SUMMER EDItION 2010
SChOOl OF hOSpItAlItY, tOURISM & MARkEtING
ANYONE FOR COFFEE? ... p 3
lIFE’S RICh tApEStRY ... p 5
FASt tRACk tO FABUlOUS ... p 7
pEChA kUChA ... p 9
SCHOOL OF HOSPITALITY, TOURISM & MARKETING
WhAtEvER hAppENED tO ..?
Brian is also chair of the Tourism and
Hospitality Education International Centre Degrees is produced by
of Excellence (THE-ICE) – an Australia-wide Recollections by Nina on behalf of
consortium of universities, TAFE and private the Publisher: School of Hospitality,
providers including VU. He is a board Tourism & Marketing, Footscray
member of Western Melbourne Tourism,
Park Campus, Victoria University,
an elected Fellow of the International
PO Box 14428, Melbourne,
Academy for the Study of Tourism, Deputy
Victoria 8001, Australia
Chair of the Mentoring Panel, Victorian
Tourism Awards, Co-editor-in-chief (with Editors:
Anne-Marie Hede) of the journal Tourism, Peter Mason Ph: (03) 9919 4623
Culture and Communication. Email:firstname.lastname@example.org
Olga Junek Ph: (03) 9919 5019
He is a Fellow of the Council for Australian
University Tourism and Hospitality
Education (CAUTHE), which was formed
Ph: (03) 9919 4472
in the late 1980s and represents 24
Australian universities that teach and
Brian King Fax: (03) 9919 4931
research hospitality and tourism, and is
an Associate Fellow of the Australian Copy, design and
Just because Brian King is Marketing Institute. production:
no longer head of the School Recollections by Nina
of Hospitality, Tourism and He has a role as supervisor of PhD
students and is a co-investigator in Ph: (03) 0421 882 514
Marketing, doesn’t mean he isn’t
two research projects funded by the Email:
busy – he is involved in a wide
Sustainable Tourism Cooperative Research email@example.com
range of activities and roles, both
outside and still in association Centre – in his spare time! Don’t want to receive this
with the School of HTM. newsletter?
But Brian hasn’t forgotten HTM – he fondly
Brian is now Program Director for ‘Making remembers taking Victoria University and Just advise us of your details and
VU’ working in the Office of the Pro the School of HTM to the Hall of Fame in we’ll take you off the mailing list.
Vice-Chancellor (Institutional Services). He the Victorian Tourism Awards and having Fax back the cover sheet, with a
recently spent a couple of months as Pro two wins in the Australian Tourism Awards note on it asking us to remove you,
Vice-Chancellor Students, which provided (2000 and 2005 – the most awarded or email: firstname.lastname@example.org
him with a different perspective on VU’s Australian university). your details.
very diverse student cohort.
“I am proud to have been part of Cover picture (story p 5)
Since leaving the School of HTM in strengthening the engagement between Belinda Doery sent us this fabulous
April 2007 (having spent nine years as the School of HTM and industry; building shot and we think you’ll agree
Head of School), Brian has maintained research and scholarship among school it definitely epitomises how VU
his interest and involvement in the tourism colleagues so that tourism and hospitality students can end up in all corners
and marketing areas and remains a gained recognition as a university strategic
of the globe...read more about her
professor of tourism management. But he research area and all staff were engaged
on page 5.
said he has enjoyed the opportunity to in research.
play a university-wide role and take on
“The role of Head of School is a Got some news?
new challenges, including recruiting and
working with a new team. privileged one – building a common If you’d like to share information
direction for a group of colleagues who on a graduate, a student, or the
“I have been responsible for recruiting and share an enthusiasm for the disciplines fields of hospitality, tourism, events
managing a team of 15, working across of tourism, hospitality and marketing. or marketing, please contact the
seven separate projects, which are aimed Being on a different campus now, editors. We are always looking
at giving substance to the university’s Footscray Nicholson, I miss the day-to-day for stories that give light to events,
claim to be ‘A New School of Thought’. contact with these colleagues and with student progress or industry news
These initiatives are helping to position the students, but I still really enjoy having the and can be contacted at
university in the highly competitive post- opportunity to give guest lectures to HTM email@example.com
secondary education market,” he said. students,” Brian said. or 0421 882 514
2 VICTORIA UNIVERSITY
SCHOOL OF HOSPITALITY, TOURISM & MARKETING
ANYONE FOR COFFEE?
Emilio Rogliano (Bachelor of
Business – Catering and Hotel
Management, 1999) loves coffee
almost as much as he loves
history. With business partner
Daniel Amato, he has established
his first business since graduating
from VU where he gets to indulge
The Lux Foundry Café is located in a
heritage-listed building in Brunswick and
named after one of the previous owners of
the building. The site was initially owned
by the Gas and Coke Retort Company,
then the Lux Foundry which made cast iron
stoves, and then most recently was the
head office of CHEF before closing down.
Emilio hopes this rich history will add
to the intrigue of his new venture and
enhance the Italian heritage which will
strongly influence his business.
“It’s an important building as it’s one of the
last gas retort buildings from the nineteenth View every experience as a chance to grow and learn – new business owner Emilio Rogliano.
century. The unique location and history
of the building is certainly a selling point, Emilio said his key reason for choosing to “Every experience should be viewed as a
as is the large north-facing courtyard. The do his degree at Victoria University was chance to learn, particularly to learn about
food will be heavily influenced by our the institution’s strong reputation in the yourself and your ability. The hospitality
Italian background; we are using some education market for its catering and hotel industry is one of very few that I believe
recipes that belong to our grandmothers management major. He said the strength is willing to give people an opportunity to
and mothers,” he said. of the lecturers and hospitality staff was “a
excel and be successful.
standout” and his Co-operative Education
The Victoria University graduate said (Co-op) year at Novotel Melbourne on “It’s still early for me to say whether
building a business ‘from scratch’ had Collins in a front office and rooms role had moving into business on my own was the
been a huge job, but he had really also been a great experience.
right move. The responsibilities are greater
enjoyed the experience and, having finally
Although he was already employed at the when you do it on your own, but I believe
opened the doors in December 2009,
hotel in food and beverage, his Co-op there is a tangible link between hard work
after a year of planning, was now over the
year (learning in the workplace) gave him and reward.
nerve-racking process of opening a café.
the opportunity to move into a department
that he had almost no knowledge about. “Success depends on what is being used
“When you build from scratch, it is a
He said: “It was rewarding to learn about to measure it – I don’t personally believe
huge job – bringing together various
a department which was completely I’ve achieved anything to consider myself
trades and people to work towards a
foreign to me and my Co-op also proved more successful than other graduates. But I
common timeline and goal. Even in this
to be a good springboard for my next haven’t had any regrets at this stage of my
current economic climate, finding reliable
department, sales and marketing, once I professional life, so perhaps that’s a sign
tradespeople can be time consuming. completed my degree”. that I’ve been successful.
Entering the market as a new business,
with no clientele and no reputation, was Emilio said students and graduates should
“I set myself a goal to one day start my
a big challenge. consider all opportunities that come their
own business. If I run a hospitality business
way and never doubt their ability to
“And being a first time owner-operator also that people enjoy coming to and I can
succeed. He also suggested networking
brought challenges. It certainly was with strong people, including professionals sustain this over a long period of time
a nervous but exciting time – we had many outside their chosen industry, who they while enjoying life, perhaps then I can
sleepless nights as we got closer believe are successful, and not being afraid consider myself successful,” Emilio said.
to opening!” to seek advice and ask lots of questions.
VICTORIA UNIVERSITY 3
SCHOOL OF HOSPITALITY, TOURISM & MARKETING
StUDENtS vOlUNtEER At tRADE ShOW
Volunteering at the southern is run and operated. I was able to experience products, meet with overseas contacts and
hemisphere’s largest international the behind-the-scenes preparations, both prior negotiate deals. It also provides international
trade show has its challenges, to and during the event. travel buyers with an opportunity to
but Melanie Kuan (Bachelor of experience Australia first-hand.
