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Degrees - Faculty of Business and Law - Victoria University

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SCHOOL OF HOSPITALITY, TOURISM & MARKETINGLoving every minutea retail sales trainee with NCR. He wound upin a business partnership selling point <strong>of</strong> saleinventory systems to hotels, which eventually sethim down today’s path.Ted is passionate about what he does, <strong>and</strong>believes a great deal <strong>of</strong> his success todaycomes from his many speaking engagements,which give him the pr<strong>of</strong>ile he needs. ‘This yearAbove: Ted Horner in his natural habitatTop right: At his induction into the prestigious HFTP InternationalHospitality Hall <strong>of</strong> Fame, in Texa USA, in 2004‘My rule is: on every trip I must playa round <strong>of</strong> golf,’ said Ted Horner(Dip Catering & Hotel Mgmt, 1976).Which means a lot <strong>of</strong> golf becauseTed’s business takes him all aroundthe world many times a year – fromLas Vegas in the USA, to Dubai in theUAE <strong>and</strong> most places in between.In 1989 Ted started his own consultancy,E Horner <strong>and</strong> Associates, concentrating onhospitality technology. His company is nowregarded as the leading consultancy in its field.‘In the last 15 years I’ve been involved in awide range <strong>of</strong> assignments involving clients inresorts, hotels, convention centres, retirementvillages <strong>and</strong>, <strong>of</strong> course, golf clubs.’Ted’s expertise is so highly thought <strong>of</strong> thatin 2004 he was inducted into the HFTPInternational Hospitality Hall <strong>of</strong> Fame. Only 23individuals have received this honour, <strong>and</strong> todate, Ted is the only inductee not from the US.‘I went to a small high school about 20 kmsfrom Portl<strong>and</strong> in country <strong>Victoria</strong>. There wereonly 15 students in year 12, <strong>and</strong> most <strong>of</strong> myclassmates won government bursaries <strong>and</strong>became country teachers. That wasn’t for me.My cousin had done some hotel managementtraining <strong>and</strong> it sounded OK.’ Ted went on to<strong>Victoria</strong> <strong>University</strong> (then Footscray Institute <strong>of</strong>Technology), with aspirations <strong>of</strong> becoming thegeneral manager <strong>of</strong> a hotel.His first job was on the front desk at the oldSouthern Cross Hotel in Melbourne, which wasowned by InterContinental. ‘I hated it. I wasimpatient; I figured I’d spent four years studying<strong>and</strong> management was telling me ‘Son, you’vegot to start at the bottom.’ Not me, I thought,not after four years <strong>of</strong> study. I lasted a month!’Next came a job in Tasmania as assistantmanager, but that didn’t suit him either. Backin Melbourne he thought he’d study businessaccounting, <strong>and</strong> was likewise unimpressed. ‘SoI was at a crossroads in my life, working at apub pulling beer, but something good camefrom it – I met my wife Evelyn there. She’s nowmy assistant, my bookkeeper, my travel planner,everything … <strong>and</strong> mum to our two children.’When Ted got a job with IBM in 1978 thingsstarted to fall into place. Although his job as anadministration <strong>of</strong>ficer wasn’t very interesting, hecould see that at some point he’d be able tocombine hospitality with technology. He waskeen to get into sales, <strong>and</strong> soon found a job asA High Flying GraduateThe Burj Al Arab hotel in Dubai,right, is the world’s only seven starhotel; you may have seen pictures<strong>of</strong> the tennis court on the ro<strong>of</strong>!It is part <strong>of</strong> the Jumeirah HotelGroup, <strong>and</strong> one <strong>of</strong> the many Tedcounts as clients. ‘The hotel’saverage room rate is US$1,200 anight, but the occupancy last yearwas 96.7%. Although I’ve neverstayed at that particular hotel, Ihave visited Dubai nine times infour years, staying at the MadinatJumeirah, also owned by thegroup <strong>and</strong> known as The ArabianResort. Let me tell you – the golf inDubai is sensational!’‘‘I get up every morningexcited about my work,eager to start.’’alone I’ve given eight or nine speeches, allaround the world. There are probably betterconsultants than me, but if no one knows aboutyou then it doesn’t matter how good you are.’Fortunately he loves to travel, <strong>and</strong> with onlyabout 20 people worldwide specialising inhospitality technology, he certainly has plenty<strong>of</strong> opportunity. ‘I have the best job in theworld: I get paid to learn, fly around theworld, <strong>and</strong> stay in the most beautiful hotels.And some <strong>of</strong> the golf courses I’ve played onare magnificent!’Ted Horner is hoping to organisea reunion <strong>of</strong> the Class <strong>of</strong> ‘76; ifyou are interested, please get intouch with him. You can contact Tedby email at ted@hornertech.com.auor by phone (02) 9876 8119.VICTORIA UNIVERSITY


