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1.
Market orientation of business schools and development of professional competencies of students in the tourism business
Maja Rosi, Milan Jurše, 2016, strokovni članek

Opis: Recent trends of spreading of market globalization, technological progress, internationalization, privatization and other relevant changes are strategically changing the context in which all institutions of society operate and prosper. The higher education sector is also affected, and, in particular, the business education has to be better aligned with these external realities. In this dynamic and changing environment, students, businesses and other stakeholders require knowledge and skills that will provide them with competency in relation to the current economic situation and technological advances. Tourism sector and whole economy increasingly depend on contemporary knowledge that provides appropriate job competency to students and competitive advantage to the providers of services. Adjustment of public higher education institutions is important for enhancing their market position in increasingly competitive market for business education. There is an increasing number of private business schools that have emerged recently, also in the field of tourism that have seen their great potential for business success and earnings in the increasingly competitive business education market, framed by a very dynamic and competitive environment of business education. In addition, business schools have to deal with the trend of shrinking budgetary (public) funding of their operation, which forces them to search for additional funding by providing new educational offerings and strengthening of their market orientation. In the debate about the future of tourism education, there lies a gap between the requirements of the curriculum and the expectations of the industry, which argues that higher education has to serve the tourism of the future - that is to prepare students for a more active role in tourism organizations and in their search for improvements and adaptation to different competitive circumstances. Does business schools% curriculum follow the development of key recent trends in the industry? The main objective of this paper is to identify the key aspects of the dynamic adaptation of university business schools and to elaborate on the possible linkage between the development of professional competences of students in the field of tourism and the professional requirements of organizations in this industry. We will use the comparative method (overview and comparison of tourist programs of selected faculties in selected countries of the former Yugoslavia, review and comparison of their programs regardless of any possible accreditation) and benchmarking analysis that will help us identify differences in achieved professional student competencies in selected faculties and compare them against achieved professional student competencies of selected, leading faculties in central Europe in the field of tourism.
Ključne besede: graduate professional competence, tourism education, market orientation of public higher education institutions, globalization, privatization of higher education, tourist destinations, marketing
Objavljeno: 03.08.2017; Ogledov: 57; Prenosov: 6
.pdf Polno besedilo (613,97 KB)

2.
Raising awareness of urban environment development in primary schools
Maja Rosi, Jerneja Smole, Jasna Potočnik, 2016, objavljeni znanstveni prispevek na konferenci

Opis: In the past few years, excessive efforts have been made to increase the city’s attractiveness and its international positioning. Also studies on the so-called city destination branding are on the rise. Theorists, as Ramirez (2001), Marzano and Scott (2009), among many others, are discussing different aspects of this complex process. Many approaches and strategies are dealing with the positioning of urban environments and city destinations, trying to provide at least some partial answers about achieving this objective. With proper marketing and branding, cities can do a lot to attract tourists and visitors. For successful city marketing and branding and for the successful long-term positioning of the destination in general, it is necessary to involve the key stakeholders and collaborate with as many as possible despite the fact that the branding of a city destination (or any destination for that matter) is a complex process. It is significant that all the stakeholders, who are always carriers of different interests, are invited to collaborate in the planning of the tourism development and tourism development strategies, from the government, the private sector, schools etc. It is also important to involve the citizens, who can provide a valuable opinion about the environment they live in – what they like about their environment, what suggestion would they give to tourists about gastronomy, attractions, shops, events, etc. It is significant that citizens are proud of their urban environment, that they know their own environment, and that they have the motivation for the involvement in the process of improvement of their home environment (through projects, discussions, etc.). It is impossible to create attractive urban environments or cities if residents do not have a positive opinion about the place they live in. That is why it is essential for the education institutions at all levels, but especially for the institutions at the primary levels to educate children, toddlers, pupils, students, about the importance of urban environment development and create a positive learning environment, where children are able to develop as residents with a great understanding of the potential of the environment they live in. The paper explores the importance of raising awareness of the urban environment in primary schools from the theoretical, analytical and practical point of views. In the paper, we will examine whether primary schools in the city of Maribor, Slovenia educate children about their urban environment, if they are creating positive learning environments, where children can develop into proud citizens aware of the significance of the urban environment and its consequences for the quality of their lives. Further on, the curricula in chosen primary schools in Maribor is going to be analyzed. With the survey, we will try to identify the degree of children’s awareness of their surrounding urban environment, the information they receive about their environment, and their attitude towards it. And finally, what is most important, we will try to show the extreme significance of the learning environment and the curricula for raising the awareness of the environment and growing into responsible adults who will also act responsibly towards their urban environments.
Ključne besede: tourism, branding, literature, urban, environment, education, children
Objavljeno: 03.11.2017; Ogledov: 21; Prenosov: 1
.pdf Polno besedilo (804,52 KB)

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