PROFESSIONALISM IN TRAVEL AND TOURISM

PROFESSIONALISM IN TRAVEL AND TOURISM PROFESSOR RHODRI THOMAS ITT RESEARCH REPORT SERIES REPORT 1 ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRA...
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PROFESSIONALISM IN TRAVEL AND TOURISM PROFESSOR RHODRI THOMAS

ITT RESEARCH REPORT SERIES REPORT 1

ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

The Institute of Travel and Tourism (ITT) recognises the value of working closely with universities. As a consequence, it has established a unique partnership with the sector by appointing Professor Rhodri Thomas of Leeds Metropolitan University to be its inaugural ITT Chair. In addition, it:

• Rewards excellence in student research via its annual ITT PhD Research Student of the Year and ITT Award for Outstanding PhD Research Student Presentation • Values crossing boundaries between education and industry by annually awarding the ITT University-Industry Partnership of the Year Award • Undertakes an annual research project to inform industry practice • Shares information on research via its website: www.itt.co.uk

Copyright note: The author retains copyright of this publication. Short passages (up to ten lines in total) may be copied without permission so long as the source is acknowledged. Written permission from the author is required for reproduction of longer passages.

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

FIVE KEY POINTS ARISING FROM THIS RESEARCH • When invited to define the term ‘professionalism’, ITT members tend to highlight common themes such as knowledge, development, ethics and experience, though a significant part of the membership do not define it in these terms. • Travel and tourism has not been professionalized as effectively as some other occupations. Even the largest and most established professional association in travel and tourism (ITT) has relatively loose membership criteria, under-developed links with universities (though excellent links with colleges and training providers), no requirement for members to engage in continuous professional development (though there is encouragement and there are many opportunities created), and there is no agreed body of knowledge that a ‘professional’ would be expected to understand. • The number of students applying for and accepting places on degree courses in travel and tourism is declining. Moreover, up to 50 percent of current students do not necessarily intend to enter the sector. • ITT is taking a lead in professionalizing the sector and working closely with universities. Nevertheless, only about 20 percent travel and tourism students knew what the letters ITT stood for. This figure was considerably higher than for other associations (the nearest rival was recognised by about 2 percent). It should be noted, however, that the recognition figure was probably inflated by those administering the survey. • It is recommended that ITT draws on the lessons from some other sectors and continues to develop an approach that: • Welcomes all comers but reflects competence via rigorous membership grades (which may be based on qualifications and/or experience or both) • Has high expectations that relate to standards and a commitment to be engaged in continuous learning and professional development • Works in partnership with universities to establish a research agenda, to influence the undergraduate and postgraduate curriculum and works to become the professional association for qualifying students • Demonstrates the qualities of ITT members to employers • Continues to represent and lobby

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

INTRODUCTION This bulletin reports the key findings of a project undertaken on behalf of the Institute of Travel and Tourism (ITT) into professionalism in the sector. It is designed to inform on-going discussions within the Institute about the nature of professionalism and how the oldest and largest professional association in travel and tourism might develop in the future. The report challenges those charged with shaping ITT’s future strategy to reflect upon several fundamental questions: • Has the sector been professionalised? • What is ITT’s contribution to professionalism within the sector? • Do potential ITT members, notably travel and tourism undergraduates, see the Institute as a professional association that is vital to good career progression?

The discussion that follows attempts to answer these and related questions by drawing on evidence gleaned from: • A survey of 903 undergraduate and postgraduate travel and tourism students; • Interviews with placement officers from fifteen major university providers of travel and tourism education; • A survey of 201 ITT members, and • Official statistics.

