Monday, March 17, 2014

Tourism Management – Cultural and Heritage Tourism

Today, travelers are moving beyond visiting destinations strictly for relaxation with many seeking cultural experiences. As such, Centennial College’s Tourism Management – Cultural and Heritage Tourism program trains students for positions as culture and heritage sector managers.

This is achieved through two years of training that includes a measured application of fundamentals and training culminating in industry experience opportunities. The industry experiences take up the entire last semester of the program but aren’t the only hands-on aspects. Many of the courses feature practical components such as projects and case studies.

Among the specific Tourism Management Courses offered within this program are:

Introduction to Cultural and Heritage Tourism:
This aspect of international tourism is expanding so rapidly that it is now recognized as a high profile mass market. Students are introduced to what the ITB Berlin — the largest tourism trade show in the word — has, since 2002, featured in its an increasingly popular Hall of Cultural Tourism, a unique area of exhibitors such as museums, theaters and “art cities” designed to showcase the colorful spectrum of heritage and cultural tourism opportunities.

Cultural & Heritage Tourism Principles & Practices:
Urban regeneration and development, protection of heritage areas, site integrity and resource interpretation, identifying and planning for indigenous/ aboriginal tourism and preserving and promoting multicultural diversity — all critical to the development and implementation of cultural tourism policies and practices — are covered in this course. Students look at case studies and have the opportunity to work closely with local communities and conduct on-site research.

Cross-Cultural Behaviour in Tourism:
Culture is covered from the aspect of having a significant impact on tourism policy, planning, development, management and marketing. Students learn to identify the major differences between Eastern and Western national cultures and their influence on tourist and host social behaviour. An in-depth analysis of five Asian cultures in comparison with European, American and Australian cultures allows students to see how cultural differences influence tourist holiday perceptions and satisfaction.

Tour Planning and Management:
Students learn that to increase sales volume, various companies use sales incentives. Rather than an increase in salary or commission, they give sellers travel packages. Creating unique, memorable and more than positive experiences requires excellent costing, planning and management skills as well as imagination and years of experience.

Customer Relationship Management:
For maximizing shareholder value through acquiring, enhancing and retaining desired customers, customer Relationship Management (CRM) is used. This course examines the concepts, processes and technologies an organization uses to achieve superior performance through client intelligence. Students are familiarized with CRM software to illustrate several client-facing business processes: lead management and the prospect qualification process; sales process management, campaign management and the execution of post-conversion service. The course emphasizes the methods of accessing intelligence, team collaboration, performance measurement and continuous improvement though analytical feedback.

Graduates of Tourism Management Programs may launch careers with Festival and Events Ontario, Heritage Toronto, Ministry of Tourism and Culture (Ontario), Parks Canada, municipal governments, museums, major hotel chains and more.

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