An evaluation of the current marketing strategies being used by hospitality and tourism programs in the United States

Abstract

A recognized phenomenon is the drop in the number of students attending college over the next decade and in turn, a decline in the number of students enrolling in Hospitality and Tourism programs. These circumstances are due in large part to demographic factors and the changing job market. On the other hand, there is a growing need for professionals in the Hospitality and Tourism industry. This “catch twenty-two” means that Hospitality and Tourism programs will have to work harder and make more intelligent choices when it comes to recruiting students. Careful planning and practical marketing strategies can help them to achieve their goals. This study outlines the strategies currently being used by Hospitality and Tourism educators to market their programs, and evaluates the effectiveness of these strategies as perceived by the educators and in relation to recognized marketing strategies. Based on a literature review and relevant findings from the study, several recommendations are given for Hospitality and Tourism educators on how they can more successfully market their programs to prospective students. Keywords: Recruitment, marketing, enrollment, college selection, Hospitality and Tourism programs