SCHOOL OF HOSPITALITY, TOURISM & MARKETINGEXPERIENCE BUILDS A GREAT CAREERAdjunct Pr<strong>of</strong> Jeff Floyd (below)has a long involvement with thetourism industry in marketing,product development <strong>and</strong>operations. As well as his rolewith <strong>Victoria</strong> <strong>University</strong>’s School <strong>of</strong>Hospitality, Tourism & Marketing,Jeff is the Chief Executive Officer<strong>of</strong> AAA Tourism, the companyresponsible for the Australia-widestar rating system. ‘The companyis owned by Australia’s auto clubs,<strong>and</strong> its purpose is to providevalue-adding products <strong>and</strong> servicesto more than six million clubmembers <strong>and</strong> more than 11,000tourism operators in Australia.’Originally from the UK, Jeff came toAustralia in the 1950s with his family. Hestarted his career with a Bachelor <strong>of</strong> Town& Regional Planning from the <strong>University</strong> <strong>of</strong>Melbourne, graduating in 1972, <strong>and</strong> wenton to achieve an MA <strong>and</strong> a GraduateDiploma in Urban Design from OxfordBrookes <strong>University</strong> in Oxford, UK, as well asa Certificate in Applied Sociology from WestLondon College.His early career, naturally enough, involvedlocal city planning positions, where helearned about management h<strong>and</strong>s on,as well as the major contributions localgovernment makes. ‘Using what I’d learnedin local government I published a bookentitled Corporate Management in LocalGovernment – An Introduction.’Jeff was heavily involved in establishinga user-pays water regime for the thenMelbourne & Metropolitan Board <strong>of</strong> Works,before becoming the CEO <strong>of</strong> the <strong>Victoria</strong>nGovernment Office <strong>of</strong> Trade <strong>and</strong> Investment.‘That experience opened my eyes to theglobal economy <strong>and</strong> particularly the potential<strong>of</strong> China.’As CEO <strong>of</strong> Parks <strong>Victoria</strong>, Jeff created a neworganisation from scratch, one with a majortourism role. ‘At Parks <strong>Victoria</strong> I learned thecritical nature <strong>of</strong> establishing <strong>and</strong> nurturingthe right organisation culture.’ When hetook over as CEO <strong>of</strong> Tourism <strong>Victoria</strong> heinherited a very successful organisationbut one he said was founded on ‘bricks<strong>and</strong> mortar’. There Jeff conceived <strong>and</strong>implemented the <strong>Victoria</strong> On Line marketingstrategy, through which he set upVisit<strong>Victoria</strong>.com, now one <strong>of</strong> Australia’sdominant travel <strong>and</strong> touring sites.‘I am passionate about the development<strong>of</strong> the pr<strong>of</strong>ession,’ Jeff said. ‘I was bothdelighted <strong>and</strong> honoured to be invited tobecome an Adjunct Pr<strong>of</strong>essor.’He believes strongly in the industry’s future.‘We sometimes overlook the fact that, despitethe ups <strong>and</strong> downs reflecting the overseascrises such as 9/11 <strong>and</strong> the SARS outbreak,inbound tourism is a major growth industry.’Jeff sees Australia’s challenge is to gainmarket share in an increasingly competitiveglobal tourism market. ‘To do this we mustfocus both on volume from emergingmarkets <strong>and</strong> yield from mature (repeatvisitors) markets.’For prospective students <strong>of</strong> tourism, hisadvice is not to wait for the perfect job.‘Get involved. Volunteer if you have to<strong>and</strong> get a foot in the door. Experience,experience, experience! Start with a goodbase qualification, then get yourself in there,doing it.’VICTORIA UNIVERSITY


