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Educating the Next Generation of Tourism & Hospitality Managers: What
Core Competencies Will a Globalized Industry Require from Them?
Tourism & Hospitality Management Curriculum Committee
1.Examine the relevance of current undergraduate curriculum offerings
• Degree programs• Concentration areas• Courses (titles, descriptions, which classes to
phase out, which classes to add)• Core courses and list of electives
Goals of ProcessTourism & Hospitality Management
Tourism & Hospitality Management Curriculum Committee
2.Consider new contingencies that were not present 5+ years ago when last review was completed
• No longer seeking NRPA accreditation• Addition of new tourism faculty• Dramatic decline in undergraduate
enrollment in RPT (loss of 100+ students in 2 years)
Goals of ProcessTourism & Hospitality Management
Tourism & Hospitality Management Curriculum Committee
3.Determine how well the current curriculum is meeting the needs of:
• Students (current and alumni)• Industry• Current faculty
Goals of ProcessTourism & Hospitality Management
Tourism & Hospitality Management Curriculum Committee
4.Recommend changes to the curriculum• Make degrees relevant for the present and
future
Goals of ProcessTourism & Hospitality Management
Tourism & Hospitality Management Curriculum Committee
1.Review the existing curriculum in tourism & hospitality and recommend necessary changes2.Produce 3 different resource model degree plans
a. No more than 2 new coursesb. No more than 4 new coursesc. Dream curriculum
Tasks Assigned
Tourism & Hospitality Management Curriculum Committee
3.Advance new course titles and short descriptions that may be used
Tasks Assigned
Tourism & Hospitality Management Curriculum Committee
1.External Competition Analyses2.Exit Interview data reviewed and themed3.Student focus group conducted4.Curriculum draft presented to student organization (LEAPS)5.Curriculum draft presented to hospitality & event management students
Curriculum Development: Methods Used
Tourism & Hospitality Management Curriculum Committee
6.Literature reviewed on competitive approaches to tourism & hospitality curriculum design7.Core competency matrix drafted based off of literature8.Industry focus group conducted 9.Core competency matrix finalized
• Compared with class assigned projects
Curriculum Development: Methods Used
Tourism & Hospitality Management Curriculum Committee
10.Conducted an online scanning for instructor support materials and potential jobs11.Three curriculum lines were prepared (A, B, C)12.External academic reviewers examined curriculum lines for strengths/weaknesses
Curriculum Development: Methods Used
Tourism & Hospitality Management Curriculum Committee
•International•National •State
•Housed in the college of business•Stand alone college•Practical experience
Step 1: Competition Analyses
Tourism & Hospitality Management Curriculum Committee
1.Which of your required courses helped you the most?2.Which of your required courses helped you the least?3.Which courses disappointed you? Why?4.What do you feel were the strengths/weaknesses of your academic program?5.What are your recommendations for improvement to your program?
Step 2: Exit Interview Data Assessed General Questions
Tourism & Hospitality Management Curriculum Committee
1.Courses that helped? Event management, hospitality management, resource management, internship, business perspective based2.Courses that did not help? Leisure and recreation courses3.Which courses disappointed you? Repetition between tourism and hospitality courses
Step 2: Exit Interview Data Assessed Themed Responses
Tourism & Hospitality Management Curriculum Committee
4.What do you feel were the strengths/weaknesses of your academic program? Size of class, internship, field experience, UF brand, professors; repetitive info, lack of hands on experience, lack of class selection5.What are your recommendations for improvement to your program? More event/hospitality classes, separate recreation and events, separate hospitality management, review classes for relevance
Step 2: Exit Interview Data Assessed Themed Responses
Tourism & Hospitality Management Curriculum Committee
1.Concentration?2.Career goal?3.Most useful RPT courses? Why?4.Least useful RPT courses? Why?5.Interest in business minor?
See handout for additional questions…
Step 3: Student Focus GroupGeneral Questions
Tourism & Hospitality Management Curriculum Committee
1.Concentration? Hospitality & Event 2.Career goal? Most indicated events3.Most useful RPT courses? Same as the exit interview data; these courses gave relevant industry exposure4.Least useful RPT courses? Same as the exit interview data; repetitive, too easy, lack of relevance to industry/careers5.Interest in business minor? Yes (7:11)
Step 3: Student Focus GroupThemed Responses
Tourism & Hospitality Management Curriculum Committee
1.Event Management Students (class)2.Hospitality Management Students (class)3.LEAPS (Student organization)
Majority indicated that they would be excited about the adoption of the new curriculum
Steps 4-5: Draft Curriculum Presented to Students
Tourism & Hospitality Management Curriculum Committee
•Content vs Process based curriculum approach•Leadership skills•Communication skills•Managerial & marketing skills•Understanding the product, customers, employees, and profit •Problem solving skills•“Self skills” (e.g. motivation, task orientated)
Steps 6-7 & 9: Literature Review & Core Competency Matrix Drafted
Intellectual abilities Technical skills Industry knowledge Interpersonal skills Professional skills
1. (All) Critical
thinking skills 2. (All) Ability to
effectively communicate
3. (All) Strong writing skills
4. (T) Ability to actually apply knowledge learned
5. (All) Visioning & Goal setting
6. (All) Problem solving
7. (All) Ability to evaluate outcomes and decide “what next?”
