- What is the accreditation expectation for this program?
- Would consumers expect this program to include an internship/work placement component? If so, would consumers prefer to complete the internship on or off shore?
- What factors do consumers consider important when selecting a University to undertake further study?
The general rationale behind this research question is that the UN needs to know what are prospective international students’ expectations of such a program prior to it being developed and implemented. Key areas of interest include indicative program cost and duration, the potential for the program to be accredited with relevant governing bodies and whether or not an internship component would be a key selling point for this program. In regards to the internship, there is the opportunity to complete this component off-shore as a part of an exchange program, which aligns with the UN’s Internationalisation policy within the new Strategic Plan. This research will also delve deeper into what factors students perceive as important when selecting a university such as reputation, ranking, location, and program cost. Based on the findings, the UN will be able to develop a specific and tailored program that will be attractive to the target market.
4. Hypotheses
H1: It is expected that the M HTM will be significantly more popular with international students compared to domestic students.
This hypothesis is based on AEI data, which indicates a significant demand for programs within the hospitality, services and tourism sector across countries such as India, Indonesia, Japan, Malaysia, China, Korea, Singapore, Thailand, Hong Kong and Macao (AEI Industry Forum Market Information Report, 2008). Also, hospitality and tourism skills are not in demand within the Australian workforce, and therefore domestic students, in particular local Newcastle students would not be attracted to this program.
H2: More specifically, it is expected that international students from South East Asian countries will express significantly more interest in the M HTM compared to other international students.
This expectation is derived from both external and internal data. For example, both Thailand and Malaysia have increased its commencements in higher education hospitality and tourism programs, and has seen considerable growth in the VET sector. Also, there has been an increase in interest for hospitality programs from Indonesian students, with commencements increasing by 21% since 2006 (AEI Industry Forum Market Information Report, 2008). In addition, data obtained from Hobsons Australia indicates that students from South East Asian countries have the highest amount of enquiries to the UN in regards to postgraduate Hospitality and Tourism programs. From an internal perspective, both Thailand and Malaysia figured prominently in the top 8 source countries for international students for the UN, which highlights a growth market.
H3: It is expected that consumers will indicate that the states of Victoria, New South Wales and the Australian Capital Territory are preferred study locations for the M THM.
This expectation is based on AEI data that indicates that the ACT followed by Victoria and NSW have the highest international student commencements in the study area of Tourism, Hospitality and Special Services for the Higher Education Sector. Surprisingly, Queensland has no commencements in higher education but 3,068 international commencements in the VET sector (please refer to Figure 1b in Appendix). The fact that NSW is one of the prominent study locations for both higher education and the VET sector in the area of hospitality and tourism highlights the potential for the UN to recruit students into the proposed M THM program.
H4: International students will indicate that between AUD $18,000-$20,000 is the expected tuition fee for the M THM program.
This expectation is based on the UN’s competitors’ fee structure (Appendix 1a) and the current annual fees for the NGSB’S suite of programs (~$20,800). Also the UN is aware that South East Asia is a price sensitive market and selects Australia as a study destination for its lower study costs compared to the UK and USA.
H5: Students will indicate that the program should take no more than one year to complete.
Again, because South East Asia is a price sensitive market, students prefer to complete their qualifications in the shortest time possible. Therefore, like the rest of the NGSB suite, it is expected that a one-year program will be the most attractive program duration. In addition, because Tourism and Hospitality skills are not on the Migration Occupation in Demand List (MODL) students who are seeking Permanent Residency (PR) will not be attracted to this program. This indicates that there is no need to lengthen the program duration to 92 weeks of study (2 years), which is required when applying for PR.
H6: Students will indicate their preference for the M HTM to be an accredited program.
Accreditation of higher education programs has been shown to be an attractive feature, especially for international students. For example, depending on the program structure students may be eligible to become members of a number of professional associations upon completion of their program. The accreditation of a program helps to differentiate a student’s qualification and makes them more attractive to employers. The University of Canberra’s Mater of Tourism program is accredited by the National Tourism Accreditation Scheme and Southern Cross University’s MBA (Hotel & Tourism Management) is accredited by the Hotel and Catering International Management Association.