SCHOOL OF HOSPITALITY, TOURISM & MARKETINGa Evaluating PERSONAL AND for PROFESSIONAL an encore JOURNEY thrWhen <strong>Victoria</strong> <strong>University</strong> PhDstudent Thuy-Huong Truong, MBus(Mktg & Tourism, 2002, RMIT)graduated in 1981 from Pedagogy<strong>University</strong> Vietnam, she had a BEdin both French <strong>and</strong> English. ‘I lovedlearning foreign languages – theyopen the door to other cultures<strong>and</strong> customs,’ she explained. ‘Andas a singer, it helps me with myexpression <strong>of</strong> feelings if I’m singingin another language.’Thuy-Huong undertook her thesis ‘HolidaySatisfaction in Vietnam: Inter-CulturalPerspectives’ (see next page) at VU overfour years. It involved a great deal <strong>of</strong> hardwork <strong>and</strong> two scholarships: a <strong>Victoria</strong>nPostgraduate Scholarship for research at VU,followed by a CRC Top-up Scholarship.‘I chose this particular topic because,<strong>of</strong> course, I’m Vietnamese, <strong>and</strong> China,France <strong>and</strong> the USA have strong historical<strong>and</strong> cultural links with Vietnam. They arerepresentative <strong>of</strong> the three prominent culturalbackgrounds <strong>and</strong> in terms <strong>of</strong> tourism China,France <strong>and</strong> the USA have been three <strong>of</strong> thetop five sources <strong>of</strong> tourists to Vietnam.’As a child living in Vietnam, Thuy-Huonglearned French from the age <strong>of</strong> five becauseshe attended a French school. At seven shewas also learning English because she hadan American teacher. ‘I dream <strong>of</strong> visiting <strong>and</strong>living in France one day,’ she smiled. Her firstdegree came with the help <strong>of</strong> a VietnameseUndergraduate Scholarship. In 1995 shewon the second in a series <strong>of</strong> scholarships,which allowed her to come <strong>and</strong> study inAustralia, to undertake an Associate Diploma<strong>of</strong> <strong>Business</strong> (Travel <strong>and</strong> Tourism) <strong>and</strong> anAdvanced Certificate in Travel Operations atBox Hill Institute <strong>of</strong> TAFE.Next came the Tourism Industry Award whichallowed her to study <strong>and</strong> gain a Bachelor <strong>of</strong>Tourism. ‘Because <strong>of</strong> the scholarships I couldstudy in Australia, so the connection withAustralia <strong>and</strong> with <strong>Victoria</strong> <strong>University</strong> was agood arrangement by God in terms <strong>of</strong> fate<strong>and</strong> destiny!’Thuy-Huong comes from a very musicalfamily. Her gr<strong>and</strong>father was a movie directorfor traditional Vietnamese opera, <strong>and</strong> two<strong>of</strong> her younger sisters <strong>and</strong> a nephew arepr<strong>of</strong>essional singers. ‘I have performedon stage since I was four, <strong>and</strong> I’ve wonnumerous singing awards in Vietnam’, sheexplained. ‘I sang in the theatre <strong>and</strong> musicalclubs in order to earn some money tosupport my family <strong>and</strong> also to help myselfwith my study.’Her family endured a great deal <strong>of</strong> tragedyin Vietnam because <strong>of</strong> the war <strong>and</strong> itsaftermath, <strong>and</strong> money was scarce. ‘But thissort <strong>of</strong> hardship means that our family is veryunified <strong>and</strong> connected.’Living in Australia the opportunities for apr<strong>of</strong>essional singing career are limited.‘But music is in my blood <strong>and</strong> whenever Ihave the chance I sing: at friends’ partiesor weddings, for the Vietnamese community<strong>and</strong> also at social functions like the APTA <strong>and</strong>CAUTHE conferences,’ Thuy-Huong said.Her PhD involved collecting primary data inher native Vietnam, but the SARS <strong>and</strong> birdflu outbreaks in SE Asia hindered the work. ‘Ialso had a motor accident when I was doingmy fieldwork, which added to the delays,’she explained.The American, French <strong>and</strong> Chinese touristsamples were approached in locations wherelarge concentrations <strong>of</strong> Western <strong>and</strong> Asiantourists are found such as restaurants, shops,hotels, tour companies, bars <strong>and</strong> the post<strong>of</strong>fices in major cities such as Ho Chi MinhCity, Danang <strong>and</strong> Hanoi. ‘To ensure a broadrange <strong>of</strong> responses, the sample includedsubjects from a range <strong>of</strong> backgrounds,occupations <strong>and</strong> age groups – we distributed850 questionnaires <strong>and</strong> collected 825 during2003 <strong>and</strong> 2004.’Although Thuy-Huong enjoys the cleanenvironment <strong>and</strong> the freedom <strong>of</strong> life inAustralia, she misses Vietnam. ‘I miss myfamily a lot; little things can make mehomesick, if I smell some <strong>of</strong> the dishes mymum cooked for me, or hear the sound <strong>of</strong>a flute,’ she says wistfully. ‘I have no familyor relatives in Australia, but it doesn’t matterwhere I am because my family <strong>and</strong> mycountry are always in my heart.’The patience <strong>and</strong> cheerfulness <strong>of</strong> Thuy-Huong belie a difficult history. ‘But this is allbalanced by the gifts <strong>of</strong> the scholarships thatallow me to study – I’m passionate aboutstudy <strong>and</strong> learning.’To contact Thuy-Huong Truongemail her at thuy-huong.truong@vu.edu.auThuy-Hyong perfoms at one <strong>of</strong> the social functions at the CAUTHE2005 ConferenceVICTORIA UNIVERSITY


