Demand Driven VET System for ASEAN Tourism

1. Demand Driven VET System for ASEAN Tourism Professor Chris Cooper

2. Presentation • Education Systems in ASEAN • The CBT approach • Involving industry

3. Why is a demand driven system important. • How do we partner with the tourism industry to achieve this?

4. Education Systems in ASEAN A wide spectrum of approaches is present with two extremes: • Educator supply-driven approaches; and • Industry demand-driven approaches • The CBT technology demands that the industry demand-driven approach is adopted – and can be used as a medium of change

5. This will demand the integration of industry into education and training systems for tourism Let’s examine the two approaches in more detail…

6. Educator Supply-Driven Systems • The curriculum is designed, delivered and determined by the educator • It assumes staff are capable of understanding the demands of the labour market • To move away from this is both threatening - and expensive • Danger of education and training becoming increasingly less relevant • Threatens competitiveness of tourism • Industry not involved

7. But… • There is nothing wrong with this approach if it is used to educate people about tourism for their general interest and awareness. • Where it is a problem is when it is used to feed employees to the industry. • In this case a demand driven approach is needed

8. Industry-Driven Systems • The curriculum is designed, delivered and determined by educators in partnership with industry • Partnerships are valued • This requires a confident, secure and mature governance system, education and tourism sector • Assumes personnel on both sides are willing to work with each other and demands a shift in traditional thinking • Demands the establishment of industry standards

9. Tourism CBT Across ASEAN A threefold classification of countries in terms of their adoption and use of CBT technology: • Users (CBT accepted) • Transitionals (CBT in the process of acceptance) • Non-users (CBT not yet accepted) This means that the amount of work to implement a CBT system varies by country

10. So to Summarise… A Spectrum Supply driven Demand driven Industry partners Government control Users Non-users Transitionals

11. So Why are we Here? • This workshop is designed to facilitate the movement of ASEAN countries along the spectrum from supply-driven system to demand-driven systems • In particular this will involve partnering with the tourism industry • And the central use of the common competencies framework • Allied with awareness raising and training • To deliver a CBT approach

12. Without the CBT approach, design and implementation of the MRA will be much more difficult • So what is required to establish a CBT approach across ASEAN? • Briefly recap the basics of CBT

13. Competency Based Training • Based upon idea of using competency profiles to predict job performance • Disenchantment by industry with education and training • Pressure from industry to develop industry relevant standards and education • Knowledge economy and flatter structures • Globalizing HR • In tourism the need for HR for competitiveness

14. Industry Involvement • Vital to respect the views and expertise of industry • Industry is the end user of tourism education and training • HR must therefore be equipped with relevant skills and competencies to allow industry to perform and be competitive • Vital to build industry into the education and training system through partnership • Industry intimately involved in specifying competencies, content and assessment

15. The Requirements • CBT must be linked to tourism policy and strategy • Identify competencies to predict performance in the workplace: • Motives • Traits • Self concept • Knowledge • Skill • Tend to focus on final two

16. Profiling • Determines unique set of competencies for a particular job function - such as say a waiter. • Can be done: • Top down; or • Bottom up • Bottom-up preferred

17. Bottom-Up Profiling • Broad competency categories • Specific competencies • Competency rating • Performance standards • CBT • Need to review and update

18. Industry Involvement in CBT • Each CBT element assessed against specified standard to be reached by the student. These standards are determined in consultation with industry • Industry is competent to assess - master and industry assessors in partnership with educators • Balances academic rigor with industry relevance • Driven by TRGs in a leadership role

19. In other words, this is the way that standards are established and conformity assessment can be achieved for the MRA.

20. The Medium for Industry involvement? • Normally formalized in the form of a training board with representatives from tourism industry sectors, industry associations, government and education institutions • Provides the mandate and authority to develop CBT system for tourism • Our TRGs are embryo training boards

21. The Role of Industry • Industry role in developing a CBT system - profiles and assessment • Delivers materials and industry dimension for educators • Acts as a supportive partner • Awareness raising – workshops and training • Sharing good practice across ASEAN • Developing resources – kits, resources and web sites • Ensuring industry relevance and updates

22. The Way Forward • For each ASEAN country the task will be different. • Important to learn from each other in socializing the Framework and integrating industry and education • Some models more appropriate than others in particular countries because governance systems for tourism and education differ • First step is the national workshops