H7: Students will indicate their preference for the M THM to include an internship/work experience component, which will be completed off shore through an exchange partnership.
Undertaking relevant work experience or an industry placement makes graduates more attractive to employers as they are gaining the necessary skills and competencies. Also, most workers within the Hospitality and Tourism industry have not completed a university degree. This makes students with a postgraduate qualification and relevant work experience well placed to quickly enter a management role. In addition, students who have completed part of their coursework overseas such as student exchange, are also more attractive to employers as they have had an international experience and have expanded their skill base.
H8: Students will indicate that the reputation of the university is the most important factor when selecting a foreign university.
This expectation is based on Australian research by Mazzarol and Souter (2002), which investigated the ‘push’, and ‘pull’ factors involved in influencing international students choice of university. The research showed that reputation of the university was the key factor influencing the attractiveness of a particular host institution, as well as tuition fees, location of the university and the ranking of the university. The data collected from this question will assist the UN effectively market and promote both the university at the M THM.
5. Research design
This research will adopt quantitative techniques in the form of a questionnaire to examine consumer preferences when considering this particular program of study. Through this methodology accurate data can be collected from a sample that is representative of the target market, allows for flexibility of the sample size and allows the researcher to extrapolate beyond the sample (Wee, 2001). This research is based on a problem identified by the University in regards to the possible need for a postgraduate tourism and hospitality management program, and is therefore not supported by the literature.
For the purposes of this research a sample population will be obtained form the university’s student records management system – Nustar. Students will be randomly selected from the following programs: Bachelor of Business, Bachelor of Social Science, Bachelor of Arts and all postgraduate programs offered through the Faculty of Business and Law. These programs were selected as each program offers studies in the fields of tourism, leisure or management. Students currently studying these courses are more inclined to have an interest in these fields as opposed to others. Reports are to be run off the Nustar system of these students for proportionate stratified sampling.
The survey is to be conducted in late November during the exam period. Previous surveys conducted by UoN indicate that the highest hit rate was during this period. Respondents will remain anonymous, though student numbers will be collected as identifiers. Respondents are to be offered an incentive in order to increase the response rate.
This research will utilise an online questionnaire as the contact method. This method offers an instantaneous data collection, a high degree of geographic flexibility at a very low cost (Zikmund 2003). The questionnaire will be delivered to the respondents’ studentmail accounts.
6. Questionnaire design
As previously mentioned, this research is being conducted because the UN has identified a problem/need. Therefore, the research team has had to devise a unique questionnaire in order to collect the relevant information. Careful consideration was taken in regards to the specific research questions and how they would be worded on the questionnaire, as well as how the necessary data would be obtained from respondents. Please see Appendix 2 for the proposed questionnaire.
7. Sampling plan
Prospective Student Sample
A sampling plan design describes how ‘the group of target participants in the study are selected’. This sampling process consists of a number of steps that are found outlined in the illustration below (Aaker, Kumar and Day, 2004):
Sourced from Liem Ngo V.2007. Exploring the mechanisms of value creation: the role of strategic orientation, business orientation and operant resource-based capabilities in creating a superior value offering, PhD Dissertation, The University of Newcastle
This sampling process as outlined above will be discussed throughout this assessment.
The Target Population for the research is both international and domestic university students, who are undertaking a postgraduate business program or are in their final year of their undergraduate degree studying business, commerce, social science or arts.
Sampling Unit1 – a random sample of students finalising their undergraduate qualifications as above.
Sampling Unit2 – a random sample of students undertaking a postgraduate course at the Newcastle Graduate School of Business.
Sampling Element – domestic and international students enrolled in first year postgraduate study or final year undergraduate study as above with the view to undertake postgraduate coursework, aged between 18-30+ years.