SCHOOL OF HOSPITALITY, TOURISM & MARKETINGough vietnam’s culture <strong>and</strong> tourismThe growing reach <strong>of</strong> tourismactivity across the globe, thevolatility <strong>of</strong> dem<strong>and</strong>, <strong>and</strong>increasing customer sophisticationhave increased pressure onthe tourism industry to provideexperiences which are high quality<strong>and</strong> culturally sensitive. Of thevarious developing destinations<strong>of</strong> Asia, Vietnam, with its rapidgrowth <strong>of</strong> arrivals, is particularlyinteresting.In her PhD thesis, ‘Holiday Satisfaction inVietnam: Inter-Cultural Perspectives’, Thuy-Huong Truong explored the issues facingVietnamese tourism pr<strong>of</strong>essionals who willincreasingly need to be capable <strong>of</strong> h<strong>and</strong>lingcross-cultural interactions, notably between tourists<strong>and</strong> service providers.‘The cultures <strong>of</strong> Asian travellers are markedlydifferent from their Western counterparts,’explained Vietnam-born Thuy-Huong. ‘So it willbe essential for Vietnamese service providersto underst<strong>and</strong> the cultural characteristics <strong>of</strong>international travellers since these may have aninfluence on satisfaction levels.’Thuy-Huong explained that if Vietnamesehosts could develop a better underst<strong>and</strong>ing <strong>of</strong>Asian <strong>and</strong> Western tourists they can respondbetter to the growing number <strong>of</strong> internationaltourists, which in turn increases the chance <strong>of</strong>repeat visits.Thuy-Huong’s research identified significantdifferences between Vietnamese hosts <strong>and</strong> thetourist populations. Major cultural differencesappear to arise because the Vietnamese <strong>and</strong>Chinese populations belong to high powerdistance groupings, <strong>and</strong> have been educated onthe basis <strong>of</strong> Buddhism <strong>and</strong> Confucian thought.On the other h<strong>and</strong>, most French respondentsbelong to high context <strong>and</strong> polychromicnational cultures, <strong>and</strong> have been educated inthe broad context <strong>of</strong> the Catholic religion, whileAmericans, the largest tourist group, fit in thelow context <strong>and</strong> monochromic national cultures<strong>and</strong> have been primarily raised in a Protestantreligious environment.The cultural <strong>and</strong> behavioural differences betweenthe host <strong>and</strong> tourist populations appear to beconnected with the individualism <strong>of</strong> the West <strong>and</strong>the collectivism <strong>of</strong> the East.‘The theoretical aspects <strong>of</strong> the research make aunique contribution to an under-researched aspect<strong>of</strong> tourism: cross-cultural satisfaction betweenAsian, European <strong>and</strong> American cultures,’ saidThuy-Huong. ‘But from a practical perspective,significant marketing <strong>and</strong> promotionalopportunities resulting from the research findingswill be relevant to developing appropriateproducts <strong>and</strong> services aimed at the internationalmarkets,’ she continued. When targetingother Asian <strong>and</strong> Western tourists, Thuy-Huongproposed that tourism marketers should considerthe cultural differences between Chinese,French <strong>and</strong> Americans that have affected theirperceptions <strong>and</strong> levels <strong>of</strong> satisfaction with thequality <strong>of</strong> service.The study proposed a number <strong>of</strong> specificrecommendations to help bring about culturallyappropriate service provision. Serviceproviders need to be involved in settingbenchmarks for quality <strong>and</strong> should realisethat maintaining service quality is part <strong>of</strong> theirjob because this is likely to lead to customersatisfaction <strong>and</strong> repurchase intention.