Care in Tourism

Prof. Soile Veijola 

Prof. Veijola will address care in tourism from the point of view of gender theory. In feminist social sciences gender has been theorized as 'a contingent habit' or 'an embodied performative'. Gender works in us, habitually, whether we want it to or not, yet it is also marked by indeterminacy and unruliness since gender habits and structures of action are incessantly open to change and surprise. Veijola and Jokinen have suggested the concept of 'the Hostessing Society' for investigating contemporary working life as one that utilizes various affective, caring, and aesthetic performances of femininity as employees' assets and a necessary fabric of the social, without however improving the societal position of real women. Here, Prof. Veijola will elaborate an additional layer of gender theories topicalizing the notion of care and care-giving as effects of coding, codability, productivity, and efficiency, the consequences of which are manifested not only in the lives of women academics but also in the creativity and quality of future tourism products and development outcomes.




No Act of Kindness Is Wasted: On Kindness in Tourism Research and Pedagogical Practice

Prof. Troy Glover

Prof. Glover's keynote will focus on kindness as an emerging area of tourism research, as the trait of a good researcher, and as the mark of a good instructor. Counter to pejorative and dismissive notions that obscure kindness as a(n often gendered) form of leniency, sentimentality, and lack of rigour, this keynote centres on the fundamental need to embrace the humanity of kindness in the academic endeavour. While kindness remains undervalued for its contribution to scholarship and pedagogy, its practice encourages its benefactors to identify with the concerns of others and facilitates meaningful, authentic encounters. More than a professional obligation, then, kindness makes a difference in the pursuit of our academic goals.




Carrying Care: Natural History’s Path to Place

Dr. Lyn Baldwin

Naturalists and ecologists have argued that our ever-increasing “extinction of experience” with the natural world may, in fact, be its greatest threat. We know that place matters, but what in the Euro-Canadian tradition can work to restore care between people and place? Carry comes from the Latin word ‘carrus’ meaning wheeled vehicle, whereas care comes from the Old German word ‘chara’ meaning grief or lament. Tool, emotion. Is there a link between the tools we carry and our capacity to care? As an ecologist, my interest in the practice of field journaling arose when I began to understand that caring for the world demanded tools different than what my training as an ecologist, alone, could offer. By learning to listen to the land through art, my understanding of and willingness to protect its carrying capacity was deepened.

Illustrated with excerpts from my field journals and paintings, we will begin this workshop exploring how the art and science of natural history can help reweave a reciprocal relationship between ourselves and the ecosystems that surround and sustain us. Following this introduction, delegates will journey off-campus to explore illustrated field journals as an immersive practice in place and community. Through a series of observational exercises (none of which require prior drawing experience), we will pay close attention to the ground underfoot, giving voice to what we experience through schematic drawings, maps, diagrams, and contemplative writing pieces. Ultimately, this session will seek to demonstrate that the land’s care inspires and demands all the tools we have at our disposal.




Caring in the Act of Service: A Case Study of the Who, What, and How in Hospitality Service Experiences

Dr. Carrie Herzog - TEFI Excellence Award for Early-Career Scholarship in Sustainability

The focus of this presentation is on discussing the “who”, “what”, and “how” of caring in hospitality service experiences. The hospitality and tourism literature has addressed “what is sustainability”, and “who cares about sustainability”, but has paid less attention to “how do we show we care about sustainability” in the service experience, and “who should be engaged in the act of caring”. By presenting the findings of an inductive study exploring how the construct of “sustainability” is enacted in the context of Canadian full-service restaurants, I will discuss the meanings of sustainability at four levels - a broad hospitality industry level, a broad consumer marketplace level, a firm or restaurant level, and a service experience level (the what). I will also explain what influences the meanings and perceptions of sustainability among key participants in the service experience - managers, employees, and customers (the who). Finally, I will illuminate how meanings and perceptions of sustainability are created by individuals in the service consumption process (the how).

A conceptual framework, service experience clues (Berry, Wall, & Carbone, 2006a; Berry, Wall, & Carbone, 2006b), is applied in this research to help us uncover rational and emotional perceptions of sustainability in a specific service context – a case restaurant experience – from the perspectives of managers, employees, and customers. Sustainability is an important consideration not just before and after a service experience, but also during the experience itself. What is communicated about sustainability, who is involved, and how the meanings and perceptions are formed during the experience need to be considered to better understand caring as a dynamic process in service.



