The market demand for labor and desired characteristics of graduates in the Bachelor of arts program in hotel, Restaurant, and Cruise management

Abstract

          This research aims to investigate the labor market demand and the desired characteristics of graduates from the Bachelor of Arts program in Hotel, Restaurant, and Cruise Management. It serves as a guideline for curriculum development within the Bachelor of Arts program, specifically focusing on Hotel, Restaurant, and Cruise Management. This study adopts a Mixed Method Research approach, integrating Quantitative Method Research with a sample group of 400 graduates employed in the service industry. The research tools include questionnaires and Qualitative Method Research with a sample group of 15 graduates in the service industry, employing Semi-Structured Interviews. This research findings indicate that the majority of stakeholders are female, under 30 years old, hold undergraduate or equivalent degrees, and hold supervisory positions. Additionally, the majority of businesses involved are in the hospitality industry. Graduates express the highest level of demand for labor market opportunities in the hotel, restaurant, and cruise industries. Overall, the most desired aspects include service provider characteristics, cultural awareness, analytical thinking, problem-solving, technology utilization in service, knowledge, abilities, service skills, and communication. Moreover, stakeholders' opinions regarding the Bachelor of Arts program in Hotel, Restaurant, and Cruise Management align with desired characteristics outlined within the qualification framework, with ethics and morality being the most desired aspect. This is followed by interpersonal skills and responsibility, intellectual skills, knowledge, numerical analysis skills, communication, and information technology utilization. Based on interviews and data collected from graduates regarding the labor market demands and desired graduate attributes within the Bachelor of Arts program in Hotel, Restaurant, and Cruise Management, the following findings were identified as 1. Service Provider Characteristics 2. Knowledge, Skills, and Abilities in Service 3. Critical Thinking, Analysis, and Problem-Solving Processes 4. Communication Skills 5. Cultural Awareness and 6. Technology Utilization in Service.