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include how to communicate the theory and
practice of sustainable tourism.
Furthermore, at the tour operation level, the
companies should learn how to subject their
activities and those of their suppliers to examination
using accepted methods such as environmental
impact assessment, environmental audit and life
cycle analysis. At the tourist level, tour operators
and travel agents should provide information in an
appropriate form on sustainable tourism. Specific
interests, such as mountaineering, sailing and
gliding clubs should provide additional information
and advice in their literature. Finally, at the host
community level, assistance should be offered to
develop ways of communicating the special qualities
of the locality and culture to the visitors in their
area. The community also should be assisted to
identify the aspects of their culture and their
environment which they value and want to keep,
and to learn how to introduce development plans
that do not threaten what they value. Both local
and national governments have a responsibility to
encourage sustainable tourism amongst their
citizens. This is a complex task involving all
members of society. A key role is planning and
coordinating the education and training needed.
See also: codes of ethics, environmental;
environmental compatability; planning,
environmental; precautionary principle
Further reading
Australian Commonwealth Department of Tourism
�1994) National Ecotourism Strategy, Canberra:
ACT.
International Union for the Conservation of
Nature, Commission on Education and Communication
�1989) Educating for Sustainable Tourism,
Slovenia: University of Ljubljana.
ROSS K. DOWLING, AUSTRALIA
education/industry relationship
The tourism education workplace relationship
represents the various points of interaction between
the diverse public and private organisations and
enterprises involved on the tourism supply side
education/industry relationship 175
and those universities, colleges and training
centres providing education in support of the
industry. This relationship can be one of mutual
benefit. Industry exposure can allow college
students to apply their skills and knowledge in a
real workplace environment, and this in turn
enhances the quality and vocational relevance of
the qualification which students obtain from
educational institutions. Tourism companies, especially
in seasonal operations �see seasonality),
benefit from trained and enthusiastic labour during
peak periods. The industry can also benefit from
utilising the expertise of educational providers in
the areas of research, training and development.
Companies can provide excellent opportunities for
faculty to update or hone their skills and expertise,
thus enhancing the educational experience of
students. The opportunities to develop mutually
beneficial models of cooperation are almost
endless.
There is, however, considerable criticism from
both sides about the role taken by the other in this
relationship. The industry frequently criticises
education for lack of realism in its provision and
for `ivory tower' remoteness from the `reality' of the
profession. Education, in turn, is commonly critical
of the industry for its failure to provide working
opportunities beyond the most menial for students
on internship and for failing to fully recognise
graduation qualifications.
Mechanisms to improve the relationship are
widely recognised as important. Many educational
providers involve key industry players in a
consultative role which may address programme
content, structure and focus. Some colleges have
established strategic alliances with specific industry
players in order to reap the benefits of
close and, generally, closed cooperation. UK
national initiatives, for example, include the work
of the Hospitality Partnership and the National
Liaison Group, which aim to bring both sides of
the relationship together to overcome differences
and enhance mutual understanding. The role of
the Council on Hotel, Restaurant and
Institutional Education serves a similar function.
The relationship has the potential for mutual
advantage but at the same time there are a number
of inherent problems which require recognition.