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Innovation and Change in Professional Education 14

Jeroen A. Oskam
Daphne M. Dekker
Karoline Wiegerink Editors

Innovation in
Hospitality
Education
Anticipating the Educational Needs of a
Changing Profession
Innovation and Change in Professional
Education

Volume 14

Series editor

Wim H. Gijselaers, School of Business and Economics, Maastricht University,

The Netherlands

Associate editors

L.A. Wilkerson, Dell Medical School at the University of Texas at Austin, TX, USA
H.P.A. Boshuizen, Center for Learning Sciences and Technologies,
Open Universiteit Nederland, Heerlen, The Netherlands

Editorial Board

Eugene L. Anderson, Anderson Policy Consulting & APLU, Washington, DC, USA
Hans Gruber, Institute of Educational Science, University of Regensburg,
Regensburg, Germany
Rick Milter, Carey Business School, Johns Hopkins University, Baltimore, MD, USA
Eun Mi Park, JH Swami Institute for International Medical Education,
Johns Hopkins University School of Medicine, Baltimore, MD, USA
SCOPE OF THE SERIES

The primary aim of this book series is to provide a platform for exchanging
experiences and knowledge about educational innovation and change in professional
education and post-secondary education (engineering, law, medicine, management,
health sciences, etc.). The series provides an opportunity to publish reviews, issues
of general significance to theory development and research in professional education,
and critical analysis of professional practice to the enhancement of educational
innovation in the professions.
The series promotes publications that deal with pedagogical issues that arise in the
context of innovation and change of professional education. It publishes work from
leading practitioners in the field, and cutting edge researchers. Each volume is
dedicated to a specific theme in professional education, providing a convenient
resource of publications dedicated to further development of professional education.

More information about this series at http://www.springer.com/series/6087

Jeroen A. Oskam • Daphne M. Dekker
Karoline Wiegerink
Editors

Innovation in Hospitality
Education
Anticipating the Educational Needs of a
Changing Profession
Editors
Jeroen A. Oskam Daphne M. Dekker
Research Centre Research Centre
Hotelschool The Hague Hotelschool The Hague
The Hague, The Netherlands The Hague, The Netherlands

Karoline Wiegerink
Research Centre
Hotelschool The Hague
The Hague, The Netherlands

Innovation and Change in Professional Education

ISBN 978-3-319-61378-9    ISBN 978-3-319-61379-6 (eBook)
DOI 10.1007/978-3-319-61379-6

Library of Congress Control Number: 2017949868

© Springer International Publishing AG 2018

This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of
the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation,
broadcasting, reproduction on microfilms or in any other physical way, and transmission or information
storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology
now known or hereafter developed.
The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication
does not imply, even in the absence of a specific statement, that such names are exempt from the relevant
protective laws and regulations and therefore free for general use.
The publisher, the authors and the editors are safe to assume that the advice and information in this book
are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the
editors give a warranty, express or implied, with respect to the material contained herein or for any errors
or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims
in published maps and institutional affiliations.

Printed on acid-free paper

This Springer imprint is published by Springer Nature

The registered company is Springer International Publishing AG
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
To the memory of Ton Lodder, for his
inspiring vision of hospitality and hotel
innovation, and his enthusiastic dedication
to sharing his ideas with schools and with
students.
Contents

1 Introduction: Innovation in Hospitality Education.............................. 1

Jeroen A. Oskam

Part I Redefining the Hospitality Curriculum

2 Hospitality Education: A Third Paradigm............................................ 15
Jeffrey B. Catrett
3 Education for Hospitality Management................................................. 33
Conrad Lashley

Part II Design of the Hospitality Curriculum

4 Expertise: The Theory of Experimentation........................................... 51
Clare Hindley and Beverley Wilson-Wünsch
5 Genuinely Hospitable Behavior in Education....................................... 65
Daphne Maria Dekker
6 Future Curricula of International Hospitality
Management Education........................................................................... 77
Robert J. Coelen and Sjoerd Gehrels
7 Information Technology in Hospitality Education................................ 87
Giampaolo Viglia, Mirko Pelloia, and Dimitrios Buhalis

Part III Curriculum Innovations

8 Aligning Direction and Delivery of Education to the Needs
of the Future: A Guideline to Finding the Right Balance
Between a Managerial and Educational Approach.............................. 103
Jan Willem van Brouwershaven

vii
viii Contents

9 Developing the Intercultural Competence of Twenty-First-Century

Learners with Blogging During a Work Placement Abroad................ 123
Ankie Hoefnagels and Sylvia Schoenmakers
10 Addressing the Challenges Facing Hospitality Academic
Programs in the USA: Portfolios and Action Learning........................ 143
Ajai Ammachathram and David M. Anderson
11 Developing the Edge Hotel School.......................................................... 161
Peter Jones and Andrew Boer
12 Hospitality Business Simulations Today: New Generation
Simulations for New Generation Students
in a New Generation Marketplace.......................................................... 181
Peter Starks and William Carroll

