University Curriculum Development for Hospitality Management Programmes: A Perception from the South African Hospitality Industry

Abstract

The rapid growth of the tourism sector and a need for skilled personnel necessitates the development of academic curricula to address skills gaps. However, some Higher education institutions have included hospitality modules in curricula to produce a professional workforce, maximise the industry’s potential and promote economic growth and national development. While these programmes have a theoretical foundation, the delivery of content has been hampered by structural and institutional difficulties. Utilising an online semi-structured survey of 34 hospitality companies, open-ended questions and extensive literature, this thesis explores the challenges of curriculum development in the hospitality management discipline, ways of developing curricula, and stakeholder involvement to ensure comprehensive curriculum development in South Africa. Moreover, it investigates employers’ satisfaction with the competencies of graduates and Work-Integrated Learners and the competencies that are desirable and required to enhance the employability of graduates. The findings show that regardless of the multiple challenges and the solutions that have been put forward, industry representatives are on the whole satisfied with the various competencies of graduates and Work-Integrated Learners. When combining the levels of agreement (strongly agree and agree), most representatives agreed that upholding professional principles, listening skills and adjustability are the most desirable skills. Other skills mentioned were having a friendly attitude when serving customers, confidence, trustworthiness, and verbal and written communication. Upholding professional principles, an optimistic attitude, a willingness to assist, communication skills, and teamwork are among the top competencies needed to augment the employability of graduates. The research revealed that although the curriculum envisaged practical training, multiple stakeholders’ engagements, and performance indicators, it nonetheless emphasises theory over practical application, takes too long to develop and is outdated regarding the market trends. The research concluded that there is not enough current industry input with the constant changes that are occurring within businesses. This thesis recommends strong ties between universities and the hospitality industry to understand current trends, constraints and skills needed to boost the sector.