Executive Development Institute for Tourism

PROGRAM OBJECTIVES​​

  
The TOURISM DESTINATION MARKETING AND PROMOTION focus area provides an overview on destination marketing with a framework to develop a marketing strategy that will help participants build and learn how to create and sustain customer and stakeholder value for their destination.

 Learning objectives:
  • Understand current and anticipate future consumer markets and buying behaviors
  • Capture created value for the marketing organization
  • Structure leadership roles in a fully integrated strategic marketing plan
  • Gain insight on the growth and purpose of sales promotion
  • Learn:
              -The nature of travel distribution channels
              -Current trends in services marketing
              -The newest trends in service marketing and leadership position
              -How to forecast and interpret research on market demand
              -How to use tourism research for planning
              -How participation in joint marketing schemes create synergies

The INNOVATION IN TOURISM PRODUCT DEVELOPMENT AND MANAGEMENT focus area provides an in depth interdisciplinary overview of core, facilitating, and supporting products that satisfy the wants and needs of the consumer.

  Learning objectives:
  • Understand the product lifecycles and sustainable development
  • Study current destination product trends and niche products
  • Consider new product development and market testing options
  • Understand the process of developing, designing and introducing a new product brand
  • Understand how various forms of management and use-risk management practices offer a more sustainable product
  • Learn
               -The process of designing, positioning, and managing the product
               -The process behind product screening
               -How to use tourism management practices to promote community development
               -How to maximize your destination by enhancing your community and physical product

The INTERNATIONAL TOURISM POLICY focus area recognizes the interdependence of policy issues and the need to work collaboratively towards the development of integrated policy initiatives.

 Learning objectives:
  • Gain an understanding of the benefits of policy coordination
  • Learn how tourism policies emerge from within organizations
  • Develop an understanding of the potential gains from integrated policy development
  • Draw on the creativity and expertise of departmental inputs
  • Jointly develop policy with stakeholder and community input

PROGRAM COURSES​​

  
Courses in Tourism Destination Marketing and Promotion
  
Information Technology, Marketing and Tourism
The focus will be on the importance of information technologies to the industry and how they are being put to use in nearly all aspects of the tourism value-chain.  Sessions will include permission marketing and new media technologies and understanding social media metrics, web analytics, and e-commerce in tourism.  Participants will learn about the impact of information, communications, and database technologies on industry distribution channels, electronic commerce and Internet business activities related to travel and tourism.
 
As an integral part of the studies in IT, executives will learn about and participate in an outdoor Geocaching activity to experience a high tech treasure hunting game that combines tourism, technology, geography, environmental responsibility, and destination promotion. Geocaching is one of the newest advances in combing promotion, technology, and travel.

 
Tourism Destination Marketing
The complex and rapidly changing environment of destination marketing will be assessed in order to allow industry partners to ensure that their product and prices are designed to appeal to and reach the rapidly changing needs of the customer. This requires that personnel in the industry stay on top of changes in customer preferences, retail and wholesale levels, technological advances, new competitors, and new emerging partners. In depth discussions on service marketing, integrated branding and communication, lifestyle and customer preferences, and product and price will be incorporated.
 
Tourism Marketing Research
Practical linkages will be made between market research and strategy development to ensure that marketing research plays an appropriate role in tourism and destination management organizations. Low-cost and no-cost marketing research techniques will be examined.
 
Tourism Promotion

An overview of current tourism promotion concepts and practices in the travel industry will be examined focusing on the development of travel marketing strategies including the assessment of the travelers’ needs; designing a product/package to meet those needs; and communicating the availability of the product via advertising, sales promotion, and public relations. Session discussions will be on strategic tourism promotion through stakeholder relations.
  

    

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Courses in Innovation in Tourism Product Development

 
Innovation in Product Development
Participants will explore tourism products that are designed to enhance the visitor experience.  Tourism product discussions will vary and may include adventure, sports, nature-based, and seniors’ tourism.  The role of festivals and events in providing unique tourism experiences will be explored.
 
International Tourism Investment

Participants examine both public and private sector investment with an emphasis on private sector activity.  Topics to be considered include: private sector equity players, investment objectives, barriers to investment, investment incentives, risk factors, and the lenders' perspective.
 
Meetings, Events, Expositions and Conventions

The course will offer a general overview of MEEC and considers DMO services for meetings professionals. Topics include top ten convention cities in the world, new technologies that support meeting networking, best web portals that are used for researching industry information, technology that impacts convention centers, and ways trade fairs and exhibitions vary around the world.
 
Product Channels of Distributions
Travel sales distribution systems have undergone dramatic changes in recent years through electronic global distribution systems and the Internet, which have facilitated direct access to customers. The discussion will focus on these changes as well as assess traditional sales distribution systems.
 
Resort Planning and Development
 The course will offer an in-depth interdisciplinary overview of land use, architectural design, and the development process.  Participants will experience the evolution of resorts and the differences and similarities in approach to design, land engineering, and policy making. Resort planning and development examples and illustrations from Hawai‘i and Asia are used throughout the session. Sessions include challenges and opportunities in the 21st century and a developer’s perspective on the leading tends in resort designing.
 