The bulletin is structured as follows: • A note on how occupations become professions • Professionalism and the ITT • The attitude of university students to professionalism and careers • Conclusion: a new model of professionalism in travel and tourism • Appendices: – List of universities that participated in the survey – List of placement officers by university – Summary of the student survey – Summary of ITT member survey

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

A NOTE ON HOW OCCUPATIONS BECOME PROFESSIONS The literature on professions draws attention to a range of characteristics that are said to typify professions. These are summarised here into five broad points: • Expertise is based on long training and reflects understanding of a technical body of knowledge • Such training and knowledge is validated by the profession, via a professional association, and is recognised by public officials • The association represents the profession for purposes of public policy • Knowledge and expertise is deployed in the public interest and members adopt a code of ethics • Expertise must remain current (so mechanisms exist to ensure that this is the case) These characteristics are relatively easy to identify in relation to established professions such as law and medicine. However, they also appear to apply to newer professionalized occupations such as town planning, marketing and human resource management, where membership of the relevant association is seen as a marker of a professional operating in those fields. It is not clear, at this stage, whether membership of ITT is seen in the same way as, say, membership of the Institute of Personnel and Development or the Chartered Institute of Marketing. This research will go some way towards clarification. Knowing the characteristics of professions is valuable, but understanding how some occupations have been professionalized successfully is of equal importance. There are two features that appear to explain the process of professionalisation. The first is that occupations seeking to professionalise seek occupational closure. In other words, they attempt to control entry to an occupation by setting up an association controlled by its members which not only decide who can enter but also police the competence (or the standards) of professionals once admitted. Such associations then attempt to control day-to-day practice by controlling the scope of services offered by the profession, and how they were offered. Once a qualifying association is established, the task of getting potential entrants, clients and/or employers, as well as the government, to accept the legitimacy of the association remains. Demonstrating expertise is undoubtedly an important element of trying to achieve legitimacy, but it also requires a collective sense of identity and unity of purpose by a number of people in those occupations. Bonds with universities seems to be a common a feature of professions. Thus, all professions have graduate level qualifications and, while the content of courses might be a source of contention (and ultimately remains for the universities to determine), in most cases, the occupation’s ‘professional association’ negotiates some kind of influence over the content of the degree (for example by offering ‘accreditation’, which universities may feel can boost recruitment).

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PROFESSIONALISM AND THE ITT ITT members were asked how they defined a professional in travel and tourism. The following summarise the main themes or common responses (emphasis added): • Honesty, integrity, principled • An expert in their field, dedicated to customer service, a seeker of perfection in both of the above • Relevant tourism related qualification, time served experience in travel, decision-taking power within job • Holds recognised qualification, CPD, belongs to relevant associations • Sound knowledge base, ethical position, keeps up to date • Listens to others and always willing to learn • Visionary, action oriented, intellectual • Knowledge, experience and commitment to the industry • Education, experience, competence • Experience, personality, results • Strategic grasp of entire industry ..ability to drive …good understanding of the market .. • Interest, knowledge, dedication • Dedication, training, ITT member • Adventurous, creative, slightly crazy

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

Predictably, there are differences of emphasis and outlook. Nevertheless, it becomes clear very quickly that there are some common threads. Many relate to competence, standards, knowledge, and learning, for example. These have much in common with the characteristics of a profession outlined in the section above. Similarly, if the reasons given for joining ITT are examined, they also resonate with some of the themes germane to professions and professionalism: status, credibility, respect, influence over government, learning from others, and networking. The following list gives a fuller flavour of responses: • Well respected • Senior level networking and shared industry needs • It gives credibility to our customers and clients • Networking and learning from conference • Professional body looking to increase standards within the industry • Confirms your professional status • Because I believe it is a professional body that actually gets heard • Professional networking opportunities …and self-improvement • I joined when ITT was the only travel qualification (for which I studied) and I wished to demonstrate my own competence to employers and customers alike • Because it keeps us informed • To show my professionalism It is instructive at this point to turn to some of the core characteristics of a profession and relate them to travel and tourism, and especially to the ITT. One of the characteristics discussed earlier was comprehensive training. All professions expect their members to be well qualified. The most common model of professionalism is usually built around graduate level training. Consider the following two questions, which were posed to members: 1. Do ITT members think graduates add to the professionalism of the sector? 2. Should everyone working in the sector be allowed to join this professional association?