“I would definitely do it again – there was
Business – Tourism Management)
so much excitement at the event and so “International buyers are selected by
would do it all again in a minute.
much to see, meeting and greeting people Tourism Australia to ensure the most
Melanie was among about 15 Victoria from many different companies and so influential people meet with Australian
University student volunteers who took part many learning opportunities. This event tourism businesses. ATE is open to
in a range of support activities during the has opened my eyes and shown me how Australian travel exhibitors only and
trade show through the university’s Work passionate I am towards travel and tourism represents a unique opportunity for
Integrated Learning Centre (WIL). – I now know how much I am going to love
attendees to increase their share of the
being part of the tourism industry,” she said.
“I was involved specifically in the Media inbound travel market,” Carla said.
Centre at the event. I did some general The Australian Tourism Exchange (ATE) is the
She said volunteering at ATE gave students
administration (photocopying and filing), major annual trade show for tourism and
a great opportunity to see how an
but I also got to be involved in attending travel and Australia’s premier tourism trade
floor tours of the event and new product event. Organised by Tourism Australia, the international trade show operates.
presentations for the media writers. 30th annual event was held in Melbourne “ATE is not open to the public, so
at the Melbourne Convention and Exhibition volunteering is really the only way students
“I was expecting the event to be busy
Centre in June 2009. can get involved. Students gain first-hand
and big but when I first got there I was
overwhelmed by all the preparations and Tourism Victoria’s Regional Marketing experience of how an international trade
planning that goes into an event like this. Coordinator and VU graduate (Bachelor show operates; they have the opportunity to
Luckily, I was well looked after and informed of Business – Tourism Management, 2007) walk the floor and be recognised alongside
about the process. The hardest thing was Carla Sheridan said ATE brings Australian Australia’s internationally ready tourism
trying to remember everybody’s names!” tourism businesses together with airlines, products. This is also a great opportunity for
Melanie said. tourism wholesalers and retailers from them to network, and having volunteering
around the world. work at this major event on your CV is
“The best part about volunteering was being
able to observe how such a large and “The trade show provides a forum for looked upon very favourably by future
important event, involving the tourism industry, Australian tourism sellers to showcase their employers!” Carla said.
tOURISM vIC – SUppORtING vU StUDENtS
Tourism Victoria, the State placement allows Tourism Victoria to support the
Government’s lead tourism agency, growth of the industry.
provides great opportunities for
“We have three students currently undertaking
Victoria University School of HTM
their 12-month Co-op year, one in our Online
graduates to ‘cut their teeth’ on key
team, one in the Familiarisations Unit and one
roles in the tourism industry.
with the Tourism Excellence program.
Group Manager (Online Marketing) Paul Baron
“The Co-op year is a fantastic opportunity
said the organisation has employed VU graduates
for students to gain experience in destination
from as far back as 1999, and has employed
marketing and to grow their knowledge of
at least one, and sometimes two, students in its
the Victorian tourism industry. The Co-op role
Online team every year for the last 10 years.
in the online team deals directly with tourism
“VU graduates tend to be very knowledgeable operators and gives the student exposure to
about Tourism Victoria because they are exposed Online marketing. I hope that at the end of their
to the organisation and our campaigns as part time with the Online team, the students have a
of their courses. Being able to employ students passion for tourism and will continue to work in Paul Baron
as part of their Co-operative Education (Co-op) the industry after they graduate,” Paul said.
4 VICTORIA UNIVERSITY
SCHOOL OF HOSPITALITY, TOURISM & MARKETING
DIvERSE ExpERIENCE thE kEY tO SUCCESS
Belinda Doery (Bachelor of Business “Working in such amazing locations comes cultures and backgrounds actually think. The
– Hospitality Management, 2009) with operational challenges that at times seem ways that people consider logic, approach
is unfazed if a few stray camels insurmountable; but, having the opportunity to problem solving, and communicate with others,
wander through a major event. offer guests experiences that they will never can be hugely variable. Working in a foreign
It’s just another ‘unexpected and forget and leaving them with a sense of country, I have come to realise that not everyone
diverse’ incident to add to her rich wondrous amazement is truly special,” she said. thinks the same way Australians do!” she said.
tapestry of experiences.
Now, having been employed for two and a half Now that she is more settled, Belinda has begun
Belinda strongly believes that the more you years as Manager of Catering and Events at the to appreciate the positive aspects of life in Qatar
expose yourself to wide and varied experiences, InterContinental Hotel in Doha, Qatar, Belinda and says it has become a version of “home”.
the better your professional skills become – has found her own ‘amazing location’ with a
and her many unique and challenging work wealth of unique experiences. “While life is very different here, the experience
experiences make her better able to provide has been invaluable and the friendships I
such experiences for others. “I have worked in 56 degrees Celsius, I have have built and connections I have made will
served food on pure gold plates, I have had to come with me through life. This experience has
“Having many positions, particularly within knock down walls to serve an entire roast camel, certainly taught me how lucky we are in Australia
events, adds to your experience and knowledge and I have had an international world leader and also that home really is where you make it.”
base while ensuring your career progression offer to ‘buy’ me for future use,” she said.
remains at the level you’re seeking. I believe Hospitality, Belinda believes, whether hotels,
most successful hospitality managers love a Belinda said working in the Middle East, events or food and beverage, is often more an
challenge and once an employment role has and particularly Qatar, had been immensely industry of instinct than it is of applicable theory.
been mastered, they are already seeking the challenging, if somewhat frustrating. She agrees certain theories can be learned
next opportunity. and applied, specific courses of action can be
“I took for granted some of the services we have dictated by certain situations, but in her opinion
“In an industry such as events, the larger the in Australia. In a place such as Qatar, where many factors of success are the result of true
breadth of experience you have, the better there are no street names or house numbers, you passion, attention to detail and gut instinct.
you are at the job, so it is vital to continue your realise that a simple concept such as the Yellow
growth. The downside of this is, of course, Pages should be much appreciated! “And the only way you can build on your ability
always facing a new location and work to make the right decision is to ensure you are
“Moving to a foreign country means facing the exposed to as much experience as you can.
culture, which, while it has an opportunity to
obvious differences such as religion, weather, It will broaden your professional expertise,
offer change and improvement, also requires
and working hours, but these are to be expected abilities and goals, and it will offer life-enriching
adjustment, acceptance and moving on a
and are usually easy to accept and adjust to. experiences at every turn. Don’t be shy,
continual learning curve,” she said.
“The biggest challenge I have found is the everything is achievable, you just have to go out
Belinda has worked in “some rare and amazing there and get it!” she said.
differences in the way people from different
locations that offer not only professional
experiences, but also life experiences, that are
second to none”.
“Working within the three Zoo’s Victoria
properties proved to be an exciting and
rewarding role that involved some very special
events. I particularly remember an event we
prepared for the Melbourne Food and Wine
Festival called Gorillas in the Mist. Guests were
treated to a misty breakfast in the jungles of
Melbourne Zoo while watching the gorillas
feed right next to them, as the sun rose over
Melbourne. An experience like this will never be
forgotten by staff and guests alike,” Belinda said.
She also worked on Hayman Island in the
Whitsunday Islands to gain further events and
opportunities that were “truly unique”. Ranging
from candlelit dinners on remote coral cays,
corporate cocktail parties on isolated beaches
and using sea planes as the main form of
transport, Belinda was involved in creating once-
in-a-lifetime experiences for tourists. Belina Doery says that working in some challenging places can be a second-to-none experience.
