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WTTC International Conference, Human Resources for Chinas Travel & Tourism Industry
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DIRECTION FOR THE FUTURE OF
HOSPITALITY EDUCATION IN CHINA
Prepared by
Dr. Judy Siguaw
Dean
Cornell-Nanyang Institute of Hospitality Management
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Agenda Status of hospitality education now in China?
Potential impact of current curriculum
Where should hospitality education be?
Why raise standards?
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VOCATIONAL SCHOOLS
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Broad knowledge, no depthYear 1
Semester 1 (21 weeks)
Business Monitoring & ControlCommunication & Information Tech FoodService OperationsHospitality Tourism ConsumerHospitality Business EnvironmentIntroduction to Hospitality OperationsIntroduction to GastronomyManaging People and Organisations
Semester 2 (21 weeks)
Business PerformanceResearch and Project Management
Food Services ManagementEvents ManagementHospitality & Tourism MarketingFacilities & Property OperationsAccommodation ManagementOrganisational BehaviourHuman Resource Management
Year 2
Semester 3 Minimum 800 hours Industry Placement in Food & Beverage
Semester 4 Minimum 800 hours Industry Placement in Rooms Division
17 courses in 42 weeks or 51credits in less than one year
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Vocational Faculty Qualifications
Bachelor degree, at best
Little depth of knowledge in subject matter
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College and University Level
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In 10 months time . . .
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21 courses or 63 credits in 10 months
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In 3 years time
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College Faculty Qualifications
Bachelors degrees with some Masters degrees
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Majority of general managers have a three-yearvocational college education.
Source: Lan Li,Eliza Ching-Yick Tse,Lishan Xie (2007)
General Manager Qualifications
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University Curriculum 3 years The Operation & Management of
Hotel Capital
The Operation & Management of
Front Office
The Operation & Management ofHousekeeping
The Operation & Management ofFood & Beverage
Hotel Personnel Management
Sales & Marketing for Hotel
Knowledge on Western-style Food
Beverage & Bar Management
Hotel Engineering Management
Hotel Law Practice
Hotel Management Practice Chinese Cookery
Western Cookery
Guide & TravelAgency Management
Mandarin
Basic Knowledge for Guides
Knowledge-guideOperation
Guide Simulation
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University Curriculum HOTELMANAGEMENT SPECIALTY
English
T
ourism Economy Tourism Psychology
Hotel Service Skills
Management Theory andApplication of Modern Hotels
Housekeeping Management of Modern Hotels
Catering Management of Modern Hotels
Hotel Marketing
Tourism Laws
Wine Knowledge and Cocktail Making Skills
Food Nutrition and Hygiene
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University Faculty Qualifications
Less than 20 per cent may be PhD
holders.
Source: South China Morning Post2004
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Agenda
Where is hospitality education now in China?
Potential impact of current curriculum
Where should hospitality education be?
Why raise standards?
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Potential Impact
Providing degrees while offering little knowledge or skill
enhancement
Diminishes value of hospitality degree
Producing unqualified/unemployable graduates
Perpetuating poor perception of hospitality as a career path
Failing to elevate the industry as a respected and desirable
profession
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Global State ofAffairs The current state of tourism education is not meeting the industry's
expectation. Industry executives and managers are not satisfied withgraduate performance. The industry is not appealing to graduates - how tonarrow this gap is a strategic problem facing China's tourism and hoteleducation programme development. The current curriculum is outdated; itneeds to be updated in line with industry expectations. Good, qualityeducators are rare. In order to upgrade the educational quality of tourism
programmes to an international level, the provision of intensive training toeducators will be necessary.
Source: Zhang and Wu (2004)
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Agenda Where is hospitality education now in China?
Potential impact of current curriculum
Where should hospitality education be?
Why raise standards?
