Tracking student satisfaction in an uncertain tourism education market

The hospitality industry, and as a consequence hospitality education, are extremely sensitive to global events such as the 2003 SARS epidemic or the 2004 South East Asian Tsunami disaster. This paper presents a case study of Swiss Hotel Schools, where a student survey has been used to monitor fluctuations in attitudes and satisfaction on a longitudinal basis. The survey began in 2000 on one campus and has since been extended to cover all campuses. Profile Accumulation Technique (PAT) formed the basis of the survey, as it allowed students' unbiased concerns to be regularly collected and quantified. From the PAT data a closed questionnaire was developed which could be used to monitor satisfaction, and the PAT and questionnaire data were used together to produce regular important-performance (I-P) charts showing the strengths and weaknesses of the operation. The technique allowed the schools to monitor and respond to change on an ongoing basis. The results were used to inform and improve the management of the library, reception, student social and sports provision, and information technology services. The case had all the features suggested by Schein (1988) for a typical change process, but it is too early to claim that a lasting change had occurred, since the development of the change seemed still to be occurring and no "re-freezing" was evident. The general level of awareness among both management and staff was also still quite low. However, there was evidence of an incipient interest in measurement and evaluation as a result of this survey, that could ultimately develop into the kind of established culture that distinguishes a learning organisation.