VICTORIA UNIVERSITY 5
SCHOOL OF HOSPITALITY, TOURISM & MARKETING
‘MARkEtING’ ONlINE: 24/7 lEARNING
Victoria University’s School Malay said the project created a model for and modify the way in which we deliver
of Hospitality, Tourism and online learning across the whole marketing courses. Our teaching and learning
Marketing is now offering discipline and required students to translate approaches must acknowledge and
marketing subjects fully online. their social online practices to professional address the diversity of our students, as
online practices. well as their varied needs,” Malay said.
In an effort to offer students greater
engagement, flexibility and autonomy, the “Students are often challenged by the
He said a variety of online learning
School has developed improved online need to manage their learning alongside
resources were being developed to
learning materials to enable students to many other commitments such as work and
actively participate in their learning at VU family. Plus, significant numbers of marketing reposition student engagement from a
whenever and wherever they choose. students come from diverse cultural and ‘passive’ to an ‘active’ learning path.
socio-economic backgrounds, including Materials have been developed, tested
Marketing lecturer Malay Joshi said: and modified for optimum outcomes for
non-English speaking backgrounds, and
“Today’s students are highly adept at
even overseas, so online learning is an students. The models will provide templates
using online technologies and have an
effective way for us to offer these students for broader use within the marketing
expectation that they will use these skills in
greater voice,” he said. discipline and beyond in the School of
all aspects of their lives.
Malay said a number of students were also HTM and the Faculty of Business and Law.
“They seek flexibility in learning methods
returning to study after completing their Malay said these benefits, along with
and by using technologies with which
Co-operative education units (Co-op) and
they are familiar and in which they are the opportunity for extended and closer
were seeking flexibility to accommodate
adept, we can create positive learning interaction between teachers and fellow
ongoing work-related commitments
experiences. Creating an online learning students, would generate a greater sense
alongside completing their degrees.
environment, capitalises on their skills of inclusion and participation, creating a
and expectations and introduces greater “Exploring these issues for students gave superior experience for many students.
opportunities for students,” he said. us the opportunity to reflect, evaluate
SAFEtY FIRSt – FOR All StUDENtS
In an Australian first, a team of VU can be aware of expectations and prepare
staff along with representatives for their journey, and their stay in Australia,
from Victoria Police and the more effectively.
Metropolitan Fire and Emergency
“Pre-departure briefings have also been held
Services Board (MFB), visited India
in China and Malaysia for more than 1,000
to deliver pre-departure briefings in
students so far, and we have also created
four cities for new students, parents
videos and booklets which are available on
and recruitment agents.
the website to help all international students
The delegation visited Chennai, Hyderabad, prepare for life at VU,” Danielle said.
Ahmedabad and New Delhi in June (2009)
The university’s safety program also includes
to run workshops highlighting issues around
active liaison with Victoria Police; a cross-
transition and safety for international students
cultural cricket match (also at Footscray Park
who might be thinking of coming to Victoria
campus); and safety week activities during April
University to study. Indian students and Victoria Police get together for a cricket match.
each year at the four major campuses, which
Victoria University’s International’s Associate include presentations from Victoria Police, MFB
Director, International Student Support and public transport representatives. and resources to share among fellow students,
Danielle Hartridge said the pre-departure passing on their knowledge and expertise.
The university also provides secure night-time
workshops were part of Victoria University’s
shuttle transport for international students from Danielle said that VU’s safety program had
overall safety program.
Footscray Park campus stopping at Footscray already developed a reputation for excellence
“Over the past two years or so, Victoria railway station and at the Maribyrnong and the university had also hosted a number of
University has been working closely with Student Village, and from St Albans campus to Indian journalists in Melbourne to help provide
international students and key community the St Albans railway station. additional media coverage of the university’s
organisations, including Victoria Police, to safety program for international students.
During Semester 2, 2009, Indian students
develop an effective and relevant safety
also received specific information on a range Head of School of HTM Peter Mason said:
program,” she said.
of safety issues – from public transport and the “As many HTM students are international
“As part of that program, the pre-departure streets, to the internet, the surf and the bush – students, particularly at the postgraduate level,
briefings are intended to assist students with as part of the Safety Ambassador program. the safety program is an important aspect of
their transition to Melbourne, so that they The students were provided with materials making our students feel safe and welcome.”
6 VICTORIA UNIVERSITY
SCHOOL OF HOSPITALITY, TOURISM & MARKETING
FASt tRACk tO ‘FABUlOUS’ lIFE
For Jacinta Richmond (Postgraduate
Diploma – Hospitality and Tourism,
1992), life is full and fast, and very,
Jacinta completed her studies through what
was then Victoria University of Technology’s
‘fast track’ program and this set the pace for
everything since then. She has ‘fast-tracked’
her life and career and now runs her own
business – Hello my name is Fabulous
(HMNIF) – amid an extremely busy and
She said: “The fast track course was intense,
with a phenomenal amount of study, but I
chose VU because at the time, it was the only
course available that offered something for
students who wanted more – for those who
knew they wanted to head into management.
I wanted to create opportunities, so this was
the path forward for me.
Jacinta Richmond on the beach with her daughter, relaxing away from the pressures of work.
“While at VU, I thoroughly enjoyed the
marketing subject, and as a result, no But as Jacinta says, it’s not just about making
And “doing what she loves” ranges from
matter what I have done in my career since, money it’s also about supporting others and
designing luggage (discovering on a trip
everything has come back to marketing, and putting back into your community. Alongside
to Fiji that no ‘tropical print’ luggage was
especially to branding,” Jacinta said. running her various business ventures, Jacinta
available, she designed her own luggage
Discovering the power of passion enabled label ‘Coconut’) and writing and publishing runs fundraising events to support a range of
Jacinta to forge ahead since graduating and (two books so far), to establishing the Sunshine charities and utilises her experience to consult
her business now provides the focus for a Coast Style Awards – an annual award with charities and school groups and offer
wide range of activities and allows her the ceremony celebrating stylish people on the advice in the best ways to raise money to
flexibility to follow “whatever takes her fancy”. coast and announcing ‘Most stylish person of achieve their desired outcomes.
Jacinta is driven by the desire to lead a the year’. This event, which has become a sell-
She provides full-time students who have a
“fabulous life, full of passion and enjoyment”. out event in the Sunshine Coast calendar, runs
‘passion for fashion’, with the opportunity
one of the biggest raffles on the Sunshine Coast
“If you are thinking about going into business, to experience fashion events first-hand by
to raise money for a different charity each year.
it is essential to make it something you are taking an internship with the Sunshine Coast
passionate about. Not just excited about, not Jacinta founded and directs the now annual Fashion Festival.
just to make money, and not just because that Sunshine Coast Fashion Festival – a week of
Jacinta also gives events students at Sunshine
is what you have always done or are good fashion parades and workshops, culminating
Coast TAFE the opportunity to work at
at. If you are not passionate, your physical in a major fashion extravaganza,
individual events to gain experience, under the
and mental energy will quickly deplete and it highlighting the new season designers of
supervision of their tutors, in key roles with large
will become just another job. local Sunshine Coast labels. The event
events companies. These opportunities have
highlights local talent, showcasing them to
“A few years ago, I realised that the key to often led to paid employment for participating
residents of the Sunshine Coast, but also
career fulfilment is to pursue the things I love, students with large events companies.
providing a national profile due to the
the things I am most passionate about. My extensive publicity the event now receives. Jacinta considers herself to be very successful
passions are forever changing and evolving and has a simple way of ‘reality checking’ that
and my business enables me to embrace She is also a ‘fashion and lifestyle publicist’
she is still in the right place: “I check in with
many projects and do all the things I love. for a number of Sunshine Coast labels and
myself each day to make sure I still want to get
My business has always been more about businesses – creating editorial (not paid
out of bed in the morning and do the things
satisfaction on a day-to-day basis than the advertising) media coverage and supporting
I am doing. If I’m still excited and care about
money – although, when you do what you the businesses with general marketing and
what I’m doing, I keep going, if I’m not excited,
love, somehow you start getting paid for it!” branding – and provides consultancy and
it’s time to change direction, because if I don’t
Jacinta said. general marketing services for a range of
care anymore, I’m not going to succeed.”
