c

Research Paper

Do Swiss Hotel Employers value

the importance of higher

education in Hospitality and

Tourism Industry?

Ruxandra Oprea

Word count: 3277

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TABLE OF CONTENTS

Title Page Page no.

Table of contents 2

List of Tables 23

Chapter 1 Introduction 4

1.1 Background Information 5

1.2 Rationale of the Study 5

1.3 Aims and Objectives 5

Chapter 2 Literature Review 6

2.1 Education Ɗ Definitions and Concepts 6

2.2 Higher Education Ɗ Concept 7

2.2.1 Importance of Higher Education: Global, Economical

and Management 8

2.2.2 Practical Experience 9

2.2.3 Higher Education in Hospitality Management 10

2.3 Key Case Studies 10

2.4 Background Information to the Primary Research 12

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Chapter 3 Methodology 13

3.1 Aim & Objectives 13

3.2 Approach 13

3.3 Sampling

14

3.4 Data Collection 15

3.5 Validity & Reliability 15

3.6 Generalisability 16

3.7 Ethical Issues 16

3.8 Limitations 16

Chapter 4 Conclusion and Recommendations 17

References 19

Appendices 24

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Chapter 1 Introduction

1.1 Background Information

According to Lashley et al. (2008, p.186), hospitality studies improved Ơfrom

being a topic simply for thematic investigation directly or indirectly for the study

to management to one that also locates the study of hospitality as a significant

means of exploring and understanding societyơ. The theory below explain that

education became a main factor in any kind of activities, and for past years

Hospitality and Tourism Industry (HTI) developed it as a key to success.

Focusing on the education aspect, Polat (2009, p.1314) is presenting as a main

purpose that Ơ education has great affection power at development of countryƞs

economy with human labour qualitiesơ. But going a bit in the past, Purcell and

Quinn (1996, p.51) raised a question: ơdo the more Ɲcraft -basedƞ diplomats fit

more happily into the industry than those taking the more academic vocational

route?ơ which let to contemplate about what is more important, higher education

or vocation.

As the author mentioned before, the prime goal of this paper is to look at the

evolution from education to actually service in this industry, and to decide if they

are ready to face and gather the requirements of the hospitality industry.

Education is one of the most important aspects that the researcher is analyzing

as this level, because according to Christou ( 1999, p. 683) Ơto satisfy customers

through the delivery of quality services by skilled and competent staff, an

effective hospitality education system must exis tơ. The relation that is between
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education and hospitality i ndustry in Switzerland is defined by the numerous

number of this type of schools that are providing different subjects and

specializations for various characteristics and options available to them . For many

students, education is interrelated with the vocation, which brings up a faster

social development; additional accomplished work labour and the result will be a

keen economy and a Hospitality Industry well expanding (ibid).

1.2 Rationale of the Study

Being a student in this industry of hospitality schools, opens you a big window to

important facts and intellectual developments that can be possible increase

healthy inter-relationship among management and learning outcome, illustrate a

multi-disciplinary social knowledge resource support, and Tajeddini (2010, p.

224) mention also that: ƠSwiss hotel industry has a reputation for excellence and

providing high quality reliable servicesơ.

Moreover, to sustain the researcher theory about the importance of higher

education in Swiss HTI, Stutts (1995, p.52) emphases the idea that Ơthe

responsibility of the hospitality educators is to combine industry priorities with

student needs and significant contributions to research into socially responsive

programmes of studyơ.

1.3. Aims and Objectives

Aim:

Œc The aim of this study is to evaluate how Swiss hotel employers assess the

importance of higher education in Hospitality and Tourism Industry.

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Objectives:

Œc To assess how important potential employee sƞ qualifications are from the

perspectives of Swiss Hotel and Tourism employers.

Œc To evaluate the influence of employeesƞ higher education in developing

Hotel and Tourism Industry in Switzerland.

Œc To analyze the importance of higher education in Hospitalit y and Tourism

Industry in Switzerland.

Chapter 2 Literature review

2.1 Education Ɗ Definitions and Concepts

A clear definition of education is presented as Ơthe act or process of imparting or

acquiring general knowledge, developing the powers of reasoning and judgement

or skills, as a professionơ (Dictionary 2010), the author initiative is to underline

the importance of education in everybodyƞs lives. According to Klineƞ (1986)

philosophy, education can be seen as a mixture of actions, whereby peo ple are

beginning to develop traditions, structures, and social relations which are taken

to form their education, rising a query about todayƞs knowledge. Nowadays,

education places the basis for tomorrowƞs future; society requests that the Ơfortơ

of learning (Michael, 2004) be situated on top of the main principal, excellence.

