DIRECTION FOR THE FUTURE OF HOSPITALITY EDUCATION IN CHINA

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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 depth

• Year 1
• Semester 1 (21 weeks)
• Business Monitoring ControlCommunication
  Information Tech Food Service OperationsHospitali
  ty Tourism ConsumerHospitality Business
  EnvironmentIntroduction to Hospitality
  OperationsIntroduction to GastronomyManaging
  People and Organisations

• Semester 2 (21 weeks)
• Business PerformanceResearch and Project
  ManagementFood Services ManagementEvents
  ManagementHospitality Tourism
  MarketingFacilities Property
  OperationsAccommodation ManagementOrganisational
  BehaviourHuman Resource Management 

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

• Year 2
• Semester 3 Minimum 800 hours Industry
  Placement in Food Beverage
• Semester 4 Minimum 800 hours Industry
  Placement in Rooms Division

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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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General Manager Qualifications

• Majority of general managers have a three-year
  vocational college education.
• Source Lan Li, Eliza Ching-Yick Tse, Lishan Xie
  (2007)

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University Curriculum 3 years

• The Operation Management of Hotel Capital
• The Operation Management of Front Office
• The Operation Management of Housekeeping
• The Operation Management of Food 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 Travel Agency Management
• Mandarin
• Basic Knowledge for Guides
• Knowledge-guide Operation
• Guide Simulation

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University Curriculum

• HOTEL MANAGEMENT SPECIALTY
• English
• Tourism Economy
• Tourism Psychology
• Hotel Service Skills
• Management Theory and Application 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 Post 2004
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Agenda

• Where is hospitality education now in China?
• Potential impact of current curriculum
• Where should hospitality education be?
• Why raise standards?

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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 of Affairs

• The current state of tourism education is not
  meeting the industry's expectation. Industry
  executives and managers are not satisfied with
  graduate performance. The industry is not
  appealing to graduates - how to narrow this gap
  is a strategic problem facing China's tourism and
  hotel education programme development. The
  current curriculum is outdated it needs to be
  updated in line with industry expectations. Good,
  quality educators are rare. In order to upgrade
  the educational quality of tourism programmes to
  an international level, the provision of
  intensive training to educators will be
  necessary.

Source Zhang and Wu (2004)
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Agenda

• Where is hospitality education now in China?
• Potential impact of current curriculum
• Where should hospitality education be?
• Why raise standards?

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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

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HOSPITALITY MANAGEMENTAAS Degree/Diploma 2
years

• Mgmt. of Human Resources in the Hospitality
  Industry  
• Organizational Behavior in the Hospitality
  Industry 
• Professional Development for the Hospitality
  Industry  
• Internship in Hospitality Management 
• Major Core Electives (Choose four courses from
  the following)
• Food Service Purchasing  
• Nutrition  
• Sales and Conventions Management  
• Hotel Organization and Front Office Management  
• Food Service Systems  
• Understanding Wines 
• Total Credits 66

• General Education Requirements (Communications,ISo
  cial and Behavioral Sciences, IHumanities Fine
  Arts, Math/ Sciences)
• Microsoft Office  
• Applied Foodservice Sanitation  
• Service in the Hospitality Industry  
• Quantity Food Preparation for Hospitality
  Managers 
• Exploring the Hospitality Industry  
• Hotel and Restaurant Law  
• Management Accounting for the Hospitality
  Industry  
• Cost Control for the Hospitality
  Industry  or  Cost and Portion Management  

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University Level 4 years

• Introduction to Hotel Operations
• Introduction to Food Service Operations
• Writing Seminar
• Hospitality Quantitative Analysis
• Hospitality Development and Planning
• Hospitality Facilities Operations
• Financial Accounting
• Managerial Accounting
• Culinary Theory and Practice
• Microcomputing
• Introduction to Information Systems Management
• Business and Hospitality Law

• Restaurant Management
• Service Operations Management
• Finance
• Hospitality Financial Management
• Organizational Behavior and Interpersonal Skills
• Human-Resource Management
• Managerial Communication I
• Managerial Communication II
• Microeconomics for the Service Industry
• 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 at the 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
  beverage management to advanced business modeling
  to real estate law to intercultural communication
  to marketing research to structured financial
  products and everything in between.
• Students also take distributive and free
  electives courses in the humanities and social
  and physical sciences

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University Curriculum Masters Degree

• Strategy
• Information Systems
• Human Resources
• Communications
• 4 Career Track Electives

• Managerial Accounting
• Finance
• Operations Management
• Marketing Management
• Development
• Organizational Behavior

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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?
• Potential impact of current curriculum
• Where should hospitality education be?
• Why raise standards?

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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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Why Raise Standards?

• The hospitality industry has advanced in terms of
  technology, information systems, and even
  management styles.
• New job functions and specializations which did
  not exist ten or even five years ago.
• Extensive experience alone is not sufficient
  many of the newer skills and knowledge required
  for todays sophisticated business environment
  have to be learned outside the organization.
• Industry problems are more complex, requiring
  manager-scholars.

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Why Raise Standards?

• Hiring people with the right skill sets and
  educational qualifications makes 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 be cherry-picked by savvy
  managers and disseminated to staff who may have
  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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Why Raise Standards?

• 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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Thank You