VICTORIA UNIVERSITY 7
SCHOOL OF HOSPITALITY, TOURISM & MARKETING
FUN RUN FOR hANDS-ON RESEARCh
It’s one thing to participate in a
research project as part of your
studies, but Marketing Research
students went the ‘extra mile’ when
they took part in a fund-raising
charity fun run in winter last year.
Tanjil Fitzpatrick (Bachelor of Business – Retail
Commerce/Marketing) was among 90 students
who braved the cold in August 2009, to survey
participants of the 27th annual Defence Lake
Attack (DLA) charity fun run. Tanjil herself also
participated in the run, doing the 5 kilometres
around at Albert Park Lake with ease.
She said: “I have never taken part in a fun
run before but have always wanted to.
And, since I was going to be there to do
the survey, I thought I would see what time
I could run, so set myself a challenge. I had From left: Manager of Defence Lake Attack Commander John Goss, Dr Thuy-Huong Truong, Tanjil Fitzpatrick, Alexander Brockway
a friend joining me in the run, which made it and Secretary DLA 2009 Lieutenant Michael Kludass.
even more enjoyable.”
DLA is a registered charity supported by the Marketing Research (BHO2285). Students experience how to conduct data collection
Australian Defence Force (ADF) dedicated to conduct random surveys to profile the type of using the face-to-face interview technique. The
supporting four charities: KidSafe, RedKite, person who is likely to participate, determine students prepare an actual research report
Compassionate Friends and Legacy through their motivation and satisfaction with the event, and the student group with the best report will
the Lord Mayor’s Charitable Foundations. As and to identify any aspects of the event that present their findings to the DLA committee,”
well as raising money for charity, the fun run/ could be improved. Dr Truong said.
walk aims to generate positive exposure for
School of HTM Lecturer and Unit Co-ordinator Tanjil’s report was selected, along with
supporting sponsors and the ADF. This year,
Doctor Thuy-Huong Truong (who co-wrote Mohamed Fahmi and Alexander Brockway,
more than 2,800 participants, consisting of
the survey with Marketing Lecturer Romana as the best two on the project, so all three
community groups and schools, from casual
Garma) attended on the day to supervise the presented their reports’ findings at Victoria
runners to athletes, donned their sneakers for
data collection. She said the activity gave Barracks late last year. DLA committee members
students a hands-on experience of surveys as were very pleased with the presentations
Conducted each year at the fun run on behalf a research technique. and discussions and presented certificates of
of the event organisers, the survey forms part appreciation to the three presenters, the School
“By conducting the survey, students apply
of the assessment for students who undertake of HTM, and to Dr Truong.
theory to practice and learn by direct
AU REvOIR BRONWYN hIGGS
After 25 years with Victoria “Her long-standing role at VU is a testament to
University, Bronwyn Higgs has her passion for teaching and her commitment
decided to retire. to transforming the lives of young individuals.
To ensure her teaching materials always
As one of the longest standing employees in
reflected the needs and ability of her students,
the School of HTM, Bronwyn has seen many
Bronwyn made significant changes to her
changes at Footscray Institute of Technology (FIT) curriculum each semester. Even in her final
and then VU, and has contributed tremendously semester, knowing she would not be teaching
to exemplary teaching, research and service. the subjects again, she gave her curriculum a
Marketing Lecturer Romana Garma said complete overhaul,” Romana said.
Bronwyn’s professional experience in hospitality Former student Nichola Robertson (now Senior
and interest in the history of hospitality in Lecturer at Deakin University) remembers
Australia provided her with the foundation to Bronwyn fondly, describing her as “an
teach hospitality and then marketing. Along inspirational lecturer”. Nichola attributes her
with others in the School, she also set up and own passion for teaching and researching in
was one of the first to teach in the training service marketing to her initial experience of
restaurant Cityscape. (Sadly, we also ‘farewell’ the subject in her undergraduate degree with
Cityscape when it closes in 2010.) Bronwyn as her teacher.
8 VICTORIA UNIVERSITY
SCHOOL OF HOSPITALITY, TOURISM & MARKETING
‘pEChA kUChA’ – FASt AND FURIOUS
Jeynakshi Ladsawut (Master of Business –
Marketing) said preparing and sticking to a
six-minute presentation was challenging, but
this “new-fangled form of presentation” allowed
her to enhance her communication skills and
enrich her presentation by forcing her to make
the maximum use of her available images.
“I had to make sure every image counted, as I
could only have 20. It was a real challenge to
put everything together so that the images fitted
into a logical sequence and it was also tricky
to time the whole presentation to be delivered
within six minutes. But I have learned some
techniques to make a presentation short and
concise, and how to grab and keep audience
Jeyna enjoys being a host of an international orientation session. interest throughout the whole presentation.
Roshan enjoys some of the bird life in Australia.
“This is an amazing style of presentation –
A ‘new-fangled’ presentation using fewer words makes the presentation less
confusing, and gives everyone a chance to “If you could not say all you wanted in the few
style known as ‘pecha kucha’ seconds while the image was on screen, you
(pronounced variously ‘pe-chak- present,” Jeyna said.
just had to skip and move to the next slide.
cha’, ‘pa-chok-cha’ or ‘pet-cha-koo- Luckily, in my case all went well – practice
Roshan Hapuarachchi (Master of Business
cha’) may mean the death of boring, made perfect”, he said.
Administration) said the presentation style
tedious and long presentations.
enabled the audience to focus on the presenter Associate Professor Anne-Marie Hede, who
Originating in Tokyo, Japan, in 2003, a and the presentation; needing to concentrate co-ordinates Marketing Management, said she
pecha kucha style presentation allows each less on reading slides on a screen. was keen to introduce this style of presentation
presenter to show a maximum of 20 slides, for into the unit.
20 seconds each, providing about six minutes “Just like the well-known saying ‘a picture tells
of screen time and ensuring each presenter one thousand words’, this is certainly true in the “Pecha kucha blends art and science into
delivers a punchy and exciting presentation. pecha kucha style. This is quite a remarkable one. Students have to think innovatively and
way of presenting in a very limited time – it is creatively, yet they still need to present their
Almost 80 postgraduate marketing students short and simple which keeps the audience’s work based on fact. Pecha kucha is really a
recently explored this fast-paced presentation attention 100 per cent,” he said. reflection of marketing – which is also an art
format which has now become a regular style and a science!”
of presentation in the Marketing Management Roshan said the pecha kucha presentation
course (BHO6505). Participating students taught students to present only the most relevant She said students in Marketing Management in
report that the concept is challenging and information in the most precise manner, in Australia, Malaysia and China will all be taking
makes the unit’s presentations exciting. order to keep to the timeframe. part in pecha kucha presentations in 2010.
But Bronwyn’s relationship with students More recently, Bronwyn has been a regular teaching and marketing and sharing her
extended beyond the classroom; she founded contributor to Marketing magazine; her teaching materials. She has trained up to 50
a club for hospitality and tourism students and articles were informative and usually covered full-time or part-time academics in her time at
alumni in the 1980s called CHATTS. Along with cutting edge information on what was FIT and VU.
the students, she organised events to create a happening in marketing.
