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Author : Tanja Mihalič, Janne J. Liburd & Jaume Guia
School/Work Place : University of Ljubljana, Slovenia (Tanja Mihalič), University of Southern Denmark, Denmark (Janne Liburd), University of Girona, Spain (Jaume Guia)
Contact : liburd@sdu.dk
Year : 2014

The primary rationale for embedding values-based learning in tourism higher education is to engage students’ learning-to-learn and learning-to-be, rather than simply learning about a topic, such as tourism management or sustainability (Liburd, 2013). This elaborates on Barnett’s (1990: 22) observation that “higher education implies more than the mere acquisition of knowledge. It requires a sceptical and questioning attitude towards knowledge”. Learning is therefore not limited to critical reflections on the complexity of tourism in conceptual terms and the curriculum space can be used in many different ways, from lectures to industry projects, in national or international environments (Mihalič, 2005); (Liburd, 2013); (Mihalič, 2002). Also, students should also be able to recognize underlying values and opportunities for stewardship, ethics, professionalism, mutuality and knowledge (Sheldon et.al, 2008), including the implementation of sustainable tourism development in diverse contexts (Liburd & Edwards, 2010).

This purpose of this paper is to study values-based education and learning in a case study of the joint master programme, the EMTM (European Master in Tourism Management). The EMTM is a fully integrated joint master program, taught in three European countries. Each student cohort of a maximum 35 students average 25 different nationalities worldwide. We examine how enrolled EMTM students assess the importance and gaps between the industry importance and educational performance in values. We studied the tourism educational values as suggested by Tourism Education Future Initiative (TEFI).


List of Articles
No. Subject Views Date
16 Think Tank XVIII Persuasive communication: an experiment on hotel guest... file 990 Jan 07, 2019

Key words: personal values, smart water-saving technology, community-based social marketing, science communication, pro-environmental behaviour, field experiment.

Author: Pablo Pereira-Doel, Xavier Font & Candice Howarth 

Year: 2018 

» Think Tank XIV Values in Tourism Higher Education: the Case of Europe... file 5576 Jun 26, 2014

The primary rationale for embedding values-based learning in tourism higher education is to engage students’ learning-to-learn and learning-to-be, rather than simply learning about a topic, such as tourism management or sustainability (Libur...

Author: Tanja Mihalič, Janne J. Liburd & Jaume Guia 

Year: 2014 

14 Think Tank IX Malay Small Family Business Values file 7111 Dec 19, 2013

In Malaysia approximately 90% of the businesses are categorized as small and medium enterprises (SMEs). The majority of these small businesses are family owned and make a significant contribution to Malaysian Gross Domestic Product. The prev...

Author: Askiah Jamaluddin & Jack Carlsen 

Year: 2009 

13 Think Tank IX Cultural values in sustainable tourism: Conflicts betw... file 6992 Oct 13, 2013

This paper evaluates cultural conflicts between indigenous groups, recreation users and management agencies over the appropriate amenity use of protected areas in the USA, Australia and New Zealand. It assesses both social values conflicts ...

Author: Heather Zeppel 

Year: 2009 

OPA: 2009 Outstanding Paper Award Winner 

12 Think Tank X Indigenous Values Help Shape a Universal Tourism Ethic file 3019 Oct 13, 2013

Indigenous communities from around the planet are defining common values in their tourism programs that attract visitors seeking authentic, transformational experiences. The Maori of New Zealand, Aborigines of Australia, Maasai of Kenya, Am...

Author: Ben Sherman 

Year: 2010 

11 Think Tank IX The West in the East: Conflict in the Values of Volunt... file 3837 Oct 13, 2013

Consequently, the aim of this research was to explore the complexity of trying to work within a framework of sustainability, with a given number of stakeholders (in this case, a UK organisation, its customers (volunteers, primarily British) ...

Author: Angela M. Benson 

Year: 2009 

10 Think Tank IX Revitalizing Community Values through Railway Regenera... file 7407 Oct 13, 2013

This paper presents a tourism research and education approach for the optimization of social capital invested in community action in support of railway tourism in the Asia Pacific region. The main hypothesis of the research is that railway r...

Author: Ian Chaplin 

Year: 2009 

9 Think Tank IX Using Social and Political Values to Assess Host Commu... file 2968 Oct 13, 2013

Tourism, like any other endeavour, operates within the social and political domains of a community, and it is therefore likely that residents with different social and political values would hold different representations of tourism. In the ...

Author: Margaret Deery, Leo Jago & Liz Fredline 

Year: 2009 

8 Think Tank IX Values: Dollars, trees or feelings? file 1971 Oct 13, 2013

The importance of values to tourism is but one aspect of the importance of values in human interactions with the natural environment and even more broadly to the human condition. However, attempts to understand the impact of values on behav...

Author: Denise Dillon 

Year: 2009 

7 Think Tank IX Valuing water: Perceived differences in attitude and u... file 4541 Oct 13, 2013

The recent explosion of second home development in tourism areas around the world is a reflection not only of the increased mobility of capital and people associated with the effects of globalization but also the development models employed ...

Author: Alison M. Gill, Peter W. Williams & Shelagh Thompson 

Year: 2009 

6 Think Tank IX Exploring Tourists’ Environmental Learning, Values, an... file 3856 Oct 13, 2013

There is a need for a research agenda, which achieves a holistic understanding of the nature and influences of environmental learning on tourists’ environmental values and travel experiences in relation to climate change. Why, because touri...

Author: Ulrike Kachel & Gayle Jennings 

Year: 2009 

5 Think Tank IX Achieving Sustainability in Business Events; Challengi... file 2641 Oct 13, 2013

Achieving sustainability is a challenge for all of society, but one that may prove especially problematic for the business events sector. Tourism in general and the business events industry in particular may be even more susceptible than oth...

Author: Judith Mair & Leo Jago 

Year: 2009 

4 Think Tank IX Cross-Cultural Interaction, Capacity Building and Sust... file 6633 Oct 13, 2013

This paper reports on findings which are part of a broader research conducted under the Learning and Teaching Fellowship Award 2007/08, aimed at the assessment of innovative blended learning techniques and applied learning in alternative st...

Author: Marina Novelli 

Year: 2009 

3 Think Tank IX Community based sustainable tourism: Quality of life a... file 7512 Oct 13, 2013

This paper explores the concept of quality of life (QOL) as perceived by residents in tourism destinations and examines differences in perceptions of QOL among culturally different destinations. The perceived QOL of local community is an imp...

Author: Yvette Reisinger & Kwang-Soo Park 

Year: 2009 

2 OPA award Cultural values in sustainable tourism: Conflicts betw... file 8596 Oct 13, 2013

This paper evaluates cultural conflicts between indigenous groups, recreation users and management agencies over the appropriate amenity use of protected areas in the USA, Australia and New Zealand. It assesses both social values conflicts ...

Author: Heather Zeppel 

Year: 2009 

OPA: 2009 Outstanding Paper Award Winner 

1 Think Tank VII Innovation in Tourism Education: Building the Capacity... file 1773 Oct 13, 2013

This paper will present the findings of a recent Summit on the Future of Tourism Education held in April 2007 in Austria. The summit's goal is to identify future societal, economic, environmental, political and technological trends from 201...

Author: Pauline Sheldon 

Year: 2007 

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