‘Clearly cultural diversity makes it difficult forpeople to underst<strong>and</strong> one another <strong>and</strong> toengage in positive interactions, but it is onlythrough an underst<strong>and</strong>ing <strong>of</strong> the assumptionsbehind the different behaviours <strong>of</strong> people fromvarious cultural backgrounds, that we canacknowledge that service st<strong>and</strong>ards are notidentical for everyone.’Exploring VietnamAlthough many Westerners stillimagine Vietnam through the lens<strong>of</strong> war, in reality it’s a country filledwith captivating natural beauty <strong>and</strong>tranquil village life. Its highl<strong>and</strong>s <strong>and</strong>rainforest regions, far from beingdevastated, continue to yield newspecies <strong>and</strong> team with exotic wildlife.Its isl<strong>and</strong>s <strong>and</strong> beaches are amongthe finest in all <strong>of</strong> South East Asia,<strong>and</strong> its cuisine is possibly the mostdelicious you will ever find. Over twodecades have passed since North<strong>and</strong> South Vietnam were <strong>of</strong>ficiallyunited, <strong>and</strong> in that time the countryhas done a remarkable job <strong>of</strong>healing its wounds.VICTORIA UNIVERSITY


SCHOOL OF HOSPITALITY, TOURISM & MARKETINGPAC PROFILE DALLAS NEWTONCareer ProgressionIn 1984 Dallas was appointed FinancialController <strong>of</strong> AAT-Kings, becoming ManagingDirector in 1997.‘These were interesting times,’ he said. ‘Weworked through the tourism boom <strong>of</strong> the80s <strong>and</strong> 90s, exp<strong>and</strong>ing the business tocover operations all over Australia <strong>and</strong> NewZeal<strong>and</strong>, <strong>and</strong> surviving the 1989 pilots’ strike.’Until 1993, both APT <strong>and</strong> AAT-Kings wereowned by the same people. ‘As a director Iconcentrated on strategy <strong>and</strong> marketing.’Current RoleDallas Newton <strong>and</strong> family: from left is eldest daughter Carly, Dallas’ wife Sue <strong>and</strong> youngest daughter SarahThe Programs Advisory Committee(PAC) is responsible for reviewingall <strong>of</strong> the School <strong>of</strong> Hospitality,Tourism & Marketing’s courses.Members come from a wide range<strong>of</strong> industries <strong>and</strong> from <strong>Victoria</strong><strong>University</strong>. Its purpose is to provideadvice from an industry perspectiveabout the courses <strong>and</strong> opportunitiesat <strong>Victoria</strong> <strong>University</strong> <strong>and</strong> the School<strong>of</strong> HTM, providing a reality check<strong>and</strong> acting as a sounding board forthe staff, as well as assisting withnetworking where possible. Thisensures that the School stays atthe cutting edge, so that studentsgraduate with up-to-the-minute skills<strong>and</strong> are immediately employable.Career Start‘My real first income was from driving forklifttrucks whilst searching for an accounting job,’laughed Dallas. ‘At school my best subjectswere accounting <strong>and</strong> economics, <strong>and</strong> since Iwas interested in business I took a BBus <strong>and</strong>majored in accounting.’ His first ‘real’ job wasas an accounting assistant with AustralianPacific Touring, where he worked through theaccounting department learning all aspects<strong>of</strong> every reporting <strong>and</strong> administrative function:from payroll, costings, debtors, creditors <strong>and</strong>general ledger.In 2001, he returned to APT <strong>and</strong> joinedtheir strong board <strong>of</strong> directors until 2006when he entered an equity partnership in theMelbourne <strong>and</strong> Sydney Day Tour Divisions <strong>of</strong>APT. ‘This industry is continually changing dueto the challenges <strong>of</strong> the means <strong>of</strong> distribution<strong>and</strong> information available, particularly theinternet. The competition from other countriesfor the tourist dollar is strong. The industry stillcompetes within itself way to much <strong>and</strong> maymiss some opportunities due to this.’PAC Involvement‘APT has a long history <strong>of</strong> employing <strong>Victoria</strong><strong>University</strong> graduates through Work IntegratedLearning; many students undertake theirCo-operative Education year with us. As amember <strong>of</strong> PAC I hope I can bring someexperience <strong>of</strong> what employers are looking forin graduates.’GETTING THE MOST FROM EVENTSAIME, an annual event showcasingthe best Australian, Asia Pacific <strong>and</strong>international tourism, hospitality<strong>and</strong> events services, incorporatesthe AIME <strong>Business</strong> Events Forum.It features a prominent line-up <strong>of</strong>international experts in discussionson a range <strong>of</strong> hot industry topics.At the Forum were Adj Pr<strong>of</strong> Lois Appleby <strong>and</strong>some students she mentors in a programme toassist young women studying at VU’s School<strong>of</strong> HTM. Pictured left to right are: JennaLipshut (BBus Tourism Mgmt/Event Mgmt),Lois Appleby, Anna Shaw (BBus Event Mgmt),Sarah Chick (BBus Tourism Mgmt) <strong>and</strong> RimaHanna (BBus Tourism Mgmt/Event Mgmt).VICTORIA UNIVERSITY


