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Case Study: Education


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Second Pioneer Project: Integrated Environmental Hotel and Tourism Curriculum in Mexico: Implemented at ITESM (Technical Institute of Superior Studies Monterey) for the Hotel and Tourism Study Programs - 9 Semester - at Campus Mazatlan, Sinaloa, Mexico, 1993 - 1994

I. Objectives of second project toward "Education"

1) Hotel and Tourism School Curriculum:

1.1) To implement courses of two related topics: a) Eco Tourism. b) Eco Hotel Management and Marketing. Both courses were based on the dual system: Theoretical and practical formations.

Mix of integrated studies (mix can vary according the particular case study):

Theory: 30 - 40%. Practice: 60 - 70%.

Eco Tourism: 2 semester

Integrated Eco-Hotel Management and Marketing 4 semesters

Both topics should be given, one at the beginning and one at the end of the study program.

1.2) To select case studies of existing "Environmental Problem Solving Cases": Destruction, Energy, Water, and Waste mishandling among other problems.

The case studies should follow a " Problem solving - control system" of: Problem identification. Analysis. Goal Setting. Training. Implementation. Monitoring. and Correcting.

One case study per course: Students active participation in these case studies motivate their interest and their application in the process of studies.

2) Continuous Education Programs for Hotel and Tourism Professionals:

1.) To offer continuous education programs (programas de extension): Action work shops and seminars and conferences on the above mentioned topics. The courses were held at ITESM, Campus Mazatlan and other campuses within the system. And in hotels in Mazatlan.

The methodology: a combination of theory and practice, as that of the integrated school programs.

The programs were structured to the particular needs and interests of groups of professionals: Management, Supervisors, and staff levels.

The programs and/or seminars lasted from 1 day to 6 weeks, including site visits and field analysis ( for programs of more than 1 week).

3) Course Topic: Eco Tourism. (Following only one topic example shall be presented. For each topic a detailed "course outline" was drawn)

General Objectives:

3.1) To introduce the concept of Eco Tourism (Nature and Culture Tourism) viewed from the Hoteliers and Hotels point of view.

3.2) To analyze the destructive impacts toward natural and cultural resources of world famous tourism destinations. The past adverse experiences serve as lessons, which are not to be repeated.

Case studies and analysis of positive tourism developments: Bermuda, Bavaria, and Singapore among others. And negative tourism developments: Costa Brava, Spain and Hurghada, Egypt, among others.

3.3) To develop an awareness of Mexico?s and Mazatlans great and diversified resources of Eco Tourism: Nature, Culture, and History.

3.4) To develop an awareness of "Integrated and Visionary Marketing Strategies"of all the hotels in the region linked with all tourism destinations and attractions in the area as "One Destination". With the participation - joining efforts - of the hotels, service providers, hotel schools and all related businesses and sectors, private and government.

Course References:

Eco Tourism its role in the conservation of the environment. (Eberhardt H. Rues, 1992)

Eco Tourism projects - design and development- for Mazatlan and Mexico. - (Eberhardt H. Rues 1993)

I. Benefits of the second project toward "Education"

1) Environmental Consciousness Raising through the participation of Educational Institutions as in the case of ITESM, Campus Mazatlan, achieved multiple benefits:

2) The practical and theoretical involvement toward environmental preservation of the students at the early stage of their professional career; as well of the industry professionals result in: Greater enthusiasm, better understanding of the real problems and a participative problem solving attitude.
These positive results are basic and vital for the "Continuous Process of Preservation and Education."

3) The "Mazatlan Three Islands - National Reserve Project" the pioneer project of ITESMs Hotel and Tourism students practical on site involvement, in 1993 and 1994. Achieved its primary objectives: The Bird Island (one of the three islands) the local habitat of the: Brown pelicans and pichichin ducks both were species in extinction - was closed to tourists as of mid 1993. After a visit in January 1997 both species have multiplied three fold.

4) Increase in the commitment to "Social Responsibility of all Parties involved": The Educational Institute ITESM, Campus Mazatlan, the students, the professionals of all sectors, private and public.

Any institution, hotel and business who gets involved in the "Universal Responsibility of Preservation" exercises Social Responsibility and consequently increases its "Prestige".

Prestige in all institutions and businesses is a vital part of maintaining a "Leadership Position."

5) Environmental text and guide books (in Spanish) for the hospitality industry in Latin America in the early 1990's strengthened the importance of the industry, because the "Backbone of the Tourism Industry is the Hotel Industry" on one side. And on the other side it raised the awareness of "Participative Planning, Design and Development" of all tourism related businesses of all sectors: private and public is paramount in both educational programs and responsible tourism development.

Eberhardt H. Rues - Founder and President
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