Marketability of the Bachelor of Science in Tourism Management in La Salle University: Basis for Program Offering

Rodelo T. Salburo
School of Hospitality Management

Abstract

This study was undertaken to determine the marketability of the BS Tourism Management Program of the School of Hospitality Management. The descriptive method was utilized employing a researcher-made questionnaire administered to 250 fourth year high school students of the five feeder schools. The data revealed that seventy-seven percent of the respondents were interested to enroll in BS Tourism. Thus, offering the said program is feasible.

Introduction

Tourism has been one of the world's most consistent growing industries for the past 30 years. Increases in leisure time, cheaper travel and rising curiosity about other lands, peoples and ways of life promise a bright future for tourism industry in the twenty first century. Governments of many nations are encouraging the growth of both domestic and international tourism as means of job creation.

Tourism also promotes understanding and trust among people of different culture. Furthermore, Tourism has the promise of becoming the world's first peace industry—an industry which recognizes, promotes and supports the belief that every traveler and every host can be an ambassador for peace promoting understanding goodwill and respect among the peoples of the world.

There is an increasing demand for tourism industry professionals and the need for training to those who will enter a career in tourism. Many colleges/ universities, privately managed institutions are continuously expanding their programmes to include courses on various aspects of hospitality and tourism.

Tourism degree program is a must in order to supply manpower needs of the tourism industry such as Travel Account Representative,Tour Coordinator, Local Tourism Officer, Airline Flight Attendant/ Flight Stewardess, Tour Escort/ Tour Guide, Staff of the Department of Tourism and other tourism- oriented institutions. Tourism related establishments prioritize tourism graduates over the others.

Review of Related Literature

There are approximately a total of 300+ schools in the Philippines offering degree as well as non- degree programs related to tourism and hospitality management. The degree programs are governed by the rules and regulations of the Commission on Higher Education (CHED) while the non- degree or certificate programs are governed by the rules and regulations of the Technical Education and Skills Development Authority (TESDA).

The curriculum of the BS. Tourism and BS. Hotel and Restaurant Management/ Hospitality Management programs of the different colleges and universities around the country should be compliant with CHED Memorandum Order No. 31 Series of 2001. The curriculum in BS. Tourism and BS.HRM/ Hospitality Management programs of the different colleges and universities should remain relevant to the needs of the global and local tourism industry in order to make the graduates employable. To date Filipino Tourism and HRM graduates are among the most in demand hotel workers in the world. Approximately every four years, the curricula of these two course programs are updated by CHED upon the recommendation of the technical panel for these courses that comprise experts in the industry and the academe.

For the schools seeking to operate a BS. Tourism Management program, they need to secure a government permit from CHED. After one or two years, they have to apply for government recognition so they graduate the first batch of students within four years. One of the salient aspects of the instrument used by CHED is the section on laboratories.

CHED has now devolved the inspection of schools to the regional offices through the Regional Quality Assessors Team (RQAT). Schools are inspected by the members of the academe and industry experts. Inspectors look at the quality of equipment or machinery appropriate for industrial use, provisions for sanitation, safety and security and conduciveness to learning.

Statement of the Problem

The study aims to find out the marketability of the proposed BS. Tourism Management program in Ozamiz City to be offered in LSU- School of Hospitality Management. Specifically, it tried to answer the following questions:

Significance of the Study

The significance and importance of this study lies in the fact its result reveals the marketability of the proposed BS. Tourism Management program as basis for program offering. This study is one of the CHED requirements when applying a new program to be offered by a school.

2. Methodology

3. Results and Discussions

This section analyses and interprets the data gathered from the high school graduating students.

Table 1 School of choice for college of the high school graduating students

Schools La Salle University Misamis University Medina College MIT Total %
50 is the number of respondents per school f % f % f % f % 50 100%
1.Labo National High School 33 66% 10 20% 5 10% 2 4% 50 100%
2.Pulot National High School 23 46% 17 34% 10 20% - - 50 100%
3.Tabid National High School 37 74% 13 26% - - - - 50% 100%
4.San Antonio National High School 21 42% 20 40% 6 12% 3 6% 50 100%
5.Clarin National High School 38 76% 8 16% 4 8% - - 50% 100%

Table 1 shows that LSU has a bigger market share compared to other colleges and universities in Ozamiz City, followed by Misamis University. For most of the high school graduating students their school of choice is La Salle University for their college education.

With 76 percent (38 out of 50) Clarin National High School has the highest number of students that will enroll in LSU. Tabid National High School ranks second with 74 percent (37 out of 50), while Pulot National High School with 66 percent (33 out of 50).

Table 2 Students who will enroll in the BS. Tourism in La Salle University

Schools YES NO TOTAL
f % f % f %
1. Labo National High School 28 85% 5 15% 33 100%
2. Pulot National High School 18 78% 5 22 23% 100%
3. Tabid National High School 32 86% 5 14% 37 100%
4. San Antonio National High School 17 81% 4 19% 21 100%
5. Clarin National High School 22 58% 16 42% 38 100%
TOTAL 177 35 152

Table 2 shows that Tabid National High School has the highest number of students who will take BS. Tourism in LSU with 32 out of 37 or 86 percent followed by Labo National High School with 28 out 33 or 85 percent. San Antonio National High School with 17 out of 21 or 81 percent. Pulot National High School 18 out of 23 or 78 percent, while Clarin National High School with 22 our of 38 or 58 percent.

A total of 117 out of 152 high school graduating students who will take BS. Tourism. The remaining 35 plan to take other courses at La Salle University.

Table 3 Factors that motivates the students to enroll in BS. Tourism.

Motivational Factors LABO PULOT TABID SAN ANTONIO CLARIN
f % f % f % f % f %
1. High quality of education 23 82% 13 72% 26 81% 15 88% 17 77%
2. Adequate facilities 3 11% 5 28% 6 19% - - 4 18%
3. Religious instruction 2 7% - - - - - - - -
4. Values oriented school - - - - - - - - 1 5%
5. Qualified teachers - - - - - - 2 12% - -
TOTAL 28 100% 18 100% 32 100% 17 100% 22 100%

Table 3 shows that the main factor that motivates the students to study in La Salle University is the high quality of education. The high school graduating students have the trust and confidence that La Salle University can deliver quality tourism education.

Table 4 Factors that hinders them to enroll in BS. Tourism Management

Factors CLARIN LABO PULOT TABID SAN ANTONIO CLARIN
Parents' decision 4 80% 3 60% 5 100% 4 100% 13 81.25%
Expensive program 1 20% 2 40% - - - - 3 18.75%
Well traveled course - - - - - - - -
5 100% 5 100% 5 100% 4 100% 16 100%

Table 4 reveals that the main factor that hinders them to enroll in BS. Tourism program is their parents' decision. Most of the parents are the ones to decide what course their sons/ daughters to take in college.

Secondly, they believe that BS. Tourism program is expensive due to a lot of tours / travels in different places here and abroad, especially if tours/travels are handled by a travel agency the more expensive it is.

4. Findings, Conclusion and Recommendations

Findings

Conclusion

BS. Tourism Management is feasible to be offered in La Salle University- Ozamiz. The 117 high school graduating students that will enroll in BS. Tourism Management is a very good start for a program to operate.

Recommendations

References

Cruz, Zenaida L. (2004). Principles of Tourism. Rex Bookstore Publishing Company, C.M. Recto Avenue, Manila Philippines

Cabulay, Danny A., Christine P. Carpio (2008). Philippine Tourism Laws, Rex Bookstore Publishing Company, C.M. Recto Avenue, Manila Philippines.