SCHOOL OF HOSPITALITY, TOURISM & MARKETINGgrabbing her chance for germanyJulia, on the right, with fellow student Ines, in Bonn. Ines was anexchange student at VU in Melbourne in 2006, which is wherethey first met, so the two girls were delighted to catch up.‘The best thing about any university inGermany is that most lecturers arepr<strong>of</strong>essionals. Many <strong>of</strong> them have taughtoverseas, <strong>and</strong> have experience working forbig international companies,’ Julia explained.‘Lectures were never boring because theyalways have real-world examples to discuss,<strong>and</strong> teaching there is very practical <strong>and</strong>involves a lot <strong>of</strong> group work <strong>and</strong> a lot <strong>of</strong>presentations.’ And just as she had at <strong>Victoria</strong><strong>University</strong>, she found the German lecturerswere always ready to help students.The university <strong>of</strong>fered a lot <strong>of</strong> extracurriculum courses for which Julia couldreceive credit including weekend seminarson Germany, the European Union <strong>and</strong>intercultural communication. And throughoutsemester she attended the free Germanlanguage classes.As a student she was given a travel passwhich allowed her to travel anywhere inGermany on public transport, at no cost. Juliatook advantage <strong>of</strong> her free time <strong>and</strong> visiteda number <strong>of</strong> other cities, including Bonn,Hamburg <strong>and</strong> Hanover. Since Julia completedher studies <strong>and</strong> graduated, she has stayedin Europe. For five months she worked in StPetersburg in Russia, with an American-ownedtravel agency. Today she lives <strong>and</strong> works inMoscow as Group Sales Executive at the localMoscow Holiday Inn.‘I believe that every student should use thisopportunity <strong>and</strong> do their best to succeed ingetting a place in this great exchange program,because it is really worth it. A big thanks to VUfor their support during my stay in Germany!’For more information about studentexchange opportunities go towww.vu.edu.au/International/Student_ExchangeTo contact Julia Shmayenik email herat julia@agentupdate.comWhen Julia Shmayenik (BBus HospMgmt, 2006) discovered she hadthe opportunity to finish the lastsemester <strong>of</strong> her degree overseas,she grabbed the chance. ‘Being aninternational student at <strong>Victoria</strong><strong>University</strong>, I was also eligible for ascholarship through the <strong>Faculty</strong> <strong>of</strong><strong>Business</strong> & <strong>Law</strong> <strong>and</strong> that was justthe icing on the cake.’Julia was accepted for a semester atHochschule Bremen, in a small town in thenorth <strong>of</strong> Germany.‘I did some research about the university,but I really didn’t know what to expect,’ Juliaexplained. ‘Before classes <strong>of</strong>ficially startedwe had two weeks <strong>of</strong> orientation. I must saythe schedule organised by the Hochschulestaff was really good, with different activitiesevery day, sightseeing tours around the town,as well as getting to know each one <strong>of</strong> themany popular pubs. There were about 100international students who came to Hochschulefor this semester.’Julia found it challenging organising hertimetable when classes started: a lot <strong>of</strong> greatsubjects but also many timetable conflicts. Shediscovered that this kind <strong>of</strong> confusion occurs atthe start <strong>of</strong> most semesters but eventually getssorted out.Top left: Students participating in the Bremen Stadtmusikanten, a local festival.Top right: Julia (on the left) <strong>and</strong> students hard at work, just to prove that it wasn’t all fun <strong>and</strong> games.Below: The beautiful old Marktplatz in Bremen, Germany10 VICTORIA UNIVERSITY


