Bachelor Of Tourism Management Degree Program - LinkBC

BC ProvincialBachelor ofTourism ManagementDegree ProgramResource HandbookSecond Edition2007Distributed byDevelopment sponsored by

Copyright2007: Province ofBritish Columbia. Distributedby LinkBC: the tourism/hospitalityeducation network.Acknowledgements: 2nd EditionThe development of this BTM resource handbookwas a project facilitated by LinkBC: thetourism/hospitality education network, withfinancial support from the Ministry of AdvancedEducation. It was carried out on behalf of theconsortium of BC degree-granting institutionsthat currently offer the Bachelor of TourismManagement (BTM) program. A projectsteering committee helped to develop the termsof reference for the process that led to thecreation of this new resource. This groupincluded Dave Twynam, Rob Hood and TedWykes (Thompson Rivers University); CaseyDorin, Chris Bottrill and Rorri McBlane(Capilano College); and Stephen Burr(Malaspina University College).Special thanks to Elaine McCreary at theMinistry of Advanced Education for hervaluable input in project design. Alsocontributing to this project were Bob Falle(Selkirk College), Chair of the BC TourismManagement Programs Articulation Committee;Pat Brand, and Geoffrey Bird (Capilano College).Rorri McBlane and Terry Hood (LinkBC andproject coordinator) served as writers/editors andwere involved in assembling the manycontributions received for the final manuscript.Morgan Geisler (LinkBC) served as copy editor,and Jason Brawn completed the design andformatting work.This review and revision project was built upon theinitial industry-validated BC Bachelor of TourismManagement Provincial Core Curriculum Handbook(version 1 1999-2000).Ordering InformationFor additional copies of this handbook, a PDF versionis available for downloading at no cost from the LinkBCnetwork Tourism Online Resource Centre (TORC) atwww.bctorc.ca.The BC Tourism Learning SystemThe BC Tourism Learning System refers to the range of ladderedprograms now available throughout the public post-secondarysystem in BC, all with industry-validated core content. Theseprograms range from tourism career preparation programs insecondary schools, through post-secondary certificates and diplomas, tobachelor level degrees (the BTM), and graduate degrees in some areasof specialization. Some private institutions also offer programs thatare accepted for transfer into public institutions.Other BC Tourism Learning System PublicationsBC Provincial Tourism Management Diploma Program- Core Curriculum HandbookBC Provincial Hospitality Management Diploma Program- Core Curriculum HandbookBC Adventure Tourism Certificate- Core Curriculum HandbookTable Of Contents1. Introduction 22. BTM Alumni: Success in Action! 33. Evolution of the BTM 3a) Background 6b) Delivery Institutions 7c) Enhancements to Date 8i) Evolution of Delivery Methods 8ii) Responding to Shifts in Learner Demographics and Needs 8iii) The Revision Process 84. BTM Framework and Content 9a) Program Learning Principles 9b) The BTM Foundation: Common Themes 9c) Specialty Options 10d) BTM Programs at a Glance 115. BTM Instructional Practices: Focus on Quality 14a) Engaging the Learner 14b) Influencing Communities 14c) Connecting with the Industry 146. Future Directions 147. Other BC Tourism Degrees (UNBC) 151

1. IntroductionThis handbook has been prepared for tourism and hospitalityprogram administrators, instructors, current and prospectivestudents and employers. It outlines the knowledge, skills andbehaviours the BC Bachelor of Tourism Management curriculumdevelops in its graduates. It is the product of a collaborativeeffort among three of BC’s premier post-secondary institutions,presented here for your information and reference.As the tourism industry continues to grow and mature, theknowledge and skills required of those in management positionshave become more sophisticated. The Bachelor of TourismManagement (BTM) provides students with the knowledgeand expertise to assume ever more responsible career positionsin an evolving industry.Learners taking the BTM degree cover seven themes (or contentareas) that are common to all three institutions, as well as‘Special Interest’ courses. These specialized courses vary amongdelivery institutions, with each school drawing on uniquestrengths to provide specific training in a range of dedicatedareas.GoalsTo improve the level of professionalism inthe tourism industry by providing advancedmanagement education.To provide an opportunity to learn andpractice research, problem solving andcritical thinking skills at the degree level.To provide the appropriate preparation fora Master’s program.To provide consistent and high-qualityprogram content at all BTM institutions.To ensure course content is relevant toindustry needs.To provide an opportunity for those alreadyin the industry to acquire advancedknowledge and skills relevant to positionsof increasing administrative responsibility.Bachelor ofTourismManagementKey ThemesManagement & LeadershipCultural PerspectivesEntrepreneurshipEnvironmental PerspectivesMarketing & Consumer BehaviourPlanning and PolicyResearch MethodsThis handbook is designed to providethe following outcomes:For students:To show the similarities and common themes, as well as the uniqueelements, offered by the three BTM programs. This provides a firmbasis to compare and contrast amongst the institutions, allowing currentand prospective students to select a program based upon their specificinterests and goals in the tourism industry.For program administrators and instructors:To function as a useful tool to compare the choices and options at BTMparticipating institutions, and also as an instructional resource thathighlights proven delivery practices for this degree program.For employers:To provide useful information for employers while recruiting supervisoryand management-trainee employees. The handbook provides a clearpicture of the knowledge and skills acquired by BTM graduates.2

2: BTM Alumni: Success in Action!During this decade, graduates of the Bachelor of TourismManagement Degree program have charted an impressive rangeof successful career paths in the tourism sector. Here are justa few stories about successful BTM alumni from across theprovince:TOURISM RESEARCH ANALYSTAlison Aspinall graduated from Thompson Rivers Universitywith a Bachelors of Tourism Management (BTM) degree in2003 and subsequently went on to complete her Masters inEnvironmental Science at the University of Waterloo. Shereceived several scholarship awards en route to her Mastersdegree. Upon graduation from Waterloo in 2006, Allisonreturned to BC. She now practices her research skills withTourism British Columbia as a Research Analyst where she isresponsible for a variety of projects including a Fort SteeleHeritage Town Visitor Study as well as the on-going developmentof sector specific tracking programs.DEAN, STUDENT SERVICESChristina Moghrabi graduated from Capilano College's BTMin 2005. After graduation, she received a scholarship to studyin Europe as part of a joint University of Brighton and NormandyBusiness School tourism graduatestudies program. As a result of herhard work, Christina received twoMasters degrees related to tourismmanagement. Her skill set wasapplicable to career opportunities inthe tourism services sector and she isnow Associate Dean of Student Affairsfor a Vancouver post-secondaryinstitution, offering a range ofhospitality and culinary programs,amongst others.“This program has definitely provided me with the tools thatare essential for success in the tourism industry,” says Christina.“When given the opportunity to apply the knowledge I gainedin the program on an international stage, it became apparentthat the level of instruction and course content at Capilano wasunparalleled. I excelled in my graduate studies and am confidentin the quality of education I received."“I highly recommend thisprogram to anyone who enjoysthe elements of business,entrepreneurship and mostimportantly, people!”- Jennifer FordTOURISM PROFESSOR AND RESEARCHERChristine Buzinde graduated from the Thompson RiversUniversity BTM program in 2000 and subsequently went onto complete a Masters Degree at the University of Waterloo,followed by a PhD at the University of Illinois, Champaign-Urbana. Christine was the first TRU tourism degree graduateto complete a doctoral degree, and now teaches at PennsylvaniaState University, contributing to research related to the socialaspects of tourism with a particular emphasis on the politics oftourism representation, and endogenous community tourismdevelopment.MANAGER, DEVELOPMENT SERVICESCleopatra (Cleo) Corbett enjoyed a “mix of academic andapplied learning” experiences while completing her degree atMalaspina University-College, including working as a planningassistant in Ucluelet for two co-op work terms. Upon graduation,Cleo started a consultancy business, working on a range ofplanning contracts with organizations such as the UclueletEconomic Development Corporation, the District of Tofino,and Weyerhaeuser. Two of the tourism-related projects Cleomanaged have since won national and international awards.Now the manager of development services and communityplanner for the tourism-focused Town of Golden, Cleo iscontinuing her education working on an Urban DesignCertificate at SFU."The Malaspina Recreation and Tourism Management Programabsolutely prepared me for life in the ‘real world’,” explainsCleo. “Malaspina offered me an intimate, challenging andquality education with small class sizes and excellent professors.I honestly don’t know what my future career goals are – as Iam still amazed and grateful everyday that I have my dreamjob only 3 years after graduation!”PROJECT MANAGER, TOURISM INDUSTRYASSOCIATION OF CANADAJames Guptill graduated from Thompson Rivers Universitywith his BTM (major in adventure travel) in 2005 and headedeast, where he was immediately “snapped up” by Canada'snational tourism organization - the Tourism Industry Associationof Canada (TIAC). As a project manager,James is responsible for a number ofongoing TIAC projects including theimplementation of Canada's Code ofEthics and Guidelines for SustainableTourism; the expansion of the ".travel"domain name in Canada, and thedevelopment of an industry specific IDcard program. James has commencedfull-time studies in the MBA programat the University of Ottawa.“Because of my previous training as anadventure guide,” says James, “it was important to me that Ibe able to apply what I learned in the classroom in the field.The BTM program at TRU offered valuable opportunities toget hands-on experience within Canada and abroad. Thepractical skills I acquired from working with real people in realplaces, not to mention the inspiration and encouragement Ireceived from my instructors, gave me a huge step forward inthe workplace!”3

