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THE SUSTAINABLE TOURISM SUMMIT Rhode Island, 15
November 2006
KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
VERONICA CADOPPI CHIEF OF STAFF, UNWTO.THEMIS
FOUNDATION UNITED NATIONS WORLD TOURISM
ORGANIZATION
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WORLD TOURISM ORGANIZATION
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
WHAT IT IS
THE ERAS OF TOURISM POLICY
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
WHAT IT IS
GLOBAL TOURISM AGENDA
GLOBAL PARTNERS
GLOBAL KNOW-HOW
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
WHAT IT IS
150 countries, 7 territories and some 350
Affiliate Members (Nov. 2005)
A UNIQUE GLOBAL ORGANIZATION FOR TOURISM POLICY
AND GOVERNANCE
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
HOW IT FUNCTIONS
THE MISSION
UNWTO EXERTS LEADERSHIP FOR SUCCESSFUL TOURISM
POLICY WORLDWIDE. IT CONSENSUATES AND PROMOTES
FRAMEWORKS FOR ACTION IN TOURISM THROUGH ITS
PUBLIC-PRIVATE PARTNERSHIPS.
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
HOW IT FUNCTIONS
THE VISION
UNWTO IS THE GLOBAL TOURISM POLICY AUTHORITY. IT
DEVELOPS AND SUSTAINS CONSENSUS FRAMEWORKS FOR
WORLD WELL-BEING AND PEACE THROUGH LEADERSHIP FOR
POSITIVE ACTION IN TOURISM.
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
HOW IT FUNCTIONS
A FLEXIBLE ORGANIZATIONAL STRUCTURE WITH WELL
DEFINED RESPONSIBILITIES
THE GENERAL ASSEMBLY
THE EXECUTIVE COUNCIL
THE SECRETARIAT
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
HOW IT FUNCTIONS
MEMBERSHIP
ASSOCIATE MEMBERS
GOVERNMENTS OF TERRITORIES
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
HOW IT FUNCTIONS
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
HOW IT FUNCTIONS
THE SECRETARIAT
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
WHAT IT OFFERS
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
WHAT IT OFFERS
EDUCATION, TRAINING KNOWLEDGE MANAGEMENT

• METHODOLOGY AND STANDARDS
• DIAGNOSIS TOOLS IN TOURISM EDUCATION TRAINING
• TEDQUAL TOURISM EDUCATION QUALITY
• SBEST EXCELLENCE IN TGOs
• GTAT GENERAL TOURISM ACHIEVEMENT TEST
• THE UNWTO.THEMIS FOUNDATION
• DATA BASES IN HUMAN RESOURCE DEVELOPMENT
• STANDARDIZED COURSES
• WORLD NETWORK OF EDUCATIONAL INSTITUTIONS
• RESEARCH AND PUBLICATIONS

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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
WHAT IT OFFERS
STATISTICS AND ECONOMIC MEASUREMENT OF TOURISM

• STANDARDS AND METHODOLOGY
• CLEARING HOUSE FOR WORLD TOURISM STATISTICS
• ECONOMIC EFFECTS OF TOURISM
• STATISTICAL DATA BASES

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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
WHAT IT OFFERS
MARKET INTELLIGENCE AND PROMOTIONAL TECHNIQUES

• MARKET TRENDS
• MARKET SEGMENTATION AND TOURISM PRODUCT TRENDS
• TOURISM FORECAST

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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
WHAT IT OFFERS
QUALITY AND TRADE IN TOURISM

• FOSTERING QUALITY STANDARDS IN TOURISM
• RESEARCH AND METHODOLOGY
• SPECIAL CONSIDERATION OF SAFETY ISSUES
• SPECIAL CONSIDERATION OF TOURIST HEALTH ISSUES
• REDUCE OBSTACLES AND FORMALITIES IN TRAVEL
• TOURISM TRADE LIBERALIZATION MEASURES

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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
WHAT IT OFFERS
SUSTAINABLE DEVELOPMENT OF TOURISM

• METHODOLOGY AND RESEARCH
• FORUM FOR CONSENSUS BUILDING
• GUIDANCE AND FRAMEWORK FOR BALANCED AND
  SUSTAINABLE TOURISM DEVELOPMENT
• KNOW-HOW IN TOURISM PLANNING
• GUIDANCE ON TOURISM USE OF NATURAL AND CULTURAL
  RESOURCES
• ETHICAL AND SOCIAL DIMENSIONS OF TOURISM