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Hospitality Management Certificate 1 semester Mgmt. Of Human Resources in
the Hospitality Industry
Hospitality Elective (Choose one
from below) 3 Nutrition
Sales and Conventions
Management
Hotel Organization and Front
Office Management Restaurant Development
Understanding Wines
Total Required Credits 18
Crdts
Major Core Requirements 15
Service in the Hospitality
Industry
Exploring the Hospitality
Industry
Hotel and Restaurant Law
Cost Control for the HospitalityIndustryOR
Cost and Portion Management
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HOSPITALITY MANAGEMENTAAS Degree/Diploma 2 years
General Education Requirements(Communications,ISocial and BehavioralSciences, IHumanities & Fine Arts, Math/Sciences)
Microsoft Office Applied Foodservice Sanitation
Service in the Hospitality Industry
Quantity Food Preparation for HospitalityManagers
Exploring the Hospitality Industry
Hotel and Restaurant Law
Management Accounting for the HospitalityIndustry
Cost Control for the HospitalityIndustry or Cost and Portion Management
Mgmt. of Human Resources in theHospitality Industry
Organizational Behavior in the HospitalityIndustry
Professional Development for theHospitality Industry
Internship in Hospitality Management
Major Core Electives (Choose four coursesfrom the following)
Food Service Purchasing
Nutrition
Sales and Conventions Management
Hotel Organization and Front OfficeManagement
Food Service Systems
Understanding Wines
Total Credits 66
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University Level 4 years Introduction to Hotel Operations
Introduction to Food ServiceOperations
Writing Seminar
Hospitality QuantitativeA
nalysis Hospitality Development andPlanning
Hospitality Facilities Operations
FinancialAccounting
ManagerialAccounting
Culinary Theory and Practice
Microcomputing
Introduction to Information SystemsManagement
Business and Hospitality Law
Restaurant Management
Service Operations Management
Finance
Hospitality Financial Management
OrganizationalBehavior andInterpersonal Skills
Human-Resource Management
Managerial Communication I
Managerial Communication II
Microeconomics for the ServiceIndustry
Marketing Management for Services
Strategic Management
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University Curriculum 4 years
Students must take a minimum of 12 credits of Hotel School electives atthe 300-level or higher. At Cornell, the choice is from approximately 40 elective courses ranging from
revenue management to facilities design to asset management to beveragemanagement to advanced business modeling to real estate law to interculturalcommunication to marketing research to structured financial products andeverything in between.
Students also take distributive and free electives courses in thehumanities and social and physical sciences
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University Curriculum Masters Degree
ManagerialAccounting Finance
Operations Management
Marketing Management
Development
Organizational Behavior
Strategy
Information Systems
Human Resources
Communications
4 CareerTrack Electives
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Faculty
Over 95% of faculty are doctoral degree
holders many formally trained in business
schools.
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Agenda Where is hospitality education now in China?
Potential impact of current curriculum
Where should hospitality education be?
Why raise standards?
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Why Raise Standards?
The gap between hospitality education and
industry's expectation must be narrowed.
Failure to do so will slow the development of the hotel
industry and the massive shortage of talent in the
hospitality industry will not be overcome.
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Why Raise Standards?
The hospitality industry has advanced in terms of technology, informationsystems, and even management styles.
New job functions and specializations which did not exist ten or even fiveyears ago.
Extensive experience alone is not sufficient; many of the newer skills and
knowledge required for todays sophisticated business environment have to belearned outside the organization.
Industry problems are more complex, requiring manager-scholars.
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Why Raise Standards?
Hiring people with the right skill sets and educational qualifications mak
financial sense, as the organization will spend less money training them
and they will have a much faster learning curve.
The new knowledge that recent graduates bring to the organization can b
cherry-picked by savvy managers and disseminated to staff who may hav
been out of school for some time.
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Why Raise Standards? A cadre of well-educated staff will ensure
greater viability and long-term financial
performance for the organization.
These staff will have a broader vision and
understanding of global competition.
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Why Raise Standards?
The greater degree to which the industry values education and
is populated by educated personnel, the more the hospitality
industry will be perceived as a professional career option.
In turn, increasing numbers of both graduates and non-
graduates will view the industry as the career of choice.
Note: 3.2 million personnel are needed for hospitality
positions in China, but in 2007, 1.2 million college
graduates in China had no job offers.
[Source: Xinhua News Agency, China.org.cn, 2007]
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ThankYou