DESTINATION MARKETING COORDINATORJennifer Ford currently works as the destination marketingcoordinator for economic development with the City of Nanaimo– and states that her Bachelor of Tourism Management degreehas been instrumental in her tourism career path.That path began at Malaspina University-College with co-oppositions at Tourism Nanaimo, the Whistler Chamber ofCommerce, and Scouts Canada. Aftergraduation in 2001, Jennifer workedwith Mount Seymour Resorts inVancouver, while also continuing herstudies and teaching hospitality andtourism management at a private college.Upon her return to Vancouver Island,Jennifer worked as marketing managerwith Tourism Vancouver Island whereshe was responsible for the marketingbudget and strategy for the region. Hermost recent career move to the City ofNanaimo has allowed Jennifer theopportunity to apply past skills andknowledge gained from the BTM andthe tourism industry. She also owns andoperates a vacation rental property onthe outskirts of Nanaimo – and enjoysmeeting visitors from around the world.Looking back, Jennifer has “a great appreciation for the facultyof the BTM department at Mal-U. I am very proud to be agraduate, and I highly recommend this program to anyone whoenjoys the elements of business, entrepreneurship and mostimportantly, people!”MANAGER, MARKETING AND OPERATIONSJordan Kallman graduated from Capilano College's Bachelorof Tourism Management Degree in 2007. During his fouryears at Capilano, he achieved the Dean's List multiple times,represented the institution in a provincial competition, workedin Vietnam, and was awarded the provincial Pat Corbett TourismLeadership Scholarship in 2006. He is now the manager ofmarketing and operations at Bust Loose Holidays in Vancouver,where he has expanded the business and is creating innovativetourism products.Jordan explains that "the Capilano College TourismManagement program changed my life in so many positivedirections. It gave me the practical knowledge to pursue mypassion, steeled my confidence to tackle the obstacles, connectedme with lifelong friends, business partners, and faculty. It willinspire me to continually achieve throughout my career. Theexcellence of the program is truly second to none."DIRECTOR OF MARKETING“The practical skills Iacquired from workingwith real people in realplaces, not to mentionthe inspiration andencouragement I receivedfrom my instructors, gaveme a huge step forwardin the workplace!”-James GuptillRon Ostrom proudly states that “the BTM I received fromMalaspina University-College played an invaluable role in mycareer successes achieved to date. As a result of my educationI am able to think outside the box and look at long term successversus short term gains.” After graduating, Ron worked asgeneral manager of the Perth County Visitors Association andserved as marketing manager at the Thompson OkanaganTourism Association (TOTA) where hemanaged a large marketing budget,enhanced his administrative skills, andcoordinated large-scale projects.Now, as Director of Marketing forNorthwest Territories Tourism, Ron isresponsible for writing and executingthe organization’s marketing plans, witha current annual budget of $ 2.5 million.His role sees him traveling to variousTrade and Media shows includingKANATA (Japan), ITB (Berlin),Spotlight Canada (London), and MediaMarketplace (NYC) as well as trips acrossCanada. For Ron, tourism is “a life-longcareer path – as the tourism industrycontinues to play a vital role in oureconomy there will be many moreopportunities to achieve success.”TOURISM CONSULTANT AND INSTRUCTORSydney Johnsen graduated from Thompson Rivers Universitywith the BTM in 2002 and subsequently went on to completeher Masters in Resource Management at Simon Fraser University.Sydney was the first Thompson Rivers BTM graduate to studyat the well-known Simon Fraser University Resource andEnvironmental Management program. In 2005 she receivedthe Council of Tourism Associations (COTA) Pat CorbettTourism Leadership Scholarship en route to her degree. Afterspending some time as a tourism consultant with GrantThornton management consultants in Vancouver, Sydneyembarked on a consulting career of her own. Sydney was askedto participate in, and was an active participant on the COTAForesight project task force – an ambitious project with themandate of developing a provincial sustainable tourism strategy.She has recently taught tourism courses as a sessional instructorat TRU while maintaining her consulting practice.4

MANAGEMENT, SHANGRI-LA HOTELSJoseph Cooke graduated from Capilano College’s TourismDegree in 2006 and promptly stepped on a plane bound forChina and management training at the Beijing Shangri-LaHotel. Joseph plans to return to Vancouver in 2009 to participatein the start-up of a new North American flagship hotel for theorganization. In addition to the essential skills and knowledgehe gained through the degree program, his BTM credentialalso provided the opportunity for Joseph to be mentored bythe Regional Vice President of Shangri-La Hotels and Resorts.Joseph was able to bring together his own experiences, his BTMeducation, and good advice to achieve his career goals. “Thisprogram put me in a place where I feel a real click with whatI'm supposed to be doing,” said Joseph. “For the first time inmy life, I feel grounded. I have certainty on the one hand, butI also have enough uncertainty to keep me excited about myfuture career opportunities."PROFESSIONAL TOURISM RESEARCHERSarah Marsh graduated from Thompson Rivers Universitywith the BTM in 2003 and was immediately hired for herresearch skills by the Government of the Northwest Territories.In her final year at TRU, Sarah became the first graduate towin the Travel and Tourism Research Association (TTRA)Gordon Taylor Undergraduate Research Award. Sarah is aregular contributor at TTRA-Canada’s annual conference, andrecently authored a book chapter related to island tourism inCanada’s far north. "I really enjoyed the BTM program” saidSarah. “Aside from the academic learning, I was also able tolearn about and participate in practical applications of tourismresearch. These experiences opened the door to different tourismresearch opportunities that I have since been able to takeadvantage of in my career."“For the first time in mylife, I feel grounded. I havecertainty on the one hand,but I also have enoughuncertainty to keep meexcited about my futurecareer opportunities.”Joseph Cooke5

3: Evolution of the BTMa) BackgroundThe provincial tourism degree development process commencedin the mid-1990’s, as BC’s post-secondary institutions observeda need for advanced level education to serve an increasinglysophisticated tourism sector. The (then) Ministry of AdvancedEducation, Training and Technology and the former PacificRim Institute of Tourism (PRIT) facilitated a joint project to:Involve all interested BC post secondary institutions.Learn from overseas best practices.Increase acceptance of grads in BC.Facilitate BC tourism degree development as acollaborative effort.Involve industry influencers from the beginning of the process toensure content relevance.A number of industry organizations were actively involved inthe development of the original core curriculum, along withtourism program deans and program coordinators. They wereasked to identify the core skills, knowledge and attitudesnecessary for tourism graduates entering the industry with amanagement-trainee, supervisory or entrepreneurship positionin mind. Groups involved included:Alliance of Canadian Travel AgentsBC Fishing Resorts & Outfitters AssociationBC Motels, Campgrounds & Resorts Association (now BCLodging and Campgrounds Association)BC ParksBC & Yukon Hotels AssociationCanadian Institute of Travel CounsellorsCanadian Food Services Executives Association — Vancouver(now Canadian Association of Foodservice Professionals)Canadian Hotel Marketing & Sales Executives AssociationCanadian Professional Golf Association -- BCCanadian Tour Guides AssociationCanadian Tour Guides Association — BCCanada West Ski Areas AssociationClub Managers Association of America — Dogwood ChapterInternational Special Events Society ---Pacific Northwest ChapterMeeting Planners International — BC ChapterNeighbourhood Pub Owners Association of BC (now Allianceof Beverage Licensees of BC)Pacific Asia Travel Association — Western CanadaRestaurant & Foodservices Association of BC and the YukonVancouver Food and Beverage Directors AssociationVancouver Hotel AssociationBased on these discussions, a set of core courses withcorresponding learning outcomes were formed. These industrysupportedlearning outcomes have evolved into the BTMprogram themes outlined in this document, and continue toprovide a well-grounded, industry-focused foundation used byall delivery partners in the current applied degree.Two Delivery ApproachesThe provincial Bachelor of Tourism Management is offeredthrough two approaches:1) As a degree completion program for graduates of twoyeardiploma programs in tourism management, hospitalitymanagement, outdoor recreation/adventure tourism, and thosewith related programs and backgrounds.2) As a stand-alone four-year degree program.Links to Diploma ProgramsTwo-year tourism and hospitality diploma programs withinthe BC Tourism Learning System vary in their compositionbut the core curriculum offered in these programs, and provincialarticulation agreements, usually allow graduates of these programsto transfer their academic credits into the BTM degree. Studentsmay be required to take bridging courses in their third or fourthyear.Professional Development OptionSome of the BTM delivery institutions offer the opportunityfor those working in the industry to enrol in upper-level degreecourses for professional development purposes. These learnersmust meet course prerequisites and be given permission toattend by a course instructor. They are not considered to beenrolled in the degree program. Acceptance into an advancedcourse does not necessarily imply that regular degree admissionrequirements have been met.Specialty CoursesIn addition to the courses offered to address the common BTMthemes outlined in this resource handbook, a wide range ofupper-level specialty courses are also available at participatinginstitutions (see examples in section 4-c).At most institutions, additional marketing courses can be used forspecialty course credits.6

