Attitudes Towards Tourism And Hospitality Career Psychology Essay

Attitudes Towards Tourism And Hospitality keep history Psychology Es check outTo explain human doings is a rattling difficult and complex task. But approaching it from diverse levels such as the persons positioning and light factors and so on, sheds light to this complexity. Concepts referring to behavioral dispositions, such as hearty attitude, and personality trait, take over played an principal(prenominal) role in these attempts to foreknow and explain human behavior (Ajzen, 1998 Campbell, 1963 Sherman Fazio, 1983). This take up uses the scheme of be afterward Behavior (TPB model) to test the biass governing undergraduates objective towards pursuing a line of achievement in the touristry persistence. This convey will thus explore the variables that decide a students intention to pursue a locomote in the cordial reception effort and the factors that ar implicated in or modify a students move trueness over while. The sample overwhelms first year to f rontward year undergraduates studying Tourism management courses offered by The University of Mauritius.2.1 Perceptions and attitudes towards pursuing a Tourism and Hospitality manner2.1.0 Tourism management as a courseAuthor (s)s Study SVariables use les utilizeDavidson and Tideswell (1998)Considering level of student interest in the cordial reception programme (Australia) persistence factorsC atomic number 18r prospects,Interests,See degree as a rite of qualifying to job and cargoner,Entrance criteria used by institutions as a appliance to attract studentsBarron and maxwell (1993)New entrants illusory image of the industry- glamorous and phantasmagorical perceptionsJarvis (1994)Limited resources applied early in the education processBarron (1997) turn for the course levelheaded reputation of universityOMahony, McWilliam and Whitelaw (2001)Reputation and availability of a extra courseHospitality course as second or terzetto preferenceAccepted ground on entry requirement earlier than line of achievement interestHing and Lomo (1997)Students enroll with a vague idea of their goal, their prospective aspirations and c beer opportunities (minimal commitment)Place coveted at the university, ir valuateive of disciplineIf wads were too low. Theres a chance to pursue interest and career in private hospitality collegesPurcell (1993)Career choice in full(prenominal) nurture were influenced by parents or guardians, peers or friendsCothram and Combrink, 1999 Sciarini and Wood, 1997Parents and families were the most influential in ascertain students attitudes and career choiceYoung (1994)Parents as primary providers of riseMachatton (1997) ostracise perceptions of parents- hospitality jobs confined to hamburger- flipping and bed makingOMahony, McWilliam and Whitelaw (2001)Not rated as an grave influenceParentsTeachersSchool counselorsPeersRated the toweringestMass mediaHelmes and Adcock (1992)Lack of informationLack of career knowledgeLead to creation of misconception and unwarranted negative attitudes and often associated with lack of opportunitiesBarron and Maxwell (1993)Information about the industryCareer based on choice rather than by chanceFraser, 2000Varying interest to create in different sectors of the hospitality industryviews changed through unlike exposuresstudy programmeexposure to industry2.1.1 Tourism as a career choiceAuthor (s)StudyVariables usedRoss (1991 1993) imperative attitudes towards potential careershigh level of interest in management positionsindustry regarded as safekeeping considerable promise for future employment and career prospectsGets (1994)unattractive alternative for high school studentsdownturn in regional economiespotential for attracting jejuneness throughinternships or co-operative education surrounded by schools and industryAirey and Frontisis (1997)career incarnateimprovement in basic hospitality educationGreek students positive attitudes only whenUnrealistic views about careers in the industryLimited project as hospitality consumersEmployment structure in GreeceCharles (1992a)Positive attitudes towardsCareer in tourism industry- seen as exciting, stimulating and developing creativity prohibit attitude because of potential disruptive effect onPersonalFamilyAnd social lifeInterest seen to be decreasingAfter internship experienceBarron and Maxwell (1993)Difference between perception and experience of the industryNew students arrest positive viewsPost internship students hold negative viewsExpectationsGood career opportunitiesGood trainingTreatment of staff by employersJob does not drive a capacity effortPerceptionIndustry not remunerative misfortunate treatment of manual staffWarsyzak (1997)Assessment of industry becomes less(prenominal) positive after post hit experiencesKusluvan and Kusluvan (2000)Positive attitudes changed to negative attitudes after practical work experienceJob stressLack of family life owe to nature of the workLong operative(a) h oursExhausting and seasonal worker (un constant) jobsLow social status of a hospitality job critical evaluations were due to scant(predicate) information about careersLimited information on working conditionsWest anf Jamieson (1990)Reduction in commitment after various exposures to the industryPurcell and Quinn (1996)Supervised work experience a key contributor to reduced commitmentFraser (2000)Perceptions, aspirations, expectations and career commitment steadily declined over time.Levels of commitment not based onSexQualificationsLevels of industry knowledgeNor anterior experienceBut based onEmployment practicesPavesic and Byrmer (1990)Hospitality Graduates flick to another industry less than one year after graduating. Reasons vile pay for the hours of workLittle recognition for efforts makeLack of hazard for progressLong hoursStress at workNot receiving realisation of qualifications gained.Kusluvan and Kusluvan (2000)Negative attitudes formed after internshipStressful jobsLac k of family life owing to the nature of tourism jobsUnsatisfactory and unfair promotionsLow payInsufficient bene scenerysUnqualified managersPoor attitudes and behavior of managers towards employeesUnqualified coworkersPoor attitudes and behavior of coworkersPoor physical working conditions for employees2.2 