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

Do graduates of travel and tourism help make the industry more professional?

YES

NO

NO REPLY

Source: ITT survey (2007) In terms of the first question, 68% of ITT members completing the questionnaire felt that graduates added to the professionalism of the sector. However, almost a third did not for some of the following reasons: • Nothing is better than practical work experience and travel and tourism graduation can’t give you this’ • ‘At this time, courses are too theoretical and lack practical training or application’ • ‘In my own experience, graduates do not always have common sense, much needed in travel’ The next question, though not as emphatic, also resulted roughly in a 2/3 1/3 split in opinion, with just over 60% saying ‘yes’.

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Should everyone working in the sector be allowed to join ITT?

YES

NO

NO REPLY

Source: ITT survey (2007) But there’s greater agreement on the need for a commonly accepted mark of professionalism and professional status. More than 80% thought there should be a widely recognised industry qualification.

Should there be an industry qualification that is recognised by the public as a mark of competence?

YES

NO

NO REPLY

Source: ITT survey (2007) 9

ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

Another characteristic of a profession is that entry-level training is validated by a professional association and is recognised by public officials. Although ITT does not validate (or accredit) degree courses at the moment it is developing a more significant partnership profile with universities. It is undoubtedly leading the field in this respect: • It has forged a unique partnership with the university sector by the appointment of a chair • The ITT Education and Training Committee is being very energetic abound some of these issues • There are specialist events such as the Aspire conference for ‘young professionals’ • There are new higher level awards, including best PhD, to encourage and celebrate excellence. Finally, consideration is now given briefly to a third characteristic of professionalism, that of creating the conditions for expertise to remain current and for people to develop professionally. There is little doubt that ITT creates significant opportunities for sharing professional expertise and reflecting on practice. This occurs at various networking events and conferences. The Institute does not, however, require members to demonstrate continuing professional development in a manner that some other associations do. A key element that is absent from the discussion so far, is an appreciation of the perceptions of who might be tomorrow’s senior travel professionals, namely university students.

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

THE ATTITUDE OF UNIVERSITY STUDENTS TO PROFESSIONALISM AND CAREERS The potential pool of entrants (new graduates) is finding the sector less appealing. The latest statistics from ATHE (the Association for Tourism in Higher Education), for example, show that not only is the number of applicants for travel courses declining but there is a decline in the acceptance rate. So the number of bright young ambitious people wanting to enter the industry via this route is declining. The same pattern emerges when tourism courses are considered.

Travel courses (higher education) 1996 - 2005

APPLICANTS

ACCEPTS

Source: ATHE (2007) Although there was an increase in the number of applicants in 2005 this did not affect the steady decline in students accepting places on courses (from about 5000 in 2001 to about half that by 2005).

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Tourism courses (higher education) 1996 - 2005

APPLICANTS

ACCEPTS

Source: ATHE (2007) These data, combined with the fact that not all travel and tourism graduates intend to enter the industry, and we have a less than rosy picture. Of the 903 graduates asked for this study, 60 percent said they did intend to seek a career in travel and tourism, but almost 30 percent are undecided. If these are capable people, clearly the sector should do all it can to encourage them to join its ranks.

Intention to pursue a career in travel and tourism

YES

NO

UNDECIDED

Source: ITT survey (2007) The 60% figure is misleading, however, because when the figures are examined year on year, it appears that those who are ‘undecided’ increase as do those saying ‘no’. So by the time students reach the exit or leaving points (usually years 3 and 4) they are less enthusiastic than when they started. That must say something about the education they are receiving — what goes on in the classroom — but it probably also says something about what they are starting to learn about the prospects on offer to them. 12

ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

Intention to pursue a career by year of study

Source: ITT survey (2007) The figures relating to students are at odds with the perceptions of ITT members, who would strongly recommend a career in the industry.

