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WTTC International Conference, Human Resources for Chinas Travel & Tourism Industry

16 January 2008 at JW Marriott Hotel Shanghai

DIRECTION FOR THE FUTURE OF

HOSPITALITY EDUCATION IN CHINA

Prepared by

Dr. Judy Siguaw

Dean

Cornell-Nanyang Institute of Hospitality Management

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Agenda Status of hospitality education now in China?

Potential impact of current curriculum

Where should hospitality education be?

Why raise standards?

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VOCATIONAL SCHOOLS

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Broad knowledge, no depthYear 1

Semester 1 (21 weeks)

Business Monitoring & ControlCommunication & Information Tech FoodService OperationsHospitality Tourism ConsumerHospitality Business EnvironmentIntroduction to Hospitality OperationsIntroduction to GastronomyManaging People and Organisations

Semester 2 (21 weeks)

Business PerformanceResearch and Project Management

Food Services ManagementEvents ManagementHospitality & Tourism MarketingFacilities & Property OperationsAccommodation ManagementOrganisational BehaviourHuman Resource Management

Year 2

Semester 3 Minimum 800 hours Industry Placement in Food & Beverage

Semester 4 Minimum 800 hours Industry Placement in Rooms Division

17 courses in 42 weeks or 51credits in less than one year

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Vocational Faculty Qualifications

Bachelor degree, at best

Little depth of knowledge in subject matter

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College and University Level

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In 10 months time . . .

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21 courses or 63 credits in 10 months

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In 3 years time

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College Faculty Qualifications

Bachelors degrees with some Masters degrees

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Majority of general managers have a three-yearvocational college education.

Source: Lan Li,Eliza Ching-Yick Tse,Lishan Xie (2007)

General Manager Qualifications

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University Curriculum 3 years The Operation & Management of

Hotel Capital

The Operation & Management of

Front Office

The Operation & Management ofHousekeeping

The Operation & Management ofFood & Beverage

Hotel Personnel Management

Sales & Marketing for Hotel

Knowledge on Western-style Food

Beverage & Bar Management

Hotel Engineering Management

Hotel Law Practice

Hotel Management Practice Chinese Cookery

Western Cookery

Guide & TravelAgency Management

Mandarin

Basic Knowledge for Guides

Knowledge-guideOperation

Guide Simulation

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University Curriculum HOTELMANAGEMENT SPECIALTY

English

T

ourism Economy Tourism Psychology

Hotel Service Skills

Management Theory andApplication of Modern Hotels

Housekeeping Management of Modern Hotels

Catering Management of Modern Hotels

Hotel Marketing

Tourism Laws

Wine Knowledge and Cocktail Making Skills

Food Nutrition and Hygiene

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University Faculty Qualifications

Less than 20 per cent may be PhD

holders.

Source: South China Morning Post2004

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Agenda

Where is hospitality education now in China?




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Potential Impact

Providing degrees while offering little knowledge or skill

enhancement

Diminishes value of hospitality degree

Producing unqualified/unemployable graduates

Perpetuating poor perception of hospitality as a career path

Failing to elevate the industry as a respected and desirable

profession

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Global State ofAffairs The current state of tourism education is not meeting the industry's

expectation. Industry executives and managers are not satisfied withgraduate performance. The industry is not appealing to graduates - how tonarrow this gap is a strategic problem facing China's tourism and hoteleducation programme development. The current curriculum is outdated; itneeds to be updated in line with industry expectations. Good, qualityeducators are rare. In order to upgrade the educational quality of tourism

programmes to an international level, the provision of intensive training toeducators will be necessary.

Source: Zhang and Wu (2004)

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Agenda Where is hospitality education now in China?