The surmise of Planned BehaviorAjzen developed the Theory of Planned Behavior in 1991 as an extension of Ajzen and Fishbeins 1975 Theory of cogitate Action. The TPB has four components attitudes (i.e. the individuals positive or negative feelings about performing a behavior), subjective norm (i.e. the individuals perception of whether people important to the individual look the behavior should be performed), comprehend behavioral check off (i.e. The individuals perception on the self skills and ability of performing a behavior) and behavioral intention (i.e. an individuals grooming to perform a given behavior)Ajzen stated that for nonhabituaI behaviors that are easily kill by almost everyone without special circumstances, the scheme of reasoned action was adequate. When behaviors are more(prenominal) difficult to execute, and when a person needs to take dominate over needed resources in order to act, the theory of planned behavior is a better predictor of behavior than the theory of reasoned action. In the theory of planned behavior, tell is taken into consider as a variable labeled perceived behavioral control, which is defined as a persons perception of how easy or difficult it would be to perform the action. The theory of Planned Behavior (TPB) has been since its development some 20 years proved to be a powerful approach to explain human behavior. The Theory of Planned Behavior (TPB) predicts that planned behaviors are determined by behavioral intentions which are largely influenced by an individuals attitude toward a behavior, the subjective norms encasing the implementation of the behavior, and the individuals perception of their control over the behavior (Ajzen, 1975). In simpler terms, behavioural decisions are the result of a reasoned process in which the behavior is influenced by attitudes, norms and perceived behavioral control.2.3 The Theory of Planned Behavior ModelAjzens revise model (1991) is expressed in the diagram (figure 2) belowFigure 2 Ajzens Theory of Planned BehaviorThe theory of planned behavior postulates ternion conceptually determinants of intention.2.4 Determinants of behavioral IntentionAttitude towards behaviorAttitudes represent an individuals likes, dislikes, beliefs and opinions regarding a particular behavior. It represents a summary of evaluation of psychological object captures in attribute dimensions of technical- bad, harmful- beneficial, pleasant- unpleasant, and likable- dislikable (Ajzen 2001)Rosenberg and Hovland (1996) viewed attitude as a multi-component construct and made the following statement all responses to a stimulus object are mediated by the persons attitude towards the object.Ayres (2008) claims that traditionally on that point has been a career-for-life ism adopted by workers, whereby workers will spend their entire working life working in one industry, and, in many cases, one organization.This philosophy has in recent times, coinciding with contemporaries Y entering the workforce, been replaced by a more uncertain career structure, with employees frequently changing employers inside their industry and many also pursuing work in different industries (Inkson, Anhur, and Pringle, 1999). Morton (2002) stated that multiplication Y employees show a tendency towards valuing par in the workplace and they prove positions that offer reasonable wages and good opportunities for training. Morton (2002) also claimed that they respect managers who empower workers and who are open and honest with employees. Martin (2005), who calls this multiplication Yers, describes eight main characteristics shown by Generation Y towards their careers. These eight characteristics include the Generation Y employee being self-reliant and independent, technosavvy, entrepreneurial, seeking flexibility, having an urgent guts of immediacy, wanting change magnitude responsibility, having a get off my back attitude and adopting a free agency attitude.Oliver (2006) claims that recent interest in the Generation Y worker has intensified in recent years, and while generalizations are plentiful, he claims that the Generation Y worker is uninterested in a job for life, instead seeking flexibility and work-life balance. Oliver (2006) states that, overall, Generation Y workers are seen to have much high expectations of a job than previous generations, including high expectations of pay, conditions, promotion and advancement.A study conducted by Kusluvan and Kusluvan (2000) found that some of the factors that seemed to account for the negative attitudes towards careers in tourism, formed after students had undertaken a practical work assignment, are stres sful jobs, lack of family life owing to the nature of the work, large working hours, exhausting and seasonal (unstable) jobs, low social status of tourism jobs, unsatisfactory and unfair promotions, low pay and insufficient benefits, unqualified managers, brusk attitudes and behavior of managers towards employees, unqualified coworkers and poor attitudes and behavior of coworkers and poor physical working conditions for employees.Subjective NormsSubjective Norms is the degree to which someone wants to conform to others behavior or expectations. Usually, others are individuals (family and friends) whose preferences on a subject matter are important to him or her. This concept was introduced into theory of planned behavior to accommodate the non volitional elements inherent, at least potentially, in all behaviors (Ajzen, 2002).Although schools, peers and the students community all have an impact on the young adults self- identity and career choice, the parents expectations and perce ptions of vocational fit for their children have been found to be the key roles in shaping their career choices (Ferry, 2006).In one study (Creamer and Laughlin, 2005), this influence has been so strong as to override the influence of teachers, faculty, and career field in question but were not as well- known and or trusted as to students parents for this quality of decision.In an era where 49% of UK workers report that balancing work and family responsibilities is an phone number of meaning(a) concern to them (IP Morgan Fleming, 2003), the influence of family and personal life and career decisions is receiving increasing amounts of