) BTM Delivery InstitutionsAs the Bachelor of Tourism Management degree has evolvedsince the late 1990’s, each institution has built upon the originalcore content in a way that supports student interests, facultyresearch, employer requests and regional needs. As a result,each degree program has maintained all of the common themesnow outlined in section 4-b, while developing its own particularlearning emphasis and “flavour”.In their own words, here is how each post-secondary institutionoffering the BTM promotes their current BTM degree:The BTM at Capilano College, North Vancouverwww.capcollege.bc.ca/programs/bachelor-tourismThe Bachelor of Tourism Management (BTM) is a key programfor our institution and it is the central program area of theTourism and Outdoor Recreation (TREC) department. Allcredit programs within the department ladder into the BTM.These include four twoyearmanagement diplomasin outdoor recreation,tourism, internationaltourism, and resortmanagement and a rangeof special interest certificateprograms (each shorter induration) such as eventsmanagement, mountainbiking, diving, wildernessleadership, and aboriginaltourism. Each of thediplomas meet admissionrequirements to the thirdand fourth year courses ofthe BTM and thecertificates requireadditional bridging courses to be taken by students seeking tocontinue into the degree.Within the BTM students are provided the opportunity topursue core themes of interest while gaining comprehensiveknowledge of tourism management issues. These themes includeoutdoor recreation and experiential learning, businessdevelopment and management, marketing and tourist behaviour,and community and environmental stewardship. Building onour applied learning model of the diplomas and certificates,the BTM raises the standards of academic content and continuesto engage students in industry issues through a range of appliedactivities. These include conducting research with variousindustry organizations, developing business and marketingplans with industry, and participating directly in communitytourism development plans and projects.The BTM at Malaspina University College,Nanaimowww.mala.ca/calendar/Business/bachelortourismmanagement.aspAccording to our graduates, The Malaspina University CollegeBachelor of Tourism Management degree prepares students tobe successful in the real world. The four year degree programprovides applied knowledge, skills and concepts related to theprovision of leisure services management in the fields of recreationand tourism. The degree program builds on existing diplomaprograms at Malaspina and throughout British Columbia andCanada. Students apply tothe third year of the degreeprogram after completinga diploma in Recreation,Tourism, or HospitalityManagement.The Malaspina Recreationand Tourism facultygroup’s mission is to fostera learning community forstudents to acquire thenecessary knowledge, skillsand attitudes to plan,deliver and manage a broadarray of leisure experiences,which enrich society.By involving the students in stimulating project work, thefaculty demonstrates their passion for applied learning, sustainablecommunity development, rural issues and current researchprojects. The Malaspina Bachelor of Tourism degree: a wellresearched,real-world degree.The BTM at Thompson Rivers University,Kamloopswww.tru.ca/tourism/management/programoutlines/degreeThe BTM at TRU is a 4 year degree that provides a solidfoundation for the management of tourism businesses. Studentshave a choice of 3 majors: Adventure, Entrepreneurship, andManagement. Course assignments introduce students to currentmanagement issues with local, regional, national and internationaltourism businesses and organizations. These assignments aredesigned to give students the skill and confidence to developtheir own tourism businesses and fill the growing need for wellprepared managers in the tourism industry.The program caters both to students entering first year, and tostudents transferring fromother programs acrossCanada. It is common forstudents to enter the BTMin year 3 after completinga 2-year tourism orbusiness-related diploma.The TRU BTM is furtherestablishing aninternational presence.Students worldwide arechoosing TRU for theirtourism education, andpartnerships withuniversities worldwide areenabling Canadian studentsto satisfy academicrequirements at universities in Great Britain, Europe, Australiaand Crete.7

c) Enhancements to Datei) Evolution of Delivery MethodsThe original intent of the BTM program was to teach appliedTourism Management topics with a high standard of academicrigour. Generally, classes have been relatively small in size (upto 35 students) enabling an interactive style of teaching witha high degree of individual attention. Each institution deliveringthe degree has prided itself on quality teaching from facultywith high level academic qualifications and credible industryexperience in a variety of areas.The evolution of the BTM has brought with it a range ofinnovative teaching methods. In addition to utilizing advancedtechnology in the classrooms (such as podcasts, PowerPoint,stream video, etc.), a variety of experiential field-based learninghas also been applied and developed over time. Faculty andstudents in individual courses have worked with various privateenterprises, non-profit and public organizations, to createmarketing, human resource management, and productdevelopment plans.In addition, applied research has been conducted in a widerange of topics with various tourism stakeholders. One project,for example, featured over 700 questionnaires being conductedat five major attractions to examine consumer behaviourpatterns. International tourism development issues are nowbecoming a more central element of programming for theBTM. In addition to using advanced internet research sourcesto enhance the quality and content of programming, some ofthe delivery institutions have created field school opportunitiesthat have provided students with experiential learning in theUSA and as far afield as Vietnam and Chile. Students andfaculty have then applied these experiences with great successin the classroom in a wide range of subject areas.This review and revision project was undertaken in the firsthalf of 2007, and followed the following steps, building uponthe original industry-supported core curriculum (1999-2000):Development of the review project terms of reference, whichacknowledged considerable evolution in the degree since itsinception.Coordination of a detailed environmental scan, to determinechanges in curriculum, and delivery models being utilized ateach institution.Analysis of the information received, and the request for eachinstitution offering the BTM to gain input from colleagues fromthe groups as outlined above.Facilitation of provincial BTM Colloquium (held at TRU inKamloops) with delivery institutions and UNBC invited toparticipate.Development of a revised degree template, and the new focusand content for version II of the handbook.Preparation of the new resource handbook, including a newfeature: BTM graduate success profiles.ii) Responding to Shifts in Learner Demographicsand NeedsThe BTM has always been aware of the need to provide astimulating environment for its participants. Building on asound knowledge of adult learning styles, programming hasbeen created to be interactive and engaging, and constantlychanging. As the BTM has evolved, more students arecontinuing through from diploma level courses directly intothe degree, and the demographic is consequently becomingyounger. The majority of students today use different newssources than when the BTM was established, just a few yearsago. These changes have meant that BTM instructors alwaysneed to be "tuned in" to the needs and learning styles of currentstudents.iii) The Revision ProcessThis new resource handbook involved considerable input frommany of those actively involved in the delivery of the degreesince its inception in 1999. It involved seeking out the opinions,observations and suggestions of program administrators, programgraduates, program students, program instructors and industryadvisory committee members and employers.8

4: BTM Framework & Contenta) Program Learning PrinciplesThis program is a student-centred, professional, career-orienteddegree based on a design that balances theory and practice.Other founding principles of the BTM include:Providing experiential opportunities within the scope anddiversity of the subject area, whenever possible, in:- The classroom- The community- Industry settingsEncouraging a tourism-specific focus and industry-relevantexamples in all service courses included in the degree (e.g.accounting)Encouraging learners to:- Appreciate the full scope and diversity of the discipline- Adopt a local-to-global perspective- Be responsive to a continually changing industry environment- Become active in the industry before graduating, whereverpossibleProviding learners with:- Opportunities for further learning and ways to contributeto the industry- Preparation for the next level of learning (graduate school)- The ability to form a critical perspective on tourism impacts- Life-long professional development and management-focusedemployability skills for advancing in their tourism careerscourses with courses from the Bachelor of BusinessAdministration in order to develop their management andleadership skills.2: Cultural PerspectivesKnowing how to interact appropriately with a wide variety ofcultures, both at home and off-shore, increases the tourismprofessional’s probability of success, and leads to a more effectiveand rewarding career. It’s not just a matter of etiquette; it’s amatter of digging deep into the hearts and minds of colleaguesand visitors alike to truly understand why individuals of variouscultural backgrounds behave the way they do. BTM coursescovering this theme allow students to learn about cross-culturalvariables, management, group facilitation, motivation,negotiation skills, conflict resolution and adaptation – as theyapply to the travel and tourism work environment.3: EntrepreneurshipMany BTM graduates have the objective of eventually runningtheir own tourism business. Making your own way as a tourismentrepreneur is both challenging and potentially rewarding.Courses covering the elements of this degree core theme coverthe topics of financial management and planning, businessplanning, self-marketing, and the essential knowledge requiredbefore starting a business operation. The attitudes, values andtechniques of successful tourism entrepreneurs are examined,based upon case practices.b) The BTM Foundation: Common ThemesThe original version of the Provincial BTM Core CurriculumHandbook listed 12 core courses / topic areas and detailedlearning outcomes, identified by a process involving industryleaders. As the degree has evolved, this tourism-related contenthas been maintained and is now offered through a wide rangeof additional courses and approaches. To reflect the continuedcommon nature of the BTM degree, but to acknowledge theseenhancements, the foundational elements of the degree are nowpresented as a set of common themes that are offered withinthe degree at all institutions.The courses that cover these themes are offered in a variety ofways (see tables in section 3-d). However the scope of year 3and 4 degree learning and content, and level of academic rigorapplied to these upper-level courses, remains constant at allthree institutions.1. Management & Leadership DevelopmentThis theme is covered through a range of upper-level third andfourth year courses providing students with comprehensiveknowledge and advanced skills related to a wide range ofmanagement theories and issues. It covers effective peoplemanagement and personal and strategic leadership skills –critical components for success in today’s fast-changing andevolving tourism sector marketplace. At TRU, students havethe additional option of complementing their tourism specific9

