| Abstract: | Abstract This project presents a case study illustration of a qualitative research approach for enhancing an undergraduate curriculum of a hospitality and tourism management program at a large university. Four focus groups consisting of current students, alumni, faculty, and industry practitioners provided extensive information about past and current performance of the travel and tourism program. The data collected indicated areas of concern in three different levels: the university, the hospitality and tourism program, and the university's relationships with external constituencies. Recommendations and suggestions for curriculum enhancement took into consideration the perceptions of the focus groups' participants. |
