Are students customers? Tourism and hospitality students’ evaluation of their higher education experience

ABSTRACT

Research has suggested that higher education students assume multiple roles during their studies. Moreover, the student-as-customer model has been discussed for years and needs more in-depth discussions than other roles. Few studies have investigated education experiences from this perspective. This research contains two studies. Study one investigates faculty members’ perceptions on students’ roles in higher education and found students should not be considered purely as customers. Other roles were found. Study two investigates students’ perception of their roles in university education and how the education experiences influence their satisfaction towards university choice. A majority of the students see themselves as the “recipient of knowledge”. The six dimensions of higher education experience include “student-centred service” (SCS), “diversity and global citizenship” (DGC), “coproduction of learning experience”, “reliance on teachers” (ROT), “responsibility”, and “whole person development” (WPL). SCS, DGC, ROT, and WPL were found to have significant impact on student satisfaction.     

The relation among self-efficacy,learning approaches,and academic performance: an exploratory study

Self-efficacy influences students’ activities, effort and persistence, and it can help predict their motivation and academic performance. This study attempts to investigate the relationship between self-efficacy, preferred learning methods, and academic performance under different learning methods in a unique hospitality course setting. The results indicate that hospitality management students prefer a “learn by doing” approach instead of computer-based learning and lecturing. This study concludes that self-efficacy affects the academic performance in both lecturing and practical learning in hospitality education. However, students’ preference in terms of learning methods does not influence their academic performance. Emphasizing “learn by doing” in the hospitality higher education curriculum is recommended in addition to recruiting faculty members with extensive industry experience. Conversely, it is recommended that faculty find the means to increase students’ self-efficacy when adopting different teaching approaches.     

Multilevel Analysis of the Relationship Between Type of Travel,Online Ratings,and Management Response: Empirical Evidence from International Upscale Hotels

The diverse characteristics of customers and hotels have been identified as relevant to online customer satisfaction at the individual level. In this study, a comprehensive examination is conducted, through the use of a multilevel, nested model and secondary data set. The results show that both online review experience and management response frequencies can positively affect customer satisfaction. Additionally, hotel managers need to pay more attention to customers who have less online review experience when they carry out targeted response strategies. The findings have various implications for both academic researchers and hotel operators.     

Multiple determinants of satisfaction from a specific waterfowl hunting trip

Abstract

This paper builds upon the multiple satisfaction approach to game management by evaluating the individual and combined effects of three basic dimensions—wildlife, human interaction, and nature/sport—on overall hunting satisfaction. In contrast to previous studies that focused on either hunting in general or deer hunting, this analysis was based on hunter evaluations of a specific waterfowl hunting trip. Results generally support the concept of multiple satisfactions, with a combination of wildlife, human interaction, and nature/sport variables accounting for 36% of the variance in satisfaction. Taken individually, nature/sport items explained more of the variation in satisfaction (R² = .23) than either the wildlife (R² = .08) or the human interaction variables (R² = .14). Some discrepancies were noted between the findings presented here and those reported in previous investigations. For example, contrary to several earlier studies that found success to be an important determinant of satisfaction, the zero‐order correlation between the number of birds bagged by the respondent and overall satisfaction was not significant. Such discrepancies with previous research are attributed to the hunters’ prior experience in the setting, their expectations for success, and the population and setting under investigation.     

Bridging the Divide Between Theory and Practice

Abstract

Experiential learning approaches such as role-play have been found to be valuable methods of bridging the divide between academic knowledge and practical skills, a problem often cited in tourism and hospitality management education. Such approaches have been found to contribute towards deeper learning by enhancing students' interest, motivation, participation, knowledge and skill development. This paper reports on the implementation of an experiential learning approach designed to encourage and facilitate deeper learning approaches, with the contributing aims of providing students with a more interesting learning experience and a broader set of skills for future employment.     

