RELATIONSHIP AMONG BRANDING, CAREER DEVELOPMENT AND TOURISM EDUCATION: AN IMPLICATION FROM TURKEY

Abstract

The purpose of this study was to investigate possible impacts of branding of hotel enterprises on the career development of students in tourism education. A questionnaire was used to collect empirical data. The population of the research included the 3rd and 4th year students. Four tourism education institutions were selected and 450 students participated in the survey. Overall 392 valid questionnaires were taken into considerations. This paper reports the majority of the students have negative views and expectations and attitudes towards the tourism industry in Turkey. The findings show that a branded hotel enterprise can make significant contribution in helping students of tourism and hospitality management education professional approach to the industry in a more professional way and to solution of the most important problems suffered in relation to the hotel work mentioned in the context

Keywords

• Career indecision, tourism education, branding, career development

References

1. Adamson, S. J; N. Doherty, and C. Viney. (1998). “The Meanings of Career Revisited: Implications For Theory and Practice”, British Journal of Management, Vol: 9 No: 4, pp. 251–59.
2. Airey, D. and Frontistis, A. (1997). “Attitudes to Careers in Tourism: An Anglo- Greek Comparison”, Tourism Management, Vol:8 No:3, pp. 149–58.
3. Aksu, A.A.and Köksal,C.D.(2005). “Perceptions and attitudes of tourism students in Turkey”, International Journal of Contemporary Hospitality Management, Vol:17 No:5, pp.436-47.
4. Amoah, V.A. and Baum, T. (1997). “Tourism Education: Policy Versus Practice”, International Journal of Contemporary Hospitality Management, Vol: 9 No:1, pp.5–12.
5. Baum, T. (1995). Managing Human Resources in the European Hospitality Industry: A strategic approach. Chapman & Hall. London.
6. Bonn, M. A. and Forbringer, L.R. (1992). Reducing turnover in the hospitality industry: an overview of recruitment, selection and retention. International Journal of Hospitality Management, Vol:11 No:1, pp.47-63.
7. Brauch,Y. (2004). “Transforming Careers: From Linear to Multi Directional Career Paths”, Career Development International, Vol:9 No:1, pp. 58–73.
8. Chung, K.Y. (2000). “Hotel Management Curriculum Reform Based on Required Competencies of Hotel Employees and Career Success in the Hotel Industry”, Tourism Management, Vol:21 No:5, pp. 473–87.