Her expertise in teaching and curriculum is
sense of belonging to a community for students. Romana said: “I recall Bronwyn writing about well recognised in academia and rumour
She also produced a bi-annual newsletter – the impact ‘blogs’ would have on marketing has it that she has already been snapped
almost single-handedly! She wrote most of the well before many of us understood what they up by other universities to work for them
articles herself, prepared the page layouts, even were. For many years she had one of the while she is in retirement! Which is not at
best media websites in Australia, which also all surprising to those of us who have had
maintained the database, organised the printing
generated some commercial interest. Bronwyn the pleasure of being taught by or working
and did the mailout – all in her own time and of
loves a challenge and that’s when she performs alongside her,” she said.
her own will. Degrees magazine was modelled
at her best.
on Bronwyn’s original idea to keep current and We wish Bronwyn all the very best in the next
former students and industry informed of the “Bronwyn has always been a very generous phase of her life and thank her for the immense
great work the School does and to celebrate person. She has willingly helped colleagues contribution she has made to FIT, VU and to all
the successes of our graduates. new to academia and more experienced her former colleagues and students.
colleagues by imparting her knowledge of
VICTORIA UNIVERSITY 9
SCHOOL OF HOSPITALITY, TOURISM & MARKETING
GEttING thE MOSt OUt OF vU AND BEYOND
From property investment and travel “Ever since coming to Australia, my mindset
to fashion parades, music gigs, and has been to try as many things as I can while
sporting events, Albert Lim is never I am young, to develop experiences and
afraid to take on a challenge and skills so I can achieve success in whatever I
live by his motto of “try as many end up doing.
things as you can”.
Albert sees his time at VU as instrumental
Even before completing his studies, he in getting established in his work and his
had thrown himself into a wide range of business and cannot stress enough the
entertainment and marketing events, including value of skills learned and friendships
Melbourne Fashion Week, Sydney Fashion forged at university.
Week, Formula One, AFL Grand Final, and
the Melbourne Cup, and established his own “The course itself was unique, because it
events and entertainment business, allowed me to understand how Western
Alive Global Entertainment. record labels work, how record companies
find new talent and artists, and to understand
Since completing his degree at Victoria the strategies and marketing policies they
University (Bachelor of Business – Marketing use to ensure their acts (brands) become
and Music Industry, 2006 and Master of phenomenal in the market place.
Business – Event Management, 2008), Albert
has not slowed down. He continues to run his “My most enduring memories of my time at VU
business, Alive Management Group (managing are the friendships I made. These friendships
Taste Immersion food shows throughout the have provided opportunities for us to travel
year), four fashion runway parades per year to each others’ countries and have fun. I am
(Fashion Revealed) during fashion seasons of still friends with many of them and they now
Loreal Fashion Week, June Autumn Winter support me in my business. Whenever I visit
Transeasonal season, Melbourne Fashion overseas, if I have a mate in that country, I not
only get to catch up with them but they take Albert takes his turn on the catwalk to receive some accolades for
Week and the annual summer Christmas party. a job well done.
He also has a full-time position as Business me on a tour of their nation and help me meet
Development Officer for property consulting potential business contacts,” he said.
meet some of the world’s top DJs in the field
company Blue Leaf Group. and people experienced in the industry.
Albert also said: “Victoria University has great
Albert’s first challenge was coming to lecturers, they are really friendly and have
“Studying in Australia provided me with
Melbourne. After beginning his studies at industry expertise. They share what they have
knowledge, skills, cultural understanding
Victoria University Sunway in Malaysia, he learned in their work, the right way to do
and different methods of business
came on a student exchange scholarship to things and even their mistakes! They show
operations. Being an exchange student
pursue his passion for the music industry and in-depth knowledge and understanding, and
also brightened and broadened my
complete his degree at VU in Melbourne. help students learn the right perspective to lift
horizons – creating a congruent, flexible
their standards from student to professional,
“Coming to Melbourne was a mixture of and wholesome perspective on life and
which definitely makes a difference when you
anxiety, fear and fun – I had a strong sense business,” Albert said.
graduate and work in the real world.”
of seeing new things, having a new way of “My main interest is to help people lead
life and a chance to leave home on a new Albert also enjoyed his Work Integrated
healthy, happy lives. I have this debate
adventure. I wondered about being able to Learning (WIL) program, which he said
with my sister, that saving people’s lives can
blend in and make new friends, and how I allowed international students to understand
be done in two different ways: one is the
was going to survive in a foreign country,” Australian workplace methodologies – a
medical approach (that definitely ensures
Albert said. crucial element of understanding how to be
physical lives are saved), but the second
effective in the Australian workforce.
But now, five years on, Albert has “loved is using entertainment – enabling people
every minute” of his time in Australia. He has “My work experience at KissFM dance radio, to become happy and free to express
adapted to the Australian culture, learned the top dance radio in Melbourne, was a themselves, which ensures their life remains
new methods of study and research, come fantastic opportunity to not only understand colourful (and saves their spiritual lives).
to understand Western ways of thinking, how a radio station works, but to see first
“I certainly intend to pursue the second
both at university and at work, and has hand how the entire record label industry
option – there are so many things in our
begun to make his way in the music and works. It also opened many opportunities,
world that we can treasure and enjoy,”
entertainment industry. especially for networking, as I managed to
10 VICTORIA UNIVERSITY
SCHOOL OF HOSPITALITY, TOURISM & MARKETING
FOND FAREWEll FOR A
Countless patrons and thousands
of students bid a favourite haunt
goodbye when Cityscape closed
its doors for the last time in
The Cityscape restaurant, established
in 1986, has been a key teaching and
learning facility in Victoria University’s
School of Hospitality, Tourism and
Marketing. During that time, almost
2,000 hospitality students in the Food
and Beverage Management degree (units
BHO1102 and BHO5522) have cooked
and served an inestimable number of meals,
waited on countless real customers, while
learning the principles and practices of
successful food and beverage management.
Restaurant manager and front-of-house tutor
Pat Hasenrader said the greatest achievement
of the restaurant’s 23 years was that it had
provided an ideal teaching venue for students
to learn food and beverage service. The view for which Cityscape was named. Inset: The restaurant closed its doors for the last time in December 2009.
“It had an authentic restaurant ambience,
a wonderful view of the city and gave a to know their fellow workers in a social Ray was responsible for the back-of-house
positive feeling of a real restaurant instead atmosphere. As there is no university staff (kitchens) and I was responsible for the front-
of a classroom. Cityscape has been a show club, the restaurant has also been used as of-house (restaurant and bar service areas).
place for entertaining international and a replacement for this – we have seen the Professor Linda Roberts also assisted with
local visitors to the university and has been celebration of birthdays, retirements, change decision making. It was an exciting time –
frequented by members of the general public, of jobs, and maternity leave,” she said. purchasing equipment and sundries – and we
school groups, staff and students,” she said. very much enjoyed setting up the restaurant
Cityscape was fully licensed and included with what was then ‘state-of-the-art’ equipment.
Pat said second year students completed a full dining room and private meeting room
one semester in kitchen operations and one seating up to 20 guests, serving a range of She said students at the restaurant had to
in front of house, with an average of 50 meals from quick, casual lunch menu to formal learn to cope with all sorts of unexpected
students taking the subjects each semester. dining options. However, due to changes in events – as well as difficult customers – while
The students learned the practical side of focus, the restaurant will no longer operate being conscious of tight timelines.
running a kitchen and restaurant from a as a training facility and from first semester
managerial aspect. 2010, students enrolled in food and beverage “Of course, those who are familiar
management will no longer have a practical with Cityscape would be aware of the
“Learning skills such as customer service, component to their studies. front-of-house activities, but there was
problem solving, and organisational skills a lot going on behind the scenes that
also prepared third year students for putting “Inevitably, some staff feel sad about the was ‘hidden’ from public view. Students
theories of catering management into closure. It is the end of an era – an important were responsible for menu design,
practice, in the Work Integrated Learning part of the university’s social and meeting costing, portion control, standard recipes,
program. The students were responsible framework will no longer exist. And the closure stock control and most other aspects of
for their own rosters and each student was also signals the loss of a valued teaching restaurant management,” she said.
rostered for one day as restaurant manager, venue which has successfully prepared
which I think set it apart from other hospitality students for a career in hospitality,” Pat said. Bronwyn said she was sad to see the closure
restaurants where the tutor is generally in of a facility that “provided a practical hands-
charge,” Pat said. Lecturer in marketing and advertising Bronwyn on environment where students learned about
Higgs was among those instrumental in setting team-work, coordination, and leadership in a
She said Cityscape had provided a venue up the restaurant when she began teaching at realistic customer service environment”.
for council dinners, functions for guests of VU in 1984.
the university, celebrations such as staff “Personally, I think it is a shame that this
achievements, book launches, Christmas “When I came to VU, K-building and the decision has been taken, but having made
parties and functions for community groups restaurant was under development, but my own decision to retire at the end of
such as Probis, Rotary and Toastmasters. construction had not yet commenced. Lecturer 2009, it somehow seems fitting that my
Ray Simonsen and I were responsible for 26 years of service to this university have
“Staff have supported the lunch-time service developing the overall layout, interior design been punctuated by the rise and fall of the
as a place where they can relax and get and purchasing of equipment for the facility. Cityscape restaurant,” Bronwyn said.
