Are We Teaching What We Should? Re-Visiting Importance-Performance Analysis to Evaluate Tourism Studies Program

Document Type : Original Article

Author

Tourism Studies Department - Higher Institute of Tourism, Hotels and Computer, Alexandria

Abstract

Importance-Performance Analysis is a common technique that is used to understand customer satisfaction and service quality.  As a method, it has been used effectively in education to close the loop between curriculum design, course feedback in class and graduate performance of learned tasks on the job. Using its' output helps to better understand the intended  learning  outcomes  and  related courses  and  thereby  improve  tourism  studies  program.  This paper  briefly revisits the IPA methodology integrated into Kirk patrick’s four -level framework of evaluation. A questionnaire survey was conducted among  tourism  studies  graduates of the Higher  Institute of Tourism and Hotels in Egypt in order to assess the degree to which learned knowledge or skills transferred to the actual job. The results demonstrated that data as  a  function  of  importance  and  performance  allowed  identification  of  working  areas  and  those  need  further modification or rather removal. The implications derived by this study provide useful insights for enhancing programs of tourism studies in the Egyptian higher education.

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