Travel and Tourism Education in Thailand

SUMMARY

The main principles of the tourism policy as established by the Ministry of Tourism and Sports during 2003–2006 is to develop Thailand to be Tourism Capital of Asia within 3 years starting from 2004 to 2006. To achieve the ambitious government target, the success of any tourism development strategy will be determined to a large extent by human resources, which can deliver efficient, high quality services. The travel and tourism education in Thailand at an undergraduate level was offered in the Faculty of Commerce and Accountancy, Chulalongkorn University in 1955 under the Bachelor of Commerce Degree with a major field of study in “Travel Management.” Prince of Songkla University (PSU) brought the concept of community college from the U.S.A. to put into action by setting up Phuket Community College by offering 2-year diploma program in Hotel and Tourism Management to meet the staff requirement of tourism industry in Phuket in 1977. The findings of 'Baccalaureate and Graduate Degrees in Tourism and Hospitality Studies in Thailand: The Current Situations, Problems and Future Development' studied by Chaisawat (1997) and Chaisawat (2000) found that the situation of the universities/institutes that offered programs in hospitality and tourism had changed with a lot of quantity improvement in terms of institutions, number of staff, and number of input/output students as well as research projects. But the very important issues that relate directly to the quality of graduates, problems and constraints running in the hospitality/tourism programs still existed. The National Economic and Social Development Board (NESDB) (2004) did an in-depth study of the labour force situation among middle- and high-level personnel within the tourism industry in order to increase productivity and capability of the national competitiveness. Chaisawat and Boonchu (2005) did another study on Baccalaureate and Graduate Degrees in tourism and hospitality studies in Thailand in 2003. Both studies also found that the quantity of graduates from the educational institutions was sufficiently to serve the demand of the industry. However, there were problems in terms of quality since graduates' qualifications were not up to the standards required by the employers. Finally the paper recommended that Thailand should be positioned as a centre for hospitality and tourism studies and training, locating at major tourism destinations. In terms of strategic implementation of tourism development, tourism educations and training institutions should play the catalyst and coordinating roles with the stakeholders in each region or destination.     

The Development of an Instrument to Address the Negative Perception of Hospitality Jobs

ABSTRACT

The purpose of this study was to introduce a new construct that would assist in understanding employee attitudes and behaviors in hospitality sector jobs. The research introduces job-esteem and justifies it as a unique construct worthy of further study. Job-esteem is defined as the level of respect and dignity an individual believes is associated with his/her job. An instrument was developed to assist in measuring the level of job-esteem found in hospitality employees. The instrument was then administered to 75 employees of a large hotel chain in Hawaii. Tests show the instrument meets reliability standards.     

Hospitality and Tourism VET in Schools

ABSTRACT

Students undertaking vocational education and training (VET) in school comprise a rapidly growing component of Australia's VET system, with numbers reaching in excess of 100,000 by the Year 2000, representing around 8% of Australia's vocational students (ANTA, 2002). The inclusion of VET in schools has meant changes to curricula, structures, industry partnerships-and changes in the specialisations of teachers. Finding suitably qualified teachers for classroom delivery of VET has become a pressing issue. The University of Queensland explored the need for a teacher education program for hospitality and tourism teachers, conducting an analysis of the demand for specialist VET teachers, a focus group involving key stakeholders to explore issues surrounding the provision of these teachers, and identified appropriate pathways for their education. This paper reports on the context and background of VET in schools, recommendations of the focus group and the development of a program by the university.     

A hybrid multi-criteria decision making model to evaluate hotel websites

PurposeThe main purpose of the study is to develop a robust and reliable model which evaluates the quality of hospitality websites, or more specifically, hotel websites.Design/methodology/approachThe literature is deeply overviewed and an advisory board is consulted for determination of the critical factors affecting the quality of a hospitality website. Appointed criteria are organised as a hierarchy according to their orientation. A hybrid model including two multi-criteria decision making approaches, namely the Analytic Hierarchy Process (AHP) and Preference Ranking Organisation Method for Enrichment Evaluations (PROMETHEE), is proposed to achieve the purpose of the study. The AHP is utilized to weigh the criteria, and, ranking of the alternatives are provided via PROMETHEE. For the case study, websites of five-star hotels in Ankara, which is the capital city of the Republic of Turkey, are evaluated.FindingsEncouraging results are obtained for the case study by the proposed model.Originality/valueThe proposed model provides reliable and robust results for any qualitative or quantitative criteria to evaluate hospitality websites which is a very important task for both customers, and enterprises, even for governments.     