sector. Third and fourth year courses cover this area throughthe study of previous marketplace successes and failures. Studentslearn to apply policy knowledge specific to tourism including:planning and policy negotiation skills; policy and planningwriting skills; organization and leadership of planning initiatives;and application of tourism resource inventory technology andapproaches. The opportunity for students to develop policymechanisms and planning practices within applied tourismsector contexts is also provided.7: Research MethodsQuality research is a necessity in all professional fields, andtourism is no exception. This foundational theme of the BTMacknowledges that reliable research methods and techniquesare useful tools to better understand the market, and play animportant role in effective marketing, product development,and many other aspects of the tourism sector. The skills learnedhere are translated almost immediately into useful proficiencyin the preparation of the Graduating Seminar major researchpaper. A solid understanding of, and experience with researchmethods and practice also prepares BTM graduates for postgraduatework, if desired.4: Environmental PerspectivesResponsible management of the natural environment has beena central theme of the BTM since its inception. Courses instewardship, land management, ecotourism, and sustainabletourism development have been offered in a variety of formats,all focussing on tourism s relationship with the naturalenvironment and our responsibility as managers and developers.As concerns toward global climate change increase, BTMprogramming is proactively enhancing course content to educateon related issues and means to counteract impacts that resultfrom tourist activity on a local to global scale.5: Marketing and Consumer BehaviourTourism is about people interacting with people. Discovering,understanding, and enacting the characteristics, needs, andexpectations of your clients are pre-requisites to professionalsuccess. This theme is covered in upper level courses that focuson understanding the thinking and behaviours of people inorder to meet their needs more effectively through design ofquality products, services and marketing strategies. Degreestudents learn to plan, select and use advertising media andpromotion approaches to communicate with past and prospectivecustomers.8: Special Interest TopicThere are multiple paths for senior-level students to exploreoutside of the seven core themes listed above. These includetourism ethics, sport tourism, aboriginal tourism, internationaltourism and many others. Post-secondary institutions deliveringthe BTM offer a range of specialized courses, tied into themajor core themes, allowing students to select courses that meettheir particular interests and needs. All of the participatinginstitutions provide learning experiences that cover all of thecore BTM themes noted above, but programs include differentspecializations, This allows each BTM program to maintain itsown identity and provide students with a wider range of options.c) Specialty OptionsIn addition to the upper-level courses offered that address thecommon BTM themes, a number of specialty courses areoffered, as determined by institution, program interest, andemphasis. Some examples include:Selected topics in nature-based tourism.Tourism and sustainable development.Cultural tourism management.Management of parks and protected areas.International tourism marketing.Leisure programming and services for youth.Adventure travel policy and planning6: Policy and PlanningGood business practice comes from good policy development.This theme is addressed through an examination of thesubstantial policy and planning issues affecting the tourism10

ThemesCAPILANOMALASPINATHOMPSON RIVERSManagement & Leadership DevelopmentBTM Programs at a GlanceThe following table provides asnapshot of BTM delivery in3rd and 4th year at the threeparticipating institutions. Itsummarizes courses offered ateach school and is current as offall, 2007. Check programwebsites for any changes thatmay have been made.The tables are organized byinstitution, and divided into theseven BTM themes that arecommon to programs.Prospective students can use thisdetailed information to acquirea firm idea as to what is possibleat each institution. Please checkthe appendix for a more detailedtable with course descriptions.This will give prospectivestudents and employers ofgraduates a good overview ofthe wide range of tourismspecificcontent covered in theprogram.TOUR 421 OrganizationalLeadership in Tourism3.00 creditsTOUR 425 Financial Managementfor Tourism3.00 creditsREC AAA WildernessExplorations of Leadership &Discovery3.00 credits (beginning 2008)REC CCC Adventure EducationApplications3.0 credits (beginning 2008)TOUR EEE Parks and ProtectedArea Management3.00 credits (beginning 2008)TRMT 349 PromotionsManagement in Recreation andTourismTRMT 392 Programming andServices for SeniorsTRMT 397 Programming andServices for YouthTRMT 430 Resort ManagementTRMT 441 Management ofFestivals and Special EventsTRMT 450 VolunteerManagementTRMT 461 OrganizationalLeadership in Recreation andTourismTRMT 475 Lifestyle ManagementADVG 401 Business Applicationsfor Eco and Adventure TourismManagement(3,0,0) 3 creditsPrerequisite: 3rd year standingand ADVG 213 or instructor'spermission.ADVG 405 Adventure TourismInternational BusinessDevelopment(1,2,0) 3 creditsPrerequisite: 3rd year standingand ADVG 401, or instructor'spermission.TMGT 415 Managing SmallTourism Enterprises(3,1,0) 3 creditsPrerequisite: HMGT 212, CONV125 or CONV 219, and third-yearstanding in the BTM program.TMGT 418Managing the Tourist Experience(3,1,0) 3 creditsPrerequisite: third-year standingin the BTM program.TMGT 304Land Use Management andTourism(3,0,0) 3 creditsTMGT 403Resort Management(3,0,0) 3 creditsTMGT 405Event Tourism(3,0,0) 3 creditsTMGT 421Casino Operations Management(3,1,0) 3 creditsCultural PerspectivesTOUR 426 Advanced Topics inCross-Cultural Tourism3.00 creditsTOUR 443 Cultural TourismManagement3.00 creditsTRMT 396 Aboriginal TourismTMGT 301Community and Cultural Issuesin Tourism(3,0,0) 3 credits.ADVG 422The Culture of Adventure(3,0,0) 3 creditsPrerequisite: 3rd year standingor instructor's permission.EntrepreneurshipTOUR 424 Entrepreneurship inTourism3.00 creditsTOUR 441 Advanced TourismProduct Development3.00 creditsTRMT 421 Entrepreneurship inRecreation and TourismTMGT 412Developing New TourismEnterprises(3,1,0) 3 creditsPrerequisite: TMGT 401 , andthird-year standing in the BTMprogram.TMGT 401Tourism Product Developmentand Innovation(3,1,0) 3 creditsPrerequisite: Third-year standingin the BTM program.11

ThemesCAPILANOMALASPINATHOMPSON RIVERSEnvironmental PerspectivesTOUR 444 International EcoTourism3.00 creditsTOUR 442 EnvironmentalStewardship for Tourism3.00 creditsTRMT 359 Management of Parksand Protected AreasTMGT 404Tourism and SustainableDevelopment(3,0,0) 3 creditsPrerequisite: Third-year standingin the BTM program.Marketingand Consumer BehaviourTOUR 351 Tourism ConsumerBehaviour3.00 creditsTOUR 428 International TourismMarketing3.00 creditsTRMT 311 — ConsumerBehaviour in Recreation andTourism (F0601)TRMT 368 InternationalMarketing in Recreation andTourismTMGT 413Tourist Behaviour(3,1,0) 3 creditsPrerequisites: HMGT 212, CONV125 or CONV 219, admission tothe Bachelor of TourismManagement program and 60credits.ADVG 421Adventure and Sport Marketing(3,0,0) 3 creditsPrerequisite: 3rd year standingor instructor's permission.Planning And PolicyTOUR 423 Tourism Policy andPlanning3.00 credits (4,0,0) hrs 15 wksTRMT 470 Policy and Planningin Recreation and TourismTMGT 302Tourism Policy and Planning(2,1,0) 3 creditsTMGT 414Tourism Strategy(3,1,0) 3 creditsPrerequisite: HMGT 212, CONV125 or CONV 219, and third-yearstanding in the BTM program.Research MethodsTOUR 427 Research MethodsTRMT 357 Applied ResearchMethods in Recreation andTourism ManagementTMGT 305Research in Tourism(3,1,0) 3 creditsPrerequisite: MATH 120 orequivalent.Special Interest Courses and OtherSelected CoursesAccounting, Financial ManagementRevenue Management, Statistics,Quantitative MethodsTOUR DDD Global Perspectivesin Adventure Recreation3.00 credits (beginning in 2008)TOUR 350 Quantitative Methodsfor Tourism Management3.00 creditPrerequisite: REC 139 or 149 orTOUR 139 or 149 or equivalentTRMT 324 FinancialManagement in Recreation andTourismTRMT 351 Statistical Methodsin Recreation and TourismADVG 407Selected Topics in Nature-basedAdventure Tourism(0,3,0) 3 creditsTMGT 406Selected Topics in Tourism(0,3,0) 3 creditsCommunity DevelopmentREC BBB Applied CommunityStewardship in Tourism andOutdoor Recreation3.00 credits (beginning in 2008)TRMT 353 CommunityDevelopment in Recreation andTourismTRMT 444 Rural Developmentthrough Recreation and TourismADVG 409Adventure Tourism InternationalCommunity Development(1,2,0) 3 creditsPrerequisite: 3rd year standingand ADVG 401 and TMGT 301,or instructor's permission.Co-requisite: ADVG 41012

