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Educating the Next Generation of
Tourism & Hospitality Managers: What
Core Competencies Will a Globalized
Industry Require from Them?

Goals of Process
Tourism & Hospitality Management
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

Tourism & Hospitality Management Curriculum Committee

Goals of Process
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 Process
3.Determine how well the current curriculum is
meeting the needs of:
• Students (current and alumni)
• Industry
• Current faculty


Goals of Process
4.Recommend changes to the curriculum
• Make degrees relevant for the present and
future


Tasks Assigned
1.Review the existing curriculum in tourism &
hospitality and recommend necessary changes
2.Produce 3 different resource model degree plans
a. No more than 2 new courses
b. No more than 4 new courses
c. Dream curriculum


Tasks Assigned
3.Advance new course titles and short descriptions
that may be used


Curriculum Development:
Methods Used
1.External Competition Analyses
2.Exit Interview data reviewed and themed
3.Student focus group conducted
4.Curriculum draft presented to student
organization (LEAPS)
5.Curriculum draft presented to hospitality & event
management students


Methods Used
6.Literature reviewed on competitive approaches to
tourism & hospitality curriculum design
7.Core competency matrix drafted based off of
literature
8.Industry focus group conducted
9.Core competency matrix finalized
• Compared with class assigned projects


Methods Used
10.Conducted an online scanning for instructor
support materials and potential jobs
11.Three curriculum lines were prepared (A, B, C)
12.External academic reviewers examined
curriculum lines for strengths/weaknesses


Step 1: Competition Analyses
•International
•National
•State

•Housed in the college of business
•Stand alone college
•Practical experience


Step 2: Exit Interview Data Assessed
General Questions
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?


Themed Responses
1.Courses that helped? Event management,
hospitality management, resource management,
internship, business perspective based
2.Courses that did not help? Leisure and recreation
courses
3.Which courses disappointed you? Repetition
between tourism and hospitality courses


Themed Responses
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 selection
5.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 3: Student Focus Group
General Questions
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 Group
Themed Responses
1.Concentration? Hospitality & Event
2.Career goal? Most indicated events
3.Most useful RPT courses? Same as the exit
interview data; these courses gave relevant industry
exposure
4.Least useful RPT courses? Same as the exit
interview data; repetitive, too easy, lack of
relevance to industry/careers
5.Interest in business minor? Yes (7:11)

Steps 4-5: Draft Curriculum Presented
to Students
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 6-7 & 9: Literature Review &
Core Competency Matrix Drafted
•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)


Intellectual abilities Technical skills Industry knowledge Interpersonal skills Professional skills

1. (All) Critical 1. (H) Computer 1. (H) Basic 1. (All) 1. (H) Daily crisis
thinking skills data entry, knowledge of the Communication to management in
2. (All) Ability to general computer importance of different operations
effectively skills each operating audiences 2. Ability to prioritize
communicate 2. (All) Office skills department (customer, clients, problems, tasks,
3. (All) Strong writing (e.g. 2. (H) Understand vendors, group, responsibilities,
skills excel/spreadsheet core hospitality team, employees) customers
4. (T) Ability to development, data expectations 2. (H,E) Sales 3. (All) Highly motivated
actually apply organization, 3. (H) Rate communication, 4. (H) Ability to work
knowledge word) management skills, negotiation with while directing
learned 3. (E) Graphic art (pricing) skills others
5. (All) Visioning & skills 4. (H) Market 3. (All) Leadership 5. (H) Ability to delegate
Goal setting 4. (H) Basic technical analysis/Competiti 4. (H,E) Ability to key tasks
6. (All) Problem skills for position ve analysis train others 6. (All) Manage w/o bias
solving (e.g. front desk, 5. (T,E) Marketing 5. (T) patience (considering diversity)
7. (All) Ability to F&B, sales, etc) and promotion 6. (T) emotional 7. (All) Ability to network
evaluate 5. (H) Third party site experience intelligence 8. (H) Organizational
outcomes and management 6. (H) Sales 7. (H) Ability to skills
decide “what 6. (All) Social media forecasting deliver superior 9. (All) Ability to multi-
next?” 7. (T) Tech savvy, 7. (H) Independent customer service task
8. (All) Ability to lead presentation skills knowledge of area 8. (H)Be a positive 10. (All) Ability to work
9. (All) Ability to specialization team member under pressure
direct (industry 9. (T, H) Foreign 11. (All) Holistic
10. (H) Ability to certifications help) language understanding of
empower while 8. (H) Understand 10. (All) Cultural managerial processes
maintaining industry variations awareness 12. (All) Attention to
control (e.g. different details
11. (All) Ability to flags, different 13. (All) Understand the
identify emerging ownership importance of
problems structures, deadlines
12. (H) Ability to ID response 14. (H) understand that

Step 8: Industry Expert Focus Group

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 Focus Group
Specific skill sets lacking
1.Graduating students do not understand their
market, their customers, and their people
2.They do not understand basic revenue
management principles
3.They do not understand calculated risks
4.Lack of understanding in marketing and
promotional skills


Opinions of “Dream Curriculum”
1.Hospitality and events should be separate
2.Lack of IT courses
3.Lack of customer orientated courses (guest
services)
4.Need for case study courses


Trends Emerging
1.Social media knowledge
2.Need to be multifaceted
3.Need to understand how to manage diverse
employee pools
4.Understanding the niches in tourism (special
interest markets)


Step 10: Support Materials and
Potential Jobs
1.Professional certifications
2.Professional organizations
3.Support text books
4.Academic journals
5.Potential jobs for students


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) Gen ed reqs +
business core
• Micro Economics (4) = minor in
• Macro Economics (4) business
• 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)

Concentration 1: Tourism Destination
Management (5 courses = 3 Required + 2 inventory courses)
1. Destination Planning &Development
2. Destination Management & Marketing
3. 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 Management
2. 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 & Production
3. Convention Sales & Services
Inventory List:
• Event Marketing & Promotions
• Public Assembly Facility Management
• Special Event Design

Semrad, donohoe, thapa presentation

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Semrad, donohoe, thapa presentation

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