Knowledge Dissemination in Tourism Education: A Case of Tourism Marketing |
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| Authors: | Kam Hung Xiang Li Bing Pan James F Petrick |
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| Institution: | 1. School of Hotel and Tourism Management , The Hong Kong Polytechnic University , Hung Hom, Kowloon, Hong Kong hmkam@polyu.edu.hk;3. School of Hotel, Restaurant &4. Tourism Management , The University of South Carolina , Columbia, SC, 29208, USA;5. Department of Hospitality and Tourism Management , The College of Charleston , Charleston, SC, 29424-001, USA;6. Department of Recreation, Park and Tourism Sciences , Texas A&7. M University , TAMU 2261, College Station, TX, 77843-2261, USA |
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| Abstract: | ABSTRACT Knowledge dissemination among tourism stakeholders is vital to the overall development of tourism. Yet, this topic has been underinvestigated in past tourism literature. Taking the courses on tourism marketing as an example, this study examined what and how knowledge is being disseminated in the classroom. Based on the Sender-Message-Channel-Receiver (SMCR) model (Shannon, 1948 Shannon, C. E. 1948. A mathematical theory of communication. Bell System Technical Journal, 27(379–423): 623–656. Crossref] , Google Scholar]), the current study analyzed 43 tourism marketing syllabi to identify the senders and receivers of knowledge, knowledge being conveyed in the classroom, channels of communication between educators and students, and feedback of communication received from students. It is suggested that the study may help tourism scholars gain state-of-the-art knowledge of the content and formats of tourism marketing courses and facilitate knowledge dissemination in the tourism domain. |
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| Keywords: | Knowledge dissemination tourism education tourism marketing course syllabus SMCR model |
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