capilano university diploma (2012 linkbc case competition)
TRANSCRIPT
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