Thursday 25 / April / 2024
Muscat: Only 21 per cent of those students enrolled in tourism courses at Sultan Qaboos University (SQU) are willing to work in tourism as careers, according to research performed by the university.
The study found that slightly more than one-fifth of the students see themselves permanently staying within the tourism sector, while a majority of students only plan to join the tourism sector as a stepping stone to lead them to other career fields.
The study was conducted by Dr Tamer Mohammed Atef and Dr Massouma Al Balushi, both professors at the university in the tourism department and researchers who released the study.
The research reveals many factors that account for the disappointing drive towards joining the tourism sector, such as the students’ growing negative perception of a successful career in tourism. The researchers say that though the SQU Tourism and Hospitality programme equips students with a variety of skills and qualifications needed for a professional career, students are most reluctant about the type of work they would undertake in
the field.
The study found that the main catalyst to pursuing a career in the field of tourism and hospitality would be more encouraging work conditions.
The study also reveals that students find jobs, such as hotel management, event organising, and ticket reservations, to be the most appealing within the
industry.
“However, jobs such as cleaning, cooking and reception were the least desired,” the study adds.
Atef and Al Balushi recommend a variety of steps in order to highlight to students the many job opportunities and disciplines they have access to within the field of tourism.
They suggest maintaining a strong link with the tourism sector and the Ministry of Tourism, with collaboration on tourism career fairs, workshops, and creating a ‘quality control’ regarding the strength of the programme and its graduating students.
They also recommend more events and workshops inviting industry experts, as this would help faculty members remain aware of current and future industry trends.
“This would also enhance students’ definitions of the tourism industry and the opportunities available in the labor market,” the study adds.
Finally, the researchers suggest changing both students’, and the Omani community’s, generally negative perception about tourism careers.
According to the researchers, this can involve highlighting less traditional courses taught within the department that would give students a competitive edge within their field, and generally in their future careers.
The study says that the Omani community’s perception of the field could be more positive, with better marketing about career opportunities, and its strength as a growing market for Oman.
Atef and Al Balushi hope that these findings would help educators, employers, and policy-makers better understand the trends and future of Omanis pursuing tourism careers, and help achieve the desired Omanisation rate within the tourism industry.
A senior manager at a prominent hotel in Salalah echoed the problems of low Omani representation in the hospitality industry.
“When we do get Omani candidates for work, most are unqualified. Those who do end up working with us often do not challenge themselves or take the initiative with work, even when there are opportunities to do so,” he said. This highlights the study’s recommendation to directly connect job positions with qualified tourism students, and also to change the negative perception regarding the field’s challenges and opportunities.
