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S-94-28

• ?

SIMON FRASER UNIVERSITY

Office of

the Vice-President, Academic

MEMORANDUM

To: ?

Senate

From:

J.M. Munro, Chair, Senate Committee on Academic Planning

Subject: ?

Centre for Tourism Policy and Research

Date:

March 14, 1994

Action undertaken at the meeting of the Senate Committee on Academic Planning on

March 9, 1994 gives rise to the following motion:

•

Motion:

"That Senate approve and recommend to the Board of Governors

as set forth in S.94 - 28 , formal approval of the Centre for Tourism

Policy and Research under Policy R 40.01."

L,LuMAo

SCAP 94 - 15

• ?

SIMON FRASER UNIVERSITY

MEMORANDUM

OFFICE OF VICE PRESIDENT, RESEARCH

TO: Alison Watt

FROM:

Bruce P. Clayman

Secretary, Senate Committee

Vice President, Research

on Academic Planning (SCAP)

(Acting)

SUBJECT: Centre for Tourism Policy

DATE: February 25,1994

and Research

I attach a proposal from Ron Marteniuk, Dean, Faculty of Applied Sciences for the

formation of the Centre for Tourism Policy and Research. My 1993 review of Centres

and Institutes revealed the fact that this Centre has never received formal approval

under Policy R40.01 which governs

all

Centres and Institutes

The Governing Committee for Centres and Institutes recommends that the Centre be

granted approval by SCAP at its next meeting. Once approved by SCAP, the proposal

is to be forwarded to the next meeting of Senate, followed by submission to the Board

of Governors.

Governing Committee:

Bruce P. Clayman

Vice President, Research

(Acting)

Munro

Vice President, Academic

Attachment

MEMORANDUM

SIMON FRASER UNIVERSITY

FACULTY OF APPLIED SCIENCES

DATE:

February 18, 1994

TO:

Bruce Clayman, Vice-President Research, and

Jock Munro, Vice-President Academic

University's Governing Committee for Centres

FROM:

Ron Marteniuk, Dean, Faculty of Applied Sciences

R E:

Proposal to Officially Establish the Centre for Tourism Policy and Research

Please find attached a proposal to officially establish the Centre for Tourism Policy and Research. I

fully support this proposal and recommend it to you.

Ron Marteniuk, Dean

Faculty of Applied Sciences

RMJIc

Enclosure

cc: C. Day, Director, School of Resource and Environmental Management

T. Calvert, Director, Research and Computing, Faculty of Applied Sciences

J. Pierce, Chair, Department of Geography

E. Alderson, Dean, Faculty of Arts

Charter Members: P. Williams, School of Resource and Environmental Management

C. Day, School of Resource and Environmental Management

T. Gunton, School of Resource and Environmental Management

P. Wright, School of Resource and Environmental Management

A. Gill, Department of Geography

J.L. Hoegg, Dean, Continuing Studies

THE

PROPOSAL

FOR A CENTRE FOR TOURISM POLICY AND RESEARCH

(CTPR)

January 15, 1994

PROPOSAL FOR A CENTRE FOR TOURISM POLICY AND RESEARCH

(CTPR)

1.0 Executive Summary

The proposed Centre will stimulate, encourage, and enhance tourism education and

research, by providing a focus and resource base, for collaborative and multidisciplinary

initiatives which promote excellence in the management of tourism development.

The CTPR will be a schedule A centre. The administrative officer will be the Dean of

Applied Sciences.

The Director of the CTPR, nominated, elected, and recommended by members of the

CTPR, through the Dean of Applied Sciences, will be a full-time employee of Simon

Fraser University, appointed by the President, upon recommendation of the Governing

Committees for Centres. The term of the Director shall be for five

(5)

years, renewable.

The Director shall submit an annual report on all CTPR activities, and a financial

statement showing all revenues and expenditures for the twelve(12) months ending March

31 of each year, no later than June 30 of each year.