Part IV Lifelong Learning

13 Investing in People: Training Is Not a Cost!.......................................... 197
Conrad Lashley
14 Value Creation Through Hospitality: A Case Study
on the Effect of Hospitality Trainings.................................................... 215
Karoline Wiegerink

15 Conclusion: The Future of Hospitality Education................................ 231

Jeroen A. Oskam
About the Authors

Dr. Ajai Ammachathram is a hospitality leader and educator who has been associ-
ated with food and beverage management for over 18 years. He is a certified hospi-
tality educator (CHE) from the American Hotel and Lodging Association Educational
Institute and holds a doctoral degree in leadership (higher education) from Eastern
Michigan University. He holds three degrees in hospitality management from the
University of Madras, India (bachelor’s), Southern New Hampshire University,
New Hampshire (bachelor’s), and Eastern Michigan University, Michigan
(master’s).
He brings a wealth of industry management experience from various sectors of
the hospitality industry, more specifically from:
• Food and beverage management serving airline passengers
• Students in college dining services
• Restaurant guests at The Ritz-Carlton
• Day-to-day customers in various retail industries
• Healthcare patients for a 600-bed hospital in Southwestern Ontario
He is an assistant professor at Hospitality, Restaurant, and Tourism Management
at the University of Nebraska-Lincoln. He strongly believes in a collaborative/
hands-on approach to education and adores being a “guide on the side” in the class-
room rather than a “sage on the stage.” He considers his passion and love for the
hospitality industry as his key asset which he always brings to the classroom based
on his extensive qualifications and years of experience.
Dr. David M. Anderson has worked in the education field for over 30 years, in a
variety of capacities, including as a mathematics and computer science teacher, a
researcher for the Bureau of Accreditation and School Improvement Studies, an
executive associate for Research and Assessment with the National Board For
Professional Teaching Standards, an associate director for the National Science
Foundation’s Statewide Systemic Initiative in South Dakota, a lead administrator at
a professional development school (PDS) in Maryland, and a faculty member in the
states of Maryland and Michigan in the USA. He is currently the coordinator of the

ix
x About the Authors

PhD program in Educational Leadership at Eastern Michigan University. He has

published over 50 articles and book chapters, completed over 100 scholarly presen-
tations, and authored over 20 funded grant proposals. He is a past president of the
Michigan Association of Professors of Educational Administration and has been
awarded the EMU College of Education Innovative Scholarship Award, the EMU
College of Education Special Service Award, the EMU and the Maryland Association
of Higher Education Award for Outstanding Research, the EMU Alumni Association
Teaching Excellence Award, and the University of Michigan Award for Outstanding
Dissertation in School Administration.
Andrew Boer, MBA is the principal of the Edge Hotel School, which offers inten-
sive, 2-year degree courses validated by the University of Essex in which under-
graduate students both read for their degrees and help to operate and manage a fully
commercial four-star country house hotel. The Edge Hotel School thus offers a
challenging mix of academic and practical experience for aspiring young students/
professionals underpinned by its unique “industry-engaged” educational philoso-
phy and by its learning and teaching strategies.
Prior to his appointment at the Edge Hotel School, Andrew was employed at the
Bournemouth University in the role of associate dean of Hospitality and Tourism
and also developed and ran up to 11 hospitality partnership courses in locations as
diverse as Switzerland, Greece, Israel, and Australia. His research interests are in
the fields of small business management and strategy in the hospitality industry and
he has, over the recent past, developed a pragmatic expertise for successfully man-
aging less conventional forms of higher education!
Professor Dimitrios Buhalis is head of the Department of Tourism and Hospitality,
director of the eTourism Lab, and deputy director of the International Centre for
Tourism and Hospitality Research, at the Bournemouth University in England. He
is a strategic management and marketing expert with specialization in information
communication technology applications in the tourism, travel, hospitality, and lei-
sure industries. His research area is cutting across a number of disciplines and is
looking into adoption of innovations for creating value for both consumers and
organizations. Current research focus includes smart tourism, SoCoMo marketing
(social media, context, and mobile marketing), augmented reality, experience man-
agement and personalization, reputation and social media strategies, and accessible
and special diet (allergens) tourism.
Dr. William Carrol is the CEO of Marketing Economics, a consulting firm special-
izing in travel industry pricing, distribution, new media marketing, and revenue
management and strategic planning. His clients are hotel management companies,
individual properties, and travel intermediaries.
Bill Carroll retired in 2015 as a clinical professor of marketing at the Cornell
University School of Hotel Administration. He taught courses in economics, new
media marketing, pricing, marketing distribution, and yield management. Carroll
has been recognized numerous times as teacher of the year at the school and offers
several successful online courses through eCornell.
About the Authors xi