ThemesCAPILANOMALASPINATHOMPSON RIVERSConsultingMGT 419Tourism Enterprise ConsultingProject(0,1,4P) 6 creditsPrerequisite: Tmgt 305and thirdyearstanding in the BTM programEthicsTRMT 395 Ethics in Sport,Recreation and TourismField School/Study TourTOUR 431 Regional Topics inTourism3.00 creditsTRMT 391 Recreation andTourism Management StudyTourADVG 410Adventure Tourism Field TripPrerequisite: ADVG 405, , and409 and 3 additional 400 levelADVG credits.Graduating SeminarTOUR 440 Graduating Seminarand Mentorship3.00 creditsTRMT 490 Graduating Seminarin Recreation and TourismADVG 408 Graduating SeminarPrerequisite: 3rd year standingand TMGT 305Corequisite: TMGT 305TMGT 402Graduating Seminar (0,3,0) 3creditsHuman ResourcesTOUR 422 People Management- Human Relations in Tourism3.00 creditsTRMT 343 Human Relations inRecreation and TourismInformation TechnologyTMGT 417Information Technology andTourism(3,1,0) 3 creditsPrerequisite: Third-year standingin the BTM program.Law, Legal Liability, And RiskTOUR 301 Business Law inTourism3.00 creditsPrerequisite: TOUR 208ADVG 402 Legal Liability andRisk Management for Eco andAdventure Businesses(3,0,0) 3 CreditsPrerequisite: 3rd year standingand ADVG 206 or TMGT 225, orinstructor's permission.Licensing, Sponsorship, And FundraisingTRMT 393 Licensing,Sponsorship, and FundraisingSport TourismTRMT 394 Sport Tourism inCanadaBTM students in Vietnam13

5: BTM Instructional Practices: Focus on QualityFaculty at all three institutions currently offering the BTMhave strived to develop innovative, effective instructionalpractices. A focus on experiential learning, with many “realworld”learning opportunities, makes this a valuable appliedacademic program. Graduates leave the program with a realisticpicture of what the tourism work environment is like!Some examples of learning practices included within the degreeinclude:a) Engaging the LearnerBTM students participate in a demanding annual tourismcase competition. “Real-world” business cases are presentedand teams are expected to respond to these complex industrychallenges before a panel of industry leaders serving as judges.BTM students complete co-op and internship terms withindustry employers offering the opportunity to demonstrateand practice skills and knowledge acquired in the classroom.BTM students complete graduate seminar research in topicareas of practical interest developed by the student.b) Influencing CommunitiesBTM students are involved in undertaking primary researchat major BC attractions.A BTM student team served in a consultancy role for a BCmunicipality, including designing and implementing visitorperception surveys, and developing a highly regarded tourismstrategic plan for the community.BTM students were involved in a major community planningexercise (with a tourism component); this project won aUnited Nations award.BTM students are provided ongoing opportunities forinternational tourism experience in projects involvingecotourism development, tourism planning for povertyreduction, and others. Students have recently participated inprojects in Costa Rica, Vietnam, Chile and Paraguay and anumber of other developing nations.BTM students are engaging in the multi-institution TourismResearch Innovation Project. This involves the opportunityfor teams to participate in field excursions to rural communitiesacross BC, facilitating research-based, grassroots tourismdevelopment from signage to community planning.c) Connecting with IndustryBTM students are provided opportunities to take an activepart in tourism industry conferences and events – both atthe regional and provincial level.BTM students are hired by the BC Centre for TourismLeadership and Innovation to undertake primary researchon projects, including an inventory of BC tourism educators’professional and research interests.BTM students (in one of the programs) complete a fivemonth mentorship with an experienced tourism professionalin a sector the student is interested in.to the needs of this province.In so doing, it has raised thestandards of professionalismin the industry.The BTM has becomerecognized as the new benchmark oftourism management education in BritishColumbia. For the better part of a decade,it has maintained high standards andprovided a comprehensive foundation ofacademic knowledge and skills relevantThe BTM plays a critical role inthe delivery system of tourismeducation in BC. It is a link betweenmany certificate and diploma levelprograms from public and privateinstitutions to post-graduate studies intourism. The system of program delivery enablesindividuals to transfer into the BTM frominstitutions throughout the province that meet theadmission standards. Due to the consistency in BTMthemes, courses and standards, individuals are also able totransfer between institutions that deliver the BTM. This enablesflexibility to student learners, enhances collaboration amongstdelivery institutions, and helps make the BTM a true productof the British Columbia Tourism Learning System.The role of the BTM as a core ingredient in tourism educationfor the province will increase in the future. The tourism industryfaces many compelling challenges, and high quality and advancededucation in the field is essential to maintaining standards of14

professionalism and ensuring a quality and sustainable industry.As a result, the future directions for the BTM include:Ensuring accessibility to BTM programming to individualslocated throughout the province, in all BC tourism regions,and in small and large communities. Online delivery servicesfrom some institutions can help achieve this goal for thosewithout easy access to the main campuses. Equally critical isensuring the current distribution of institutions offering theBTM is maintained to facilitate access to degree-level learningfor individuals on Vancouver Island (through Malaspina),the Lower Mainland and Whistler corridor (throughCapilano), and the central interior and beyond (throughThompson Rivers).Providing programming at a high level of learning thataddresses the critical challenges facing the industry. This willrequire ongoing collaboration between the institutions toensure that programming continues to meet high academicstandards. It may also require specific topics of a criticalnature be collectively addressed to determine the bestprogramming options. These are topics such as: the role oftourism in global climate change and how tourism learningcan help minimize negative impacts of the travel industry,addressing safety and security issues for tourism, and collectiveapproaches to enhancing visitor experiences of BC tourismproducts.Developing programming that maintains tourism as anattractive option for the reduced work force, as labour supplydiminishes with changing demographics in Canada, andspecifically, British Columbia. This will require continued(and potentially increased) industry experiences for studentswithin degree programs.Providing programming that maintains a consistently highacademic standard for transfer to higher learning for studentswishing to continue their studies (to masters level and beyondto doctoral programs). By ensuring that the three institutionscurrently offering the BTM continue regular communicationson content and delivery practices, the high quality and strongreputation of the BTM will be maintained over the longterm. This will increase the ability for individuals to enterinto advanced learning programs in various institutions athome and abroad.6: Other BC Tourism DegreesThis handbook outlines the common elements of the BCBachelor of Tourism Management Degree program. Colleaguesat the three post-secondary institutions offering the degree alsoshare curriculum development and instructional best practiceideas with other degree-granting members of the BC TourismLearning System. These include the Bachelor of Commerce atUniversity of Victoria (service management concentration) andthe Bachelor of Hospitality Management at VancouverCommunity College.Another tourism-focused degree available in BC with somesimilarities to the BTM, and of potential interest to readers ofthis handbook, is the Nature-Based Tourism ManagementDegree offered at the University of Northern British Columbiain Prince George:University of Northern British ColumbiaNature-Based Tourism ManagementDegree (B.A.)www.unbc.ca/ortm/index.htmlOne of the fastest growing sectors in the tourism industry isnature-based tourism, which comprises attractions, activitiesand experiences involving interaction with natural and culturalresources (e.g., ecotourism, adventure tourism, indigenoustourism). The Nature-Based Tourism Management degree atUNBC in Prince George examines the various components ofthe nature-based tourism system, emphasizing sustainabilityissues and entrepreneurial perspectives in this important tourismsector.We believe it is critical for future leaders and operators in naturebased tourism to understand the environmental, social andcultural impacts of tourism and receive training to identify andmitigate these impacts. Students take an interdisciplinary suiteof courses from content areas and disciplines closely related tonature-based tourism, such as tourism marketing, indigenoustourism, international studies, environmental planning, andnatural resource management.The BTM is a model program of learning that sets and maintainshigh standards for further academic pursuits, andcomprehensively prepares students for realities of the workplace.The key to a solid future for the degree is to maintain consistentstandards while enabling institutions the ability to tailor aspectsof the program to both specific issues in their region and theirinternal interests and capabilities. Ongoing collaborationregarding management and development of the degree betweendelivery institutions will enhance the quality and reputation ofa program that addresses tourism management issues andconcerns for the province.15

