Tourism Destination Management Certificate Program

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					Tourism Destination Management
       Certificate Program
    Advanced Destination Management Program

                January 2010
 Introduction to the Program
  Supported by the USAID / Jordan Tourism Development Project II, The Jordan Inbound Tour
  Operators Association (JITOA) in cooperation with the International Institute of Tourism Studies
  at the George Washington University is pleased to offer the professional Destination
  Management Certification (DMC) Program to all tourism professionals in Jordan.

  This program aims to increase the professionalism within the destination management industry
  in Jordan by establishing a level of knowledge and performance necessary for certification;
  recognizing and raising industry standards and practices; and maximizing the value of the
  products and services that certified destination management professionals can provide. This
  Certificate is the only certificate program in Destination Management that has been TedQual
  certified. The TedQual Certification System is quality Assurance system for tourism education,
  training and research programs. As such all TedQual certified programs have passed through
  rigorous testing, performed by an independent certifying institution, in order to ensure that
  they meet the high standards required by the WTO .

  Destination Management courses are designed for tourism destination managers & marketers,
  hotel developers, tour operators, business owners, government officials and others concerned
  with enhancing the long-term sustainability and competitiveness of tourism destinations.
  Through the use of expert analysis, tools, best practices, benchmarks and case studies. Emphasis
  in this program would be placed on minimizing the negative impacts of tourism and preserving
  cultural and natural resources, while optimizing tourism’s overall contribution to economic
  development in host communities.
 Program Agenda

  1. Tourism Destination Policy & Planning Strategies
     Saturday, January 9th, 2010
     Instructor: Dr. Donald Hawkins

  2. Destination Management Companies
     Sunday, January 10th, 2010
     Instructor: Mr. Randall Durband

  3. Tourism Destination Market Positioning & Branding Strategies
     Saturday, January 16th, 2010
     Instructor: Dr. Philippe Duverger

  4. E-marketing and Internet Applications for Tourism
      Sunday January 17th, 2010
     Instructor: Dr. Philippe Duverger

  5. Ecotourism, Protected Areas and Community Involvement
      Saturday January 23rd, 2010
     Instructor: Dr. Crist Inman

  6. Quality Customer Service for the Tourism & Hospitality Industry
     Sunday, January 24th, 2010
     Instructor: Dr. Crist Inman

  Full day, from 09:00 am – 05:00 pm

  Grand Hyatt Amman Hotel

  Very limited, first come, first served.

  Fees Per-Course:
  -   JITOA Members 200 JOD
  -   Non-JITOA Members 250 JOD
 Courses Description
1. Tourism Destination Policy & Planning Strategies

   This course looks at how to assess tourism’s potential, and how to measure the potential costs
   and benefits of tourism at the destination level. It examines how destinations have improved
   competitiveness by creating environmentally and socially friendly tourism products and services.
   The course emphasizes establishing policies and management plans to identify and reduce
   negative impacts created by tourism facilities and services, and looks at how to create public-
   private sector management systems with broad stakeholder support. Participants will learn how

      Initiate a tourism assessment process focused on visioning, goal setting and effective
       resource utilization
      Formulate, integrate and coordinate sustainable tourism policies for the public and private
       sector at the local, national and multilateral levels
      Develop a visitor experience management approach to audit a destination’s performance and
       to undertake remedial actions through a multi-stakeholder engagement and involvement
      Design a Tourism Management Information System to collect statistics and other data
       needed to assess visitor profiles/spending patterns, resident attitudes, supply
       inventory/performance (hotels, tour operators, attractions, etc.), social,
       economic/environmental impacts, and safety/security
      Utilize clusters, networks and value chains to enhance a destination’s competitiveness
      Establish a workforce development process linking industry labor requirements with
       vocational and higher education training resources
      Formulate an investment promotion and business development program to support tourism
      Build a systematic framework for public and private sector partnerships at the local, regional
       and national levels

2. Destination Management Companies

   This course covers all aspects of the destination management profession and aims at helping both first-
   time destination management consultants as well as the experienced professional. This course is
   designed to provide students with the tools to:

      Identify services destination management companies (DMC) offer to their clients
      Understand the nuts and bolts of all services DMC offer
      Utilize the necessary skills to support the production of a successful meeting, event or conference
3. Tourism Destination Market Positioning & Branding Strategies

   This course offers a practical, intensive, idea-packed approach to positioning and branding
   tourism destinations. According to the UNWTO White Paper (2005), “global destination brands
   and the life-enhancing ingredients of the travel experience are among key forces identified as
   major changes in the world economy and society affecting tourism”. Indeed, the tourism market
   has seen a radical change in demand for the simply Sea, Sand and Sun products to demand for a
   unique, high-value visitor experience. In fact, visitors have become more demanding in terms of
   experience, quality, and price.

