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Executive Development Programmes17Innovative Winter SchoolIn January and early February the SHTM hosted thefifth Hong Kong Winter School, an elite ExecutiveTraining Programme designed to enhance the skills andstrategic development of senior hotel managers inHong Kong.Run jointly by the SHTM and the Hong Kong HotelsAssociation between 29 January and 3 February, thislearning opportunity came at a pertinent time forhospitality educators and industry professionals giventhe intense competition, increasing costs and labourshortages facing the sector.Around one hundred executives from the tourism andhospitality sector attended the week-long programme,which featured a series of three workshops, eachspanning two days. The workshops were especiallythought provoking this year because they were jointlyconducted by academics and industry notables.“By partnering an academic with a hotel industryexecutive to talk about specific subjects, we aimed tostimulate more discussion and involve participants in aninteractive experience,” says Tony Tse, the SHTM’sProgramme Director (Industry Partnerships). Theworkshops focused on strategic marketingmanagement, strategic financial management andstrategic human resources management.Professor Cathy Hsu and Jeffrey Flowers, President ofMarco Polo Hotels, led the strategic marketingmanagement workshop, which provided executiveswith an overview of services marketing, examining howhotels can create and sustain customer value throughParticipants and presentersof the 5th Hong KongWinter Schoolthe use of market analysis, product positioning,branding and communications. Success stories, bestbranding practices and useful market researchtechniques were shared.The strategic financial management workshop,conducted by Assistant Professor Prakash Chathothand Tim Cheung, the Ritz-Carlton’s Director ofFinance, equipped hospitality managers with theessential tools needed for managing their businessesthrough adding value in the face of increasingcompetition. Cash flow analyses, financial andoperational leverage, the capital structure of the firmand capital budgeting were amongst the manyimportant topics covered in lectures, group projectsand presentations.The Winter School closed with a workshop on strategichuman resources management, led by AssistantProfessor Simon Wong and James Lu, ExecutiveDirector of the Hong Kong Hotels Association.Conducted in two parts, participants first learnedabout their individual characteristics, includingstrengths and weaknesses, through the Myers-BriggsType Indicator. Dr Wong illustrated how individualpreferences in thinking style and behaviour could beused to create team synergy. Mr Lu then discussed thelatest happenings in human resources managementand highlighted what HR professionals in thehospitality industry need to be aware of when hiring.The sixth Hong Kong Winter School, to be held nextyear, will continue the trend of innovative ExecutiveEducation Programmes hosted by the SHTM.School of Hotel and Tourism Management
18SHTM NewsIn BriefHCIMA AccreditationRenewedThe Hotel and CateringInternational ManagementAssociation (HCIMA) has renewedits accreditation of the SHTM’sundergraduate programmes in hotelmanagement. HCIMA ChiefExecutive Philippe Rositter presentedthe accreditation certificate to SHTMDirector, Professor Kaye Chon,during the opening ceremony of thethird China Tourism Forum lastDecember.Professor Chon says that “the reaccreditationdemonstrated theSHTM’s adherence to quality inprogramme management,excellence in teaching andacademic rigour.”The accreditation report analysedevery aspect of the SHTM’soperations, from course structure,work placements and teachingmode to assessment strategies,delivering a stellar appraisal of theBachelor of Science (Honours) inHotel Management and HigherDiploma in Hotel Managementprogrammes.Forum on Tourism DemandOn 23 November Professor HaiyanSong presented a forum at PolyU’sPublic Policy Research Institute(PPRI) on the development of atourism demand forecasting systemfor Hong Kong. The well-attendedevent attracted industryrepresentatives and governmentofficials from the HongKong Tourism Boardand the Census andStatistics Department.Professor Songupdated the audienceon the three-yearproject he isconducting incollaboration withProfessor Kaye Chon, Dr KevinWong, and Visiting ProfessorsStephen Witt and Gang Li. Theproject is developing an automatedmodelling and forecasting systemto help Hong Kong formulate andimplement suitable medium- tolong-term tourism strategies. Thesystem will be able to accuratelyforecast tourist arrivals from tenmajor markets and forecast touristexpenditure, demand for hotelnights and outbound departures tovarious destinations.“This system will be useful for policymakers in terms of forecasting futuredemand for tourism,” says ProfessorSong.Once the project is completed in2008, a dedicated website will becreated to host the forecastingmodel, with detailed quarterlyupdates available to subscribers.Basic information on tourismdemand will be available tomembers of the public.CNTA DelegationOrganised by the China NationalTourism Association, 31provincial tourism directors frommainland China joined an SHTMExecutive Development Programmeon 18-19 November 2006. Theprogramme included fourinformative and lively seminarsessions: “Tourism Strategy andThe CNTA delegates after the ExecutiveDevelopment ProgrammeManagement” by Mr PeterSemone, former Vice-President ofthe Pacific Asia Travel Association(PATA), “Service QualityManagement” by Professor KayChon, “Competitiveness andForecasting in Tourism” byProfessor Haiyan Song and “CaseStudies of Event Management” byMr Tony Tse.Japanese Students VisitA group of 60 students from theTravel Journal Hospitality andTourism College in Tokyo visitedthe SHTM on 7 November 2006.The visit was arranged by the HongKong Tourism Board, with the groupmeeting 15 SHTM StudentAssociation representatives for lunchand a lively discussion. They werethen shown around the PolyUcampus, including the Che-woo LuiHotel and Tourism Resource Centre.The Japanese students with theirSHTMA counterparts andrepresentatives of the Hong KongTourism BoardHORIZONS
Page 2: 1Over 45 academic staff members fro
Page 5 and 6: 4MilestoneDr Lui’s donation to th
Page 7 and 8: 6Third China Tourism ForumOn stage
Page 9 and 10: 8Teaching Excellence Award 2006Mult
Page 11 and 12: 10Mainland Programmesgive insights
Page 13 and 14: Seminar onChina Hotel & TourismNew
Page 15 and 16: 142006 GraduatesMSc/PgD in Hotel an
Page 17: 16Student SuccessStudents Cook Smar
Page 21 and 22: 20SHTM NewsNew ArrivalsDr Jinsoo Le
Page 23 and 24: 22Professor for a DaySpeaker Title
Page 25 and 26: 24Learning Experiencesthe Bahamas.
Page 27 and 28: 26Student ExchangeThe hardest adjus
Page 29 and 30: 28Elite of the EliteHighest Achieve
Page 31 and 32: 30Alumni AssociationAlumniAssociati
Page 33 and 34: 32Students’ AssociationInstilling

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