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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
WHAT IT OFFERS
COMMUNICATIONS AND DOCUMENTATION RESOURCES

• RESEARCH AND METHODOLOGY ON TOURISM COMMUNICATION
  AND DOCUMENTATION
• COMMUNICATION AND DOCUMENTATION SERVICES TO THE
  ORGANIZATION AND ITS MEMBERS
• UNWTO PUBLICATIONS PROGRAMME
• UNWTO PRESS SERVICES
• UNWTO DOCUMENTATION RESOURCES
• DISSEMINATION OF UNWTO PROGRAMME OF WORK

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The only irreplaceable capital an organization
possesses is the knowledge and ability of its
people... The productivity of that capital
depends on how effectively people share their
competence with those who can use it
Andrew Carnegie, 1919
Andrew Carnegie, 1919
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
Human resource development is a key factor

in the
strategy and competitiveness of
public and
private bodies
that are active
in global tourism markets and
wish to maintain socially
acceptable standards of
economic, cultural and environmental
sustainability.
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE

• Knowledge

• Krippendorf

• Instruments

• Objectives

• Porter

• Sustainability

• Quality

• Standards

• Positioning

• Reengineering

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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE

• PRE-REQ TACIT IMPLICIT

EXPLICIT KNOWLEDGE
A) CREATION / EXPLICITATION OF KNOWLEDGE B) DISSEM
INATION OF KNOWLEDGE C) APPLICATION OF KNOWLEDGE
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
Obstacles to Increasing Employment in Tourism
BUREAUCRACY RED TAPE
LACK OF QUALITY IN EDUCATION TRAINING
INAPROPIATE INFORMATION
LABOUR
EMPLOYERS
COST OF LABOUR gt EXPECTED VALUE ADDED
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
Capacity Building - Human Resource Development in
the New Age of Tourism
WHERE WHEN?
CHOOSING OPTIONS AND POSITIONING
STRATEGY
CAPACITY BUILDING ----------- KNOWLEDGE
MANAGEMENT

DETERMINING HR NEEDS IN THE INDUSTRY
WHAT?
QUALITY

OPTIMIZING INVESTMENTS IN CAPACITY BUILDING
HOW?
EFFICIENCY
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
Strategic Role of KM in the New Age of Tourism
CAPACITY BUILDING ----------- KNOWLEDGE MANAGEMENT
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
UNWTO EKM Programme The Mission
To build the knowledge capacity of UNWTO Members
for sustainability, competitiveness and
development through tourism, providing
leadership, initiative and coordination in
quality tourism research, education and training
as well as in the application of knowledge at
country and destination level, through
public-private partnerships among institutions
and UNWTO Member States.
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
UNWTO TED Programme The Scope
METHODOLOGY UNWTO.TedQual
RECIPIENTS AND PARTNERS UNWTO.Sbest
UNWTO PROGRAMME IN TOURISM EDUCATION
AFFILIATE MEMBERS (BC OTHER)
MEMBER STATES
EDUCATION COUNCIL (AFFILIATES)
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
UNWTO.Sbest
UNWTO EKM DEPARTMENT
AFFILIATE MEMBERS (BC OTHER)
MEMBER STATES
IMPLEMENTING THE UNWTO TED PROGRAMME
UNWTO.THEMIS FOUNDATION
EDUCATION COUNCIL (AFFILIATES)
ADMINISTERING TEDQUAL AND GTAT PROGRAMMES
MEMBERSHIP LINKS ADMINISTRATIVE LINKS PARTNERSHIP
LINKS
OTHER ORGANIZATIONS
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
THE UNWTO EDUCATION AND KNOWLEDGE MANAGEMENT
DEPARTAMENT implements the UNWTO EKM programme of
work and provides products and services in
Education and Training as well as Academic
Research in Tourism to UNWTO Members, with the
assistance of the following two UNWTO bodies
THE UNWTO EDUCATION COUNCIL, the membership body
of the EKM department consisting of university
level education institutions world-wide who are
UNWTO Affiliate Members and have demonstrated the
quality of their tourism education programmes,
obtaining the UNWTO.TedQual Certification.
THE UNWTO.THEMIS FOUNDATION, created by UNWTO
with the support of the member Government of
Andorra as an administrative arm to help
implement UNWTO actions in Education and
Knowledge Management.
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
EDUCATION, TRAINING AND KNOWLEDGE
MANAGEMENT PROGRAMME OF WORK 2006-7
3 KEY PRIORITIES