Getting Along with Others

ABSTRACT

In the foodservice industry, customer service is a key performance indicator. This performance indicator comprises two components: a core aspect (food quality) and a relationship aspect (personality of the server). This paper explores the role of personality and its influence on the relationship aspect of customer service. In particular, the authors examine the significance of the agreeableness personality trait on customer satisfaction and word-of-mouth promotion. The findings suggest that developing a method to measure the agreeableness personality trait could assist foodservice managers in selecting candidates that have a greater likelihood of delivering quality customer service.     

Situational and subjective determinants of satisfaction in marine recreational fishing

Abstract

This paper examines the influence of tangible trip outcomes and subjective evaluations on overall trip satisfaction in marine recreational fishing. The paper proposes a model of fishing satisfaction that integrates subjective and situational factors as well as consumptive and nonconsumptive elements of the experience. A replicated analysis of separate samples of Delaware and Maryland fishermen was used. Findings demonstrate that a significant portion of the variance in satisfaction could be explained by a set of identifiable components of the total experience. Overall satisfaction was influenced most strongly and most directly by subjective evaluations of specific aspects of the experience. Situational outcomes influenced overall satisfaction in a more indirect manner as they were filtered through various subjective evaluations. The proposed fishing model suggests that consumptive outcomes are more important than they appear from the typically weak correlations found between satisfaction and objective harvest measures.     

Learning about the real-world in MICE education: The case of exhibition learning from Thailand

Abstract

The use of experiential learning in tourism and hospitality education is well-documented in literature. Experiential learning studies in this field may include, for example, internship experiences, field trip perceptions, conferences, and social events. However, there is still insufficient literature to understand students’ learning and their real-world experience in MICE education, especially in the exhibition sector. This study, therefore, addresses this gap by reporting the experiential learning of graduate students in an event course with the objectives to investigate student perceptions on academic learning experiences and the development of work-related skills by carrying out the exhibition project. Students are challenged to perform a complicated task as a real exhibition organizer, and to deal with other stakeholders of the exhibition industry (e.g., exhibition venue, exhibitors, contractors, and visitors). The experiential learning method is discussed through the Plan-Do-Check-Act (PDCA) process. The results indicate that students not only gained in-depth learning about the exhibition industry, but also developed important work skills (e.g., teamwork, planning, and coordinating skills). Moreover, classroom learning, industry visits, and real-world experience are found to be the important factors contributing to exhibition learning. The current study contributes to the limited exhibition learning literature and provides event educators new insights into the teaching and learning of exhibition-based projects in regard to how students plan, learn and carry out the exhibition event through the case of Thailand. Other similar courses may apply the learning processes and results of this study to develop effective experiential learning in MICE education.     

Is looking always more important than listening in tourist experience?

ABSTRACT

This study aims to compare the function of soundscape and visualscape in the tourist holistic experience through the lens of the cognition–emotion model. A questionnaire was distributed to collect data from 563 domestic tourists visiting Jiuzhai Valley National Park, China. Partial least squares regression–structural equation modeling (PLS–SEM) and a number of recently developed advanced analysis methods were used. Results indicate that soundscape and visualscape have different impacts on tourist cognition and emotion. Soundscape directly influences tourist overall satisfaction and visualscape observed. Tourist overall satisfaction is based on a listening–looking congruence. The findings suggest that managers should make good use of soundscape and consider its congruence with visualscape when designing tourist experience.     

Authenticating the learning environment

The research documented in this paper argues that the authentic learning environment is achievable through “academic practitioners” who can ground business education and research within practice. A culture fostering the academic understanding of the practitioner environment enables practical engagement with academic rigour. The case study illustrates specific examples from degree programmes engaging with student and academic voices, with a particular focus on the development of authentic learning experiences for tourism and hospitality students. Key aspects of business education need embedding within the development of tourism and hospitality curricula in order to engage with the tacit knowledge required by the sector through a holistic approach to curriculum development.     

