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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
0

 
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)
Jo
Wn
9
M.
NO
Munro
"
Vice President, Academic
Attachment
I.

 
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
r]
0
IN

 
PROPOSAL
FOR A CENTRE FOR TOURISM POLICY AND RESEARCH
?
(CTPR)
.
S
January 15, 1994
0

 
2
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.
?
0
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
?
0
q

 
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
40
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
a
,

 
4
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.
?
0
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.
?
0
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)
?
Geography, SFU
Dr. Chad Day
?
Dr. Tom Gunton,
REM ?
REM
Dr. Pamela Wright,
?
Jo Lynne Hoegg
• ?
REM, SFU
?
Dean, Cont. Stud.
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

 
6
complement and support the School of Resource and Environmental Management's
existing academic initiatives in tourism management.
?
0
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
?
is
on

 
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. ?
V
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
5%
of the
province's GPP. On average, B.C. tourism revenues have grown at a rate of
approximately
5%
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
40
?
international visitors in the West Coast regions of the U. S.;

 
*B
.
C
.
I
s North American proximity to the fastest growing economic and travel
region in the world- the Asian-Pacific region;
?
0
*
B.C.'s
rapidly expanding domestic population, characterized by the highest
growth rates in Canada;
*B
.
C
.
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)
S
I0.

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