9. Countryman, C.C. ; A. De Franco and T.Venegas. (2005). “Controller: A Viable Career for Hospitality Students”, International Journal of Contemporary Hospitality Management, Vol:17 No.7, pp. 577-89.
10. Deimer, M.A. and Blustein, D.L. (2006). “Critical Consciousness and Career Development Among Urban Youth.” Journal of Vocational Behavior, Vol: 68, No:2, (April) pp.220-232 available (June) http://www.sciencedirect.com/.
11. DEMİR, Cengiz. (2004). “A Profile of Turkish Tourism”, International Journal of Contemporary Hospitality Management, 16(5), 325-328.
12. DEMİR, Cengiz and Saime ORAL. (2006). “Economic Impacts of Tourism on Turkish Economy”, 2nd International Conference on Business, Management and Economics organized by Yaşar University, E-Conference Proceeding, 15-18 June, 2006, Çeşme, İzmir-Turkey.
13. Duffy, R.L. (1999). “The Value of Lifelong Learning: Key Element in Professional Career Development”, Journal of the American Dietetic Association, Vol:99 No:5, pp. 538–43.
14. Emenheiser, D. A, Clay, J. M. and Palakurthi, R. (1998). Profiles of successful restaurant managers for recruitment and selection in the US. International Journal of Contemporary Hospitality Management, Vol:10 No:2, pp.54-62.
15. Ernawati, D.B. (2003). “Stakeholders’ Views on Higher Tourism Education”, Annals of Tourism Research, Vol:30 No:1, pp.255–58.
16. Esichaikul, R. and Baum, T. (1998). “The Case for Governmental Involvement in Human Resources Development: A Study of the Thai Hotel Industry”, Tourism Management, 19(4), pp.359-370.
17. Eveland, A. P; R.K. Conyne and V.L. Blakney. (1998). “University Students and Career Decidedness: Effects of Two Computer-Based Career Guidance Interventions” Computers in Human Behavior, Vol:14 No:4, pp.531–41.
18. Feldman, D.C. (2003). “The Antecedents and Consequences of Early Career Indecision Among Young Adults”, Human Resource Management Review, Vol:13, No: 3, pp.499–31.
19. Forgacs, G. (2003). “Brand Asset Equilibrium in Hotel Management”, International Journal of Contemporary Hospitality Management, Vol:15 No:6, pp.340–42.
20. Ginn, M.E. (1998). “Underpinning Professional Career Development Through A Systems Analysis Methodology”, Socio-Economic Planning Sciences, Vol:32 No:1, pp.67–81.
21. Gibson, D.E. (2004). “Role Models in Career Development: New Directions for Theory and Research”, Journal of Vocational Behavior, Vol:65 No:1, pp.134– 56.
22. Garavan T. N. and Coolahan M. (1996). “Career Mobility in Organizations: Implications for Career Development – Part I, Journal of European Industrial Training, Vol:20 No:4, pp.30–40.
23. Gunz, H. (1998). “Organizational Logics of Managerial Careers”, Organizatioanal Studies, Vol:9 No:4, pp.529–54.
24. Hargrove B.K.; M.G. Creagh and B.L. Burgess. (2002). “Family Interaction Patterns as predictors of Vocational Identity and Career Decision-Making Self- Efficacy”, Journal of Vocational Behavior, Vol:61 No:2, pp. 185–01.
25. High Level Group on Tourism and Employment. (1998). EuropeanTourism and New Partnerships or Jobs. Conclusions and recommendation of the high level group on tourismand employment. Bruxelles: EU-Commission.
26. Hing, N. and Lomo, E. (1997). Careers for tourism graduates: choice or chance? Journal of Hospitality and Tourism Education, Vol:9 No:1, pp.77-89.
27. Hjalager, A.M. and Andersen S. (2001). “Tourism Employment: Contingent Work or Professional Career?”, Employee Relations, Vol:23 No:2, pp.115–29.
28. IH&RA, (July 2000) “The impact of branding on the UK hotel industry”, Travel & Tourism Analyst, No: 2, London.
29. ILO (2001). Human Resources Development, Employment and Globalization in the Hotel, Catering, and Tourism Sector. Geneve: ILO.
30. Iverson, R.D. and Deery, M. (1997). “Turnover Culture in the Hospitality Industry”, Human Resource Management Journal, Vol:7 No:4, pp.71–82.
31. Jackson, C.C. and Neville, H.A. (1998). “Influence of Racial Identity Attitudes on African American College Students’ Vocational Identity and Hope” Journal of Vocational Behavior, Vol:53 No:1, pp. 97–13.
32. Jameson S. M. and Holden, R. (2000). “Graduateness Who Cares? Graduate Identity in Small Hospitality Firms”, Education + Training, Vol:42 No:4/5, pp.264– 71.
33. Jenkins A.K. (2001). “Making A Career of It? Hospitality Students' Future Perspectives: An Anglo-Dutch Study”, International Journal of Contemporary Hospitality Management, Vol:13 No1, pp.13–20.
34. Kusluvan, S.and Kusluvan, Z. (2000). “Perceptions and Attitudes of Undergraduate Tourism Students Towards Working in the Tourism Industry in Turkey”,Tourism Management Vol:21 No:3, pp.251-269.