media attention. Todays business school graduates are looking for a work port to go with their lifestyle, claims the HR consultancy Hay Group (The Economist, 2006). Generation X and Generation Y workers who are junior than 40, are more likely than boomers to say they put family before jobs, says an article in USA Today (Elias, 2004). Todays younger employees are working to live rather than living to work, states a paper manager in the journalism newsletter Fusion (Williamson, 2006).Perceived Behavioral ControlPerceived Behavioral Control (PBC) refers to a persons perception of the succor or difficulty of performing a particular behavior. According to Ajzen (2002), PBC is used to deal with situations where people do not have complete volitional control (i.e. external influences) over the particular behavior in question.An employees perception to any industry will, no doubt, be determined by their commitment, perceptions, attitudes towards working in the industry as well as the types of jobs available in the industry. It is argued that this is particularly pertinent to tourism and hospitality as it has been reported that potential recruits have a negative image of working in the industry (Aksu and Koksal, 2005 Brien, 2004 Getz, 1994, Kuslavan and Kuslavan, 2000).Several researchers have also studied the perceptions of undergra duate tourism and hospitality management students. Barron and Maxwell (1993) examined the perceptions of new and continuing students at Scottish higher education institutions. They found that in general the new students had positive images of the industry, whereas the students with supervise work experience were much less positive in their views. queen and Maxwell (19930 found significant differences between the new students perceptions of the industry compared with the students who had undertaken their industry placement. The marked differences in the perceptions of new students compared with those post placement students and graduates lie in the difference between perception and experience in the industry. West and Jameson (1990) match and claim that the more exposure hospitality students have to the industry, the less commitment they show.2.5 Behavioral IntentionIntention is an anticipated outcome that is int terminate or that guides your planned actions in the words of Ajzen, an indication of how hard people are willing to try, of how much effort they are willing to exert in order to perform the behavior. Therefore, the stronger the intention to engage in a behavior, the more likely should be its performance. (p. 181) TPB states that people act in accordance with their intentions and perceptions of control over their behavior, while intentions are influenced by attitudes toward the behavior, subjective norms and perceptions of behavioral control (Ajzen, 1985).BehaviorHsing (2002) defined behavior as the performance of an action at a certain time, in a certain context and with a certain purpose.Generally, the more favorable the attitude and subjective norm with respect to a behavior and the great the perceived behavioral control the stronger an individuals intention should be to perform the behavior under consideration (Ajzen, 1991). However based on varying behaviors and situation, the relative importance of attitude, subjective norm and perceived beha vioral control is expected to be different.2.6 Indicators of Behavioral IntentionFor the TPB to predict behaviour successfully or for maximum prediction, intention must be nebd as closely as possible in time to the observation of the behaviour. The longer the interval between measurement of intention and behaviour, the greater the likelihood that an unforeseen event will occur that will exit to changes in intention and be less predictive of actual behaviour. Nevertheless, this study is not working on actual behaviour, but rather on attitudes and beliefs about the behaviour of choosing a particular career.2.6.0 Indicators of Attitude towards behaviorThus, to measure student attitudes toward behaviour, which in this context meant choosing the programme and direction, or intention to seek a career in hospitality, questions were constructed in such a focussing so as to shed light on the attitude and beliefs of the undergraduatesI expect this course will only qualify me to do a specia lised job in the hospitalityindustryI am still keen to work in the industry as when I first chose this training programmeI am very cheerful with my choice of a career in hospitalityI am committed to a career in hospitality2.6.1 Indicators of Subjective NormsA second major predictor of intention in this study is the influence of important people in an individual students life as encouragement and support to perform the behaviour intention. Subjective Norm refers to a golden or unfavourable student perception of social pressure and the relative importance of different sources of social influence on their intention (decision) to spot a programme and hospitality career. such(prenominal) social influence competency come from immediate family members, peers and friends, teachers and other individual and groups. As stated by Ajzen and Fishbein (1980) an individual will perform or operationalise their behaviours that they perceive as favoured by other people who are important to them. I n the present study, there were items used to obtain a direct measure of students perception of significant others and the degree to which they influenced the decision to take a tourism management course. Questions which preserve to parents, friends, brothers and sisters and school teachers were constructed to indicate how strongly they agreed or disagreed with such statements. Such questions wereMy parents encouraged me to study hospitalityMy school teachers and counsellors encouraged me to study hospitalityMy brothers / sisters encouraged me to study hospitalityHowever, according to Ajzen and Fishbein (1980) any relationship between the respondents and the referent (s) will be more or less stable over time. To assess the actual career influencer parallel to those of the students intention, an open ended question was askedWho was the most influential individual who influenced your choice of a hospitalitycareer?2.7 Empirical Evidence2.8 Conclusion