Title TRAIN-TO-CHANGE (CSR-Skills for Change Agents in European Tourism)
Project Number DE/11/LLP-LdV/TOI/147 443
Project Type Transfer of Innovation
Marketing Text The implementation of Corporate Social Responsibility (CSR) particularly requires the motivation and qualification of employees. A high standardized approach to in-service training and operational practice of relevant skills in tourism was transferred within this project.
The implementation of Corporate Social Responsibility (CSR) is a quality feature that allows even small and medium-sized enterprises to meet future market requirements and enhance their competitiveness. The European policy increasingly encourages the tourism sector to conduct measures of social responsibility. Apart from an appropriate corporate culture and a management system this requires highly qualified and motivated employees for the CSR-innovation process.
TRAIN-TO-CHANGE acted in line with the challenges of the European labour market identified by the European Commission ("New Skills for New Jobs"): relevant CSR management skills were taught through part-time and vocational training. Through the transfer of an existing training system 112 employees were qualified as CSR managers and trainers in the partner countries in the second project year. In the course of the training some CSR managers prepared a sustainability report. This was done at the workplace which also involved the employers and created added value for them. With TRAIN-TO-CHANGE a European training concept of vocational education and training was created, incorporating the highly topical issue of Corporate Social Responsibility in tourism and providing sector-specific skills.
The project TRAIN-TO-CHANGE analyzed the training system to be transferred and determined the need for adjustment. The objective is an approach to vocational education and training that responds to current and future labour market needs and provides sector-specific skills and competences.
Those skills were obtained on the job with the support of ICT and as part of a CSR process of corporate development: Employees of tourism enterprises in five countries were trained as CSR managers in the context of their jobs in order to act as change agents. The CSR managers introduced a CSR system in their companies and prepared a sustainability report. Some of these CSR managers underwent further training as CSR trainers to acquire the skills to act as multipliers and contribute to further dissemination. A career-long training concept for the qualification of CSR managers was tested in practice and disseminated in Europe through the partner network.
The testing of the training concept by the target group and in everyday operation is promoting their involvement in the development and transfer of the concept. Through education and training of employees in the tourism industry as CSR managers and - partially - as CSR trainers, the target group itself played a key role in the long-term development and adaptation of the qualification system to future labour market needs. The impact on companies was attained positively in two ways: CSR reports had to be approved at management level so the necessity for a qualitative training becomes visible to decision-makers. Otherwise the integrated or blended learning was a new and positive experience to the participants and companies.
The project met the initial objectives in so far that a total of 112 persons participated in the CSR Manager courses and 13 persons in the CSR Trainer courses. Having conducted a CSR implementation in their organizations, depending on the size of the organization at least two more persons were involved and trained indirectly. Probably only 8 of the 13 CSR trainers will be working as such in the future for their organizations, but the others will spread the contents of and knowledge about the training system in their organizations and the tourism sector. Hostelling International has the topic of CSR in their houses on their development agenda, being informed about the project by the Croatian and Slovenian national branches.
During the project the CSR manager training has been awarded the Willy Scharnow Award for companies in the travel trade for innovative and sustained projects and outstanding training programmes for travel trade staff. Being awarded this price means that the CSR manager training is seen as a role model, which had already an impact on the sector and which has great perspectives to influence the tourism sector even further. Since the testing and improvement of the CSR training by the project, the number of users of the e-learning has increased significantly to more than 200 persons.
kate is working on collaborations with vocational colleges and undertook dissemination activities at vocational colleges during the project. Even after the project has ended kate is keeping the ongoing efforts up: in cooperation with the Chamber of Industry and Commerce Stuttgart interested SME`s from the tourism sector will also in the future be informed about the CSR manager training. Therefore the training will be continuously improved and adapted to the market´s needs. A close cooperation with the certification company TourCert is given. Through its shareholders and network - relevant institutions in the sector of tourism and education – the demand of the training course is assured and resources for the further development of the project´s products are given.
kate is also exploiting the project results within the scope of the Leonardo da Vinci-project TransCSR which started in 2013. Within the scope of the new project, which is based upon the CSR manager training minimum 200 persons will learn about sustainable tourism and the CSR manager training. Besides this kate remains in close contact to the project partners and therefore also to the CSR trainers who have a high interest in continuing their work on CSR trainings in tourism and the resources to maintain the use of the results come from the daily work of the partners.
Accommodation and Food Service Activities
Arts, Entertainment and Recreation
Information and Communication
transparency and certification
open and distance learning
The project TRAIN-TO-CHANGE transferred a sector specific webbased guideline for CSR managers in tourism. The guide provides an introduction and constant reference to the implementation of a CSR process in tourist business.
A similar webbased guideline for CSR trainers was adjusted. This guide contains methodological and didactic instructions, in order to communicate CSR content in tourism companies.
Training concepts for in-service training of CSR managers and trainers were adapted to the tourism sector and applied in the project partnership.
In the course of the training in the second project year participating CSR managers created a CSR report for their company.