Influence of recreation on education aspiration

In the wide context of travel and tourism, recreation plays a significant role in occupying holiday‐maker's agenda, so much so that destination is often sought based on recreation activities it offers. Campus recreation for example, is a major component that influences the young when choosing the destination in which to pursue higher education. However, the truly‐important‐but‐often‐dismissed role of recreation is perhaps its value towards the intellectual development of youth. This special value is perhaps more apparent if we discuss it in the context of adolescents in a campus setting i.e. the students. This study is an attempt to examine the relationship between these two dimensions. Specially, it looked at the link between recreation and academic aspirations and achievement using a specific student population. Aspiration is measured by looking at an individual's attitudes, motivation and expectation with regard to formal education. Findings from the study indicated a strong relationship between intensity of recreation with aspiration. It is found that the more intense the recreation activity, the more positive the individual's aspiration towards in class learning is. However, the same cannot be concluded for relationship between intensity of recreation with academic achievement. This is because the study found that individuals who recreate most intensely do not show good academic achievement. The same scenario is also true for those who recreate least intensely. Individuals who showed the best academic achievement are found to be those who recreation intensity is comparatively moderate. The study provided several recommendations for the planning and provision of recreation activities in institutions of higher learning and emphasized the need for students to recognize the importance of balancing academic and nonacademic pursuit in their time management.     

Student Perspectives on the Quality of Hotel Management Internships

ABSTRACT

Internships have been widely used as an educational component for hotel management students. Despite the importance of internships, there has been limited empirical research in the academic literature on the quality of internships for hotel management students. The three stakeholders, academic institutions (educators), students, and organizations (employers) are important elements in the success of internships. From the viewpoint of students, this study examined the ranking of the level of expectation before placement and satisfaction after placement of selected internship issues, the differences between satisfaction and expectations, and the relation between these differences and demographic characteristics. Upon completion of the internships, it was found that the ranking of student issues was relatively higher than of academic institutions or organization issues. In addition, it was found that the differences on all issues before and after placement were significant. Finally, there were also differences concerning a few issues among the demographic groups. This study concludes that programs need to be improved to make internships successful. Although the study is based on research in Korea, it is argued that suggestions and discussions of the selected internship issues may be potentially applicable to hotel management internships in other countries.     

The impact of customer-to-customer interaction and customer homogeneity on customer satisfaction in tourism service—The service encounter prospective

Customer satisfaction has been an important topic in tourism service management. Many researchers have argued that customer-to-customer interaction may affect customers’ evaluation of the service experience. Consequently, the objective of this research is to investigate the relationship between customer-to-customer interaction, customer homogeneity and customer satisfaction. This research adopted questionnaires to investigate tourists traveling to foreign areas from Taiwan. In conclusion, the perception of customer-to-customer interaction incidents could be extracted into six factors, including protocol and sociable incidents, violent incidents, grungy incidents, malcontent incidents, crude incidents, and inconsiderate incidents. The results of the analysis indicate that “protocol and sociable incidents” have a significantly positive impact on the “evaluation of fellow customers”. However, “malcontent incidents” have a significantly negative impact on customer satisfaction. “Marital homogeneity” has a positive influence on the “evaluation of fellow customers”. Finally, “evaluation of fellow customers” has a positive influence on customer satisfaction. Some suggestions for practitioners to manage customer compatibility and enhance customer satisfaction are proposed.     

The role of authenticity,experience quality,emotions, and satisfaction in a cultural heritage destination

ABSTRACT

Recent studies have shown the increasing importance of affective and subjective variables, such as experience quality, authenticity, and emotions in the formation of tourist satisfaction. This paper is a pioneer in jointly analysing the influence of authenticity in its double dimension, experience quality, and emotions variables on satisfaction in a cultural context. This study uses the structural equation modelling approach (Partial Least Square) and shows the direct and positive influence of objective and existential authenticity on the quality of the experience, as well as the direct and positive influence of the quality of experience on emotions. It is highly relevant to focus on both cognitive and affective dimensions of authenticity to improve the quality of the tourists’ experience. No previous studies in the literature examine the possible relationships between the different dimensions of authenticity on the quality of the experience and on emotions. The work reveals the importance of such variables in generating greater tourist satisfaction with the visited destination.     

