MORAL QUALITIES OF TOURISM MANAGERS

Abstract

This article explores the essential development of communication and ethical culture among future managers in the tourism and hospitality sector. The introduction highlights the critical role these skills play in the professional success and sustainability of the industry. Despite the acknowledged importance, there is a notable knowledge gap in how these competencies are systematically instilled in future managers during their educational journey. The study employs a mixed-method approach, incorporating surveys and interviews with industry professionals and educators, alongside a review of current educational practices in tourism and hospitality management programs. Findings indicate a significant discrepancy between the industry's expectations and the current educational outcomes, particularly in areas of ethical decision-making and effective communication strategies. Results show that while theoretical knowledge is adequately covered, practical application and real-world scenarios are insufficiently addressed. The implication of this study suggests a need for a revised curriculum that integrates experiential learning opportunities, ethical dilemma discussions, and advanced communication training tailored to the tourism and hotel business context. By addressing these gaps, educational institutions can better prepare future managers to meet industry standards and contribute positively to the field’s professional culture. This research offers valuable insights for curriculum developers, educators, and industry stakeholders aiming to enhance the training and development of future leaders in tourism and hospitality.