ITT members who would strongly recommend a career

YES

NO

Source: ITT survey (2007) The mismatch between the perceptions of ITT members and those of what should be a constituency of people that will become ITT members is something which requires careful reflection. But to summarise, there are occupations in travel and tourism that are less appealing than they used to be for graduate entry. Arguably, a more conspicuously professional sector is more likely to attract more and better quality entrants. Moreover, graduates if persuaded to enter and stay in the industry can make a contribution to the process of professionalisation. But is the organisation (ITT) recognised recognised by this constituency of potential members? In response to a question that asked them what the letters ITT stood for, only 20% got it right. 13

ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

How many current students know what the letters ITT stand for?

KNOW

DON’T KNOW

Source: ITT survey (2007) Did they know other associations? Almost forty percent claimed they did. However, to test this, they were asked to name the other associations that they knew.

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

Did they know other associations?

KNOW OTHER ASSOCIATIONS

DON’T KNOW OTHER ASSOCIATIONS

NO REPLY

Source: ITT survey (2007) The answers given by this 40% (or 339 students) demonstrated a lack of certainty about the different kinds of associations that exist. Only 2.3% could name another professional association. The remainder listed other kinds of industry bodies. On the basis of this evidence, professional associations are not yet seen as influential by tomorrow’s ‘professional managers’ Placement officers were only a little more certain. Of the fifteen placement officers (so those colleagues who are responsible for engaging our students with the sector), only four could state what the letters ITT stood for. That said, they could not list other associations either.

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

Do you know what the letters ITT stand for?

YES

NO

It is interesting that when asked about their experience, most placement officers were very enthusiastic about working with employers. Indeed, feedback on placements was generally very positive. That said, some had concerns about pay rates and the calibre of students that they were sending out.

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

CONCLUSION: A NEW MODEL OF PROFESSIONALISM IN TRAVEL AND TOURISM The preceding discussion suggests that much can be learnt from the experience of other sectors. Drawing on their experience but reflecting the context of travel and tourism may lead to the development of a new approach, one that:

• Welcomes all comers but reflects competence via rigorous membership grades (which may be based on qualifications and/or experience or both) • Has high expectations that relate to standards and a commitment to be engaged in continuous learning and professional development • Works in partnership with universities to establish a research agenda and to influence the undergraduate and postgraduate curriculum • Demonstrates the qualities of ITT members to employers • Continues to represent and lobby

This research also suggests that the dialogue with prospective entrants to careers in travel and tourism must continue if the Institute is to develop further as a professional association. As partnership between universities and ITT strengthen, the ITT will become the professional association for qualifying students to join and that, in turn, will help strengthen the claim to being an important and professionalised sector of the economy.

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

Appendices 1. List of universities that participated in the survey 2. List of universities that commented from the perspective of placement officers 3. Summary of the student survey 4. Summary of ITT member survey

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

Appendix 1 LIST OF UNIVERSITIES THAT PARTICIPATED IN THE STUDENT SURVEY Glasgow Caledonian University Leeds Metropolitan University London Metropolitan University Manchester Metropolitan University Napier University Northumbria University Sheffield Hallam University University of Bolton University of Bradford University of Hertfordshire University of Hull University of Salford University of Wales Institute Cardiff University of Westminster University of Wolverhampton York St John University

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

Appendix 2 LIST OF UNIVERSITIES: PLACEMENT OFFICERS Birmingham College of Food, Tourism and Creative Studies (degrees accredited by the University of Birmingham) Bournemouth University Leeds Metropolitan University Manchester Metropolitan University Northumbria University Oxford Brookes University Sheffield Hallam University Thames Valley University University of Plymouth University of Central Lancashire University of Gloucestershire University of Greenwich University of Huddersfield University of Teesside University of Wolverhampton

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Appendix 3 SUMMARY OF THE STUDENT SURVEY

Which of the following course title is nearest to yours?

TRAVEL & TOURISM TOURISM MANAGEMENT TRAVEL MANAGEMENT INTERNATIONAL TOURISM MANAGEMENT

Level of study

HND BA/BSc MA/MSc PhD OTHER 21

ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

Year of study

1ST YEAR 2ND YEAR 3RD YEAR 4TH YEAR

Are you a full time or part time student?

