Print Edition February 13, 2004

 

UH travel school plans to reinvent itself

By Prabha Natarajan
Pacific Business News

The School of Travel Industry Management at the University of Hawai‘i will invigorate its curriculum, expand research and outreach efforts and provide new revenue-generating services to industry stakeholders as part of its new strategic plan.

The plan takes effect immediately and was developed after consultation with the industry since the appointment of the new dean, Walter Jamieson, last year. The school has identified three primary growth areas – knowledge management, service to university and community, and fund and project development.

Much of the program expansion will be funded with existing money and fundraising through more aggressive local and international campaigns.

“We are not starting from zero,” Jamieson said. “But we need to repackage and add in pieces that we don’t have.”

One of the first pieces to be repackaged is the curriculum that will focus on resort management and sustainable development. The change reflects the growing popularity of time-shares and large-scale resorts in Hawai‘i and the need for a workforce to cater to this market. The school is in the process of adding two new hires to its current faculty base of 12.

The faculty have been asked to concentrate on developing research and consultancy work. A team, called the professional development and consulting group, was created within the school to work on tourism issues in Hawai‘i and Asia-Pacific region. George Ikeda, TIM faculty member, heads the group.

“There’s increased demand for our expertise in a number of areas – to train, consult and help develop projects,” Jamieson said. “Ultimately, we see the group as a profit center with a steady cash flow paying for its expenses and helping the school.”

The school will use its 24 graduate students in the research work as well, adding staff on a project-by-project basis. The school has $1.47 million from the state.

“Cutbacks allow us to respond to the needs out there; though it limits the opportunity for the faculty to be involved in research,” Jamieson said.

The school wants to open a Center for Hospitality and Tourism Research and Studies, which would be a one-stop shop for all research and data on state tourism. The proposal needs to get the approval of the university board. A cost estimate is yet to be finalized, Jamieson said.

Apart from this, the school is looking at making itself more accessible to the community. It will open offices in Asia and one in Waikiki.

The school, because of its tight budget, will partner with representatives and alumni in Asia to promote the school at trade shows and events.

“We will be virtual in Asia in the sense that we will have no bricks-and-mortar offices,” Jamieson said. “Our representatives will scout for opportunities and work on a project basis.”

The school also is establishing ties with travel and hospitality schools in the region. The TIM school hopes such tie-ups will held in securing consultancy and project work. At the end of 2003, the TIM school signed an agreement with the College of Tourism at Rikkyo University, Japan, and the School of Hotel and Tourism Management at The Hong Kong Polytechnic University in Hong Kong. The alliances broaden the school’s scope for research projects.

The school also plans to turn a vacant storefront in Waikiki into an accessible location for tourists and community within the next six months.

“We want to indicate clearly that we are reaching out and we are a part of Hawai‘i’s tourism milieu,” Jamieson said. The plan is to host lectures/discussions, put out literature on the school and host tourism-related exhibits. The rental cost is to be borne by industry partners in the area and students will staff the office.

But the school had to finalize its strategic plan before it solicited for funds. Possible contributors could range from corporations and foundations with an interest in Hawai‘i and Asia. One of the pitches will be that tourism holds the economic potential to increase quality of life in the developing world.

“With the new direction, the school will end up being a much improved and focused organization,” said Marsha Weinert, State tourism liaison and part of the school’s strategic planning process.