VICTORIA UNIVERSITY 11
SCHOOL OF HOSPITALITY, TOURISM & MARKETING
GERMAN StUDENtS – AUSSIE DEGREE!
For some School of Hospitality, the equivalent of an Advanced Diploma in either
Tourism and Marketing students, event management or tourism. Students can then
graduating from their degrees complete the Bachelor of Business (in Tourism,
doesn’t mean having to be in Event Management or Marketing) in Melbourne
Australia, due to a joint arrangement or at Angell Akademie.”
between VU and two German
education facilities. Prof. Priestly has visited Germany regularly as
part of the program for quality assurance checks,
School of HTM lecturer and previously Off-Shore student assessment, teaching visits and to attend
Course Co-ordinator Professor Ian Priestly was graduation ceremonies.
instrumental in establishing the off-shore student
program which began in 2006 and involves two Prof. Priestly said students from Germany had
schools in Germany: the International University been articulating into courses in Tourism and
of Applied Science (IUAS), in Bad Honnef, and Hospitality Management since 2002, from both ‘Off-shore’ VU students celebrate their graduation in Germany.
the Angell Akademie, in Freiburg im Breisgau. partner institutions, and many students from both
still come to VU to complete their degrees at International Programs Lucia Sauer (who was
The course co-ordination of the Angell Footscray Park. representing both the German institutions). The
programme has now been taken over by
initial idea developed and five years later the
Olga Junek, who visited Angell Akademie in He said by offering the event/tourism degree to
first group of students enrolled off-shore in the
September together with Prof. Priestly. Olga the Angell Akademie students in Freiburg, in a
course in Freiburg.
hopes to build on the work started by Prof. manner that minimises the travel of the HTM staff,
Priestly and to ensure that students studying in the school is able to draw in significant numbers “The establishment of the course in Freiburg
Germany and in Melbourne have a positive of high quality students who would otherwise has been a source of immense satisfaction
study experience. not be able or willing to travel to Melbourne to as it is the culmination of many years of work
complete their degrees. and negotiation with both VU and the Angell
Professor Priestly explained: “The two partner
Business School. What began as a social
institutions offer quite different courses. IUAS Initial contact with the German partner institutions
drink in 2001, has blossomed into a large
offers a four-year degree in either hospitality or occurred in 2001 at an International Council
operation with benefits, both financial and
tourism and expects its students to complete one on Hotel, Restaurant and Institutional Education
social, for the students and the institutions,”
year of full-time study outside Germany (in this (CHRIE) conference in New Orleans, when
Prof. Priestly said.
case at VU), while the Angell Akademie offers Prof. Priestly had an informal chat with Director
‘tRADE FAIR’ DISplAYS GRADUAtE StRENGthS
Last year, 235 third-year students “Each student team was asked to create a semester. Students are also asked to present
were given the opportunity to put ‘trade fair stall’, linked to their business project, to and network with industry representatives
their studies into practice, and make and to deliver a formal presentation of about at various points throughout the semester.
a good impression on prospective 10 minutes to a panel of industry guests and
employers, by participating in the academics. Students worked on their business “Students overcame these challenges in
Professional Development ‘Trade projects over the entire semester, guided and a variety of ways, ranging from seeking
Fair’, held in November. mentored by their Unit facilitators,” Sue said. guidance and mentoring from their facilitators
to developing their own time and project
The trade fair concept was developed The presentations were made to one of five management systems, and delegating
to enable Bachelor of Business students panels, each of which consisted of two individual jobs throughout the teams.
enrolled in Professional Development 3 industry guests, a PD3 facilitator and one
(PD3): Leadership and Challenge (BFP3001) other VU academic. The industry guests were “In general we have found that the students
to demonstrate their problem solving, selected based on their industry roles and enjoyed the ability to work autonomously,
engagement with the university, and were and that they rose to the challenge
communication and teamwork skills and
provided with PD3 assessment criteria to provided to them,” Rachel said.
abilities. The fair includes a networking session
with industry representatives for graduating guide their feedback to students.
She said the trade fair was considered a
business students to showcase their skills to Unit Co-ordinator Rachel Simmons said one great success and feedback from students,
industry prior to entering the workforce. of the major challenges faced by the students guests and academics (both PD3 facilitators
was the fact that they were managing a and those outside the subject) had been
Unit Co-ordinator for Professional very positive. The subject will run again in
project that ran longer than most average
Development Sue Johnston said the trade both semesters in 2010 and the trade fair
fair, which was held twice in 2009, allowed will again give students the opportunity to
students, working in teams, to draw together “The business proposal and challenge showcase their learning to industry twice
learning from core business and specialist solution requires students’ attention and throughout the year.
subjects and to demonstrate their readiness dedication for the full 12 weeks of the
12 VICTORIA UNIVERSITY
SCHOOL OF HOSPITALITY, TOURISM & MARKETING
tIDAl WAvE OF tERROR
An ordinary day turned to a terrible
experience for Pio Tagiilima when
the tsunami hit Samoa in September
2009. But even as he acknowledges
the terrible pain and anguish this
event caused, Pio can still see good
having come of it.
Pio (Master of Business – Tourism Management,
2000) has been living in Samoa since
completing his studies at VU and was cleaning
the tour vehicle in preparation for a tour when the
earthquake struck at 6.45am.
“The earthquake shook for about 40 to 60
seconds and it was the strongest I had ever
experienced. I knew at that time there surely
was going to be a tsunami somewhere around
Samoa. I live on higher ground about two miles
inland from the capital city of Apia, so a tsunami
was never a threat to me and my immediate
family, but after the earthquake, I was scared
that someone I know, or someone I am related to Top left: The beach at Lolomanu before the tsunami struck Samoa. Bottom left: Afterwards. Right: Pio and Dr Emma Wong prior to the tsunami.
would be affected,” he said.
