Len Lickorish Award for excellence in Tourism Education

Springboard has announced the first winner of the Len Lickorish Award. Named after the late Len Lickorish, who was a former president of the BTA and a leading light in the development of British tourism, the Award recognises excellence in tourism education in higher education and is administered by the Springboard Charitable Trust. The award was open to post graduate students completing a mastersí programme with ëtourismí in the title in all member institutions of the Association for Tourism in Higher Education (ATHE).

The Winner of the inaugural award is Sharon Chou of the University of Westminster, for her dissertation featuring ëYokoso! Japaní. Sharonís work provided an analysis of the Visit Japan campaign in the UK and perceptions of Japanís brand image. The winning dissertations were judged by a panel of 4 people, which included leading UK tourism experts and academics.

Sharonís dissertation was described as being ìa well-written, intelligently conceived and thoroughly researched piece of work with sensibly and logically drawn conclusionsî and it ìillustrated the vital need for destinations to develop sustainable, coherent and distinctive brand identities. The dissertation explores how a lack of coordination and understanding of and investment by key stakeholders is hampering the development of Japan as a strong and competitive tourism brand.î

Sharonís success has delighted Robert Maitland, Director of the Centre for Tourism at the University of Westminster. ìWe are pleased and proud of Sharonís achievement, said Maitland, ì and Iím also pleased that Sharon is now working with Visit East London to promote their brand ñ they will certainly benefit from her all-round ability and destination-image research experience.î

Sharon received a cheque for 500 and a signed copy of ëBritish Tourism ñ The remarkable story of growthí by Victor Middleton at the award ceremony at the Tourism Society Annual Dinner in Nottingham on 15th June.

The runner-up prize of 300 went to Jie Liang of the University of Surrey for her dissertation exploring why Chinese students choose to study abroad and the factors that influence their choice of educational destinations. Third prize of 200 was awarded to Kathleen Latimer of the University of Strathclyde looking at the destination image of Glasgow.

John Humphreys, Development Director of the Springboard Charitable Trust, and Chair of the Award judges said, ìIt has been an exciting development for Springboard to be collaborating closely with higher education establishments through this Award. Iím most grateful for the help and support given by the ATHE, the trustees of the former British Tourism Education Trust and the judging panel, and also to the Tourism Society for agreeing to present the Awards at their Annual Dinner.î

ìTogether, we are developing the tourism leaders of the future ñ and providing a lasting legacy which builds on the work of Len Lickorish.î

A call for entries for the 2007 award will be sent out to ATHE institutions in August.