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Hospitality Management Certificate 1 semester Mgmt. Of Human Resources in

the Hospitality Industry

Hospitality Elective (Choose one

from below) 3 Nutrition

Sales and Conventions

Management

Hotel Organization and Front

Office Management Restaurant Development

Understanding Wines

Total Required Credits 18

Crdts

Major Core Requirements 15

Service in the Hospitality

Industry

Exploring the Hospitality

Industry

Hotel and Restaurant Law

Cost Control for the HospitalityIndustryOR

Cost and Portion Management

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HOSPITALITY MANAGEMENTAAS Degree/Diploma 2 years

General Education Requirements(Communications,ISocial and BehavioralSciences, IHumanities & Fine Arts, Math/Sciences)

Microsoft Office Applied Foodservice Sanitation

Service in the Hospitality Industry

Quantity Food Preparation for HospitalityManagers

Exploring the Hospitality Industry

Hotel and Restaurant Law

Management Accounting for the HospitalityIndustry

Cost Control for the HospitalityIndustry or Cost and Portion Management

Mgmt. of Human Resources in theHospitality Industry

Organizational Behavior in the HospitalityIndustry

Professional Development for theHospitality Industry

Internship in Hospitality Management

Major Core Electives (Choose four coursesfrom the following)

Food Service Purchasing

Nutrition

Sales and Conventions Management

Hotel Organization and Front OfficeManagement

Food Service Systems

Understanding Wines

Total Credits 66

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University Level 4 years Introduction to Hotel Operations

Introduction to Food ServiceOperations

Writing Seminar

Hospitality QuantitativeA

nalysis Hospitality Development andPlanning

Hospitality Facilities Operations

FinancialAccounting

ManagerialAccounting

Culinary Theory and Practice

Microcomputing

Introduction to Information SystemsManagement

Business and Hospitality Law

Restaurant Management

Service Operations Management

Finance

Hospitality Financial Management

OrganizationalBehavior andInterpersonal Skills

Human-Resource Management

Managerial Communication I

Managerial Communication II

Microeconomics for the ServiceIndustry

Marketing Management for Services

Strategic Management

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University Curriculum 4 years

Students must take a minimum of 12 credits of Hotel School electives atthe 300-level or higher. At Cornell, the choice is from approximately 40 elective courses ranging from

revenue management to facilities design to asset management to beveragemanagement to advanced business modeling to real estate law to interculturalcommunication to marketing research to structured financial products andeverything in between.

Students also take distributive and free electives courses in thehumanities and social and physical sciences

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University Curriculum Masters Degree

ManagerialAccounting Finance

Operations Management

Marketing Management

Development

Organizational Behavior

Strategy

Information Systems

Human Resources

Communications

4 CareerTrack Electives

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Faculty

Over 95% of faculty are doctoral degree

holders many formally trained in business

schools.

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Agenda Where is hospitality education now in China?




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Why Raise Standards?

The gap between hospitality education and

industry's expectation must be narrowed.

Failure to do so will slow the development of the hotel

industry and the massive shortage of talent in the

hospitality industry will not be overcome.

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The hospitality industry has advanced in terms of technology, informationsystems, and even management styles.

New job functions and specializations which did not exist ten or even fiveyears ago.

Extensive experience alone is not sufficient; many of the newer skills and

knowledge required for todays sophisticated business environment have to belearned outside the organization.

Industry problems are more complex, requiring manager-scholars.

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Hiring people with the right skill sets and educational qualifications mak

financial sense, as the organization will spend less money training them

and they will have a much faster learning curve.

The new knowledge that recent graduates bring to the organization can b

cherry-picked by savvy managers and disseminated to staff who may hav

been out of school for some time.

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Why Raise Standards? A cadre of well-educated staff will ensure

greater viability and long-term financial

performance for the organization.

These staff will have a broader vision and

understanding of global competition.

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The greater degree to which the industry values education and

is populated by educated personnel, the more the hospitality

industry will be perceived as a professional career option.

In turn, increasing numbers of both graduates and non-

graduates will view the industry as the career of choice.

Note: 3.2 million personnel are needed for hospitality

positions in China, but in 2007, 1.2 million college

graduates in China had no job offers.

[Source: Xinhua News Agency, China.org.cn, 2007]

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ThankYou

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