It was about three hours after the earthquake that efforts and assistance to help the country of University of Samoa which is up on a hill and,
Pio became aware that a tsunami had flooded Samoa and the affected communities. The pride according to George, was the official assembly
many villages on the southern side of the islands and sincere love of Samoan people really showed point in case of evacuation.”
of Upolu, Manono and Savaii. Worst hit were the up as they came to the rescue of their fellow
villages in the Aleipata district, which include the brothers and sisters – whether directly related or Emma said they stayed at the university for
popular tourist sites of Lalomanu and Saleapaga. not – and by holding concerts everywhere to raise about four hours and did not know much
funds and donations for the people affected back about the situation in other parts of Samoa
“The scenes on TV and the reports of the tsunami home,” Pio said. as the radio gave only limited information.
devastation were beyond belief and I found the The following day she visited the NZ High
scenes of children particularly emotional. School of HTM lecturer Dr Emma Wong was Commission for a meeting and saw a number
also in Apia, Samoa, at the time of the tsunami. of people who were injured and heard about
“For me, with a loving four-year-old daughter and She was collecting data for the Pacific Tourism how they had lost everything.
an almost one-year-old son, I felt deeply for the Climate Change Adaptation Project (PT-CAP),
helpless young children who had either died or funded by AusAID, which aims to develop “Some had family members in hospital and I
been terribly affected. I thought about my own climate change adaptation strategies for the interviewed an individual whose uncle lost three
children and realised how important it is to love tourism sector in the South Pacific. Her stay was grandchildren. Most people I met who were
them and treasure them in life,” Pio said. cut short as a result of the event. affected were in absolute shock and didn’t know
how to respond. The most devastating part of this
But despite the devastation, the enormity of the “I was still in bed when the earthquake happened. disaster was that most who died were children.
clean up and the lasting impact the tsunami has At first I thought it was strong wind that was They couldn’t escape in time.
had on the lives of Samoan people, Pio said he moving the 160-year-old wooden house I was
could not deny that some good had come out of staying in. But it didn’t feel right and I realised it “Samoa is a small country. All Samoans were
the terrible event. was an earthquake. I went out to the living room – deeply affected by what happened. Even if they
it felt like I was walking on a sailing boat. were not hit by the tsunami they would certainly
“A lot of good things have come out of this tsunami know someone who was. It will take years for the
that I personally admire and am thankful for. One “Most of the guests were looking at the beach and emotional wound to heal, but I believe the strong
is the way the governments (Australia, NZ, USA the ocean, which was just 60 metres away from community support and their Christian faith will
and others) all came together and contributed to us. The earthquake lasted for about a minute and contribute to their recovery,” she said.
helping people recover, through donations to the the sea was still calm so initially I thought it would
Government of Samoa. And I also admire the be okay to go back to bed. But then we heard the Emma said she hoped to return to Samoa in
level of support, through donations, that has been siren and I knew something was very wrong. January 2010 to continue her research.
forthcoming from agencies all over the world, and
from individuals from many countries who donate “I grabbed a bottle of water and my passport and “Samoa is a place you feel attached to very easily
out of love and a willingness to help people ran outside. Most of the guests had jumped onto because the people are so warm and the country
affected by this event. the small utility owned by George (the director is so beautiful. I look forward to catching up with
of the Bed and Breakfast), and I managed to the friends I made in my last visit. This experience
“I am also impressed by the efforts of Samoan squeeze in among them all 26 guests and staff has taught me to live my life to the full because a
people all over the world who put together relief managed to fit! We were driven to the National lot of people don’t have that opportunity,” she said.
VICTORIA UNIVERSITY 13
SCHOOL OF HOSPITALITY, TOURISM & MARKETING
lIWC RESEARCh pROjECt
– REAl RESEARCh, REAl RESUltS
University’s University Arcade, in Flinders These data set summaries where then used by
Street, Melbourne. the students to develop campaign framework
proposals for marketing Melbourne’s West to
Principal investigator for the project Dr potential day trippers.
Pandora Kay said the students collected the
data using a survey instrument developed in As part of their assessment for the project,
consultation with the following key staff at VU students were required to present the outcomes of
and WMT: associate investigator Romana their research to their peers and teachers as slide
Garma, WMT executive officer Damien Ryan, presentations. The best two presentations from
and WMT board member and VU both undergraduate and postgraduate students
staff member Professor Brian King. were presented by the students themselves to an
audience of representatives from WMT and other
“The questionnaire used existing scales which invited interested parties. Students participating
had been validated by other researchers, in the presentations in November were presented
Slide presentations demonstrate Western Melbourne’s qualities. but we included additional items to examine with a certificate acknowledging their work.
respondents’ perceptions of the West’s image
and their awareness, knowledge and previous Dr Kay said the data set would be further
Last semester, undergraduate and experience of the West’s attractiveness as a day analysed and interpreted by her and her
postgraduate students of Tourism, tripper destination for leisure experiences. The colleagues and their findings would be
Hospitality and Event Marketing survey also investigated visitation and word-of- disseminated in academic publications to peer
undertook research, jointly run by mouth intentions towards Melbourne’s West. reviewed conferences and journals.
Victoria University and Western
Melbourne Tourism (WMT), as part of “These topics had not previously been “This type of hands-on research can provide
a pilot Learning in the Workplace and explored and are of interest to the destination students with a very real experience of data
Community (LiWC) project. marketing organisation, Western Melbourne collection and interpretation, and give them
The research aimed to investigate how Tourism,” Dr Kay said. the opportunity to develop campaigns and
attractive Melbourne’s West is for Victorian marketing plans based on real research. Tthe
Data collected by the students was collated tourism agencies can also benefit by gaining
residents wanting to take day trips, and and analysed by the research investigators
involved 140 students who surveyed valuable insight into the minds of potential tourists
then provided to the students, WMT and other and receiving custom-designed frameworks for
random users (18 years and over) of Victoria relevant stakeholders, as a statistical summary. potential marketing campaigns,” Dr Kay said.
thERE’S NO plACE lIkE hOME
Boston, the Czech Republic, Frankfurt and Hong “Within the US, for example, international guests
Kong. During this time, he became aware of may find that after searching, selecting and
inconsistencies in service levels across most of the adding the details of each intended traveller, the
places he visited, at times feeling that he was an final click to complete the booking leads to an
“unwanted visitor”. error message. A phone call to the site operator
reveals that only US-based credit cards are
“I observed that hospitableness has many accepted and your business is not welcomed.”
dimensions and have now concluded that if
a philosophy of hospitableness is not at the But after six months of travel, Barry said returning
core of the host–guest experience, then the home to Melbourne was an extremely positive
relationship between traveller and host will be experience as the levels of hospitableness in
Melbourne surpassed that of most other major
cities he had visited.
Barry O’Mahony (right) and friends survey the Grand Canyon. “Hospitableness is a virtue that underpins the
“In Melbourne, people are friendly, welcoming,
very core of the tourism industry. It is an attitude, and interested in where you have been and what
As a seasoned traveller, Barry a culture, a level of enthusiasm, in respect to you have been doing. Melbourne continues to
O’Mahony knows a bit about how the welcoming of guests, whether it be into a make people feel at home. And this is important
important ‘hospitableness’ can be home, a country, or commercial enterprises such from a tourism point of view – success hinges on
and after six months of travelling, as hotels and tourist areas. If hospitableness is creating a welcoming, generous environment with
he’s proud to say good ol’ Melbourne missing, it can make travelling uncomfortable and genuine hospitable behaviour at its core.
is one of the most hospitable places even offensive,” he said.
in the world. “How hospitable a tourist venue is matters
Barry said in these days of online promotion significantly to most travellers, who judge their
Barry (Associate Professor, Head of Hospitality experiences on how quickly they start to feel at
and booking options, the experience of
and Post Graduate Research Co-ordinator) home and welcome, and an initial impression,
hospitableness, or lack of it, can begin even
travelled during his long service leave to places whether positive or negative, can set the tone for
such as the Middle East, Dubai, Los Angeles, before a potential traveller leaves home.
the rest of the holiday experience,” Barry said.
14 VICTORIA UNIVERSITY
SCHOOL OF HOSPITALITY, TOURISM & MARKETING
CONFERENCE ExplORES SOCIAl ENtERpRISE
The conference, now in its fifth year, explored better place. What barriers do we need to
the many possible interpretations of this phrase overcome? What relationships do we need to
through academic papers and practitioner develop? How do we work together to make
presentations. An estimated 80 people things happen? How do we go about making
attended the conference over the two days. positive changes in our own organisations and
beyond?” Dr Binney said.
