Teaching Tourism Service Quality in Iran

Abstract

Service quality in tourism and hospitality is intimately connected to human resources, which can be cultivated by enhancing workforce skills through training. This chapter probes challenges faced by the expanding tourism higher education in Mashhad, Iran. This growth, partly related to the current or potential development of the industry, is also associated with the general growth dynamics of Iran’s education system. As such, it may have an insufficient connection to the requirements of the job market. The study utilizes results from two focus group sessions organized with educators and tourism service providers in Mashhad. The findings reveal limited practical training, weak instruction, inappropriate course contents, and lack of motivation to have aggravated the gap between higher education and industry needs.

Citation

Seyfi, S., Nikjoo, A. and Alaedini, P. (2018), "Teaching Tourism Service Quality in Iran", Quality Services and Experiences in Hospitality and Tourism (Bridging Tourism Theory and Practice, Vol. 9), Emerald Publishing Limited, Leeds, pp. 27-40. https://doi.org/10.1108/S2042-144320180000009003