Influence of sustainable hospitality supply chain management on customers’ attitudes and behaviors

This study aims to identify the impact of the environmental, social and economic dimensions of sustainable hospitality supply chain management actions on customers’ attitudes and behaviors including satisfaction, loyalty and willingness to pay a premium for sustainable hospitality goods and services utilizing data collected from U.S. consumers who frequently stay at hotels. Findings suggest that while both environmental and economic dimensions’ actions of sustainable hospitality supply chain management have positive influences on customer satisfaction, loyalty and willingness to pay a premium for sustainable hospitality goods and services, the social dimension actions are found to have a positive influence on customer satisfaction and a negative influence on customer willingness to pay a premium. Results also indicate that customer satisfaction fully mediates the relationship between social dimension actions and customer loyalty. In addition, customer satisfaction positively influences customer loyalty, which ultimately increases customer willingness to pay a premium. The implications of the research findings are provided.     

How is the hospitality and tourism industry different? An empirical test of some structural characteristics

Structural characteristics, such as competition, risk, leverage and capital intensity, directly impact the strategic management of firms operating within an industry. We provide an empirical test and formally compare the structural characteristics of the hospitality and tourism (HT) industry with other industries. Our results, based on a sample of firms from the S&P 1500 index over 21 years, show that the HT industry has higher leverage, higher risk, higher capital intensity and higher competitive rivalry than other industries in the U.S. economy. The formal identification and recognition of these differences provides justification for using the HT industry as a context for testing business theories, and can explain differences in decision-making and firm outcomes such as financial and social performance, as well as efficiency, growth, and survival of HT firms.     

Is there structure in the selection interview? Evidence from hotels in Switzerland

Many studies have shown that structured interviews have better predictive validity than unstructured interviews. The aim of this study was, then, to examine if recruiters in Swiss hotels use structured interviews to select candidates. Results obtained on 150 recruiters indicate that selection interviews are rather unstructured. They also show that selection interviews are more structured in larger hotels than in smaller hotels and in chain hotels than in independent hotels. Finally, and contrarily to one of the hypotheses, selection interviews are not more structured in four-star and five-star hotels than in three-star hotels.     

Knowledge mapping of hospitality research − A visual analysis using CiteSpace

Hospitality literature constitutes a considerable accumulation of data for follow-up studies. This study used CiteSpace to analyze investigations published in three top journals of hospitality research: International Journal of Hospitality Management (2008–2014), Cornell Hospitality Quarterly (2008–2014), and International Journal of Contemporary Hospitality Management (2009–2014). This application resulted in comprehensive knowledge maps of hospitality research. The study identified major disciplines that provide knowledge and theories for the hospitality discipline as well as contemporary research topics and most influential researchers.     

Towards a theoretical model of technology adoption in hospitality organizations

Technology is an important strategic asset for hospitality organizations to improve organizational performance and strategic competitiveness. However, adoption and diffusion of technology are complex processes, which are affected by a number of internal and external factors. As a result, understanding the factors affecting a hospitality organization's technology adoption behavior is of paramount importance to both practitioners and academia. This study proposes a model that describes the process of technology adoption in hospitality organizations. Specifically, two modifications of the existing Technology Acceptance Model (TAM) have been proposed in order to capture the adoption behavior at the organizational level.     

Human resources in tourism: Still waiting for change

This paper reviews key themes that impact on the role and management of human resources in tourism (primarily relating to work and employment) and assesses whether the past 20 years provides evidence of significant change within the sector. The paper considers the status of work in tourism and reflects upon the impact that key environmental developments have had upon employment—the practice of human resource management in contemporary tourism; the impact of global and social forces on perceptions of work and careers; the impact of ICT on work and employment in tourism; changing interpretations of skills within tourism; and the increasingly diverse nature of the tourism workforce in developed countries. Conclusions are drawn which point to a “hung jury” in considering whether change in the tourism workplace, over the review timeframe, has been ephemeral or more fundamental.