Education it is valued at the rank of a powerful force, which delivers the society
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directly to the economic hierarchy steps (ibid), and it has a tremendous

importance, which affects developed countries who Ơ are paying greater

attention to differential participation rates among socio -economic groupingsơ

according to Michael (2004, p.131).

2.2 Higher Education - Concept

In his research paper, Michael (2004, p.136) express his opinion r elated to Ơthe

great importance and power of higher education in galvanizing society toward a

better living condition, and totally committed to a higher education reform that

takes advantages of the accumulated wisdom of higher education management

worldwideơ, managing to outline all the effective and positive aspects of the

presence of higher education in society. Also, in his study referring to this topic,

he shaped the idea of moral aspects of higher education by situating the facts

and perception from the past in order to, next generations to live a qualitative

life comparing to actual one (Michael, 2004).

The author is analyzing in his paper, the principle of accessibility, suggesting that

higher education institutions must deal with couple of concerns regarding

educational requirements simultaneous, because those are connected to two

different objectives: the need for higher education contribution and superior

higher education (ibid). Thus, the paper permits to understand that a higher

education system must answer to all types of requirements of the society,

according to their necessity and desire, developing a plan which present the

admission obligations to this institute, the number of years entailing for

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accomplish it, training grades required, and the mission and goals that supposed

to be achieved (ibid).

2.2.1 Importance of Higher Education: Global, Economical and

Management

Michael (2004, p.119) noted: Ơknowledge has become an agent for societal

advancement and with a capacity toward societal anni hilationơ, and it can offer

prosperity to all global societies involving strong management figures of this

industry and sufficient financial support toward s higher education subdivision. In

order to develop in a higher education society leadership skills, as Michael (2004,

p. 123) referred to in his own paper it is a must that: Ơ a progressive higher

education institution embraces the current leadership thinking richly documented

in leadership literatureơ, offering an open view to the importance of

documentation and researching deep into this type of literature.

Introducing the importance of economical aspects of higher education, the

author analyzed those facts on a micro level by looking at people from different

countries income based on their education q ualifications. As Table 1

(Organization for Economic Co-operation and Development 1995, cited in Michael

2004, p. 121) presents the statistics facts from the year 1992, the author is still

considering them important and relevant for the present situation c onsidering the

connection between the labour force contribution from different countries and

the higher education, which highlights once again its major significance.

Coming to the management aspects, Dickeson (2003, p.1) express his ideas as

follows: Ơcolleges and universities operate at the confluence of multiple

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pressures. The press to accomplish four objectives simultaneously ƛ increase

revenue, reduce expenses, improve quality, enhance reputation ƛ leads

institutions to attempt an array of proven and u nproven management techniques

and approaches. By so doing, colleges hope to reconcile these competing and

often conflicting demandsơ. In his perspective, Dickeson, attribute the managerƞs

four aims higher education backgroundƞ result. As well, Michael (2004, p.123)

enhanced his theory regarding data -based management as the: Ơperformance

data becomes even more critical in a Ɲlearning organizationƞ, where there is an

intense focus on the changes within the environment and a heavy reliance on

internal flexibility and adaptabilityơ, outlining once again the importance of

managerƞs abilities.

2.2.2 Practical Experience

The researcherƞ evaluate the difference and the connections between the theory

from the higher education background and the actual practice experi ence. It is

also raised the question about how theory and practice connect during the

professional development (Bromme and Tilema, 1995) , analyzed from two

different opinions of groups, one representing the employees with a work

experience background and t he other group repre sented by a Ơuniversity

students taking a life project course ơ (Collin and Tynjala 2003, p.338).

More or less speaking, as Renkl (1996, cited in Collin and Tynjala, 2003) present

the involvement of theory and practice, it has been know n as one of the main

inquiry in the expansion of vocational aptitudes, traditional customs in education

and work, part the practice and theory, being the reason of Ơinert knowledgeơ.

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As a result of this analyze the employees and students both attribute hig h value

to the work-based learning, but their concept about the importance of higher

education differ. Collin and Tynjala (2003, p. 340) noted: Ơthe students seemed

to value education -derived knowledge more than the experienced employees did,

but also their opinions varied a great deal how important their university studies

had been for successful performance during work and learning from itơ.

2.2.3 Higher education in Hospitality Management

âayawardena (2000, p. 67 -9) explains: Ơto satisfy these varied n eeds, hotel

managers require good general management ability, and in addition, good

knowledge of key technical areas, human resources management, finance and

marketingơ, as being the key topics in a hospitality management degree. For

those type of universities and hotel schools, the main purpose to meet both

industry and student prospects regarding the higher education in hospitality, as a

balance of theoretical data and practical experience (âayawardena, 2001).