Carrie Herzog

Caring for ‘the Other’ in Post-Colonial Settings

Dr. Emily Höckert - TEFI Excellence Award for Early-Career Scholarship in Social Responsibility

In recent decades, the idea of community participation has played an important role in the search for sustainability, solidarity and inclusion in tourism development. The concept of participatory development has evolved in the course of rich and contradictory discussions of good life, democracy and colonialism towards a vision of alternative and small-scale tourism development, especially in the case of economically marginalized communities. In this presentation, Emily Höckert follows the trails of development practitioners, volunteers and researchers who travel to rural communities with a desire to enhance local participation in tourism development. The journey is driven by curiosity about the ways in which these guests, as well as tourists proper, seem to expect unconditional hospitality in their encounters with local hosts. The study indicates that despite – or actually because of – emancipatory intentions to help ‘the Other’, tourism experts end up dominating the supposedly participatory spaces of dialogue. Drawing on postcolonial and phenomenological discussions of ethical subjectivity, Höckert draws focus on different ideologies, values and ontologies underlying the idea of participation as such. She asks whether caring and participating might require a readiness to interrupt one’s own ways of doing, knowing and being.




Flourishing in an Age of Disruption

Anna Pollock, Founder Conscious Travel

As a citizen of both the UK and Canada Anna Pollock has enjoyed a rich and long career as a consultant, strategist, international speaker, and now change agent. She is now writing a book about Conscious Travel – an umbrella concept that links the many initiatives emerging to create a tourism that is better not bigger and better for more.

Over her 40+ year career, Anna has undertaken seminal work in sustainable tourism, education, health tourism and adventure travel; received The Visionary of the Year Award from the Canadian tourism industry; served as Visiting Fellow at Oxford Brookes University; and recently co-founded the Tourism Changemakers Forum designed to foster social enterprise in the tourism and hospitality sectors.

During the 1990s she established herself as a thought leader on the strategic and tactical implications of the Internet; created the first internet-based tourism strategy for Scotland and co-developed one of the first multi-purpose destination management systems.

In the following decade she turned her attention to issues related to sustainability and founded the Icarus Foundation to raise awareness of climate change. That led her to look more deeply at the impact of international tourism and the root cause of the changes being imposed on tourism and the slowness with which tourism has adjusted.

Conscious Travel provides an alternative model to what Anna calls industrial mass tourism and will be offered as a community-based collaborative learning program to develop leaders committed to ensuring tourism delivers high net benefits to their communities.

Web site:
Twitter: @conscioushost



anna pollock


Small Spaces of Care: the Vaccine for Neoliberal Ideas in Service Education

Diane Phillips*, Patrick L'Espoir Decosta, Tracey J. Dickson and F. Anne Terwiel

Neoliberal conditions such as competition and entrepreneurship assemble and position educators in a global quasi-market environment. Service industry education, such as tourism education, is uniquely positioned to put care back on the agenda. This workshop takes a critical stance towards neoliberal ideas, citing care as a powerful vaccine against the impacts of neoliberal higher education. Using both preparatory exercises and in-workshop exercises, the workshop demonstrates that, by replacing competitive and co-optive habits and actions, a balance between self-care and genuine care for service industry educators can be achieved.

* Workshop co-ordinator

Workshop Format

1. Pre-workshop engagement

2. Introduction to neoliberal logic

3. Sharing stories of neoliberalism in higher education

4. Critical perspective – making the familiar strange

5. Capillary Power – small productive spaces for care and self-care

6. Balance of care and self-care

7. Action planning – where to from here


Teaching Tourism Ethics

Blanca Camargo & Tazim Jamal 

We cannot talk of caring without talking of ethics. Yet, as we send our students into the world and urge them to be caring, engaged, responsible practitioners, we cannot help but draw attention to the fact that ethics takes up very little space in tourism curricula. In this workshop we explore some ethical perspectives and why it is important to teach ethics in tourism. Through the sharing of experiences in teaching ethics and interactive participation, this workshop will identify new ideas and approaches to teaching ethics and guidelines will be developed for a future TEFI project in Teaching Tourism Ethics. 

Workshop Format

1. Welcome and introduction

2. Key ethical perspectives - Aristotle’s virtue ethics, Kant’s Categorical Imperative and respect for persons, utilitarianism.

3. Why do ethics matter? Application of key ethical perspectives to hospitality and tourism

4. How to teach ethics to the new generation of tourism students: Content, pedagogic strategies and practical exercises.

5. Group discussion: Challenges and learning points of teaching ethics.

6. TEFI´s role in facilitating teaching tourism ethics.

Internationalization of tourism higher education: Shifting the perspective towards more inclusive pedagogies

Lian Dumouchel

Internationalization is now identified as a strategic institutional objective throughout much of the global higher education community. How this goal is understood, embraced, and manifested across institutions, disciplines, and curricula varies greatly. Although internationalization has the potential to connect, all too often the pursuit of this goal creates division – a potentially negative force in teaching and learning contexts. This session will invite participants to reflect upon their own response to the internationalization of the curriculum from the perspective of tourism educators, and to consider approaches that can bring about a shift towards more inclusive pedagogies that both recognize and value diversity.