Degree Course Descriptions By Subject Area & Institution:Capilano College, Malaspina University College, Thompson Rivers University, 3rd & 4th Years OnlySubjectCAPILANOMALASPINATHOMPSON RIVERSManagement& LeadershipDevelopmentTOUR 421Organizational Leadership in Tourism3.00 creditsAdvanced skills in organizationalleadership, including leadershipapproaches, motivation, understandingof organizational culture, andmanagement of working relationships.TOUR 425Financial Management for Tourism3.00 credits (beginning in 2008)Prerequisite: TOUR 116 and TOUR 125or 325Applied financial management andplanning capabilities, including financialratios, budgets, pro forma statements,risk management, and working capitalmanagement.REC AAAWilderness Explorations ofLeadership & Discovery3.00 credits (beginning in 2008)This course explores the essentialqualities of leadership in a wildernessenvironment. It focuses on techniquesof observation, cause and effectdecision making, communication skills,recognition and management ofsubjective and objective hazards andother safety concerns, knowledge ofnatural environment cycles andrhythms, and understanding groupdynamics.REC CCCAdventure Education Applications3.00 credits (beginning in 2008)This course provides advanced learningon experiential teaching and deliverystyles in the context of outdoorrecreation and adventure tourism. Itincludes a broad exploration ofindividual learning styles andinterpretive methods that may beencountered and may be utilized in anoutdoor education context.TOUR EEEParks and Protected AreaManagement3.00 credits (beginning in 2008)This course features examination ofthe issues involved in managing naturalareas from an advanced planning andmanagement perspective.Special attention toward methodologiesand application for natural systemsmanagement and human use andexperience are explored from aprovincial to global context.TRMT 349Promotions Management inRecreation and TourismPlan, select, and use advertising mediaand promotion approaches tocommunicate with past andprospective customers in the leisureindustry, and demonstrate advancedpersonal selling methods.TRMT 392Programming and Services forSeniorsThrough an examination of the leisurebehaviours of seniors, this course willassist in planning for the provision ofservices for this sub-population.Population analysis and marketsegmentation is used as a means ofdetermining participant functioningcharacteristics and participant needs,interests, and skills.TRMT 397Programming & Services for YouthAn examination of the leisurebehaviours of youth to determine howto plan for the provision of servicesfor this subpopulation. Populationanalysis and market segmentation areused as a means of determiningparticipant functioning characteristicsand participant needs, interests, andskills.TRMT 430: Resort ManagementThis course examens resort developmentand operations of resortproperties. Topics include resortconcept, resort planning, developmentand management; the importance ofa tourism and leisure orientation,marketing concepts; and the future ofresorts and resort management. Note:Some sections of this course may beoffered on-line.TRMT 441: Management of Festivalsand Special EventsThis course through a systematicapproach examines the planning,development, marketing, and stagingof major community events andfestivals. Particular attention is givento the needs of performers,participants, and local residents asthey relate to the field of festival andevent management.ADVG 401Business Applications for Eco andAdventure Tourism Management(3,0,0) 3 creditsThis course studies applied businessconcepts as they pertain to thedevelopment, administration,management, marketing, and controlof commercial adventure tourismoperations. The course will discuss:business opportunity analysis,administrative and managementdecision-making perspectives,applying a variety of channels ofdistribution, socio-political aspects ofthe international marketplace, humanresource management, financetechniques, pricing methods,operations management, optic views,and product development.Prerequisite: 3rd year standing andADVG 213 or instructor's permission.ADVG 405Adventure Tourism InternationalBusiness Development(1,2,0) 3 creditsThis course is intended to provide anoverview of adventure tourisminternational business development.The development of global adventuretourism business products requires athorough understanding of the cultural,social, political and economicdimensions of international business.The ability to assess and forecast thebusiness climate and changes in themacroeconomic and socio-politicalenvironment is important to developingglobal tourism strategies. Topics willinclude international businessdevelopment, development theory,globalization, tourism businessesoperating as multi-national firms,factors that affect internationalbusiness development, colonialismand foreign aid, international tourismfinance, global trade in services, theaffect of women's rights on productionand development, and numerous casestudies.Prerequisite: 3rd year standing andADVG 401, or instructor's permission.ADVG 406Adventure Tourism InternationalBusiness Management(1,2,0) 3 creditsThis course is the study of adventuretourism international businessmanagement. The management ofadventure tourism internationalbusinesses requires a thoroughunderstanding of country-specificcultural issues, risks to the business,financial management, and marketindicators. The ability to understandand work within local business,regulatory and street-level parameters,16

Subject CAPILANO MALASPINA THOMPSON RIVERSManagement& LeadershipDevelopment (cont.)TRMT 450Volunteer ManagementThis course offers an opportunity toengender an appreciation andunderstanding of the volunteerismmovement. Specific skills aredeveloped to meet the present andfuture needs of public and privatesector use of volunteers. Theapplication of management skills,training, education and professionaldevelopment are addressed.TRMT 461Organizational Leadership inRecreation and TourismThis course examines advanced skillsin organizational leadership, includingleadership approaches, motivation,and organizational culture. The focuswill be on leadership and managementof working relationships withinorganizations.TRMT 475Lifestyle ManagementAn examination of the role of leisureand active living in today's society.Topics include the connection betweenthe mind, body and spirit in leisureactivities, and the contribution of activeliving to increased feelings of personalworth, energy and vitality.and to develop local networks isparamount when operatinginternationally. Course topics includeadventure tourism internationalmanagement considerations,managing across cultures, managerialstyles, international business strategy,tourism finance, international businessfinance risk, project management,indicators of market potential,questionable payments abroad,political and country risk, country riskand competitive advantage, businessethics, and investment programexamples.Prerequisite: 3rd year standing andADVG 401, or instructor's permission.TMGT 304Land Use Management and Tourism(3,0,0) 3 creditsThis course will review the theory andpractice of land use planning andmanagement in western Canada, andspecific examples of land use issuesin the development of tourismbusinesses and opportunities. Thecourse reviews various land usedesignations that are important totourism development, the policy andprocess for developing commercialrecreation on crown land, and variousmanagement strategies aimed atoptimizing the use of natural areas forquality recreation/tourism experiences.Other topics include: land access,impact assessment, public and privatecommercial use competition, zoning,and the economics and sustainabilityof commercial operations.TRMT 403Resort ManagementThis course will introduce learners tothe concepts, issues and practicesinvolved in resort management.Learners will read extensively in thecurrent resort management literature,participate fully in a seminar type classsetting, and work on real life problemsof resort managers. The courserequires students to recall and useknowledge and skills frommanagement functions already taughtin the tourism management degreesuch as marketing, finance, planning,human resources etc. and apply themto resort settings. Students willinvestigate one resort managementquestion in depth and present theirfindings on best current practices ina well-written article and presentationat the end of the course.TMGT 405Event Tourism(3,0,0) 3 creditsExamine the emerging field of eventtourism and identify marketopportunities and trends. Topicscovered include planning, marketing,staffing, producing, and fiscal andquality control of special events.Prerequisite: Third-year standing inthe BTM program.17

Subject CAPILANO MALASPINA THOMPSON RIVERSManagement& LeadershipDevelopment (cont.)TMGT 421Casino Operations Management(3,1,0) 3 creditsThis course explores the relationshipbetween tourism development,hospitality services and casinooperations. Topics include thedevelopment and current status ofgaming in Canada, identification ofdifferent types of gaming operations,identification of stakeholders and thecosts and benefits of casinoestablishments to the local community,comparison of gaming laws, controlsand fundraising opportunities. Thiscourse will also identify marketing andmanagement strategies for casinooperations in a tourism setting.Prerequisite: Third-year standing inthe BTM program.Cultural PerspectivesTOUR 426Advanced Topics in Cross-CulturalTourism3.00 creditsAbility to apply cross-culturalcommunications skills and knowledge,including conflict resolution andnegotiation skills, with employees,clients and customers from differentcultures. Ability to apply leadershipand negotiation skills to communityissues in tourism.TOUR 443Cultural Tourism Management3.00 creditsThis course deals with the managementof cultural, heritage, and entertainmenttourism. Topics include negotiatingagreements with municipalities,planning approaches, sponsorships,protection of heritage properties,museum tourism, and performing artsand visual arts partnerships.TRMT 396Aboriginal TourismAn examination of aboriginal tourismwith a focus on British Columbiacommunities. Topics include: theevolution of tourism in aboriginalcommunities, current tourismprovision by aboriginal peoples,portrayals of aboriginal peoples intourism products, aboriginal tourismorganizations, destination gaming, nonaboriginalproviders, relationships withthe larger tourism industry, ecotourism,and aboriginal trends.TMGT 301Community and Cultural Issues inTourism(3,0,0) 3 creditsThis course provides insight into whatculture is and looks at the ways inwhich cultures meet and interact intourism settings. Consideration isgiven to cross-cultural issues, andchallenges in meeting the needs ofboth the "host" community and the"guest" from a tourism perspective.The range and diversity of culturalissues will be identified and marketplace approaches and techniques forpromoting and managing culturaltourism will be exploredADVG 422The Culture of Adventure(3,0,0) 3 creditsThis course is the study of the cultureof adventure. Adventure activities havea long-standing culture that isimportant to understand in the contextof contemporary use. As adventureactivities become socialized withinNorth America, its origins becomeimportant context for its futuredevelopment. Course content includesstudies in adventure philosophy,history, literature, art, stories,mythology, values, mentors, evolution,and contemporary applications.Prerequisite: 3rd year standing orinstructor's permission.EntrepreneurshipTOUR 424Entrepreneurship in Tourism3.00 creditsAdvanced capabilities in tourismproduct development, includinginnovation within the entrepreneurialprocess and through existingorganizations with the entrepreneurialprocess.TRMT 421Entrepreneurship inRecreation and TourismAn exploration of the entrepreneurialprocess in recreation and tourismsettings, including innovations throughexisting organizations and new productor service development.TMGT 401Tourism Product Development andInnovation(3,1,0) 3 creditsStudents will develop advancedcapabilities in tourism productdevelopment and innovation, throughnew firm development and withinexisting organizations amid globalcompetition and culturally diversemarkets and work forces.Prerequisite: Third-year standing inthe BTM program.18