   As a response, tourism destinations seek to differentiate themselves from other destinations by
   using effective positioning and branding strategies to communicate positive images to
   consumers. Strong country and city brands attract investment, manufacturing, political influence,
   tourism, world class events, talent and even aid. Many places spend significantly on advertising
   and media to enhance their potential in the world, but they can greatly benefit from marketing
   thinking that helps to uncover their best strengths and successfully transform their image.
   Countries, regions and cities need to compete in the global market by building their brands.
   Participants will learn how to:

      Use research to position a destination to reach targeted market segments in the highly
       competitive international marketplace
      Understand the relationships between a destination’s positioning and branding strategy and
       its ongoing marketing program
      Develop a destination brand research program—visitor imagery, profiles and information
      Understand the basic concept and components of a brand promise
      Create a brand blueprint and management approach
      Live the brand promise through stakeholder collateralization and partnerships
      Use marketing mix, cooperative marketing and E-Marketing systems to leverage the
       destination brand
      Employ benchmarking techniques to learn from successful destination branding or re-
       branding cases

4. E-marketing and Internet Applications for Tourism

   Business today is inextricably linked with technology. The Internet has rapidly become an
   essential tool for conducting business. Social media, e-marketing and the internet have become
   primary sources of revenue for many tourism businesses. Companies that exist only in
   cyberspace are emerging every day.

   Businesses must continue to refine how they use the internet to deliver and promote their
   products. E-marketing differs greatly from traditional forms of marketing. In order to launch a
   successful online marketing program, your organization must have an overall web strategy.
  At the end of this course, participants will have the skills necessary for creating an effective
  online marketing strategy. The course begins by examining e-marketing, the advantages of web
  marketing, social media and the characteristics of a successful online marketing strategy. You
  will learn how to:

     Examine ROI (return on investment)
     Use the Internet for advertising and public relations
     Attract new business using e-marketing
     Understand social media opportunities and develop a strategy appropriate for your organization
     Evaluate e-marketing tools and measure their performance

5. Ecotourism, Protected Areas and Community Involvement

  This course provides the tools needed by tourism planners, conservationists, businesses and
  communities to work together to develop ecotourism plans and products that will attract and
  accommodate the ecotourist while conserving natural resources and benefiting local people.
  Designed to help you understand the unique structure of the ecotourism industry, the course
  provides the most recent information on ecotourism management approaches involving
  protected area managers working with the private sector to deliver quality visitor services.

  New forms of tourism --such as ecotourism, --can offer valued experiences to the traveler while
  providing a sustainable economic base and protecting the natural and cultural resources.
  Participants will learn how to:

     Understand the basic elements of ecotourism, the market and market trends
     Formulate ecotourism policies and strategies
     Design an environmental interpretation program
     Develop ecotourism standards
     Conduct comparative advantage exercises-- identify competitors, determine distinctive
      competencies, design routes, itineraries, events, and special interest potential
     Analyze and address the special needs of protected area managers and local communities to assess
      and improve the performance of ecotourism at the protected area site level, using a checklist
      developed by The Nature Conservancy.
     Measure and evaluate visitation impacts
     Develop trip circuits, travel packages and tour products that are safe and offer a wide variety of
      experiences offered through tour operators, destination management companies, the internet and
      other market access resources
6. Quality Customer Service for the Tourism & Hospitality Industry

   Knowledgeable travelers are demanding the best quality the tourism industry can provide. A
   competitive hospitality or tourism organization or business requires employees who (a) are
   committed to exceeding industry standards for quality service, (b) can perform effectively in a
   multicultural environment, and (c) can contribute creatively to addressing service challenges in
   the workplace. Consistent, predictable service quality translates into customer satisfaction and
   increased revenues from positive referrals to potential customers and repeat visits. Quality
   service training can also heighten employee satisfaction and positively influence employee

   This will provide organizations, large and small, with a framework for providing world-class
   customer satisfaction. It will provide managers and supervisors with the tools and techniques
   required to achieve total customer satisfaction based on the study of exceptional companies in
   the US, Europe and Asia that are recognized for their innovative approaches to satisfying
   customers. This course is designed for managers, supervisors and vocational education/higher
   education instructors who would be in a position to train regular and temporary staff.
   Participants will learn how to:

      Understand the correlation between customer satisfaction and financial performance
      Identify customer expectations and preferences
      Integrate customer and employee feedback into customer satisfaction processes
      Develop service recovery mechanisms
      Calculate the cost of quality
      Apply benchmarking processes
      Achieve customer satisfaction through employee motivation and systems strategies
      Design effective customer loyalty programs in order to implement a world-class satisfaction
 Trainers’ bio-data

  Dr. Donald Hawkins
  At the George Washington University School of Business in Washington, D.C., U.S.A., Dr.
  Hawkins is engaged in tourism and hospitality management education and conducts
  policy-related research. He was appointed as the Dwight D. Eisenhower Professor of
  Tourism Policy (an endowed chair) in 1994. He serves as Chairman of Solimar
  International-an international tourism development firm with offices in North America,
  Europe, Asia Pacific, Africa and Latin America.