This is rationalized by the fact that in regard to demographics and socio-economic status a homogenous sample is required (Malhotra et al., 2006).
Sampling Frame – In order to identify students who meet the criteria described in the sampling element above, the University’s NUSTAR student database will be used to access enrolment records. This method is both cost effective, time efficient and convenient.
Sampling Technique – From the sampling frame, students who meet the sampling element criteria will be identified and 620 students will be randomly selected. It is important to note that the fourth phase of a sampling design is to determine the sampling size. Sample size refers to the number of elements to be included in the research. In addition, it must be large enough to accomplish what is intended by the analysis (Gorard 2003, p. 60).
300 of the participants will be from postgraduate programs and 320 from undergraduate programs. This is rationalized as the NUSTAR report indicates there are 1840 students currently in the undergraduate programs listed above and 1430 in the postgraduate programs at NGSB. According to the finding of Cavana, Delahaye and Sekaran (2001) the sample size above is representative of the population, given the population size in relevant programs.
An email briefly describing the nature and the importance of the research will be sent to the selected studentmail email accounts with an online survey link available. As an incentive, all students who participate and submit a completed survey will go into a draw to win a 16GB Apple iPod Nano. As described by Malhotra et al. (2006) the main advantage of an on-line survey is the ease of information transfer between the interviewee and the researcher. There are also significant savings in comparison to traditional forms of market research. There is also the advantage that the targeted respondents, particularly in this research and within the defined age bracket, are very diligent at checking and reading their emails. This will assist in increasing the response rate.
Sample to be executed in the timing outlined in the Research Design.
8. Data collection administration
Data Collection methods
The data collection methods are determined by the chosen research methodology (Cavana et al., 2001). This research will employ the survey method of an online questionnaire survey. Zikmund (2003) has presented strengths and weaknesses of the different contact methods, which assists in justifying the rationale behind this research using the online method.
Table 2: Strength and weaknesses of the four contact methods
From the table it is evident that the most appropriate contact method for this research to gather data from university students is the online questionnaire survey. This method can access a large sample quickly, with the data collection being instantaneous (Fox et al., 1998). As previously mentioned, it is cost effective and time efficient for both the respondent and researcher (Aaker, et al., 2001). However, because the cooperation of respondents varies, the incentive to win an iPod is required to improve the response rate (Garringos-Simon et al., 2005; Jennings et al., 2003).
As previously outlined, 620 participants will be randomly selected (300 postgraduate participants 320 undergraduate participants) which comprise both international and domestic students. A computer software program will randomly select the students for the sample and then a mail merge will be set up which will send an email to participants’ studentmail accounts with a link for the online survey. The students’ responses will automatically populate an excel spreadsheet and the data will then be coded and exported into SPSS for analysis.
7.1 Data Collection basic points
The following issues should be taken into consideration in questionnaire designs. Since the proper designed questionnaire can enrich the knowledge, experience including save time and money.
- In designing questionnaire, the questionnaire should be short to support respondents to answer questionnaires since they will not time consuming.
- The questions should be short and use simple words to support respondents to answer correctly, quickly.
- In starting of questionnaire should begin with the demographic questions to make respondents feel comfortable in answering questions.
- The simplicity in choosing the answer such as ‘yes’ and ‘no’ not multiple choice which might cause of hesitation in answering questions.
- In open-ended questions will offer the opportunities for respondents in expressing their opinions, however, this sort of question will consume the time of respondent in complete questionnaires.
- Should not use the leading question since it will lead respondents to exacting answer.
- Pre-testing should be set up because it can lead to the possible problems which researcher can uncover problems and revise.
- Consider the statistics that will be employed to analyze the data.
(Selvanathan et al., 2006)
Procedures for Data Collection and Reporting
- Design the proper questionnaires regarding as the above questionnaire design recommendations.
-
Pre-testing questionnaire in order to revise for achieve the research objectives.
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Calculate the size of samples by using proportionate stratified technique to the relative size of the total population and standard.