An afternoon site visit to Ko‘Olina Resort on O‘ahu will enhance the learning experience and showcase a ground breaking resort development model that captures the natural beauty of the location while dealing with environmental challenges.
 
Strategic Tourism Management and Human Resource
Various aspects of strategic management and organizational development together with case studies of both successful and failed companies in the travel industry will be studied. Discussions will include the definition and theory of strategic management, concepts of management, strategic perspectives, organizational culture and values and their application to the travel industry.

 


Courses in International Tourism Policy

 
Cultural and the Social Perspective in Tourism Defined by the Host Culture
This use of key Hawaiian cultural values and practices as a template for studying tourism and culture will examine the current state of culture and tourism in Hawai‘i and explore the significance and importance of developing good governmental policies on cultural values and practices in tourism.


Global Tourism Trends and Leadership in Tourism
 Examine a number of global tourism issues including a brief overview of the present tourism and travel situation, existing and emerging forms of tourism, maintaining and optimizing tourism demand in times of crisis, and safety and security short- to medium-term forecasts and trends.
 
Public Policies for Sustainable Tourism Management
 Concepts and principles of sustainable and responsible tourism including conservation-based activity, specific management concerns, including resource inventory and assessment, determining carrying capacity, certification, site management and the development of visitor plans will be examined.
 
Transportation and Tourism Policy for Airlines and Surface Transportation Systems

 An overview of the key components of travel and tourism industry air and surface transportation systems including discussion of terminal services and interconnecting service modes, assessment of immigration and customs services and the impact of new security measures on surface and air transportation.

PARTIAL LIST OF FACULTY  WHO HAVE TAUGHT IN EDIT

Experienced industry and academic experts conduct the intensive and interactive sessions and are chosen for their excellence in communication skills, strong professional backgrounds and knowledge. EDIT instructors have included:

Caroline Anderson, Tourism Brand Manager, Hawai‘i Tourism Authority, Honolulu, HI, USA

James Brennan, Retired Vice President, Pacific South, United Airlines, Seattle, WA, USA

Tom Bell, Vice President of Operations, Royal Lahaina Resort, Lahaina Maui, HI, USA

Carolyn Cain, Tourism Specialist, International Finance Corporation, Washington D.C., USA

Shari Chang, President, SWC Marketing, Honolulu, HI, USA

Jim Dannemiller, President, SMS Research, Honolulu, HI, USA

Mary Fastenau, President, StarrTech Interactive, Honolulu, HI, USA

Chuck Gee, PhD. (Honorary), Dean Emeritus, University of Hawai‘i at Mānoa, School of Travel Industry Management, Honolulu, HI, USA

Frank Haas, Dean (retired), Kapi‘olani Community College, University of Hawai‘i System, Honolulu, HI, USA
 
Peter Kaanapu, Managing Principal, LATENT S.E.A. LLC., Honolulu, HI, USA

Chris Kam, Director- Market Trends, Hawai‘i Visitor and Conventions Bureau, Honolulu, HI, USA

John Koldowski, Director, Strategic Information Centre, Pacific Asia Travel Association, Thailand

Paul Lawler, Principal, Net Results and Lecturer, University of Hawai‘i at Mānoa, School of Travel Industry Management, Honolulu, HI, USA

Juanita Liu, PhD., Professor, University of Hawai‘i at Mānoa, School of Travel Industry Management, Honolulu, HI, USA


Oliver Martin, Vice President, Insignia Marketing Research Inc, Toronto, CANADA

Elliot Mills, Vice President and General Manager, Aulani, a Disney Resort & Spa, Ewa Beach, HI, USA

Daniel Nahoopii, Chief, Tourism Research Branch, Department of Business, Economic Development & Tourism, Honolulu, HI, USA

Bruce Schneider, Vice President of Operations, Hospitality Services of Outrigger Enterprises Group, Honolulu, HI, USA

Kwanglim Seo PhD., Assistant Professor, University of Hawai‘i at Mānoa, School of Travel Industry Management, Honolulu, HI, USA

Daniel Spencer, PhD., Professor, University of Hawai‘i, School of Travel Industry Management, Honolulu, HI, USA

Michael Story, Tourism Brand and Sports Manager, Hawai‘i Visitor and Conventions Bureau, Honolulu, HI, USA

Michael B. Terry, President, Belt Collins, Ltd., Honolulu, HI, USA

Dan Wacksman, Senior Vice President of Integrated Marketing, Outrigger Hotels and Resort, Honolulu, HI, USA

Andrew Te Whaiti, Managing Director, Department of Discovery, Kapolei, HI, USA

Jason Umino, Former Sr. Digital Strategist and Marketing Analyst, Hawaii Visitors and Convention Bureau, Honolulu, HI, USA

