Tourism Initiatives Fund

After a distinguished career spanning more than three decades Dr. Marion Joppe retired at the end of 2021. During her years in HFTM, Marion made significant contributions and was recognized both within and beyond academia with a range of research awards, including the Society of Incentive and Travel Executives Foundation; Ontario Hostelry Institute; The Research Process; Ontario Accommodation Association; and HAFA/HTM Alumni Association.

At the forefront of Dr. Joppe’s research was collaboration and partnership with industry stakeholders and making a meaningful impact within the tourism sector.

In 2022, the Tourism Initiatives Fund (TIF) was launched as part of a gift from Professor Emerita Marion Joppe. The Tourism Initiatives Fund supports short-term tourismfocused research projects.

Two projects were funded in 2021-2022, including:

• Tourism’s Great Correction: Searching for Sustainability Post-Pandemic – Drs. Statia Elliot and Chris Choi

• Changes in seasonal student tourism workers’ job satisfaction and intention to stay over the course of employment – Bruce McAdams and Rebecca Gordon

Tourism Initiatives Fund project highlight:

COVID-19 forced the world to pause and reimagine travel. As the pandemic eases now is the time for the tourism industry to correct its environmental impact, says a University of Guelph researcher.

Elliot is creating a framework, with HFTM colleague Dr. Chris Choi and PhD student Alireza Zolfaghari, for the industry that she hopes will guide tourism through a sustainable recovery and away from the thinking of “more is better.” The document will address responsible travel, resiliency, community engagement, capacity management and digital efficiencies, all of which will help the industry adjust to market and capacity pressures, she says.

“The COVID-19 pandemic caused major disruptions not only to travel and tourism operations but to the sector’s pre-pandemic drive to improve economic and environmental sustainability,” she explains.

“Airports, hotels and restaurants are faced with staff shortages and investment disparities, limiting their capacity to return to pre-pandemic levels of operation and forcing a re-prioritization of traditional business approaches.”

A more environmentally and socially sustainable model

Creating ways to make the tourism industry more environmentally and socially sustainable is more important than ever because of the pandemic, Elliot says. The industry is a major economic driver for Canada, and many countries and travel trends that emerged during the pandemic signal a need to transform.

“Governments, nationally and provincially, can impact tourism’s recovery, by influencing the image of our destinations, either negatively or positively,” she says.

Elliot says industry players might consider limiting the number of visitors to popular attractions to avoid mass tourism, highlighting other destinations and promoting offseason travel.

Tourists can do their part by booking accommodations that follow sustainable practices, using local guides, eating at local restaurants to support the destination’s economy, staying longer in one place to minimize transportation emissions and respecting cultural practices, says Elliot.