He works closely with PhoCusWright, Inc., a travel industry research, consult-

ing, and publishing company. In collaboration with PhoCusWright, Carroll writes
often on the evolution of hotel distribution and its impact on major chains and inter-
mediaries. He also serves on the board of several travel industry start-ups and online
educational companies.
Jeffrey B. Catrett, MMH is an academic director at the Institut Paul Bocuse in
Lyon, France, having previously served as vice-president of academics at the Ecole
hôtelière de Lausanne, academic dean at Les Roches International School of Hotel
Management in Bluche, Switzerland, and dean of the School of Hospitality
Management at Kendall College in Chicago. He has lectured to undergraduate
upperclassmen and graduate students in a variety of subjects including information
technology and strategic management. He turned his attention to academics after a
10-year career in hotel operations with such companies as Omni International and
Swissôtel. His professional experience in hospitality and hospitality education
spans 35 years in four continents. He holds a BA from the Middlebury College and
an MMH from the Cornell University School of Hotel Administration and has pub-
lished in major hospitality journals including the Cornell Hotel & Restaurant
Administration Quarterly and the Journal of Hospitality & Tourism Research.
Dr. Robert J. Coelen is a professor of Internationalisation of Higher Education at
the Stenden University of Applied Sciences. Prior to this appointment, he spent
about 20 years as a university executive in Australia and the Netherlands concerned
with internationalization at the James Cook University, University of Queensland,
Leiden University, and Stenden University of Applied Sciences. He was interim
executive dean at the Stenden University Qatar. He was a member of the EAIE
Executive Board and Editorial Committee. He is a member of the editorial board of
the Journal of Studies in International Education and regularly reviews papers for
the Journal of Applied Research in Higher Education. He was the founding presi-
dent of EuroScholars, an initiative of 12 continental LERU universities. He was the
chairman of the Leiden University Global Ranking Symposia. He is visiting profes-
sor at the Tongji University in Shanghai. He is a research associate of the
Internationalisation Research Unit at Nelson Mandela Metropolitan University in
South Africa. He is the founding director of the Centre for Internationalisation of
Education, a collaborative project of his university and the University of Groningen.
His particular focus is on the establishment of learning lines in internationalization
that extend from primary education through to higher education to ensure our grad-
uates are maximally prepared for the globalized work and living environment.
Dr. Daphne Maria Dekker holds the chair in Hospitality, Personality, and Behavior
at Hotelschool The Hague in the Netherlands. She earned a MSc in Organizational
and Social Psychology from the Utrecht University and a PhD in Human Resource
Management from the Eindhoven University of Technology. Her research and
teaching interest cover a wide range of topics related to research, hospitality, and
psychology, such as guest experience, culture, consumer behavior, and professional
development. Her work is published in leading journals such as Journal of
Personality and Social Psychology.
xii About the Authors