CTPR will act in accordance with all university policies, and in a manner consistent with

the goals and objectives of Simon University.

Membership shall be by application to the Director, and a majority vote of the

membership, subject to appeal (for Simon Fraser University personnel only)

to the Administrative Officer, whose decision shall be final.

Membership shall be for a five

(5)

year term, renewable at the discretion of the Director,

subject to appeal (for Simon Fraser University personnel only) to the Administrative

Officer, whose decision shall be final.

An Advisory Board representing a cross section of individuals from university

administration, research, industry, government, and appropriate interest groups, will be

assembled to provide guidance to CTPR.

2.0 Introduction

Changing demographics, lifestyles, technologies and atttudés are constantly redefining

the global tourism marketplace. With these shifts have come ever increasing tourism

demands on natural and cultural resources, as well as regions, communities and

businesses. Many of these transformations represent distinct opportunities for tourism

destinations that are proactive rather than reactive in their planning practices. In this

challenging environment, more must be done to enhance the managerial capabilities of

professionals either currently working or in the process of developing careers in the

tourism industry; as well as those influencing its development. More must be done to

encourage the development of information, skills and practices which encourage

sustainable and competitive forms of tourism development. The Centre for Tourism Policy

and Research is proposed herein, with these concerns in mind.

2.1 Objectives

Consistent with the goals and objectives of Simon Fraser University, and the School of

Resource and Environmental Management (REM), The Centre For Tourism Policy and

Research will provide leadership in developing and delivering research and education

which encourages excellence in the management of tourism.

In its leadership role, the CTPR's specific objectives are as follows:

2.1.1. To stimulate, encourage and enhance tourism research which focuses on policy,

planning, development, and management practices designed to support the effective and

sustainable use of natural and cultural resources, by providing a focus and resource base

for such collaborative and multi-disciplinary research.

2.1.2 To promote the development of future management and research personnel with

expertise in tourism by encouraging the creation and delivery of graduate level studies and

professionally focused education programs with a distinctly integrated resource and

business management orientation, prepared in conjunction with appropriate departments at

Simon Fraser University.

2.1.3. To facilitate the distribution and effective transfer of leading edge policy, planning

and management information to the broader community through the development and

delivery of tourism, presentations, seminars, workshops, conferences, publications, and

other related contract services.

3.0 Terms Of Reference And Membership

3.1. Administrative Officer

Under Simon Fraser University policy for Centres and Institutes, CTPR will be a Schedule

A centre with the Dean of Applied Sciences as the Administrative Officer.

3.2.

Director

The Director will be a full-time employee of Simon Fraser University, recommended by

the Administrative Officer. The Dean of Applied Sciences will use Simon Fraser

University policy A13.01 as a guide in identifying a person to be recommended as

Director. The principle in appointing a Director will be that the recommended person will

be nominated and elected by members of the Centre, through the Dean of Applied

Sciences, to the governing Committee for Centres. The Director's term will be five years,

renewable.

The Director will approve all contracts to be undertaken in the name of the Centre, in

conjunction with the Administrative officer.

The Director will submit an annual report on CTPR activities, including a financial

statement, to the Administrative Officer for the 12 months ending March 31, no later than

June 30.

At least twice a year, the Director will call a meeting of the membership to discuss policy

and direction of the Centre, and any other

concerns

of general import.

3.3 Members

Membership shall be by application to the Director, and a majority vote of the

membership, subject to the appeal (for Simon Fraser university personnel only) to the

Administrative Officer, whose decision shall be final.

Membership shall be for a five year term, renewable at the discretion of the Director.

The Centre shall encourage the widest possible membership of qualified researchers, to

promote the goals of the Centre, and to encourage the cross-fertilization of ideas.

Any member may withdraw from the Centre by delivering a written letter of resignation to

the Director of the Centre.

3.4 Advisory Board

The members of the Advisory Board will represent a cross-section of university

administration, research, industry, and government personnel assembled to provide

guidance to the Centre.

