The Role of Pleasure to Improve Tourism Education

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.

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.