• Build Network of Government Officials.
• Build Capacity to Respond to Knowledge Needs of
  UNWTO Members.
• Apply Knowledge in Tourism and Build Knowledge
  Management Capacity Practicum, Tourism Policy
  Forum, UNWTO.Sbest, UNWTO.Scholars, UNWTO.TedQual
  Volunteers

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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
EDUCATION, TRAINING AND KNOWLEDGE
MANAGEMENT PROGRAMME OF WORK 2006-7
3 KEY MANAGEMENT OBJECTIVES

• Simplify goals and programmes, then communicate
  them better.
• Act as catalyst for action pilot programmes,
  standards, etc.
• Concentrate on tangible benefits for Members

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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
EDUCATION, TRAINING AND KNOWLEDGE
MANAGEMENT PROGRAMME OF WORK 2006-7
IMPLEMENTATION STRATEGIC DEVELOPMENTS
UNWTO.TedQual A variety of supply-side
instruments to help Members achieve quality
institutions and programmes in tourism education
and capacity for T-Governance. UNWTO.Sbest A
variety of demand-side programmes to contribute
to excellence in T-Governance (e.g UNWTO.Sbest
Practicum, UNWTO.Sbest Certification,
etc.) UNWTO.EKM Application Focused programmes
to illustrate T-Knowledge used as an instrument
of T-Policy and Governance (e.g UNWTO.TedQual
Volunteers) and collaboration with UN System
(UNGIS, UNKM Network, UNDP, UNESCO, ILO, etc. )
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
EDUCATION, TRAINING AND KNOWLEDGE
MANAGEMENT PROGRAMME OF WORK 2006-7
IMPLEMENTATION OUTCOMES

1. Enhanced strategic knowledge capacity and
   positioning for UNWTO Members.
2. Increased tourism competitiveness for UNWTO
   Members in tourism education, training and
   know-how.
3. Innovative programmes in tourism education and
   training for UNWTO Members through public-private
   partnerships.

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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
EDUCATION, TRAINING AND KNOWLEDGE
MANAGEMENT PROGRAMME OF WORK 2006-7
IMPLEMENTATION OUTCOMES
1.1 UNWTO Network of Government Officials
specialized in tourism knowledge, education and
training. UNWTO.Themis TedQual Practicum,
UNWTO TedQual Government Network 1.2 UNWTO
Network of Quality knowledge, education and
training centres. UNWTO.TedQual Certification,
TQ Consultancies, UNWTO TedQual Centres
Netwk. 2.1 Direct Support to Members Practicum
, UNWTO Practicum Alumni Association, UNWTO
Scholars, TedQual Seminar UNWTO
Consultancies/Research and UNWTO.HRD Activities
and Events.
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KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
EDUCATION, TRAINING AND KNOWLEDGE
MANAGEMENT PROGRAMME OF WORK 2006-7
IMPLEMENTATION OUTCOMES
2.2 Support to Members in knowledge for
T-Governance UNWTO.Sbest Initiative, Destination
Think-Tanks. 3.1 Assessment of Needs and
Information UNWTO Tourism Labour Market
Observatory (UNWTO.EdC) HRD audits, Website,
Databases, Publications, Members
queries. 3.2 Knowledge, education and training
programme development Partnerships, GTAT Courses
and Exams, GTAT Certification, UNWTO.Sbest
Training, UNWTO.SIS Seminars, Knowledge
Think-Tanks, UNWTO.TedProm.
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THE SUSTAINABLE TOURISM SUMMIT Rhode Island, 15
November 2006
KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO
PERSPECTIVE
VERONICA CADOPPI CHIEF OF STAFF, UNWTO.THEMIS
FOUNDATION UNITED NATIONS WORLD TOURISM
ORGANIZATION