SCHOOL OF HOSPITALITY, TOURISM & MARKETINGSCHOOL OF HOSPITALITY, TOURISM & MARKETINGWHY DO THEY COME?What motivates tourists? That isthe question lecturer P<strong>and</strong>ora Kaysought to answer in her PhD thesis‘Determinants <strong>of</strong> Cultural EventTourist Motivation’. P<strong>and</strong>ora wasinvestigating the new audiencepotential <strong>of</strong> both Western <strong>and</strong> Asiantourists for locally-based attractions<strong>and</strong> events, <strong>and</strong> the associatedmarketing strategies needed toattract them.‘In my thesis, I developed a research modelconceptualising the tourist motivational processcomprised <strong>of</strong> four latent constructs: attitudes,motives, benefits sought <strong>and</strong> benefits gained.’Her research drew on Alzua et al’s (1998)procedural model for segmenting culturaltourist markets <strong>and</strong> Iso-Ahola’s (1989)seeking/avoiding dichotomy theory fortourist motivation dimensions. Findings bycultural group were unexpected, although thehypotheses, which included hedonic, escape<strong>and</strong> seeking dimensions, were supported.‘There were not significant cultural differencesbetween Western <strong>and</strong> Asian tourists, whichwas surprising. However, I discovered thatthere are significant differences betweenEnglish-speaking tourist groups in their motivesfor attending cultural events.’In conclusion, P<strong>and</strong>ora presented marketsegmentation <strong>and</strong> marketing strategyimplications as a result <strong>of</strong> these findings.For more information on the findings,email p<strong>and</strong>ora.kay@vu.edu.auhow the quest was wonSenior Lecturer Michael Pearlman (left) presents Pr<strong>of</strong>essor for aDay Paul Constantinou with his ‘pr<strong>of</strong>essorial plaque’Paul Constantinou (Dip Catering& Hosp Mgmt, 1976), Chairman <strong>of</strong>Quest Serviced Apartments, knowsthe importance <strong>of</strong> an educationbased on real-world experience.Quest, the company he founded, hashad a long relationship with <strong>Victoria</strong><strong>University</strong>’s School <strong>of</strong> Hospitality,Tourism & Marketing. Not only ishe a graduate <strong>of</strong> the School, butover the years Quest has been anactive participant in Work IntegratedLearning, employing many studentsduring their Co-operative EducationYear, <strong>and</strong> employing many <strong>of</strong> theSchool’s graduates.So when Paul was invited to become theSchool’s inaugural Pr<strong>of</strong>essor for a Day, hewas delighted. He is keenly aware <strong>of</strong> theimportance <strong>and</strong> value <strong>of</strong> combining theory <strong>and</strong>practice to build a total education, so studentsare work-ready when they finish their degree.As one aspect <strong>of</strong> VU’s New School <strong>of</strong> Thought(see page 8) Pr<strong>of</strong>essor for a Day aims t<strong>of</strong>urther articulate external engagement withindustry. The programme will strengthen thedomains <strong>of</strong> hospitality, tourism, marketing <strong>and</strong>events, attracting top level presenters <strong>and</strong>mentors to add to VU’s strong culture <strong>of</strong> activeengagement with industry educators.Pr<strong>of</strong>essor for a Day is a prestigious assignment,reserved only for those in the top echelons<strong>of</strong> industry. It is a tangible demonstration<strong>of</strong> commitment to training, education <strong>and</strong>pr<strong>of</strong>essionalism, <strong>and</strong> provides the ‘Pr<strong>of</strong>essor’with the opportunity to gain insight from withinthe academic community through interactionwith VU staff <strong>and</strong> students.Paul has grown the Quest business throughcommitment to the br<strong>and</strong>, <strong>and</strong> by providingtraining support <strong>and</strong> opportunities for personaldevelopment. ‘It is vital to develop closerelationships with key decision-makers,’ he said.‘Markets are becoming more discerning, <strong>and</strong>we need to research the trends carefully.’Currently VU graduates Joan Lee (BBus Mktg/Hosp Mgmt, 2005) <strong>and</strong> Johnson Zhang (BBusTourism Mgmt, 2005) are employed by Quest.Joan is <strong>Business</strong> Development Executive atQuest Albert Park while Johnson has recentlybeen promoted to General Manager QuestDockl<strong>and</strong>s. Johnson undertook his Co-op Yearwith Quest, <strong>and</strong> both graduates are building ahealthy career with the industry experience <strong>and</strong>active support <strong>of</strong> ‘Pr<strong>of</strong>essor’ Constantinou.VICTORIA UNIVERSITY 11