  In 2003, he received the first United Nations World Tourism Organization (UNWTO)
  Ulysses Prize for individual accomplishments in the creation and dissemination of
  knowledge in the area of tourism policy and strategic management. He coordinated the UNWTO Tourism
  Policy Forum focused on using tourism as a development assistance strategy, conducted at GW, October 18-
  20, 2004. He received the UNWTO Themis Foundation Science Fellow Award, in April, 2005 in Andorra. He is
  currently engaged in sustainable tourism activities, including policy development and strategic planning, in
  the Dominican Republic, Montenegro, Jordan, Sri Lanka, Bulgaria, Portugal, Spain, Tanzania, Uganda,
  Ethiopia, Canada and the United States.

  Randall Durband
  Randy Durband has held senior leadership positions at some of the finest
  U.S. tour operators, having served as President for Travcoa, INTRAV, and
  Clipper Cruise Lines, and Executive President of Tauck World Discovery.

  During his two decade career at Tauck World Discovery, Randy played a
  variety of roles for the award-winning and industry leading company during
  its period of worldwide expansion. Beginning as a Tour Director, he soon
  became the Manager of the Tour Directors, continued as Vice President in
  the mid-'90s and led many departments and initiatives - including Yield Management, Guest Relations,
  eBusiness development, Strategic Planning, Market and Product Development, Brand Management, and
  more -- culminating in a seat next to Robin Tauck in a three-person Executive Committee. First Choice
  Holidays, now TUI Travel, hired Randy to serve as President of INTRAV and Clipper Cruise Lines. From there
  he moved to the helm of Travcoa, a leader in premium luxury travel worldwide. In those positions he led the
  strategic direction of each company and took a lead role in enhancing profitability through the consolidation
  of many business functions with a number of TUI Travel brands. He was also engaged in TUI Travel’s
  Sustainable Development work.

  In September 2009 he joined Robin Tauck & Partners as a Senior Partner in supporting sustainable global
  travel, combining his personal passion in sustainability with his deep knowledge of the packaged travel
  business and broad knowledge and network in international destinations.

  Randy has served on many travel industry boards and working groups throughout his career, and
  currently serves on the boards of Sustainable Travel International (STI) and Global Exchange.
Dr. Philippe Duverger
Dr. Duverger is an Assistant Professor of Marketing at Towson University. His
research focuses on service innovation and the impact of user communities on
market orientation. Dr. Duverger has presented his research at several academic
conferences both nationally and internationally.

 Dr. Duverger also has extensive private sector experience, having held high level
positions in the service sector such as Vice-President of Sales and Marketing for high-
tech Startup Company and President of Green mart Enterprises, a company
specializing in hospitality concepts, from inspection to implementation including
service blue prints, standards, measurements, training and development. Dr.
Duverger has been a General Manager at large hotels and has been responsible for
opening new units in several countries.

Dr. Duverger is a certified Hotel Administrator (C.H.A.) from the American Hotel and Lodging Association and
he holds a hotel management degree from the Bordeaux School of Hotel Management, an MBA from
Athabasca University and a Ph.D from the George Washington University.

Dr. Crist Inman
Crist began his hospitality industry career in restaurant and hotel operations,
culminating in two years with Restaurant Guy Savoy (1981-1983). He then joined
Latham International in New York City as an organizational development consultant
focused on hospitality industry clients including PepsiCo and Marriott. After several
years with Latham, Crist went on to Cornell University where he completed both an
MBA and a Ph.D. degree, and where he has taught hospitality management and
business courses since 1990.

In 1995, he was invited to lead the Tourism Competitiveness & Sustainable
Development project, based at INCAE in Costa Rica. Early successes led to the
founding of La Paz Group, as destinations outside the region wanted assistance in focusing strategy on the
principles of conservation. Crist allocates 10% of his time each year teaching for Cornell University’s Center
for Sustainable Global Enterprise and lecturing at other universities around the world. He is currently
primarily focused on the expansion of Organikos through product distribution in the USA.
 About JITOA
  The Jordan Inbound Tour Operators Association is a voluntary-membership organization comprised
  of active tour operator members and associate members (including hotels and hotel chains, Event
  Management Companies, NGO’s, Buss Companies, educators, tour guides and others) with an
  interest in improving the quality of the visitor’s experience in Jordan. JITOA and its membership are
  actively committed to raising the standards of the industry as a whole through the spread of Codes
  of Conduct, a Code of Ethics and by providing continuing education and advocacy support to the

  Contact details:

  Mohammad Sbaih

  Education & Training Coordinator
  Jordan Inbound Tour Operators Association (JITOA)

  Tel: 962 6 5538597
  Cell: 962 78 8385610
  Fax: 962 6 5528598

  P. O. Box: 3165 Amman, 11181 Jordan
          Tourism Destination Management
                           Certificate Program
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