Greater communication is needed between universities and Australia's small tourism operators to relay new marketing ideas, business techniques and technology.
According to the new Foundation Professor of Tourism at The University of Queensland's Business School at Ipswich, Chris Cooper, quality of service is a key issue for small tourism operators.
Professor Cooper, who works out of the Department of Tourism and Leisure Management, said without a greater take-up of new technology and strategies, Australian tourism could suffer within the next decade.
"Tourism is Queensland's second largest industry and Australia is currently a world leader in tourism but it is still very much a ?Cinderella' industry - it has huge potential but is not taken seriously enough," he said.
As part of a drive to raise the profile of tourism and leisure studies in Australia, the Department is introducing new subjects in service delivery and service marketing to its Bachelor of Business program and re-configuring courses to allow more flexibility in using subjects as building blocks towards other degrees.
"For example, students can take a combination of travel and e-commerce units to boost their attractiveness in the employment market for international tourism," he said.
"We will also introduce a one-year masters program in tourism, travel and hospitality for people with undergraduate degrees in other areas and/or long-term industry experience. This course will be of particular appeal to overseas students."
Professor Cooper said the Department would also be working closely with the Ipswich City Council on joint projects concerning the role of tourism in the social and economic regeneration of the city. "We are currently negotiating a PhD scholarship in the area of how tourism can be an agent for change for Ipswich not only economically but in terms of city pride," he said.
Far from producing students for lower paid tourism industry jobs, the courses would produce graduates for key roles in managing the direction of Australian tourism, he said.
Formerly Professor of Tourism Management at the University of Surrey in the United Kingdom, Professor Cooper's expertise centres on raising worldwide standards in tourism education and resort development.
"I have done a lot of work with the United Nations' World Tourism Organisation in designing curricula for tourism and hotel schools throughout the world. I am also experienced at developing marketing and planning strategies for resorts at different stages such as those just starting and those in decline," he said.
For more information, contact Professor Chris Cooper (telephone 07 3381 1074).
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