniscient Narrator ?
45
What would Adam Smith Say? ……
Smith referred to universities as the
sanctuaries in which exploded systems and
obsolete prejudices found shelter and
protection, after they had been hunted out of
every other corner of the world An Inquiry
into the Nature and Causes of the Wealth of
Nations (1776)
46
But lets not leave the last word with Adam
Smith ……...
If you're not failing every now and again, it's
a sign you're not doing anything very
innovative.
47
PATH Conference 2008
THANK YOU
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