Twenty-nine papers (out of more than 50
submissions) were presented at the conference Guest speaker Nancy Lee, Social Marketing
and topics ranged from commercial social Services (Washington) with more than 25
marketing and encouraging sustainable years of professional marketing experience,
practices into business strategies, to exploring special expertise in social marketing,
what we know about green products and marketing in the public sector, research and
consumers’ apparent reluctance to buy them. planning, delivered the keynote address.
Other keynote speakers were Gill Walker
Dr Wayne Binney, who co-chaired the (Evergreen Advertising and Marketing),
conference with Swinburne’s Professor Linda John Thompson (TAC), and Sarah Davies
Brennan, said the 2009 conference was “truly (Melbourne Community Foundation and Kids
unique” and “exceeded our expectations”. Under Cover).
Dr Wayne Binney (left) and co-worker on the project “The way the conference combined the latest Many thanks to Dr Wayne Binney and
Ashley Sievwright congratulate themselves on a job well done. academic developments with experienced our colleagues at Swinburne University of
practitioner viewpoints set this conference Technology for their work in bringing off a
‘Sustainable social enterprise’ was the apart. All the speakers were passionate about very successful conference.
theme of the 2009 International Non- their topic, and they shared that passion with
profit and Social Marketing (INSM) conference attendees. For copies of the keynote presentations,
Conference, co-hosted by Victoria including an audio file of Nancy Lee’s keynote
“They told us of their successes and failures presentation, and links to all the academic
University and Swinburne University
in leading a social enterprise in the twenty- papers presented at the conference, go to
of Technology at VU’s Queen Street
campus in July last year. first century. They challenged us in relation www.insmconference.vu.edu.au
to our present efforts to make the world a
pARt-tIME StUDENt – FUll-tIME SUCCESS
“Initially, I decided to go part time because I was QV Store, looking after customer service, payroll,
going to complete a Co-operative Education rostering, working to strict budgets, managing
(Co-op) year in Los Angeles but things changed a growing business, and being responsible for
and I decided not to take up the position. Instead, increasing sales. The only real disadvantages of
I took six months off from study to work full time. part-time study for me has been my working hours.
I work a four-week roster which includes weekends
“But then, naturally, I got a taste for the money and and our trading hours are 9am to 9pm. With a
didn’t want to go back to full time studying! I was rotating roster each week and long shifts, it does
lucky though, I had an opportunity to work full time make it a little difficult to do group assignments,”
at Dan Murphy’s which I decided to take and then Lauren said.
continue studying part time,” she said.
She said she could recommend part-time study
Lauren said the advantages of part-time study as an option for people who wanted to continue
Lauren Busch at work in the aisles of Dan Murphy’s. and full-time work outweighed the disadvantages working full time while getting their degree.
and she had had many opportunities through her “Part-time study is very beneficial, as you can get
employer, thus allowing her to gain a range of experience even if it isn’t necessarily in direct line
According to Lauren Busch (Bachelor
hands-on experiences while she was studying. with what you are studying. And you are still going
of Business – Marketing), the key to
being a successful part time student “I have been with Dan Murphy’s since October to be in a better position than a full-time student
while working full time, is being 2005, starting as a casual over Christmas at the who has never worked,” she said.
organised. And she should know, Ascot Vale store. Since then, I have moved on to
Lauren has been completing her But she also said the key was to not take on too
become a front-end supervisor, and become an much, as working full-time and completing two
degree at Victoria University as a ‘EASI’ champion, which meant I travelled around
part-time student for five years. subjects per semester is a big work load.
Australia for the company helping to implement
“I started my course in 2005 and was full time and train staff in new IT systems. “You really do need to be organised and
for the first two years, but have been part time you need to have a good employer who
“Then I became trainee manager and am now acknowledges that you are studying and
since then and will eventually finish everything and
assistant store manager (service) at the Melbourne supports you,” Lauren said.
graduate in July this year.
VICTORIA UNIVERSITY 15
SCHOOL OF HOSPITALITY, TOURISM & MARKETING
thE thIRD DEGREE – DAvID SOUthWICk
How you got there?
I have always been very ‘opportunity driven’, for
example, at 12 years old I already had my own
stall at the South Melbourne Market selling soaps.
While finishing high school and through university
I started my career in the events industry as an
entertainer, performing at private and corporate
events and being a DJ at friends’ parties. Then
later, one of my clients was having a fortieth
birthday and wanted me to help organise it.
After creating a ‘Happy Days’, 1960s backyard
extravaganza, the referrals came and corporate
After I finished university, I established a cosmetics
company called The Body Collection, which
contributed a great deal back to the community
by way of youth and environmental causes. I
sold The Body Collection in 1996 and went
on to build the other businesses around events,
David Southwick and Danielle Russom enjoy the Go-Kurt event. entertainment and marketing.
One of the highlights of my career was being
Education: Bachelor of Business Retail The main focus for all the businesses I manage
selected as Entrepreneur of the Year in 1996 and
Management (1991) is a strong connection to the youth market. I
representing Australia in Canada at APEC.
Born: Melbourne have always been passionate about working
Lives: Caulfield, Melbourne with and supporting young people and my Secrets to success?
Current role: businesses help me extend this passion. I am a strong believer in working hard,
I have been working in the events and trying everything and having a strong
I enjoy meeting customers and creating determination to succeed.
entertainment industry for 20 years and run a
something new and that’s what has made this
number of businesses, including ICE Events, My ‘secret to success’ is to bring people along
industry so appealing – high pressure, deadlines,
Reality Events, All Points Entertainment, the journey with me, whether clients, staff, friends,
a need to be innovative, and creating something
and Stark Reality Marketing. family or even business partners, and to never give
new. Probably one of my biggest challenges,
These business endeavours include event given opportunities exist around every corner, is up. A willingness to learn goes a long way and
and entertainment management for private people tend to admire someone who is genuine
learning to say ‘no’, occasionally.
and corporate clients (event management, and asks for advice when needed.
entertainment, venue management and event I have continued my involvement with VU,
It also helps to find a mentor, ideally someone you
styling). They also include interactive team building, having been chair of the alumni for a number
admire or who is in your chosen industry whose
teamwork and leadership development workshops of years and on the VU Foundation, and was
advice you will respect, and to volunteer in the
(based around reality television) and marketing acknowledged as one of the 90 legends of areas you wish to work in, as this not only gives
services and brand communication disciplines and VU as part of its 90 year celebration. you experience but can open a door!
processes (including working with youth brands).
WhERE ARE thEY NOW?
Chadwick, Joel B.Bus Tourism Management
(2008), Tourism Manager, Central Goldfields Shire,
Stadler, Erika M.Bus Event Management
(2005) – Event Management and Assistant to
Maryborough, Victoria the General Manager, Wiener Rennverein, Do we have your email contact
Mrkvicka, Anja B.Bus Tourism Management Josefsplatz, Vienna, Austria details? Do you receive the monthly
(2009) – Expert in Cooperation Development in Vampatella, Gabrielle B.Bus Travel and VU Alumni Email News? A typical
International Long-Distance Rail Services (Referentin, Tourism Management (2001) – Associate Director of issue includes imminent alumni events,
Kooperationsentwicklung Internationaler Fernverkehr), Sales, Radisson on Flagstaff Gardens, Melbourne conferences and seminars, professional
Deutsche Bahn AG, Frankfurt Wiedemann, Andrea B.Bus Hospitality development programs, short courses
Oppl, Ben B.Bus Tourism Management (2006) – Management (2006) – Sales Manager, Hyatt and employment opportunities. To
Consultant, PKF – The Consulting House, Dubai, UAE Regency Jing Jin City Resort and Spa, Beijing. get on the mailing list, simply email
Sikkes, Kathie Grad Dip Hospitality and Tourism Wilson, Heath B.B – Marketing (2007) – firstname.lastname@example.org
(1988) – General Manager, Marketing Specialist, Genesys Melbourne, Australia
Abercrombie & Kent, Australia
16 VICTORIA UNIVERSITY