Students’ perceptions towards careers in the hospitality industry

Abstract

The hospitality industry, a sector within the tourism industry, contributes to the economy of the country and the livelihoods of the South African population. This research explored the perceptions of third-year hospitality students towards careers in the industry. These undergraduates are envisioned to be future employees of the hospitality industry; therefore, understanding their thoughts and intentions of joining the industry was paramount. However, research on findings of the perceptions of students towards this industry in South Africa, especially in Durban is limited. The perceptions of these students mainly relate to their understanding of careers in the hospitality industry. This report records the findings of student’s perceptions towards the hospitality industry in Durban, South Africa. The researcher used a mixed-method approach involving questionnaires and focus groups. The participants were drawn from the Department of Hospitality and Tourism at the Durban University of Technology (DUT)which is the only university of technology in KwaZulu-Natal that offers a national diploma in hospitality management. The research data was analysed using the SPSS version 27 and qualitative data was analysed using thematic analysis. The findings suggest that the students’ perceptions toward the industry are positive. This was observed through a high percentage of students indicating their willingness to join the industry after graduating. However, the majority of the students in this research indicated their interest in starting their own businesses and travelling as the main reason for pursuing this qualification. Also discovered in the study was the influence of work-integrated learning (WIL) on students’ perceptions of the industry. The dissertation concludes by providing recommendations to the academic department and the industry that may retain this trend. Recommendations involved advising the university to ensure an element of entrepreneurship is evident to the curriculum, and the industry to improve their working conditions to entice students to join the industry after graduating.