Tony Vericella, President, Island Partners Hawai‘i, Honolulu, HI, USA

Ivan Wen, PhD., Associate Professor, University of Hawai‘i at Mānoa, School of Travel Industry Management, Honolulu, HI, USA

Marsha Wienert, Former Regional Director, Public Relations Starwood Hotels & Resorts, Honolulu, HI, USA
    

EDIT ALUMNIS' SPONSORING ORGANIZATIONS

EDIT alumni are fully engaged in the travel and tourism industry with leadership skills to develop, manage and market a sustainble tourism destination

  
Abu Dhabi Tourism  Authority
Air Transport Logistic Department, Tahiti
Aitken Spence Travels LTD
American Samoa Government
American Samoa Tourism Office
Amideast
Australian Tourist Commission
Australian Tourist Commission, Japan
Australia's Industry World Tourism Wollongong
BAPPEDA Tkt. I Bali
Bikram's Yoga College of India-Headquarters
Canadian Tourism Commission
Ceylon Tourism Board
China Airlines
China International Travel Service
Chulalongkorn University
Chung Hua University
CITS American Express Travel Services Ltd.
College of Hospitality and Tourism Management at Sejong University
Commonwealth Department of Tourism
Cook Islands Tourism Corporation
County of Kauai - Office of Economic Development
Cultural Centre and Marketplace of Fiji
Department of Economic Affairs, Palikir, Pohnpei
Department of Industry, Science and Tourism, Canberra
Department of Tourism, Australia
Department of Tourism, Ulaanbaatar
Deptartment of Tourism Science, Okinawa
Diwan College of Management
Emirates Holidays
Executive Academy International College of International Tourism, Vladivostok Russia
Fiji Islands Visitors Bureau
Gadyah Mada University
Gledswood Homestead
Golden Rock Travel
Grand Metropole Hotel Yangzhou
Guam Tourism Visitors Bureau
Hangzhou Continental Hotel
Hard Rock Treks and Expedition
Hilton International
Hong Kong Tourist Association
Hotel Equatorial Singapore
Hotel Serendib
Hue College of Economics
Ikarus Tours GMBH
India Tourism Development Corporation
Institute of Tourism Education
Intrepid Travel
Island Hopper Vacations Ltd.
Japan Travel Bureau Foundation
Jemby-Rinjah Lodge
Jetwing Hotels Ltd.
Journey Plus
Juulchin Corporation of Mongolia
Juulchin Foreign Tourism Corporation of Mongolia
Korea Tourism Organization
Larnach Castle
Macau Government Tourist Office
Malaysia Tourism Promotion Board
Marianas Visitor Authority
Melanesian Tourist Services PTY LTD
Ministry of Commerce and Tourism, Honiara
Ministry of Culture & Tourism, Honiara
Ministry of Culture, Arts and Tourism Malaysia
Mount Lavinia Hotel
Mount 'N Beach Safaris
National Association of  Travel Agents Singapore
Nepal Tourism Board
Northern Territory Tourist Commission
Office of Tourism and Parks
ORA Resort Co., LTD
Outrigger Hotels and Resorts
Pacific Asia Travel Association - Indonesia Chapter
Pacific Asia Travel Association - Micronesia Chapter
Palau Visitors Authority
Papua New Guinea Tourism Promotion Authority
Patong Beach Hotel
Philippine Convention and Visitors Corporation
Philippine Tourism Authority
PNG Tourism Promotion Authority
Polytechnic University of Philippines
Positively Wellington Tourism
Queensland Tourist and Travel Corporation
Regional and International Hotel
Resort Division, Samsung Everland Inc.
Ritz Carlton (Osaka)
Sabah Tourism Promotion Corp.
Saigontourist Company
Sarawak Tourism Board
School of Tourism and Hotel Management, Griffith University
Scott Wilson (HK) Ltd
SEM Hotel Sofitel Metropole Hanoi
Sheraton Resorts, Denarau Islands
Singapore Tourist Promotion Board
Social Tourism Sec.
Solid Builders, Inc
Solomon Islands Government
Solomon Islands Visitors Bureau
Sri Lankan Airlines
Srinakharinwirot University
Strategic Research Unit
Sun Tours
Sydney Convention and Visitors Bureau
Temasek Polytechnic
The Garden Hotel, Guangzhou
The Imperial Hotels Group
The Queensland Tourist and Travel Organization
The Westin Chosun Seoul Hotel
Tonga Visitors Bureau
Topan Travel Service Corporation
Tourism Authority of Thailand
Tourism Council for the South Pacific
Tourism Division, Ministry of Tourism Malaysia
Tourism Futures
Tourism Industry Association New Zealand
Tourism Malaysia
Tourism New South Wales
Tourism Product Development CO.
​Tourism Research and Development Associates
Tourism Tropical North Queensland
University of Ryukyus
Urbis Limited
Vietnam Airlines
WA Tourism Commission
World Bank
World Trade Investment & Development Corporation Limited
Yap Small Business Development Center
York Hotel Management Services Limited