Workshop Format

1. Setting the stage – introductions and context

2. Shared experiences on internationalization in the curriculum

3. Approaches for more inclusive pedagogies

4. Moving forward

Challenging Meritocracy: Gender, intersectionality and implicit bias

Ana María Munar, Avital Biran & Donna Chambers

How can caring take place in academic environments with imbalanced and gendered structures and practices? One report after the other point to the underrepresentation of women in academic leadership positions (e.g., European Commission, 2013; Strid & Husu, 2013). Recent analysis (Munar et al., 2015) indicates that this is also the case in tourism academia. Aiming to facilitate a culture of caring, in this workshop we explore the possible causes of this situation and develop ideas to change it. We will do this through a series of activities that include reflexivity, visualization and design pedagogics. The theoretical framework of this workshop connects the notion of caring with three dimensions of the gender in academia debate: intersectionality, implicit bias and meritocracy. 

Workshop Format

1. Two short presentations of 15-20 min each 

2. An individual activity (reflexivity)

3. An activity in pairs (dialogue)

4. A common dialogue/debate

5. A team work exercise (design)

6. A presentation by teams

7. A final dialogue on the learnings/actions.

Tourism and Social Enterprise - The TIPSE initiative 

Jonathan Day & Roberto Daniele

Social entrepreneurship can be a powerful learning tool that, as Dees (1998) states “combines the passion of a social mission with … business-like discipline, innovation and determination.” Social entrepreneurship and sustainable service learning are means by which students can experience the TEFI values in a meaningful, transformative way. This works shop will report on TEFI’s social entrepreneurship program in Nepal, examine pedagogical approaches to incorporating social entrepreneurship in curricula and examine successful case studies. The workshop will conclude with a discussion about new initiatives for the TIPSE/TEFI Social Entrepreneurship working group.

 Workshop Format:

1. Welcome and Introductions

2. TEFI’s Social Entrepreneurship/TIPSE to date.

3. Progress in Nepal

4. Case Studies in Transformative Learning with Social Entrepreneurship.

5. Effective Pedagogy using Social Entrepreneurship

6. New projects and Next Steps

More information about TIPSE (Tourism Innovation Partnership for Social Entrepreneurship)

Teaching with Terroir: Caring for Place through Wine Tourism

John Hull, Donna Senese, and Teshager Dagne

In the world of wine, terroir is widely used by academics, industry experts, and wine consumers, yet translation of the Gallic term denies universal agreement. For natural scientists, terroir is related to the ecology and physiology of the environment, which includes climate, soil type, and geomorphology that impact the growing conditions for grapes used in wine production. In social science, terroir also includes consideration of the economic, cultural, and political conditions that both create and perpetuate unique places for wine production and its consumption.

For tourism researchers, terroir is a term associated with tourism products from a distinct region that not only satisfy consumer expectations but also provide a competitive advantage in the marketplace. For legal scholars, the classification and regulation of the wine industry around the world is based on a legally defined and protected geographical indication used to identify where grapes for wine were grown and how the wine is produced. For wine producers, how a wine’s character is expressed through all of these growing and production conditions is critical in understanding the distinct qualities of a particular terroir.

Using the wine tourism industry and its terroir in the Thompson Okanagan as a case study, this workshop will adopt an interdisciplinary approach to explore the legal, geographic, tourism, and industry considerations that define terroir through an experiential, hands-on approach to teaching. Short presentations by a team of experts will provide multiple perspectives on the importance of terroir and its role in “caring for place.” A workshop ‘tasting’ with a wine expert will provide an opportunity to ‘experience’ the award-winning Okanagan terroir first hand. Finally, a panel discussion of new experiential study abroad opportunities for students will be explored as part of the new Sonnino Working Group focused on terroir and wine tourism.

Workshop Format

1. Short presentations on terroir from multiple perspective

2. A workshop tasting with a wine sommelier to experience terroir first hand

3. Panel discussion on new directions in terroir, education, and wine tourism with the Sonnino Working Group


Coordinator: Dr. Lisa Cooke, Thompson Rivers University

Instructor: Natalie Saari, ACSM CCES Kinesiologist and Therapeutic Yoga Specialist

Loosely translated from Sanskrit, yoga means union. It does not mean bending our bodies into seemingly impossible positions with our feet behind our heads. Rather, it refers to an embodied practice of being that seeks to unite our minds, bodies, and spirits.

Near the end of our time together at TEFI 9 in Kamloops, we wish to invite those interested to join us for a practice-based yoga experience which offers an opportunity to reflect on the our time together. We are gathering in Kamloops to consider potentials in ‘the disruptive power of caring’—for ourselves, our students and colleagues, our communities, and the earth. This gentle, accessible yoga session, led by a wonderful and highly experienced licensed yoga therapist (herself a teacher of teachers, and a specialist in working with people whose bodies give them challenges), offers a way for us to move our conversations from words into our bodies and to mediate on the vibrations resonating from our time together during this conference.

No one will be asked to put their feet behind their heads, and all bodies are absolutely welcome. The session is appropriate for first-timers and for those who practice regularly. Our goal is simply to pause for a moment to consider the disruptive power of caring in an embodied way.


If you think this looks amazing, then download the program available from the bottom at top left of this page!