capilano university diploma (2012 linkbc case competition)

STUDENT CASE COMPETITIONSTUDENT CASE COMPETITION

Presented by: Capilano University Diploma TeamMegan Sadler

Kara FitzpatrickPaulina Nowicki Gwyn Thomas

Presented to: Tourism Industry Conference 2012

““WE NEED DIVERSITY OF WE NEED DIVERSITY OF THOUGHT IN THE WORLD TO FACE THOUGHT IN THE WORLD TO FACE

NEW CHALLENGES”NEW CHALLENGES”-TIM BERNERS-LEE, BRITISH PHYSICIST-TIM BERNERS-LEE, BRITISH PHYSICIST

DIVERSITY STRATEGY DIVERSITY STRATEGY

Source: Working.com, Us Ask News, Quebec Region First Nations Tourism

• 16% Domestic Students Studying Tourism Related Subjects

• 23.2% International Students in Canada Studying Tourism Related Subjects

• 4.5% First Nations in BC

• 8% Working Age Disabled People in British Columbia

Source: World Atlas

SITUATIONSITUATION

Source: University of Victoria

• Over 21 post secondary schools in British Columbia offer tourism and hospitality programs

STUDENTS – STUDENTS – INTERNATIONAL AND DOMESTICINTERNATIONAL AND DOMESTIC

Source: Cees Canada

Source: Books I Love

Source: Rasmussen Alaskan Art

FIRST NATIONS YOUTHFIRST NATIONS YOUTH

• 196,070 First Nations in BC

• 13% are unemployed

Source: University of British Columbia

• Face to face advice

• Resume workshops

• Interview preparation

ABORIGINAL ASSOCIATION OF BCABORIGINAL ASSOCIATION OF BC

Source: Pacific Wild

Source: Tumblr

YOUNG PERSONS WITH DISABILITIESYOUNG PERSONS WITH DISABILITIES

• 360,000 Disabled People of Working Age

• 3.5 times more likely to be unemployed than people without disabilities

Source: 211 Ontario blog

Source: Plough

BRITISH BRITISH COLUMBIA’S COLUMBIA’S DISABILITY DISABILITY TOURISM TOURISM

ASSOCIATIONASSOCIATIONA resource for A resource for

employers, employers, employees and employees and

travelerstravelers

STAKEHOLDERSSTAKEHOLDERS

Marketing Plan

Students- International and

Domestic

Aboriginal Youth

Youth with Disabilities

Educational

Institutions

Industry Employe

rs

Advocacy Groups

Governments

Destination Marketing

Organizations

Target Markets

Cost Purpose of Cost

Sources of Funding

Students – Domestic and International

$65,000 • Marketing• Research• Communication

s

• Universities• DMOs

Aboriginal Youth

$200,000 • Employee Salaries

• Renting Facility

• Supplies• Start up Costs

• Aboriginal Association of British Columbia

• Federal Government

Youth with Disabilities

$300,000 • Website Maintenance

• Marketing• Community

Workshops• Presentations

at DMO Events

• Federal Government

• Provincial Government

• Various Tourism Businesses

WORKING BUDGETWORKING BUDGETper yearper year

Total cost of project: $565,000Total cost of project: $565,000

INTENDED OUTCOMESINTENDED OUTCOMES

•2% of Disabled People working in Tourism 2% of Disabled People working in Tourism PositionsPositions

= 7,200 = 7,200 positions filledpositions filled

•2% of First Nations working in Tourism Positions2% of First Nations working in Tourism Positions = 3,921 = 3,921

positions filledpositions filled

•2% of International Students working in Tourism 2% of International Students working in Tourism PositionsPositions

= 1,333 = 1,333 positions filledpositions filled

Total Positions Filled: Total Positions Filled: 12,45412,454

““INNOVATION DISTINGUISHES BETWEEN INNOVATION DISTINGUISHES BETWEEN A LEADER AND A FOLLOWER”A LEADER AND A FOLLOWER”

- STEVE JOBS- STEVE JOBS

Source: This Sydney Life

• CTHRC Supply and Demand Project: The Future of Canada’s Tourism Sector• Atlanta Business Chronicle: Labour Shortage? Look to the next decade by

Randy Southerland• Gaining the Edge: A Five Year Strategy for Tourism in British Columbia 2012-

2018- Tourism BC• Go2Hr Tourism Labour Market Strategy• LinkBC 2 Year Strategy 2012-2014 • HM Stewart• The Conference Board of Canada • International Journal of Hospitality Management• WorkAble Solutions • Trip Advisor• Aboriginal Tourism Association of BC• Aboriginal Affairs and Northern Development Canada• British Columbia Government Ministry of Aboriginal Reconciliation• Statistics Canada• Office Space• Human Resources and Skills Development Canada• Frynge• Regional Profiles of First Nations Communities• Citizenship and Immigration Canada

REFERENCESREFERENCES