Evaluating the relevance of higher education in future managers programme, it is

a key point to enlarge adequate operational and training skills, which promise to

be helpful, particularly on the beginning of their management career when on -

the-job and off-the-job programmes are implemented (ibid).

2.3 Key Case Studies

In order to identify and analyze current and future needs, trends and challenges

of the hospitality industry of different countries, hospitality management enla rges

its programmes in developing countries ( âayawardena, 2001). Charles (2000,

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cited by âayawardena, 2001) explains that developed countries as USA, Canada,

âapan and some EU countries are helping financial developing countries as

Caribbean, Sri Lanka or Guyana.

The author presents the International Hotel School in Sri Lanka, as a model of

the practical hotel school developed in a different way than Swiss concept, being

designed to train supervisory and middle management personnel. Supervising

the evolution of their studentsƞ practical experience it has a main role in traineeƞs

competency in the basic skills (ibid).

In Caribbean countries, the first Masters degree started in 1999, based on the

researches evaluating the academic level plans regarding local trends in tourism

and hospitality management.

Zhang, Lam and Bauer (2001, p. 274) noted: ƠThe training and education issues

facing China in the twenty-first century are improvement of the tourism

education system and its structureơ, according to the major developments

regarding the language skills, teaching mode and great feedback of the new

education style, which replies to the industry needs. Zhao (1991, cited by Zhang,

Lam and Bauer, 2001) analyzed the growing of higher education in hospitality

and tourism and highlighted their issues and keys. World Tourism Organization

(1999, cited by Zhang, Lam and Bauer, 2001) claimed that the hotel and tourism

industry in China expands very fast and also anticipated that it will become the

number one tourism destination in the world according the tourists number by

2020.

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In âohns, Henwood and Seamanƞ (2007) paper it is observed from their survey

made among the Asian and European countries, the differences between cultures

and service inclinations, which are showing that some cultures are more

dedicated to quality service than others. A part of the survey also focused on a

comparison of Switzerland with Scotland cultures and services tendencies,

ơdifferent teaching approaches, and different service cultures between

institutions in Switzerland and Scotland were probably responsible for these

different attitudes to service delivery (âohns, Henwood and Seaman 2007, p.

156).

2.4 Background to the primary research context

Assessing employers prospective considering Swiss hospitality industry, a big part

of them is succeeding in accomplish them, owin g to the higher education that

they received during their education in school. ơOn the positive side, Switzerland

is a small, safe and beautiful country with clean air and water. This country has

an unspoiled and natural environment with a very attractive location. It is no

wonder that Switzerland has been one of the first countries to deve lop tourism as

a major industryơ. (Tajeddini, 2010, p. 223)

Management capabilities of the Swiss employers are a result of the higher

education and this can be distinguished as a combination of academic,

professional and skill knowledge meant to please the needs of hospitality

industry. One of the management capabilities that Goodman and Sprague (1991,

p.79-96) are mentioning in their studies is that Ơhospitality industry should assist

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the student to develop communications and interpersonal Ɲsoftƞ skills and learn

how to lead othersơ.

Switzerland is well known as a top country for many reasons, but the main one is

for the HTI as well as studies. Plenty of Internat ional Schools are waiting for any

applicants who would like to have a great success in HTI.

Chapter 3 Methodology

3.1. Research Aims and Objectives

Aim:

Œc The aim of this study is to evaluate how Swiss hotel employers assess the

importance of higher educati on in Hospitality and Tourism Industry.

Objectives:

Œc To assess how important potential employee sƞ qualifications are from the

perspectives of Swiss Hotel and Tourism employers.

Œc To evaluate the influence of employeesƞ higher education in developing

Hotel and Tourism Industry in Switzerland.

Œc To analyze the importance of higher education in Hospitality and Tourism

Industry in Switzerland.

3.2 Approach

In order to have a very specific and clear research, the author used a qualitative

approach to achieve the ai ms and objectives presented above. Scot and Godbey
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(1990, cited by Finn, Elliott -White, Walton 2000) ex plain the qualitative technique

concept as the one that is bringing constructive approaches into social and

relative situations. Another reason for using this approach will be regarding

expending some of the theories, which are focusing more on the internal

authenticity of humansƞ nature (Bryman and Bell, 2006), related to their

mentality towards the importance of higher education, especially in hosp itality

and tourism industry.

Also May (1997, cited by Finn et al 2000, p. 71 -2) emphasise the six key factors

that are contributing to a better qualitative analyse, such as the Ơtime, place,

social circumstances, language, intimacy or social consensusơ. R eferring to the

time aspect, the author should be aware that as more time spend with the

specific group, as much more information and awareness it will be achieved. As

well, the place has to be a location that inspires and help the actions of the

group behaviour, and the type of language used should be appropriate w ith the

level of their knowledge. Related to hospitality and tourism industry, those key

steps should facilitated the understanding of the way employers are thinking and

value the higher educatio n, based on different people with different ideas,

offering as well flexibility in the research design.

