Study motivations of Bhutanese students in hospitality and tourism courses

Manuscript code article-28309
DOI 10.1108/jts-10-2023-0023
Keywords: Bhutan Education Hospitality Student satisfaction Tourism Sustainable development

Abstract

PurposeThe main purpose of this article is to understand the motivations for Bhutanese students to study hospitality and tourism courses. The second objective is to analyse what countries are the preferred destinations for study abroad and visitation for students. This includes focussing on new course topic areas such as sustainability for business in hospitality and tourism courses.Design/methodology/approachA quantitative methodology approach was undertaken with two surveys administered to the first and second student intakes into the Bhutan Middle Management Hotel Program. Motivational and reasoned action theory form the basis of the theoretical framework to understand behavioural intentions regarding educational choices in hospitality and tourism courses.FindingsThe results of the surveys indicate that the main motivations to study hospitality and tourism are for attraction, career opportunities, status, broader benefits and aptitude. In addition, it was found that students studying hospitality and tourism in Bhutan are likely to stay in the sector for a long period of time thereby contributing to the economic and social development of Bhutan. Moreover, it was found that the United Nations Sustainable Development goals are increasingly being integrated into the tourism and hospitality sector, which is influencing students to study these topic areas.Research limitations/implicationsThe results of this study will help government and hospitality providers support educational training programs by focussing on new education topic areas. This study is limited to Bhutan.Practical implicationsThe results of this study will help government and hospitality providers support educational training programs by focussing on new education topic areas such as sustainability for business management. This will enable hospitality and tourism providers in Bhutan to update their curriculum and to focus on emerging industry needs.Originality/valueThis is amongst the first studies on Bhutanese students motivations for studying hospitality and tourism. It will provide practical and policy advise about how to train workers in order to become less reliant on foreign training providers and the importance of integrating sustainability topics in course design.

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Authors

Strickland, Paul Christopher Department of Management and Marketing, La Trobe University, Melbourne, Australia Ratten, Vanessa La Trobe University, Melbourne, Australia

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Published March 18, 2024
Ngày nộp bài March 18, 2024
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DOI: 10.1108/jts-10-2023-0023

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