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Send the consent form to the university to ask for cooperativeness from the domestic and international students which can be categorized into two groups: finalizing their undergraduate qualifications looking to enroll in post graduate studies and; studying first year of a post graduate course in the Business faculty.
Send designed questionnaires to the respondents and waiting the replies.
9. Anticipated data collection technique
To assess current demand for the Master of Tourism & Hospitality Management Program a one-way ANOVA with planned comparisons will be conducted. Question 1 will be the Dependent Variable (DV) and Student Type will be the Independent Variable (IV). Descriptive statistics and the Levene’s Homogeneity of Variance (HOV) test will be conducted and analysed. First, the researchers will investigate whether student type significantly influences demand for the program. To investigate if there is a significant difference between International and Domestic students, the researchers will look at the contrast tests and significance level, and the means for the variables in the descriptive statistic output.
To identify the target market, and where the demand is coming from for the M THM a two-way between groups ANOVA will be run. The IV’s will be Student Type and Nationality (geographical region selected by respondent). The researchers will look to see if there is a significant main effect for student type and nationality, and if there is a significant interaction. If there is a significant interaction, this means the influence of student type on demand depends on nationality. Simple effects analysis and simple comparisons will then look at international students and compare their nationality in relation to demand.
In order to assess both international and domestic students expected tuition fee for the M THM program Cross Tabs, followed by a Chi Square Test will be run. This statistical analysis will be able to describe and analyse the relationship between the categorical variables of Student type and the different price categories.
Cross Tabs and Chi Square tests will also be run to assess students:
- Expectations of program duration
- Preference for program accreditation
- Preference for the internship/work experience component and their preference to complete it on/off shore
- Preference to study the M THM in Australia (indicated by State) or offshore
To assess what factors students perceive as important when selecting a university, a discriminant analysis will be run. The discriminant analysis will help to predict group membership and to identify what factors (Reputation, Ranking, Location, Distance and Program Cost) are most useful in discriminating between student type (international and domestic).
10. Conclusion
Following the data collection and analysis, an interim report will be presented to the Pro Vice Chancellor of the Faculty of Business and Law as well as other stakeholders. It is predicted that this research will assist the UN assess the feasibility of developing and implementing the Master of Tourism and Hospitality Management and enable the UN to make an effective management decision.
APPENDIX 1A.
Table 1. University of Newcastle Competitors and their product offerings
APPENDIX 1B.
Figure 1. Total International Commencements in Higher Education – Broad Study Area of Tourism, Hospitality and Personal Services (2008 YTD)
Source: Data from AEI Basic Pivot Table 2008 YTD Commencements
APPENDIX 2. M THM QUESTIONNAIRE
1. Age <20 20-25 26 -30 30+
2. Sex: Male Female
3. What region are you from?
Middle East Africa SE Asia North Asia Indochina
Central America North America East Europe
West Europe NZ / Australia Subcontinent Other
4. Are you an international student? Yes No
5. What is your current level of study? Postgraduate Undergraduate
6. On a scale of 1-7, how likely are you to undertake a Master in Tourism and Hospitality Management Program?
1 2 3 4 5 6 7
Not at all Extremely likely
7. Please indicate the expected duration of the program:
1 year 1.5 years 2 years
8. How much per year would you expect to pay for this program?
$10,000-$14,000 $14,000-$18,000 $18,000-$21,000
$21,000-24,000 $24,000+
9. On a scale of 1-7, rate the importance to have this course accredited with a
professional accreditation body?
1 2 3 4 5 6 7
Not important Extremely important
10. Which state would you consider studying the Masters in Tourism and Hospitality Management Program? (pick one option only)
NSW VIC TAS QLD NT
WA ACT SA Not in Australia
11. Rank from 1-5 what factors do you consider important when selecting a university. (1 being most important, 5 being least important)
Reputation Ranking of University Location of University
Distance to metropolitan location Cost of Program
12. Would you expect there to be an internship available for this program?
Yes No
13. Would you expect this internship to be available:
In Australia Offshore Both
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