3.3 Sampling

Regarding to an efficient way of sampling, the researcher focused more on the

primary methods, specifically about participation part, as Marshall and Rossman

(1999, p. 106) noted in their studies: Ơthis method for gathering data is basic to

all qualitative studies and forces consideration of the role or stance of the

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researcher as a participant observerơ. In this situation, it is been used a multiple

level random sampling for the questionnaire of 3 different types of hospitality

establishments in Switzerlan d, hotels situated in the city, in a mountain resort or

near the airport, within a total of approximately 100 interviewees. The findings of

this method should accumulate enough data for the author ƞs self-assurance for

this sample data.

3.4 Data Collection

The author is conducting a survey of 15 questions referring to their experience

as employers and how important is for them the higher education background in

Hospitality and Tourism Industry, applied to the same number of people. This

data collection method has been used according to the primary research topic,

analyzing how employers evaluate the consequences of a higher education,

answering to those random questions about their work experience.

Additionally another method supporting qualitative data collection could be the

in-depth interviews with focus groups, and it is mainly important to utilise this

sample system, because it became broadly tailored in the society and research

evaluations (Marshall and Rossman, 2006).

3.5 Validity & Reliability

Regarding data accumulated by the author, validity degree should be approached

if the information reflects the aim of this research (Saunders, Lewis and Thornhill

2009). Using the qualitative approach, it will help the researcher to have a

beneficial knowledge about variety of opinions and c oncerns regarding the

evaluation of importance of the higher education in HTI.

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The reliability method should be adopted in order to verify if the findings would

have the same approach if the survey will be carried out again (ibid), according

to the time, location and disposition of the interviewees.

3.6 Generalisability

Bryman (1988, cited by Saunders et al 2009, p. 335) noted that: Ơwithin a case

study a wide range of different people and activities are invariably examin ed so

that the contrast with survey samples is not as acute as it appears at first

glanceơ, reflecting that, based on the survey or in-depth interviews, the author

can not generalize the findings most ly because of the group of the candidates

that can offer unexpected cases in different circumstances.

3.7 Ethical issues

Analysing the primary research of this paper, the researcher cannot exclude the

ethical concerns, because of the possible outflow of confidential information from

the interviewees. The hotel employers who had been interviewed during this

sample, might raise this problem regarding their privacy and non -disclosure of

the survey or interviewƞ answers. In this case, the author should make

everything possible to avoid this type of unpleasant situat ions.

3.8 Limitations

According with this research paperƞ topic and sam ple conducted regarding the

aim and objectives, there is a possibility of limitations concerning the time

necessary for data collection, financial aspects, in order to manage to evaluat e

and collect all the information from all the interviewees. Another limitation it is

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defined by the location possibilities or the candidatesƞ behaviour affected by their

mood or time. Those limitations can be a possible threat and can influence the

findings aspects by demean a bit the quality of the sample (Veal 2006).

Chapter 4 Conclusion and Recommendations

Higher education is the lead aim in this research paper t opic, assessed in order

to highlight its importance for hospitality and tourism industry in an ample view

as well in a particular sight regarding Switzerland. As it is been mentioned before

in the literature review chapter, the hospitality industry is a common and a

meeting place for both, student and industry expectations (Collin et al, 2003)

The theories discussed in the same chapter, are focusing mostly of the

consequences of a higher education background of employers as well is it

mentioned the improving aspects concerning HTI.

The methodology chapter is emphasizing the qualitative approach of the aim and

objectives of the research paper, conducting to a interviewing sample method

and discussing broadly about the survey effect on data collection, facilitate the

understanding of the circumstances of this topic.

From a critical point of view, the limitation of the theories and case studies it has

been an issue in writing this paper, restrict the size of the research and the

elucidating aspects about this subject. Further recommendation would be

regarding the amount of research material, which can be enhanced with a deeply

exploring and studies . The author is also fully recommended that this topic to be

continued and analysed by any organization from the hotel industry, concerning
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that it is an open research issue, which can bring improvements and can be on

top of all very helpful , especially in developing any hospitality business.

Another limitation engaged in this paper, it is related to the actual primary

research, which was not possible to be completed and achieved for the moment.

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Appendices Ɗ List of Tables

Table 1. Organization for Economic Co -operation and Development 1995, cited in

Michael 2004, p. 121

Labour Force Participation rat e for 25- to 64-years olds, by highest level of

education completed and country: 1992.

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