The Role of Pleasure to Improve Tourism Education

This book discusses how pleasure, as an emotional motivation, can play a leading role in improving the learning of new cognitive skills and abilities. Set in a research center orientated to innovate educative techniques for optimizing the learning process, this case study is focusing on the power of pleasure (joy) as a strategy to better the standard education systems in Argentina and beyond.
This editorial project is based on an efficient experiment known as PANCOE where pre-graduate students of tourism bachelor at the University of Palermo, Argentina, were subject to different pleasurable experiences mainly marked by eating, tasting dishes and non-alcohol drinks while cooking and kneading bread pieces. PANCOE aims to integrate students' senses with their emotions, academic performance, and digital platforms. PANCOE devotes efforts to transforming negative feelings like fear into positive ones like joy. As an outcome, students who had taken part in PANCOE not only obtained higher degrees but also completed their studies with a bachelor's degree. Therefore, PANCOE situates as a promising and exciting tourism education method to better the academic performance of low-grade students in tourism and to bring creativity to the tourism classroom for all students.

Discusses the role of pleasure in tourism education Includes a case study of the innovative experiment PANCOE Rethinks the future of tourism education

Autorentext

Alejandra Zuccoli is Associate Professor of the University of Palermo, Argentina, and the University of Salvador, Argentina. Zuccoli is the director of the Joy Labs at the University of Palermo, Argentina. Besides, she was distinguished as an innovator of method ALTAX to improve human hospitality by applying neuromarketing to education.

Maximiliano E. Korstanje is Reader at the University of Palermo, Buenos Aires Argentina. Korstanje was Visiting Professor at CERS, University of Leeds, UK, University of la Habana (Cuba) & University of Las Palmas de Gran Canaria (Spain). Besides, he serves as book series editor of Advances in Hospitality, Tourism, and Service industries (IGI Global, US) and Tourism Security Safety and post-conflict destinations (Emerald Group, UK). ORCID 0000-0002-5149-1669.

Inhalt
Introduction.- Chapter 1: The origin of pleasure.- Chapter 2: Education in the West.- Chapter 3: Tourism Education.- Chapter 4: The crisis of tourism education.- Chapter 5: Happiness laboratory, the study case of Pancoe.- Chapter 6: Happiness Lab in times of COVID19.- Chapter 7: The future of tourism education.- Conclusion.