Attribution of Inappropriate Visitor Behavior in a Theme Park Setting – A Conceptual Model

Given the scarcity of academic research on customer-to-customer (C2C) interaction in theme parks, this study was designed to construct and test a conceptual model of visitors’ attribution of inappropriate behavior, satisfaction, and repeat patronage using attribution theory. Exploratory and confirmatory factor analysis, structural equation modeling, and analysis of the effect of visitor type were carried out. The results show that stability and controllability have a significant impact on satisfaction, and satisfaction also influences repeat patronage. Visitor type had no effect on the relationship between attribution and satisfaction. The theoretical and practical insights of the findings are presented along with the limitations of the study and future directions for research.     

Tour guide performance and sustainable visitor behavior at cultural heritage sites

Abstract

Using structural equation modeling, this study investigates how tour guide performance influences visitors’ sustainable behavior at cultural heritage sites by examining the mediating effects of visitor experience and satisfaction. The structural model was tested on a sample of 390 visitors at Petra Archaeological Park in Jordan. Tour guide performance was found to have a significant direct and indirect effects in enhancing visitor sustainable behavior. Moreover, the findings showed that visitor experience and satisfaction significantly mediates the relationship between tour guide performance and visitor sustainable behavior. This research contributes to our understanding of the tour guide role in maximizing visitors’ appreciation and enjoyment, and minimizing their negative impacts on heritage sites. Managerial implications are discussed in light of the empirical findings.     

The importance of career goal in relation to academic performance: a case study of hospitality management students

ABSTRACT

Hospitality management programs have commonly offered exclusive learning opportunities to talented students in order to keep “brains” in the industry. While academic performance indices are often used to identify “brains” in the education sector, scant research has empirically examined whether “brains” are intended to stay in the industry. This study surveyed 304 hospitality management students and examined the relationships between their career-goal related factors and academic performance. Findings indicate that career goal and positive job valence toward the hospitality industry are significantly related to academic performance. The results of this study contribute to the limited literature on the relationship between career goal and academic performance.     

Identifying the Dimensions of the Experience Construct

SUMMARY

This article proposes a holistic, three phase model structured to incorporate the major components of the Experience construct. While speculation about what constitutes an experience abound, the complex relationship among value, service quality, satisfaction, and experience is in its infancy. Before this relationship can be fully examined, dimensions of these four critical components need to be incorporated into a unified, holistic model that includes the three primary constructs of Service Quality, Value, and Satisfaction. This article focuses on the first challenge by developing a model and offering some propositions to encourage future research about the experience construct in hospitality.     

The impact of customers’ prior online experience on future hotel usage behavior

Service experience model stipulates the importance of service experience in increasing satisfaction, price acceptance, revisit intentions, etc. It has been extensively tested and validated in hotel management studies. However, the online service experience which, in these days, precedes the physical service experience has not be considered together in most hotel service experience studies. In hotel management literature, studies on online experiences are largely segregated from physical service experience model. In this study, prior online experience model is proposed which includes online experience preceding the physical service encounter, and a survey is administered. Result indicates the strong influence of online experience as a leading construct of the service experience model in hotels. Online experience strongly conditions the customers’ perception of physical service experience and, also, provides good ground for price acceptance. Interestingly, the influence of physical service experience on price acceptance seems to be rather alleviated with online experience, indicating the important role the online experience plays in managing customer perception on hotel service experience. Hotel management needs to pay close attention to their customers’ online experience beyond simple esthetics as the online experience seems to influence all the subsequent components of hotel service model.