The primary task of the Advisory Board will be to help the Centre grow in scope and

activity while remaining committed to its mission.

All Advisory Board meetings shall be open, and Centre members are encouraged to

attend.

Advisory Board members shall consist of: the Administrative Officer, the Centre Director,

the Director of REM, two corporate members, one provincial government representative,

and one federal government representative, and such others as may be deemed capable of

making an exceptional contribution to the activities of the Board.

. ?

Invitations for membership will be issued at the sole discretion of the Centre Director,

except for those positions designated for Simon Fraser personnel.

Membership will be for a three year renewable term, except for designated personnel.

The Advisory Board will bear no legal responsibility for the actions of the Centre, and will

exercise no direct control over the actions of the Director, Centre members, or staff.

3.5 Membership

The charter members of the CTPR are listed below. Expansion of the membership

through joint research and program delivery with colleagues within Simon Fraser

University and other academic and corporate research organizations will be a high priority.

Dr. Peter W. Williams,

Dr. Alison Gill,

Resource and Environmental Management (REM)

3.6 Affiliations

Since multi-disciplinary tourism research and education which addresses the needs of the

tourism industry is an underlying operating premise of the CTPR, affiliations with other

industrial and government institutions and organizations will be sought, particularly where

such linkages will encourage exceptional research and education.

4.0 The Environment

The CTPR will operate within an environment of growth, challenge and opportunity.

B.C.'s economy has traditionally been resource-based. Over the past two decades

however, the service sector has emerged as the province's leading generator of

employment and business opportunity. Because of this shift in the economic base, the

province is experiencing a period of transition particularly with respect to the use of

natural resources. Because tourism operates as both a service and resource industry it is

expected that its future development opportunities will expand rapidly.

However for these opportunities to be successfully realized, a number of challenges must

be addressed. Addressing challenges such as these will be the focus of applied research

and professional development programming in the CTPR. The Centre will also serve to

complement and support the School of Resource and Environmental Management's

existing academic initiatives in tourism management.

4.1 Providing Strategic Marketing Information

Consumers have become more discriminating and specialized in their travel preferences.

They are also using more sophisticated technologies to help them make their travel

destination decisions. To be competitive in the global marketplace, suppliers of B.C.'s

tourism products and services will need accurate, and relevant information about markets

and marketing channels in order to position their offerings effectively. The CTPR will

develop research methodologies and conduct primary and secondary investigations

concerning domestic and international tourism market segments particularly suited to the

natural and cultural assets found in B.C. and western Canada.

4.2 Improving The Product

In the past, B.C.'s tourism industry catered primarily to traveling families. Now there are

many special interest groups such as seniors, river rafters, ecotourists, skiers, cultural

sightseers etc. all with different needs and interests. This has created a demand for a more

diversified range of tourism products. The CTPR will conduct research and education

programs which encourages the development of new tourism products in B.C. and

Western Canada which match the needs of tomorrow's travelers and which respect the

integrity of the region's natural and cultural environments.

4.3 Encouraging Sustainability

In order to remain a preferred destination, B.C. must deliver on its "Super, Natural

Promise". Its future depends on the well-being and availability of high quality natural

resources, scenic coastlines, pristine wilderness areas, unspoiled rivers, and healthy fish

and wildlife populations. Tourism suppliers share B.C.'s natural resources with other

industries, and yet have little input into the development of provincial resource policy,

planning, and management processes. There is a clear need to ensure that government

decision making with respect to resource use take into account tourism interests as well

as those of other economic and community stakeholders. There is also a need to

encourage tourism suppliers to operate in as environmentally friendly a manner as is

possible. Through its research and education activities, the CTPR will encourage the

development of policy, planning and management tools which will support the

development of sustainable forms of tourism, and a more coordinated approach to tourism

resource planning and management..