8. (All) Ability to lead 9. (All) Ability to
direct 10. (H) Ability to
empower while maintaining control
11. (All) Ability to identify emerging problems
12. (H) Ability to ID
1. (H) Computer
data entry, general computer skills
2. (All) Office skills (e.g. excel/spreadsheet development, data organization, word)
3. (E) Graphic art skills
4. (H) Basic technical skills for position (e.g. front desk, F&B, sales, etc)
5. (H) Third party site management
6. (All) Social media 7. (T) Tech savvy,
presentation skills
1. (H) Basic
knowledge of the importance of each operating department
2. (H) Understand core hospitality expectations
3. (H) Rate management (pricing)
4. (H) Market analysis/Competitive analysis
5. (T,E) Marketing and promotion experience
6. (H) Sales forecasting
7. (H) Independent knowledge of area specialization (industry certifications help)
8. (H) Understand industry variations (e.g. different flags, different ownership structures, response
1. (All)
Communication to different audiences (customer, clients, vendors, group, team, employees)
2. (H,E) Sales communication, skills, negotiation skills
3. (All) Leadership 4. (H,E) Ability to
train others 5. (T) patience 6. (T) emotional
intelligence 7. (H) Ability to
deliver superior customer service
8. (H)Be a positive team member
9. (T, H) Foreign language
10. (All) Cultural awareness
1. (H) Daily crisis
management in operations
2. Ability to prioritize problems, tasks, responsibilities, customers
3. (All) Highly motivated 4. (H) Ability to work
with while directing others
5. (H) Ability to delegate key tasks
6. (All) Manage w/o bias (considering diversity)
7. (All) Ability to network 8. (H) Organizational
skills 9. (All) Ability to multi-
task 10. (All) Ability to work
under pressure 11. (All) Holistic
understanding of managerial processes
12. (All) Attention to details
13. (All) Understand the importance of deadlines
14. (H) understand that
Tourism & Hospitality Management Curriculum Committee
1.What skill sets, abilities, and characteristics are expected of current employees? Recent graduates?2.Do recent graduates lack specific skills?3.What would better prepare graduates to be added value to firms?4.Emerging industry trends?
Step 8: Industry Expert Focus Group
Tourism & Hospitality Management Curriculum Committee
1.Graduating students do not understand their market, their customers, and their people2.They do not understand basic revenue management principles3.They do not understand calculated risks4.Lack of understanding in marketing and promotional skills
Step 8: Industry Focus GroupSpecific skill sets lacking
Tourism & Hospitality Management Curriculum Committee
1.Hospitality and events should be separate2.Lack of IT courses3.Lack of customer orientated courses (guest services)4.Need for case study courses
Step 8: Industry Focus GroupOpinions of “Dream Curriculum”
Tourism & Hospitality Management Curriculum Committee
1.Social media knowledge2.Need to be multifaceted3.Need to understand how to manage diverse employee pools4.Understanding the niches in tourism (special interest markets)
Step 8: Industry Focus GroupTrends Emerging
Tourism & Hospitality Management Curriculum Committee
1.Professional certifications2.Professional organizations3.Support text books4.Academic journals5.Potential jobs for students
Step 10: Support Materials and Potential Jobs
Tourism & Hospitality Management: The Dream Curriculum
Cognate classes (see inventory list under each concentration)
Tourism & Hospitality Management: Core Courses (Business = 12, Core = 40)
• Introduction to Financial Accounting (4)• Business Finance (4)• Micro Economics (4)• Macro Economics (4)• Foundations of Tourism (2)• Introduction to Hospitality Industry (2)• Tourism & Hospitality Marketing (3)• Consumer Behavior: Tourism & Hospitality (3)• Revenue Resource Management (3)• Tourism & Hospitality Service Management *• Legal Aspects or Tourism & Hospitality Law (3)• Tourism & Hospitality Human Resource Management (3)• Tourism & Hospitality Management Research (3)• Field Experience in Tourism & Hospitality Management(3)• Internship in Tourism & Hospitality Management(15)
Gen ed reqs + business core = minor in business
Concentration 1: Tourism Destination Management (5 courses = 3 Required + 2 inventory courses)
1. Destination Planning &Development2. Destination Management & Marketing3. Destination Geography (tuck culture/diversity here)Inventory List:• Special Interest Tourism• Destination Crisis Management• Destination Brand Management• Special Topics (e.g. tourism in developing countries,
small island destination development, etc.)
Concentration 2: Hospitality Business Management (5 courses = 3 Required + 2 inventory courses)
1. Strategic Hospitality Management2. Lodging Management 3. Case Studies in Hospitality Management
(Seminar)Inventory List• Entrepreneurship in the Hospitality Industry • Food & Beverage Service Management• Hospitality Information Systems
Concentration 3: Convention & Event Management (5 courses = 3 Required + 2 inventory courses
1. Fundamentals of Convention & Event Management
2. Event Coordination & Production3. Convention Sales & ServicesInventory List:• Event Marketing & Promotions• Public Assembly Facility Management• Special Event Design
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