Dr. Sjoerd Gehrels a UAS professor innovation in Hospitality at the Stenden Hotel
Management School, Leeuwarden, the Netherlands, started in Dutch higher educa-
tion in 1989, after 10 years in the hospitality industry. Sjoerd worked as apprentice,
sommelier, and operations manager in Michelin-starred restaurants. In Stenden, he
is program leader for the MA/MSc International Hospitality and Service
Management program, and was appointed in December 2014 as a university of
applied science professor within Stenden Hotel Management School’s Academy of
International Hospitality Research. Sjoerd holds an MSc (University of Surrey,
1999), MBA (Oxford Brookes University, 2004), and a doctorate from the University
of Stirling (2013). Currently, he is rounding off a postdoc at the University of
Algarve, Portugal. Furthermore, Sjoerd has been acknowledged as certified hospi-
tality educator by the American Hotel and Lodging Association for 20 consecutive
years (the only Dutch national holding the accreditation for so long). His doctorate
thesis looked at what made hospitality entrepreneurs successful. He is the Research
in Hospitality Management journal coeditor in chief, reviewer for several research
journals, and editorial board member for the European Journal of Tourism Research.
His professorship research focuses on innovation in hospitality. Sjoerd has trained
the management teams of several international hotels in personal leadership.
Professor Dr. Clare Hindley is a professor in the Language and Communication
Department at the IUBH School of Business and Management, Bad Honnef-Bonn.
She gained her PhD in the field of Sociolinguistics, focusing on language and social
networks. She also holds a BA in English and Classical Civilization and an MA in
Applied Linguistics. Her early work experience spanned teaching English, teacher
training, education management, and translation. Her career includes international
experience in Europe and South America in the world of business and teaching.
Prior to working at IUBH, Clare worked as a language consultant, a freelance
teacher trainer, and a tutor on language- and culture-related master’s programs. At
IUBH, she is responsible for research method modules and is one of the university
research coordinators. Her career has been diverse in location and focus, but lan-
guage, culture, and communication have remained the guiding lights. Her research
work is increasingly focused on the world of hospitality and tourism with particular
interest in education, culture, and sociology. Recent publications concentrate on
diverse areas of sustainability and culture with an interest in cross-disciplinary stud-
ies. Outside her professional life, Clare’s cross-disciplinary interests are reflected in
her love for opera, cycling, hens, and travel.
Dr. Ankie Hoefnagels works as an assistant professor at the Hotel Management
School Maastricht and as program manager of Global-MINDS at the Research
Centre for International Relation Management of Zuyd University of Applied
Sciences. Her academic roots lie in English and literary studies. She obtained a PhD
in Management Studies at the Nijmegen School of Management with a study on the
effects of employees’ intercultural competences in the service-profit chain of hotels.
Ankie has recently successfully developed two educational tools to support students
and staff’s international learning outcomes: the Global-MIND Monitor and the
Curious People Blog platform. Ankie’s publication record covers, among others, a
About the Authors xiii

textbook about intercultural communication in the hotel and tourism industry, a

wide range of conference papers, and an award winning publication in the Journal
of Service Management.
Professor Peter A. Jones, MBE is a director of the Edge Hotel School and was the
project director for the development of the school from concept through to comple-
tion. Following a successful army career, his academic career has included being the
head of school at Bournemouth University, principal and CEO of the Blue Mountains
International Hotel Management School, Australia, and head of the London School
of Hospitality, Tourism, and Leisure at the University of West London. He is a visit-
ing professor at both the University of West London and the University of Derby. He
holds the position of dean of the eHotelier Academy and is actively involved in a
number of educational and hotel school development projects throughout the world.
He is a member of the board of EUHOFA International, the association for hotel
school directors, as well as the Hospitality Professionals Association (HOSPA). He
is a fellow of the Institute of Hospitality and of the City and Guilds of London
Institute.
Professor Conrad Lashley is editor of Taylor and Francis’ Hospitality, Leisure,
and Tourism series of books. He is editor emeritus of the Hospitality & Society
journal as well as coeditor of Research in Hospitality Management. He is author, or
editor, of 21 books including In Search of Hospitality: Theoretical Perspectives and
Debates and Hospitality: a social lens. He has recently been commissioned by
Routledge to edit Hospitality Studies, a new volume in their handbook series. The
study of hospitality management and hospitableness has resulted in an array of aca-
demic outputs including well over 130 refereed journal papers and conference pre-
sentations. The dominant theme of much of this enquiry has been to show how the
study of hospitality, from wider social science perspectives, can better inform the
management of commercial hospitality provision and the development of future
industry managers.
Dr. Jeroen A. Oskam is the director of the Research Centre at Hotelschool The
Hague. The two research areas of this Centre are hospitable behavior and its busi-
ness consequences and future developments in the hospitality industry. Jeroen’s
own research pertains to the latter area, with recent scenario studies on topics as
Airbnb and OTAs.
Jeroen obtained his PhD in 1992 from the Universiteit van Amsterdam (Sociology
of Literature) and has worked at different hotel and tourism schools in the
Netherlands and in Spain. He is a visiting professor of Hospitality Management at
EADA Business School in Barcelona and associate editor of the Journal of Tourism
Futures.
Mirko Pelloia is revenue manager at B&B Hotels Italy. He graduated from
University of Eastern Piedmont and has over 4 years of experience in the hospitality
sector. After a short time spent in the General Affairs and Human Resources
Department, he started working on pricing and inventory management, and he is
now responsible for implementing and driving the revenue management strategy of
xiv About the Authors