4.4 Incorporating Community Support

Community and cultural values are playing an ever increasing role in the political and

economic decision making-making of B.C. and other regions of Western Canada. An

increasing number of communities are considering tourism and culture as a means of

promoting economic renewal and diversification. Since communities act as hosts for most

tourists, it is tremendously important that resident needs and values be respected and

balanced with those of the visitor and tourism industry. The CTPR will conduct research,

workshops and seminars programs designed to provide the various stakeholders with

tangible tools suited to stimulating and managing tourism growth in effective ways.

4.5 Developing Human Resources

Because tourism is a labor intensive industry, it is dependent on the nature and skills of

those developing and delivering services for visitors. In order to attract and develop a

professional work force for tourism in B.C., there is a need to provide academic

education and focused professional development opportunities for those wishing to

expand their management capabilities. Currently, graduate level training opportunities in

the field of tourism are limited in both number and scope. No program in western Canada

exists which focuses on integrating natural resource and business management dimensions

of tourism. Given the close linkage between these specific areas of management within

B.C.'s tourism industry, it is critical that new professionals in this area of practice be

developed. The CTPR will lead the country in developing people with these capabilities

through its integrated initiatives with REM, other departments at SFU, as well as in other

B.C. institutions. ?

5.0 The Market

Over the past four decades, international tourism has grown rapidly. Its growth has been

fueled primarily by increases in disposable income, more accessible and inexpensive travel

technologies, and improved communication systems making tourists more informed and

demanding travelers. World-wide tourist visits totaled

450

million in 1991 and revenues

amounted to over $278 billion US. Analysts suggest that the number of visitors will

continue to grow throughout the 1990's. This will occur at an estimated average rate of

about 4% a year, making tourism one of the largest industries in terms of both revenue

generation and employment in the world by the year 2,000.

British Columbia accounts for approximately 47% of the estimated $8 billion in tourism

revenues generated by Western Canada. (1991) This represents about

of the

province's GPP. On average, B.C. tourism revenues have grown at a rate of

approximately

over the past decade. Globally, tourism revenues have grown at a rate

of about 8% annually over the same period. In comparison, other Canadian provinces

have experienced significant declines in tourism visitors and revenues during recent years,

while British Columbia's tourism appeal has remained relatively strong. The province's

prospects for future growth are bright for a number of reasons. These include.

B.C.'s

proximity to rapidly growing populations of residents and potential

international visitors in the West Coast regions of the U. S.;

s North American proximity to the fastest growing economic and travel

region in the world- the Asian-Pacific region;

B.C.'s

rapidly expanding domestic population, characterized by the highest

growth rates in Canada;

ts fortunate endowment of natural and cultural resources particularly suited

to the rapidly expanding demand for nature-based specialty travel products and

services (e.g. ecotourism, outdoor adventure, cruising, wildlife viewing, guide

outfitting etc.).

The demand for research and education development which will help to support and

manage this type of growth is clear. The CTPR will play a leading role for B.C. in this

regard.

5.1 Employment Opportunities

Tourism is a labor intensive industry. Employment in tourism-related industries exceeds

180,000-

greater than the total employment in agriculture, forestry, fishing, trapping,

mining and related manufacturing in food, wood, and paper products. These jobs range

from entry level jobs to highly skilled management positions. About

12%

of British

Columbians work in the approximately 12,000 B.C. businesses providing tourism goods

and services. By

2001,

employment in the tourism sectors with the highest employment

growth rates (i.e. travel trade, attractions, adventure tourism, outdoor recreation, ) is

expected to rise from nearly

28,000

in 1990, to 41,000. These are sectors of the tourism

economy upon which the CTPR will focus much of its research and education activities.

6.0 Budget

The Centre initially received external finding coming from a Centres for Excellence grant

to cover its initial development. Much of this grant was used to cover capital costs as

well as permanent positions, and on-going operation costs. All subsequent funding from

CTPR, which is incremental to existing levels of support, will be from sources external to

Simon Fraser University: the exception being the normal internal applications for finding

to which all personnel, groups of personnel , and centres/institutes are entitled.

(CTPRprop)

I0.