Subject CAPILANO MALASPINA THOMPSON RIVERSEntrepreneurship (cont.)TOUR 441Advanced Tourism ProductDevelopment3.00 creditsStudents will develop advanced skillsin product development based onmarket and demographic research,including marketing, pricing,competitive analysis, & conceptualizingnew products across a range ofindustry sectors.TMGT 412Developing New Tourism Enterprises(3,1,0) 3 creditsBuilding upon the foundation laid inTMGT 401, this course will guidestudents through the process ofconceiving and planning a new tourismbusiness. Topics covered will includeevaluating business opportunities andstart up strategies, resourcerequirements for a new business,financing new ventures and thebusiness start up process.Prerequisite: TMGT 401 , BBUS 312and third-year standing in the BTMprogram.EnvironmentalPrespectivesTOUR 444International Eco Tourism3.00 creditsThis comparative approach to ecotourismin different countries willhighlight issues of sustainability,planning, socio-cultural issues, andeconomic demand.TOUR 442Environmental Stewardship forTourism3.00 creditsStudents will review principlednegotiation, the ethics of environmentalstewardship, the environmentallegislative regime and provincialresource policy, geographicalinformation system applications,negotiations of land use agreements,co-management approaches, andsustainability issues using case studies.TRMT 359Management of Parks& Protected AreasThis course deals with the managementand planning of parks and protectedareas, focusing on issues related toecological integrity and sustainabletourism and recreation. Students inthis course will be better prepared foremployment in parks, and, will betterunderstand the role of parks within thebroad context of resource managementand stewardship.TMGT 404Tourism & Sustainable Development(3,0,0) 3 creditsExamine the processes involved inplanning and developing a tourismdestination, including the requiredinfrastructure. The major focus will beon the benefits and impacts associatedwith tourism development, as well asthe strategies for maximizing benefitswhile minimizing adverse effects. Majortopics include planning approaches,regional planning, and communitytourism planning.Prerequisite: Third-year standing inthe BTM program.Marketing& ConsumerBehaviourTOUR 351Tourism Consumer Behaviour3.00 creditsThis course examines and evaluatesconsumer behaviour in the tourismindustry. Students will learn keytheoretical perspectives and will analyzethe relationship between touristmotivation and particular tourismproducts. They will be able to explainthe reasons for variations betweenmarket sectors, and will becomeconversant with recent developmentsin tourist psychology and tourismconsumer behaviour research.Note: Acceptance into the Bachelor ofTourism Management Degree programof study or diploma level Marketingcourses or equivalent experience.TOUR 428International Tourism Marketing3.00 creditsStudents will develop the capability tomanage tourism operations in aninternational context -- economic,political, legal, cultural, and financialenvironments.TRMT 311CONSUMER BEHAVIOUR INRECREATION AND TOURISMA consideration of the concepts ofconsumer behaviour and the practicalimplications of these concepts to thetourism and recreation business.Students learn how to design tourismproducts through an understanding ofconsumer needs, and how to designmarketing strategies that will influencethe consumer to purchase theseproducts and to receive satisfactionfrom the purchase decision.TRMT 368International Marketing in Recreationand TourismThis course is an introduction toconcepts and issues of managingtourism operations in an internationalcontext. Students will acquire the skillsnecessary to gather environmentalmarketing research material ininternational markets, interpret thisinformation and develop workablemarketing strategies to reach a statedsegment of the population. The studentwill communicate the skills learnedthrough a presentation anddevelopment of a marketing study.TMGT 418Managing the Tourist Experience(3,1,0) 3 creditsThis course examines the managementof service products and operationswith a particular focus on touristservices or "experiences" (as they areincreasingly characterized). Thetourism product holds an importantposition in the fast growing experienceeconomy, requiring firms marketingthese intangible products to overcomeunique challenges. The intent of thecourse is to provide students with theconcepts, tools, and a strategic focusto effectively manage the touristexperience and to investigate howexperiences are designed, delivered,and evaluated. Students will beencouraged to employ innovativeapproaches in the application of theknowledge they acquire to realbusiness settings.Prerequisite: BUEC 333 and third-yearstanding in the BTM program.TMGT 413Tourist Behaviour(3,1,0) 3 creditsThis course explores the determinantsthat shape tourist behaviour. Using19

Subject CAPILANO MALASPINA THOMPSON RIVERSMarketing& ConsumerBehaviour (cont.)both a theoretical and appliedapproach, students will examine howand why people purchase andconsume travel and tourism products.Topics covered will include travel andtourism motivations, destinationchoice, personality & psychographics,the tourist decision process, the touristexperience, and post experiencebehaviour.Prerequisites: HMGT 212, CONV 125or CONV 219, admission to theBachelor of Tourism Managementprogram and 60 credits.ADVG 421Adventure & Sport Marketing(3,0,0) 3 creditsThis course specifically focuses on theunique marketing attributes of theadventure and sport product. It offersan advanced and integrative approachto the study of adventure and sportsmarketing mix and promotion. Thecourse centres on marketing planning,identification of preferred mediastrategies and the design of targetedmarketing products.Prerequisite: 3rd year standing orinstructor's permission.Policy and PlanningTOUR 423Tourism Policy & Planning3.00 credits (4,0,0) hrs 15 wksUse and apply planning and policyknowledge specific to tourism,including planning and policynegotiation skills, advanced policy andplanning writing skills, and organizationand leadership of planning initiatives.TRMT 470Policy & Planning inRecreation & TourismTourism and recreation policyestablishes the vision for developingand managing tourism and recreationand is an essential element of national,regional, and local tourism andrecreation planning.TMGT 302Tourism Policy and Planning(2,1,0) 3 creditsThis course will introduce students topolicy and planning theories and theirapplication to tourism. Students willalso examine the relationship betweentourism, public policy, planning anddevelopment.Tourism and recreation planningprovides the design of a desired futureand the identification of effective andintegrative ways to bring it about.This course seeks to create anappreciation of the need for tourismand recreation policy and planning thatis balanced and sustainable, to instillan understanding of the practice oftourism and recreation policy-makingand planning, and to generate skillsnecessary for creating policydocuments, planning processes, andparticipating knowledgeably at tourismand recreation policy-making andplanning tables.TMGT 414Tourism Strategy(3,1,0) 3 creditsThis course explores strategicmanagement and planning in a tourismcontext. Using both a theoretical andpractical approach, students willexamine the concepts of strategicplanning and competitive strategy andhow they can be successfully appliedby organizations in an increasinglycomplex and global tourismenvironment.Prerequisite: HMGT 212, CONV 125or CONV 219, BBUS 312 and thirdyearstanding in the BTM program.Research MethodsTOUR 427Research Methods3.00 creditsAbility to use research skills neededfor the effective management oftourism operations, including surveytechniques.TRMT 357Applied Research Methods inRecreation and Tourism ManagementThis is an applied research coursefocusing on methods appropriate forassisting regional and communitydevelopment through recreation andtourism initiatives. Students willdevelop and understanding of thefundamental concepts in developingand utilizing research for decisionmakingincluding: mining data sources,TMGT 305Research in Tourism(3,1,0) 3 creditsThis course is designed to introducestudents to the process of conductingand evaluating research in the field oftourism.Prerequisite: MATH 120 or equivalent.20

Subject CAPILANO MALASPINA THOMPSON RIVERSResearch Methods (cont.)primary data-gathering techniques(case study, interviews, focus groups),and a framework for deciding whenparticular methods of data gatheringand analysis are appropriate. Studentswill apply the techniques throughengagement in applied researchprojects.Special Interest Coursesand Other Selected TopicsAccounting, FinancialManagement, RevenueManagement, Statistics,Quantitative MethodsTOUR 350Quantitative Methods for TourismManagement3.00 creditsPrerequisite: REC 139 or 149 or TOUR139 or 149 or equivalentStudents will be introduced to a varietyof quantitative tools used to aiddecision-making in the tourismindustry. Financial and statisticalconcepts, methods, and applicationswill be examined.TOUR DDDGlobal Perspectives in AdventureRecreation3.00 credits (beginning in 2008)This course examines global trendsand issues impacting adventuretourism and outdoor recreation. Itfeatures several case study applicationsfrom an international context of keyissues and concerns. Topics includetrends in outdoor recreation productsand activities, delivery systems inoutdoor recreation, demographictrends impacting outdoor recreationand adventure tourism, issues andtrends in risk management and liabilityfrom a global perspective.Community DevelopmentREC BBBApplied Community Stewardship inTourism and Outdoor Recreation3.00 credits (beginning in 2008)To connect students to projects withnon-profits, community organizations,or a municipal governing authorityfocused on outdoor recreation and/orsustainable practices in adventuretourism in the Sea-to-Sky corridor. Thecourse will build skills and knowledgein sustainability and stewardshippractices in an applied communitycontext.TRMT 353Community Development inRecreation and TourismThis course will examine the role ofleisure service providers in planningand community development. Leisure’spotential role in contributing todynamic, enjoyable an supportivecommunities will be explored. Topicsfocus on the social and politicalprocesses through which groups andindividuals work to establishrelationships and mobilize resourcesto fulfill community recreation andtourism needs. Students will acquirethe skills and knowledge required of arecreation or tourism practitionerinvolved in community developmentinitiatives whether it be in the not-forprofit, public or private sector.ADVG 409Adventure Tourism InternationalCommunity Development(1,2)This course is the study of communitybasedadventure tourism policy,planning and development.International tourism managers mustunderstand concepts of sustainability,community development, how tourismcan be used to promote conservation,and how to involve local populationsin the tourism development decisionmakingprocess. While communitybasedtourism concepts are findingtheir way into North American tourismdevelopment processes, this coursewill concern itself primarily with issuesfacing developing countries and thelessons that may be brought to NorthAmerican operations. Topics willinclude tourism and communitydevelopment, the creation of tourismopportunity and developmentstrategies, the role of consultants andnon-governmental organizations,sustainable tourism development,social impact assessment, communitytourism assessment, pro-poor tourism21