the chain, for a total of 20 hotels located in several major Italian cities. Passionate
about business strategy, data analysis, and IT, his tasks also include budgeting, train-
ing teams in revenue management, and exploring, implementing, and improving
reporting tools and integration between systems.
Sylvia Schoenmakers, MSc. works in the Research Center for Professional
Education of Zuyd University of Applied Sciences. She has over 30 years of experi-
ence in educational consultancy and research and was an early adaptor of e-learning.
She was involved in establishing competence-based curricula, learning networks,
and the introduction of virtual learning environments and community software.
On behalf of the Research Center, she investigated students’ learning outcomes
during work placement at the start of a curriculum, arrangements for workplace
learning, interdisciplinary education in learning communities, and the links between
education and research in curricula. Where teachers create space for innovation in
the education, Sylvia helps in finding the foundations and ways to improve
education.
Peter Starks, MBA is CEO of Redglobal learning technology, serving transna-
tional and regional hospitality companies, government tourism agencies, and uni-
versities in over 40 countries.
In government, he has previously served as regional director for the United
Nations Tourism Development Office. In industry, he has been a general manager of
five-star hotels and a regional director for Marriott Hotels in Europe and MENA. In
education, he serves on the advisory committee of multiple universities and facili-
tates upper-level courses and executive education programs.
Peter is an elected member of the International Society of Hospitality Consultants
and the Institute of Hospitality, UK. A graduate of Cornell University School of
Hotel Administration, Peter also holds an MBA and MA from Webster University,
Geneva, Switzerland.
Jan Willem van Brouwershaven, MSc. is a program director bachelor at the
Hotelschool The Hague.
He started as a lecturer in Information and Communication Management and
was one of the first members of the research center and responsible for implement-
ing several IT-related projects. After 6 years of teaching, he joined the management
team in 2005 and served in different functions. Golden thread is his involvement in
both the business end of the school and continuous improvement of the curriculum.
Finding the right balance between the interests of students, faculty, management,
and industry is his main focus.
He earned a MSc in Business Administration, specializing in marketing, at the
Erasmus University Rotterdam after which he worked for 8 years as consultant,
marketing and IT manager for a market research company, and IT solutions
provider. Both companies used cutting-edge technology to help their clients achieve
better results.
About the Authors xv

Dr. Giampaolo Viglia is a senior lecturer in the Faculty of Management of

Bournemouth University, UK. His research interests lie in the areas of pricing, con-
sumer decision-making, and online reputation. Methodologically, he enjoys both
quantitative studies and conducting experiments. He teaches both at undergraduate
and graduate level units on revenue management, strategic marketing, marketing
analytics, and research methods. His teaching was commended as innovative by the
Higher Education Academy, UK. His work has been published in a number of inter-
national journals, such as Tourism Management, Journal of Interactive Marketing,
International Journal of Hospitality Management, International Journal of
Contemporary Hospitality Management, Psychology and Marketing, Journal of
Economic Psychology, The Service Industries Journal, and Tourism Economics.
Dr. Karoline Wiegerink holds the chair in City Hospitality and City Marketing at
Hotelschool The Hague. Dr. Wiegerink combines her Hotelschool The Hague
research activities with consultancy and training.
She is passionate about making the difference with hospitality and supporting
organizations and students to achieve hospitality excellence!
Special topics are creating customer value through hospitality experience in non-
traditional hospitality businesses and environments and value creation through live
communication and personal encounters.
In her professional career, she always has combined science and practical work.
She has been director at Erasmus Centre of Event Marketing (ECBM) and lecturer
at Erasmus University in Rotterdam. There she received her PhD degree in Business
Economics with a thesis about professional trade show visitors. At Nyenrode
Business University, she was responsible for the research program of the Chair
Event Marketing and Communication. From 2010, she is dedicated to chair the City
Hospitality and City Marketing focusing on creating and sustaining welcoming cit-
ies for inhabitants, visitors, and businesses. Endowed by the municipality of The
Hague, she cofounded and manages The Hague House of Hospitality—the
Collaborative Community—wherein city stakeholders work together to achieve
excellent city hospitality.
As a consultant, trainer, and interim manager, she has been cocreating in several
industries and the public sector. Her assignments are related to strategy and imple-
mentation of hospitality experience concepts, city hospitality, event marketing, and
other marketing- and hospitality-related subjects.
Special topic is Return on Hospitality showing off the value of hospitality experi-
ence, live communication, and personal encounters.
Dr. Beverley Wilson-Wünsch is a visiting scholar in the Department of Hospitality
Management at the University of Missouri and a full-time faculty member in the
Department of Hospitality Management at the International University of Applied
Sciences Bad Honnef-Bonn, Germany. Before that, she worked as a lecturer at the
Stenden University of Applied Sciences in the Netherlands. Beverley has extensive
experience working for different hospitality organizations such as Sheraton,
Wyndham, and Sandals Resorts in the USA, the Bahamas, Germany, and Jamaica at
management level. She pursued doctoral studies at the University of Maastricht
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