Perceptions of technical skills required for successful management in the hospitality industry—An exploratory study using conjoint analysis

The growth of hospitality programs worldwide has resulted in wide variations in program structures, curricular offerings, and course content, all of which have prompted researchers to examine essential competencies and industry needs to inform programmatic restructuring. This paper explores how important various technical skill sets are perceived to be by students, faculty, and industry professionals today. Building on the extant literature, we identified seven key technical skills: Academic performance (using grade point average as a surrogate), social networking, time management, strategic planning, spreadsheet acumen, written communication, and oral communication. Drawing from a convenience sample, 98 respondents ranked the student characteristics by ranking 18 hypothetical student job candidates, each of which was represented on a card. Developed using an orthogonal array, the hypothetical student/job candidate cards were created by varying the three values of the seven characteristic variables; the ranking responses for the 18 cards were then examined using conjoint analysis. Professionals and faculty disagreed with student respondents with respect to GPA and Spreadsheet Skills, ranking them lower in importance than other characteristics. Faculty should note that even though they do not perceive expert knowledge of spreadsheet skills to be important, professionals do. Additional research is necessary to determine whether faculty should update their perception of the demand for spreadsheet skills on the current market. Faculty also perceived social networking skills to be less important than the other respondent groups did. Finally, while Oral Communication Skills were valued more highly than any other skill set, the rankings yielded a progression of perceptions such that students valued them less highly than professionals did, and professionals valued them less highly than faculty did.