Institutional Planning, Assessment & Research
Strategic Action Plan 2010-13
Center for Sustainable Tourism
ECU Values:
ECU’s Center for Sustainable Tourism adheres to the established “enduring values”
outlined in ECU Tomorrow: A Vision for Leadership and Service (2007), ECU’s longrange strategic plan and is aligned to the Strategic Action Plan, 2010-13 and its
corresponding Key Performance Indicators that advance our Mission.
ECU’s values are outlined below:
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Respect;
Authenticity;
Accountability;
Teamwork; and
Commitment to Serve.
ECU Mission:
To serve as a national model for public service and regional transformation
by:
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Preparing our students to compete and succeed in the global economy and
multicultural society,
Distinguishing ourselves by the ability to train and prepare leaders,
Creating a strong, sustainable future for eastern North Carolina through
education, research, innovation, investment, and outreach,
Saving lives, curing diseases, and positively transforming health and health
care, and
Providing cultural enrichment and powerful inspiration as we work to
sustain and improve quality of life.
Approved by the UNC Board of Governors - November 13, 2009
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Institutional Planning, Assessment & Research
Key Strategic Planning Principles:
Several key planning principles were established to develop this strategic plan:
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Support for student success throughout the continuum of their college
learning experience;
Adherence to ECU Tomorrow: A Vision for Leadership and Service, 2007 and
the ECU Strategic Action Plan, 2010-13;
Support for effective leadership and professional development;
Purposeful decision-making, moving towards clearly defined goals and
measurable objectives;
A commitment to institutional effectiveness; and,
Allocation of resources to ensure attainment of established priorities.
Goals:
GOAL 1:
GOAL 2:
GOAL 3:
Lead the University in developing, implementing, and evaluating basic
and translational research.
Foster innovation for sectoral transformation via excellence in
teaching and learning.
Continue to advance the Mission of the Center via engagement and
outreach.
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Goal 1:
Lead the University in developing, implementing, and evaluating basic and
translational research.
Outcome Objective:
 Leverage and harness additional resources from public and private
funding sources to support research that addresses real world issues.
Measure(s):
 The number of human and financial resources will increase by at
least 15% over the next 3 years.
Outcome Objective:
 Increase the number of manuscripts submitted to peer-reviewed
journals.
Measure(s):
 The number of manuscripts submitted will increase by 15% over
the next 3 years.
Outcome Objective:
 Engage at least two new units (departments) per year to support the
research mission of the Center.
Measure(s):
 The number of faculty/units involved will increase exponentially
over the next 3 years.
Goal 2:
Foster innovation for sectoral transformation via excellence in
teaching and learning.
Outcome Objective:
 Provide students with real world learning experience by increasing the
number of businesses and agencies involved in the student learning
experience.
Measure(s):
 The number of partnerships in support of the student learning
experience will increase by 15% over 3 years.
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Institutional Planning, Assessment & Research
Outcome Objective:
 Increase enrollment in the MS in Sustainable Tourism degree program to
25 by the year 2013.
Measure(s):
 By 2013, 25 students will be enrolled in the MS in Sustainable
Tourism program.
Outcome Objective:
 Increase awareness of supporting student learning.
Measure(s):
 Financial support/internships/research opportunities will
continue to increase.
Goal 3:
Continue to advance the Mission of the Center via engagement and
outreach.
Outcome Objective:
 Increase the number of partnerships and support to federal, state,
government and non-profit organizations and agencies.
 Increase the number of resources available to internal and external
constituents and advocates to support sustainable tourism.
Measure(s):
 The number of documented partnerships will increase by 5% per
year for 3 years.
 The number of “hits” to resources on the Center’s website will
increase exponentially over the next 3 years.
 The number of faculty/staff engagement activities/presentations
to rural communities in support of the Center’s Mission will
increase by 15% over the next 3 years.
 The Center will continue to increase the number of webinars that
the Center supports/hosts with an increase by 20% over 3 years.
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