35. Ladkin, A. (2002). “Career Analysis: A Case Study of Hotel General Managers in Australia”, Tourism Management, Vol:23 No:4, pp.379–88.
36. Larsson, R.; M.Driver; M.Holmqvist and P.Sweet. (2001). “Career Dis- Integration and Re-Integration in Mergers and Acquisitions: Managing Competence and Motivational Intangibles” European Management Journal, Vol:19 No:6, pp.609–618.
37. Leslie, D. (1993). Higher education for hospitality and tourism: A European dimension. International Journal for Hospitality Management Vol:12 No:1, pp.101-07.
38. Liu, A. and Wall, G. (2004). “Planning Tourism Employment: A Developing Country Perspective”,Tourism Management, Vol:27 No:1, pp.159-71.
39. Mayaka, M and Akama, J.S. (2006), “System Approach to Tourism Training and Education: The Kenyan Case Study”, Tourism Management (Electronic Version).
40. Mckercher, B.; A.Williams and I.Coghlan. (1995). “Career Progress of Recent Tourism Graduates”, Tourism Management, Vol:16 No:7, pp.541-45.
41. Mulcahy, J.D. (1998). “Vocational Work Experience in the Hospitality Industry: Characteristics and Strategies”, Journal of European Industrial Training, Vol:22 No: 3, pp.128–37.
42. Okumuş, F and Yağcı, Ö. (2005). “Tourism Higher Education in Turkey”, Journal of Teaching in Travel and Tourism, 5(1/2), pp.67-93.
43. O’Leary, S. and Deegan, J. (2005). “Career progression of Irish Tourism and Hospitality Management Graduates, International Journal of Contemporary Hospitality Management, Vol:17 No:5, pp.421-32.
44. O’Leary, J. (1997). “Developing a New,Mindset: The “Career Ambitious” Individual”, Women in Management Review, Vol:12 No:3, pp.91–99
45. O’Neil, D. A., D. Bilimoria and A. Saatcioglu. (2004). “Women’s Career Types: Attributions of Satisfaction With Career Success”, Career Development International, Vol:9 No:5, pp.478-00.
46. O’Neil, D. A. and Bilimoria, D. (2005). “Women’s Career Development Phases Idealism, Endurance, and Reinvention”, Career Development International, Vol:10 No: 3, pp.168-89.
47. Pavesic, DV, Bremer, RA. (1990). "Job satisfaction: What’s happening to the young manager?", Cornell HRA Quarterly, Vol:30 No:4, pp.90-96
48. Petroni, A. (2000). “Strategic Career Development for R&D Staff: a Field Research”, Team Performance Management: An International Journal, Vol:6 No:3/4, pp.52-61
49. Pizam, A. (1999). “The State of Travel and Tourism Human Resources in Latin America”, Tourism Management, Vol:20 No:5, pp.575–86.
50. Purcell, K. and Quinn, J. (1996). “Exploring The Education-Employment Equation in Hospitality Management”, International Journal of Hospitality Management, Vol:15 No:1, pp.51–68.
51. Richards, G. (1995). European Tourism and Leisure Education: Trends and prospects. Tilburg University Press Tilburg.
52. Richards, G. (1998). “A European Network for Tourism Education”, Tourism Management, Vol:19 No:1, pp.1–4.
53. Richards, G. (2001).Mobility in the European Tourism Sector. The role of transparency and recognition of vocational qualifications, Luxembourg. Thessaloniki: Cedefop Panorama Series.
54. Riley, M. and Szivas, E. (1999). “Tourism Employment During Economic Transition”, Annals of Tourism Research, Vol:26 No:4, pp.747–71.
55. Riley, M. and Szivas, E. (2003). “Pay Determination A Socioeconomic Framework” Annals of Tourism Research, Vol:30 No:2, pp.446–64.
56. Robitschek C. and Cook, S.W. (1999). “The Influence of Personal Growth Initiative and Coping Styles on Career Exploration and Vocational Identity”, Journal of Vocational Behavior, Vol:54 No:1, pp.127–41.
57. Ross, G. (1997). “Career Stress Responses Among Hospitality Employees”, Annals of Tourism Research, Vol:24 No:1, pp.41–51.
58. Schultze, G. and Miller, C. (2004). “The Search for Meaning and Career Development”, Career Development International, Vol:9 No:2, pp.142-52.
59. Tas, R.F. (1988). “Teaching Future Managers”, Cornell H. R. A. Quarterly, Vol:29 No:2, pp.41–43.
60. Tesone, D.V. (2004). “Development of A Sustainable Tourism Hospitality Human Resources Management Module: a Template for Teaching Sustainability Across the Curriculum”, Hospitality Management, Vol:23 No:3, pp.207–37.
61. Wahab, S., A.Hammam and J.Jafari. (1998). “Tourism education and Training”, Anals of Tourism Research, 25(2), pp.527-528.
62. Wong, S. and Pang, L. (2003). “Motivators to Creativity in the Hospitality Industry Perspectives of Managers and Supervisors”, Tourism Management, 24(5), pp.551-559.