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The article “Reading tourism education: Neoliberalism unveiled” by Ayikoru, Tribe & Airey (2009) addresses the issue of tourism education in England with references to ideological influences it has. The authors start from the lead in saying that people pay more attention to…
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Download file to see previous pages... consider different stakeholders involved in tourism industry; government and tourism industry have a strong influence of content of education in tourism.
Tourism higher education is strongly connected to tourism industry, which consists of small private business units. Currently, most of them employ unskilled or low-skilled workers because of the lack of educated staff initialling the need in tourism higher education. At the same time, reviewing different studies, Ayikoru, Tribe & Airey (2009) that as a young field of research and educational program, tourism higher education faces several issues. In many cases a degree in tourism is not required by most employers because they do not think it is necessary. Finally, employers do not rush to hire graduates who have those degrees. All these issues in tourism higher education undergo changes under ideological influences which come from their environment.
Previously researchers focused on the development of tourism higher education by their trials to integrate different approaches to content of education and curriculum design. They applied marketing approach to tourism curricula and designed appropriate four year program. They advocated that it was necessary to engage tourism professionals to education in order to tie those curricula to life. Overall, all precious studies in tourism education manifested this sphere as a branch of business. At the same time, ideology in context of tourism higher education was not studies in detail. Ayikoru, Tribe & Airey (2009) fill this gap by their extensive research explaining what influences the aims and their representation in this sphere of education.
Government, which is the main representative of ideology in any country, has a direct influence on education. Government creates norms which are applied to different institution including tourism education. These norms render particular values which redefine important elements of education. These ideological implications influence ...Download file to see next pagesRead More
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