FULL-TIME

PART-TIME

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Intention to pursue a career in travel and tourism Source: ITT survey (2007)

YES

NO

UNDECIDED

Intention to pursue a career by year of study Source: ITT survey (2007)

YES

NO

UNDECIDED

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First choice sector for career

TRANSPORT TOURIST BOARD PUBLIC SECTOR EVENTS MANAGEMENT AIRLINES

TOUR OPERATOR TRAVEL AGENTS HOTELS/ACCOMMODATION ATTRACTIONS OTHER

First choice functional area

SALES & MARKETING FINANCE GENERAL MANAGEMENT IN INTENT TO START MY OWN BUSINESS HUMAN RESOURCE MANAGEMENT TRAINING UNDECIDED OTHER

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How many current students know what the letters ITT stand for?

KNOW

DON’T KNOW

Did they know other associations but not ITT?

KNOW OTHER ASSOCIATIONS

DON’T KNOW OTHER ASSOCIATIONS

NO REPLY

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Appendix 4 SUMMARY OF ITT MEMBER SURVEY

Employment status of sample

SELF-EMPLOYED OWNER-MANAGER (UP TO 10 EMPLOYEES) OWNER-MANAGER (MORE THAN 10 EMPLOYEES) CHIEF EXECUTIVE MIDDLE-MANAGEMENT OPERATIONAL SENIOR EXECUTIVE OTHER

Grade of membership

FELLOW MEMBER AFFILIATE CORPORATE

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Core area of business

AIRPORT CONSULTANT TOUR OPERATOR SUPPLIER TO TRAVEL TRADE OTHER

ACCOMMODATION EDUCATION TRANSPORT TRAVEL AGENCY

Would you recommend a career in travel and tourism?

YES

NO

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

Defining professionalism How do ITT members define a professional? (a selection) • Honesty, integrity, principled • An expert in their field, dedicated to customer service, a seeker of perfection in both of the above • Relevant tourism related qualification, time served experience in travel, decision-taking power within job • Holds recognised qualification, CPD, belongs to relevant associations • Sound knowledge base, ethical position, keeps up to date • Listens to others and always willing to learn • Visionary, action oriented, intellectual • Knowledge, experience and commitment to the industry • Education, experience, competence • Experience, personality, results • Strategic grasp of entire industry ..ability to drive …good understanding of the market .. • Interest, knowledge, dedication • Dedication, training, ITT member • Adventurous, creative, slightly crazy

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

Reasons for membership of ITT (a selection) • Well respected • Senior level networking and shared industry needs • It gives credibility to our customers and clients • Networking and learning from conference • Professional body looking to increase standards within the industry • Confirms your professional status • Because I believe it is a professional body that actually gets heard • Professional networking opportunities …and self-improvement • I joined when ITT was the only travel qualification (for which I studied) and I wished to demonstrate my own competence to employers and customers alike • Because it keeps us informed • To show my professionalism

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

Do graduates of travel and tourism help make the industry more professional?

YES

NO

NO REPLY

Reasons for saying ‘No’…(a selection) • ‘Nothing is better than practical work experience and travel and tourism graduation can’t give you this’ • ‘At this time, courses are too theoretical and lack practical training or application’ • ‘In my own experience, graduates do not always have common sense, much needed in travel’ • Should everyone working in the sector be allowed to join ITT?

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ITT RESEARCH REPORT SERIES PROFESSIONALISM IN TRAVEL AND TOURISM

Should everyone working in the sector be allowed to join ITT?

YES

NO

NO REPLY

Should there be an industry qualification that is recognised by the public as a mark of competence?

YES

NO

NO REPLY

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To find out more information about ITT and for details of how universities, academics or students can join: Website: www.itt.co.uk • Email: [email protected] Tel: 0870 770 7960 • Fax: 0870 770 7961

Year of publication: 2007

Price: £45