SCHOOL OF HOSPITALITY, TOURISM & MARKETINGTHE THIRD DEGREE LEANNE TAYLOREducation: BBus Travel & Tourism Mgmt, 1998Born: Geelong, <strong>Victoria</strong>Lives: Melbourne, <strong>Victoria</strong> but travels <strong>of</strong>ten toTorquay on the <strong>Victoria</strong>n coastCurrent roles:I’m a new mum, <strong>and</strong> I also run my ownbusiness. Right at this moment I spend prettymuch all my time loving <strong>and</strong> caring for CocoSienna, who was born on 28th June this year,so it’s all very new <strong>and</strong> exciting. Being a mumis a full time job so at present I am workingremotely from home.I also run Golf Retreats <strong>Victoria</strong> which I startedin 2004, <strong>of</strong>fering short-stay accommodationclose to golf courses in the Melbourne region<strong>and</strong> at Barwon Heads on the coast. Thebusiness was born from my love <strong>of</strong> property<strong>and</strong> love <strong>of</strong> tourism. Focusing on customerservice <strong>and</strong> tourism marketing we achievegreater results for our property owners thantraditional real estate marketing.On working for yourself:I once read that when running a small businessyour should work ‘on’ the business, not ‘in’ thebusiness. For the first two years it was just meworking <strong>and</strong> building the business, trying todo everything from reservations, marketing,accounting (wish I’d paid more attention at uni!)<strong>and</strong> web design. I soon realised I was workingtoo hard ‘in’ the business so I employed somecasual staff <strong>and</strong> delegated duties so I couldwork ‘on’ the business <strong>and</strong> take a more strategicrole. I now have three staff who h<strong>and</strong>le theday to day admin <strong>and</strong> property bookingsgiving me time to focus on PR, advertising<strong>and</strong> marketingCareer influences:Bronwyn Higgs at VU introduced me to my firstpost grad position at The Hotel Como, so shestarted it all! Along the way there have alsobeen many people who exposed me to ‘howto do things’ <strong>and</strong> ‘how NOT to do things’.My husb<strong>and</strong> Brett Howlett is a great support<strong>and</strong> advisor (he’s a property developer withMirvac) <strong>and</strong> my girlfriend Angela, who’s aLeanne Taylor, left, with friend, mentor <strong>and</strong> successful business woman Angela Laughlinmother <strong>of</strong> two <strong>and</strong> runs her own business, isan inspiration.Also, just keeping your options open is vital.I never imagined I would be working in realestate after completing a tourism degree,but by networking <strong>and</strong> taking opportunitiesas they present themselves, you pave yourcareer…the exciting part is, you never knowwhere the path will take you.To contact Leanne Taylor email herat stay@golfretreats.com.au,ph: (03) 9645 1319 or go towww.golfretreats.com.auWHERE ARE THEY NOW?It’s so easy to get on the Alumni mailinglist: simply email us at alumni@vu.edu.auJacqui Charlton, BBus Travel & Tourism Mgmt,2001, Pr<strong>of</strong>essional Development (Tourism) Coordinator,City <strong>of</strong> Melbourne, Melbourne, VicPaul Constantinou, Dip Catering & Hosp Mgmt,1976, Chairman, Quest Serviced Apartments,Melbourne, VicAmber Cummings, BBus Tourism Mgmt,2001, Product Manager, Down Under Answers,Seattle, USATed Horner, Dip Catering & Hotel Mgmt, 1976,Managing Director, E Horner & Associates Pty LtdSydney, NSWErica Jones, BBus Tourism Mgmt/Event Mgmt,2006, Account Coordinator, Moreton Hire ServicePty Ltd, Sunshine West, VicJoan Lee, BBus Mktg/Hosp Mgmt, 2003,Corporate Br<strong>and</strong> Manager, Quest Corporate Office,Albert Park, VicKate Lind, BBus Travel & Tourism Mgmt, 1996,Visitor Services Officer - Economic Development Unit,Wyndham City Council, Werribee, VicIan Mason, BBus Travel & Tourism Mgmt, 1997,Tourism Development Team Leader, Macedon ShireCouncil, Macedon, VicDean Minett, MBus (Research) Hosp & Tourism,2007, Area General Manager, Australia, NZ, AscottInternational Management (Australia) Pty Ltd,Melbourne, VicPatrick Mulindi, MBus Tourism Development,1997, HOD Hotel, Restaurant & Tourism, United StatesInternational <strong>University</strong>, Nairobi, Kenya<strong>Victoria</strong> Murfett, BBus Tourism Mgmt 2006,Travel Consultant, Austravel, London, UKIsabel Sebastian, BBus Tourism Mgmt & Mktg,1993, COMO Shambhala Manager, Uma Paro,Kingdom <strong>of</strong> BhutanMargita (Hegedis) Sherer, BBus Tourism Mgmt,2002, Duty Airport Manager, Qantas Airways, LAX,Los Angeles, USAJulia Shmayenki, BBus Hosp Mgmt, 2006,Group Sales Executive, Holiday Inn, Moscow, RussiaLeanne Taylor, BBus Travel & Tourism Mgmt,1998, Managing Director, Golf Retreats <strong>Victoria</strong>,Melbourne, VicJane Timson, BBus Mktg/Tourism Mgmt, 2002,Commercial Operations Manager, Melbourne Show(Royal Agricultural Society <strong>of</strong> <strong>Victoria</strong>), Ascot Vale, VicAlphonce Tokali, MBus Hosp Mgmt, 1996, HOSHospitality & Tourism, Gretsa <strong>University</strong>, Thika, KenyaGabrielle Vampatella, BBus Travel & TourismMgmt, 2001, Strategic Development Manager,Radisson Hotels, Melbourne, VicJohnson Zhang, BBus Hosp/Tourism Mgmt, 2005,General Manager, Quest Apartments, Dockl<strong>and</strong>s, Vic12 VICTORIA UNIVERSITY

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