Subject CAPILANO MALASPINA THOMPSON RIVERSCommunity Development(cont.)TRMT 444Rural Development in Recreation andTourismThis course will enable learners tounderstand the role of recreation andtourism in rural community economicdevelopment. Learners will develop arural “lens” or perspective ondevelopment. Material will identify theneeds and issues facing ruralcommunities as well as strategies beingemployed to address them. Coreconcepts and practice in communityeconomic development in rural BritishColumbia will be discussed. The coursewill involve field trips to rural areas tobecome familiar with the context andto enable learners to hear fromcommunity leaders and entrepreneurs.development, achieving globalcompetitiveness, community-basedtourism for conservation, theimportance of including women incommunity development, andnumerous case studies andapplications.Prerequisite: 3rd year standing andADVG 401 and TMGT 301, orinstructor's permission.Co-requisite: ADVG 410ConsultingTMGT 419Tourism Enterprise Consulting Project(0,1,4P) 6 creditsThis course requires students toundertake a consulting assignment ina real business setting. The objectiveof this course is to provide studentswith the opportunity to build upon andapply the knowledge and skillsacquired in previous work experienceand courses throughout their studiesin the Bachelor of TourismManagement program in a consultingassignment for a small to mediumsized tourism enterprise. Through aseries of seminars and field workstudents will secure a consultingassignment with a businessorganization, work closely with theowner/managers to identify a specificproblem or challenge facing the firm,set objectives, then research, prepare,and present a report addressing thisproblem.Prerequisite: BBUS 312 and thirdyearstanding in the BTM program.EthicsTRMT 395Ethics in Sport, Recreation & TourismThrough the application of ethicaltheories, principles and applications,this course will do an analysis of ethicsin leisure activities. Personal andprofessional ethical issues in managingcoaches, leaders, and volunteers areexamined, as well as performanceissues such as cheating, drugs,sportsmanship and other issues suchas kick backs, equality, excellence andgender equity.22

Subject CAPILANO MALASPINA THOMPSON RIVERSField School/Study TourTOUR 431Regional Topics in Tourism3.00 creditsThis course provides students with theexperience to study overseas wherethey can develop the skills to describethe geographical, historical andeconomic context of tourism of thedestinations under consideration.Students will learn to analyze productand destination development in relationto regional culture and target markets,and to assess the benefits and impactsof tourism on economic and socialdevelopment. Research skills will beapplied to the evaluation of the futureof tourism and development in theregion, and students will gain practicein the development of a code ofconduct to maintain the sustainabilityof the tourism industry in the region.TRMT 391Recreation and Tourism ManagementStudy TourThis field-based course offers thestudent an opportunity to apply tourismand recreation managementperspectives, methods and techniquesin a varied field-based research setting.Content of each tour will focus on anidentified theme, encompassing anumber of areas of tourism andrecreation management practice. Pretripsessions and readings will providebackground knowledge of the studytour area.ADVG 410Adventure Tourism Field Trip(0,0,12) 6 creditsThis course is a field trip to studyadventure tourism development,policy, planning and operations.Students will use this field experienceas a basis for lectures, discussion andreports.Prerequisite: ADVG 405, 406, and 409and 3 additional 400 level ADVGcredits.Graduating SeminarTOUR 440Graduating Seminar3.00 creditsThe Graduating Seminar consists oftwo concurrent parts: a supervisedgraduating research paper and astructured mentorship program. Thegraduating paper requires theidentification of an important issue ortopic, selection of formal methodology,review of the literature, qualitative orquantitative research, analysis ofresults and final conclusions withcomprehensive referencing and abibliography. The mentorship programenables a one-on-one relationship witha mentor in the tourism industry or ina related field. It exposes each studentto a positive role model and broadenseach student's awareness of workplaceissues and opportunities, in preparationfor their transition into the professionalworkforce.TRMT 490Graduating Seminarin Recreation and TourismThis course will provide learners withan opportunity to examine advancedtopics, issues and trends in tourismand recreation. The course is intendedto provide a forum for in-depthexploration and discussion of topics,and to allow for integration ofknowledge, skills and experiencesgained throughout the degree program.ADVG 408Graduating Seminar(0,3,0) 3 creditsThis course deals with research and aproject of your choice. Each studentwill design and complete a projectwithin the semester. The course willbe in seminar format. Selectedreadings will provide the foundationfor student contribution to classdiscussion and to the development oftheir project.Prerequisite: 3rd year standing andTMGT 305Co-requisite: TMGT 305TMGT 402Graduating Seminar(0,3,0) 3 creditsResearch and professionally presenta major project with direct applicationto the tourism industry.Prerequisite: Fourth-year standing inthe BTM program.Human ResourcesTOUR 422People Management - HumanRelations in Tourism3.00 creditsAdvanced human resourcemanagement skills and professionalknowledge for application to thetourism workforce including the bestpractices of recruitment and selection,motivating and managing performance,compensation and benefits, andemployee and labour relationstechniques which align with thebusiness strategy of the tourismoperation.TRMT 343Human Relations in Recreation andTourismThis course seeks to examine keyhuman relations concepts, skills, andworkplace issues as they relate to thefield of tourism and recreation. Thecourse is designed to enable studentsto understand and apply advancedskills and professional attitudes inorganizing the leisure workforce. Thecourse will encompass innovativeapproaches to managing ‘the self’ and‘other people’, includingcommunication techniques, personalwellness, people managementtechniques, human relations skills,motivational techniques, and conflictmanagement techniques.Given its human relations focus, thecourse is designed to be a ‘sharedteaching/learning experience’ and‘student driven’ in terms of both23

Subject CAPILANO MALASPINA THOMPSON RIVERSHuman Resources (cont.)content delivery and classroomambience. Student participation andcontributions are critical to theachievement of teaching objectivesand desired learning outcomes, andas such participation-contribution willbe a major component of the courseevaluation.Information TechnologyTMGT 417Information Technology and Tourism(3,1,0) 3 creditsThis course examines the relationshipbetween information technology (IT)and tourism from both a consumerand organizational perspective.Specifically, the course will encouragestudents to critically evaluate currentand emerging developments in IT andtheir impact on tourism consumersand suppliers. Students will alsodevelop an understanding of how ITcan be used to facilitate and promoteinnovation and support the overallstrategic objectives of a firm.Prerequisite: Third-year standing inthe BTM program.Law, Legal Liability& RiskTOUR 301Business Law in Tourism3.00 creditsBy the end of this course studentsshould be able to appreciate the impactof applicable Canadian Law on tourismbusiness ventures. Students will beintroduced to relevant B.C. and Federalstatute law as well as applicable judgemadelaw. They will learn aboutimportant legal issues and legalchallenges facing tourism businesses.The rights and potential liabilities ofthe various parties in tourism businessrelationships will also be discussed.Prerequisite: TOUR 208ADVG 402Legal Liability and Risk Managementfor Eco & Adventure Businesses(3,0,0) 3 creditsThis course studies applied legalconcepts and risk management as theypertain to the administration,management, and control of bothpublic and private adventure tourismoperations. The course will discuss:legal liability concepts, owner anddirector liability, guide and leaderliability, risk controls, risk financing,risk mitigation, evaluating country riskfor international operations, insurance,planning and response documentdevelopment, and post-incidentstrategies. There will be extensive useof case studies.Prerequisite: 3rd year standing andADVG 206 or TMGT 225, orinstructor's permission.Licensing, Sponsorship,& FundraisingTRMT 393Licensing, Sponsorship,& FundraisingThis course will provide students withan understanding of the benefits, thedevelopment and maintenance ofsponsorship and licensing agreementsas well as productive fundraisingstrategies for sport organizations. Bothtraditional as well as innovative revenuegeneration methods available to sport,recreation and entertainment industrywill be examined. Case studies andexamples from actual industrypractices will be used to provide thestudent with an understanding of whenand how to apply these techniques andstrategies.24

Subject CAPILANO MALASPINA THOMPSON RIVERSSelected TopicsADVG 407Selected Topics in Nature-basedAdventure Tourism(0,3,0) 3 creditsThis independent study course isdesigned to allow students theopportunity to investigate a specificfield or topic in nature-based andadventure tourism. Consultation with,and permission of, a BTM facultymember and the School of TourismAssociate Dean is required.Prerequisite: The student must be inthird or fourth year in the BTM Degree.Permission of the BTM programadvisor is required.TMGT 406Selected Topics in Tourism(0,3,0) 3 creditsSurvey of various issues and eventsthat influence the travel and tourismindustry. Course topics will vary toensure a timely coverage of issues andtrends.Prerequisite: Third-year standing inthe BTM program.Sport Tourism TRMT 394Sport Tourism in CanadaAn examination of historical, culturaland business aspects of sport tourismin Canada; the symbiotic relationshipbetween sport and tourism; the impactsand benefits of sport tourism toCanadian communities and thedevelopment of policies to ensure itssustained growth. Sport events, tours,resorts, cruises, and theme parks willbe examined.25

BC ProvincialBachelor ofTourism ManagementDegree ProgramThis industry-reviewed corecurriculum is offered at the followingBC post-secondary institutions: