Dahiya Ashish & Duggal Shelley (2013) conducted three ... tool developed byMorrison, Taylor, Morrison and. Morrison inl999 based on of the works of Kalpan.
HOW'RESPONSIBLE" IS RESPONSIBLE TOURISM?
Page: 04-07
WEBSITES OF HOTEL MANAGEMEI{T IT{STITUTES IN INDIA: AN EMPIRICAL STUDY OF PRMTE INSTITUTES UNDER NCHMCT. MoT, GoI
Page: 08-16
A STUDY OF CORRUPTION INFECTING TOURISM: A NEED TO DEI/EIOP A CONTROT }IECHANISM
Page: L7-24
SOCIAL MEDIA AS AN EMERGING TREI{D IN THE MARKETING OF SERVICE APARTMENTS IN HYDERABAD
Page: 25-33
IN THE HOTET INDUSTRY
hge:3,F40
ROLE OF EFFECTIVE COMMUNICATION
RELOCALISING MENUS TO SUIT NATIVE PALATES
-
INDIAN SCENARIO
NAWABS OF AWADH AND THEIR, CUISII{E: A }IISTORICAL PERSPECTIVE CURING THE WORTD
-
],IEDICAL TOURISM IN INDIA
Page: 41-48
Page: 49-55
Page: 56-61
WHEiI WE EAT WHAT WE EAT: GASTRONOMY OF TAMILIANS
-
THE CLASSICAL PERIOD
hge:
62-58
U]{DERSTANDING I"EARNERS AT{D PROVIDERS TO BUII"O TEACHING EFFECTIVENESS THROUGH KNOWLEDGE DISSEMINATION IN HOSPITALITY AND TOURISII EDI'CATION
hge:6$74
GASTRONOMIC TOT,RISM AI{D L@AL CUISINE: A DEFIilMON OF LOGAL CUISINE OF TIIUMB,U CITY OF THE REPUBLIC OF ITIDIA
Page:75-79
STUDY 01{ THE IMPACT OF INFORITIATION TECHNOLOCY ON TEACHING AND I"EARNIT{G IN EDUGATION SECTOR
Page: 80-82
IfiOWITDGE TTIANIIGEMENT IN THE HOSPITALITY INDUSTRY
hge:
83-88
UNDERIiTANDII{G IIIODERN TOURISII It{ REI-ATIOI{ TO CONTEIIPORARY TOURIST PSYCHOTOGY
Page: 89-95
TOURISI.I AND HOSPITAUTY INDITSTRY II{ITIATIOII TOWARDS GREEN PRACTICES
Page: 95-99
UNDERI'TAI{DING THE CONCEPT OF SUSTAIMBLE TOURISM DEYELOPTTIENT
Page: 10G106
TEADERSHIP AND TEAIT{WORK
Page: 107-108
TEACHING BUSII{ESS ET}IICS FOR. TOURISM STUDENTS
S(rcIAL RESPONSIBIUTY
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A WAY TO CREATE Page: 109-112
WEBSTTES OF HOTEL MANAGEMENT INSTITUTES (HMrS) IN INDIA: AN EMPIRICAL STUDY OF PRIVATE INSTITUTES UNDER NCHMCT, MINISTRY OF TOURISM, GOVERNMENT OF INDIA Dr. Ashish Dahiya, Director
and Associate Professor; Institute of Hotel
& Tourism Management, M. D University,
Rohtak, Haryana
Shef
ley Duggal, Wsitingfacutty & PhD
Sunif Kumar, Projectfellow & PhD
candidate, Institute of Hotel
candidate, Institute of Hotel
Abstract
The swift gowth of tourism and hospitality industry in India has modeled it into most profitable industries in the country and is credited with according a substantial amount of foreign exchange. Foreseeing this phenomenal growth, many renownedhotel chains are planning to open large number of hotels throughout the country and this has triggered the hospitality education in the country too. There is spur in the hotel management institutes (HMIs) with Industry Integrated HMIs,
Central Government IHMs. State Government
IHMs, Private IHMs and Government Universities offering the Hotel Management Programs. The intense competition amongst them has made the web presence for these HMIs almost fundamental. The prospective students, current sfudents, parents, faculty and other stake holders largely depend on the information provided on the institutional websites for their educational needs. The present research study intends to evaluate the websites of Private IHMs afhliated with NCHMCT in India. The modified balanced scorecard (BSC) approach is incorporated into the evaluation by taking into
& Tburism Management, M. D University
& Tourism Management, M.D (Jniversity, Rohtak
consideration four perspectives: technical, user friendly, website athactiveness and academic effectiveness. A set of 80 critical success factors representing these four perspectives is then used to examine the websites. Most of the websites are found to be athactive and user-friendly, however, the results of the study disclose that Academic effectiveness is an area forPrivate IHMs affrliated
with NCHMCT website improvement as most of the websites lack in providing the adequate information that is considered of academic relevance/ interest. Finally it is suggested that the websites of most of the Private IHMs affiliated
with NCHMCT need to provide comprehensive details on vital areas such as careers, current placements, Previous Year Question Papers, fee strucfure, scheme of examination, research and
innovations.
It is further suggested that, the
websites may be designed to be multilingual and have online help too.
Key Words: India, Private, Hotel Management Institutes, Websites.
Introduction The dynamic nature of hospitality industry has led
Ripples 08
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e
li
I
n
c e
tl tl n
te
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al
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ol
2(
in th
str
in fa
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co
the World Travel Organtzation to predict that it will triple in size by the year 2020. This gigantic
the institution. The most common information sought by the sfudents was majors, cost, and
growth opens the door to the employment ranking of school, size and location. Therefore, it opportunities for people with the right is imperative for the educational institutes qualifications. Unlike the sluggish growth of the world economy with wavering employment prospects, the hospitality industry is all set to herald a cardinal change in global career scenario. India has also become the fastest growing tourism
including Hotel Management Institutes to have multi-purpose websites. The present study intends to analyze various informative features present on
the websites of Private Hotel Management Institutes (HMIs) under aegis of NCHMCT in
market in the world and has reported a FTA's India from Technical, User-Friendliness, Website compounded annual growth of 6%o over the Attractiveness and Academic Effectiveness decade.
Perspectives. The same modifiedBSC approach is adopted and same set of critical success factors is used in the questionnaire as by Dahiya & Duggal
Owing to growth oftourism sector, the hospitality education has also expanded with the opening of (2013). Dahiya & Duggal (2013), in the previous large number of Hotel Management Institutes in study evaluated and comparedthe performance of India to hone professionals to understand and Websites of Industry Integrated HMIs , Central meet the challenges of ever changing demands of Government IHMs and State Government IHMs customer expectations. Effortless access to in India and concluded that the websites of central employment and global business opportunities are Government IHMs performed slightly better than the bye products of globalization. As a result of other two and were found to be comparatively these emerging phenomena, today's professionals
need
to be trained in
attitude. skills
and
attractive and academically effective but
technically weak scoring least of other two. Academic effectiveness is an area for Industry IntegratedHMls, Central GovernmentlHMs and SIHMs' website improvement as most of the websites lack in providing the adequate information that is considered of academic relevance/ interest. Further there lies a scope for 2013). It is the snapshot of all the aspects of an the future research to do the comparative analysis institute containing all the information needed by the potential students. Besides prospective of the performance of the websites of Industry technologies that have international application and acceptance. The prospective students want to satisff every information need before deciding to attend to a specific instifute. The website of an institute is the precursor in making such decisions of paramount importance (Dahiya & Duggal
students, the website of an institute fulfills the information needs of its current students, parents,
faculty and other stakeholders. Tucciarone (2009) conducted
a
research study and
concluded that the information given on
,rr.
Integrated HMIs, Central Govt. IHMs, State Govt.
IHMs in India and Private IHMs afliliated with NCHMCT. The findings shall be beneficial for the overall improvement ofinstifute's face online.
Reviewofliterature
college website plays a decisive role in evaluating The opening of large number of HMIs in India has Ripples 09
of
resulted into intensification of the competition amongst the Industry Integrated HMIs, Central
website quality and success increases. While, Eduventures (2007) conducted a research on
Govt. IHMs ,State Govt. IHMs in India and Private HMIs affiliatedwithNCHMCT. This has led to in-depth study of websites of HMIs. Prior research sfudies have already confirmed the
higher education websites and pointed on the lack of quantity and quality of content and suggested
the
the improvement of quality and depth of content. Utulu (2008) asserted that Universities that have
prc
students' dependency on the various information features given on the institutional websites for
their own websites with high external links are perceived to have inculcated globalization
be
decisionmaking.
initiative and are in agreement with
ob
the
information-for-all initiative, as promoted by the Many different perspectives have been used for open access movement. These increase their studying educational websites in the earlier perceived impact, improve their visibility, and studies. Zhang & Dran (2001) conducted a make stakeholders' perception about them research study to evaluate the website quality from a user satisfaction perspective. Also, positive. Constantine and Lockwood (2001) took to user- Pinto, et al. (2009) conducted a study on centered web engineering for website evaluation. information provided by Spanish university Whereas, Singh and Sook (2002) evaluated websites on their assessment and quality websites of South African University and processes with the aim of detecting aspects for improvement and identi$'ing best practices in attempted to find solutions to userproblems. universities that could act as a benchmark for the Websites features were also the cardinal point of rest of the sector. Zeng, Salvendy and Zhang many research studies in the past. Yoo & Jin (2009) concentrated on website creativity and (2004) investigated and evaluated the design of probed into its influence on user behavior. university websites in terms of appropriate Anwarul Islam and Keita Tsuji (2011) evaluated contents size and architecture. Agarin and some selected university websites in Bangladesh Nwagwu (2005) studied the web presence of from the usability perspective and fond that users' Nigerian Universities and came to the conclusion demands and expectations were not met with. that there is need of organization of web activities Dahiya Ashish & Duggal Shelley (2013) to ease the understanding of their web usage conducted three research studies: first, on characteristics as well emphasized on the evaluation of websites of industry integrated hotel channelization of all web activities in the management institutes in India from technical, universities through a central website to ease user-friendly, website attractiveness and control. In the previous research studies, a variety academic effectiveness perspectives to measure of website features providing information how efficiently the web sites fu lfill the information services are studied to ascertain website needs ofits stakeholders and second on evaluation effrciency. Hasan, L.; Abuelrub, E. (2006) also of the websites of central govemment IHMs and opined that as the dependency on web services state government IHMs in India from same increases, the need to assess characteristics with perspectives andthird on the comparative analysis Ripples 10
we
atlr the
SOU
Th
Res
San
The
affil nun ASSE
Me1
The
appl eval IHIV
tool Mor and
(ree
of aforesaid websites. And concluded that the Q00$; Douglas and Mills (200\; Kline, Morrison, and John (2004) used modified BSC them user-friendly and altractive to draw the approach in their studies for evaluating attention of their stakeholders but lack in performance of websites in hospitality and providing and satisSring the information needs of tourism sector incorporating various sets of four the prospective students. These websites need to perspectives based on the need of their study. be academically more effective and technically Dahiya, A. and Duggal, S. (2013) also adopted modified BSC approach for comprehensive sound. website evaluation often renowned hotel chains in Objectives
websites of HMIs have sufficient features to make
India using four perspectives.
The present study aims to:
.
.
Analyze the information features given on the
In the present study, Marketing Effectiveness perspective is modified into Academic
websites through extensive web search and the content analysis ofthe websites ofPrivate
Effectiveness perspective since the concern of the study is educational institutions. The rest three
IHMs affiliated to NCHMCT in India.
perspectives are same
Group these information features/services into dimensions based on their thematic similarity.
.
Evaluate the performance of the aforesaid websites.
Research methodology
with some genuine
mo dific ations in the critic al suc c es s factors. 1.
TechnicalAspect consists of 5 CSFs
2.
UserFriendlinesswith
3.
WebsiteAttractiveness having 10 CSFs
4.
Academic Effectiveness containing 49 CSFs
16 CSFs
The set of 80 Critical Success factors is used that has outnumbered those used in previous research
Sample
The sample is the websites of Private HMIs by (Dahiya. A and Duggal. S, 2013). The website affrliated to NCHMCT in India. These are 15 evaluation form is a modified version of the forms numbers in total. The list is taken from nchmct.org developed by Mills and Morrison (as cited in Morisson et a1.,2004) and used by Yuan et al. assessed during Septemb er 2013. (2004) and (Dahiya. A and Duggal. S, 2013). The
Method The present study incorporates the modified BSC
approach to study the website content and to evaluate the performance of sample websites of IHMs in India. It is one ofthe most frequently used tool developed byMorrison, Taylor, Morrison and Morrison inl999 based on of the works of Kalpan and Norton. Many researchers like Morrison et al.
technical qualities of a website is evaluated using the 5-point Likert scale with 5 being the Best, 4 as
Very Good, 3 being Good, 2 is Average and
1
being Poor. Rest three perspectives are measured at Dichotomous scale consisting yes/no questions
indicating the presence or absence of critical success factors since it aids minimizing the level ofpotential evaluator subjectivity.
(1999); Feng et al. (2003); So and Morrison Ripples 11
Each perspective is equally weighted, and has weighted score of 25 points with a total weighted score of 100 points for the four perspectives combined. Data analysis and Result
The fifteen websites from Private IHMs with affrliatedNcHMcT are given codes from I to 15. The weighted scores of the above mentioned fifteen hotel management institutes was found out after evaluating their websites for the given fourperspectives in table no. 1.
TABLE NO.
1
Weighted Score Results of the Website
Evaluation
Bahra Institute
of Hotel
Management scored lowest amongst all with just 12.50 points on25.It does not have the Sufficient conftast between background and text, Effective and aesthetically appealing backgrounds, Images reinforcing text content, Use of color to improve the visual appeal of the site, Effective use of rveb page space and even the hyperlinks were found to be inactive at times making it least attractive of all.
On User-friendly Perspective, the
websites performed relatively well with a mean score of 16.65. The features like toll free contact/ helpline, log in, social media connectiviry through social networking sites and Availabiliry of a search engine for website content are found to be used in negligible numbers by the institutes. The website of 4 Private HMIs (Gurunanak lnstitute of Hotel Management, K C College of Hotel Management,
Munnar Catering College and Rayat & Balua Institute of Hotel Management) scored lowest 14.06 out of25 points.
Total weighted scores of all the websites of Private IHMs in India m
Figure -
I
70 60 5{'
4
:x)
m 10 0
5810127416
F,"r On an average, the sample websites performed the best in Website Attractiveness Perspective with a
mean score of 19.33 out of maximum 25 points. The websites of 4 Private HMIs scored equally
22.5 and20.00 whereas the highest scorers were Munnar Catering College with 25 points. Rayat &
\ll"igh,"d
s*"]
On Technical Perspective, the mean score of fifteen websites is 16.13 which arehardly 64%o. The website of Oriental School of Hotel Management was found to be most technically sound with weighted score of 25 out of maximum
25 points. Amongst the low scorers were the websites of C T Institute of Hotel Management,
Ripples 12
Chitkara School of Hospitality and Ranjita Overall, the website of St. Soldier Institute of Institute of Hotel Management & Catering Hotel Management scored highest and thus Technology. The long loading time, spelling evaluated as most effective followed by Oriental errors, increase number of bad links and browser School of Hotel Management. They were incompatibility were found to be the issues of indicated in green color in table no.7. The lowest concern.
on the scale ofperformance is the website
ofRayat The Academic Effectiveness Perspective is the & Bahra Institute of Hotel Management with just weakest link with a mean score of 1I.22. The 54.82 points. The websites that scored below website of IHM-Meerut was found to be most 60Yoneedto improve a lot to be an effective virtual effective academically with weighted score of face ofthe institutes they represent. 74.79 thottgh the score is not up to the mark. The Conclusion website of K C College of Hotel Management The websites of 15 Private HMIs (affiliated with scored lowest. The features like Accessibility (how to reach), Description ofthe area andMap to NCHMCT) are evaluated using modified indicate route were found to be not given balanced scorecard approach. The results indicated that the websites of most of the private importance in certain websites. None of the IHMs are technically not very sound having websites were multilingual though certain were problems of bad links and browser found to be bi-lingual with English and Hindi incompatibility. Spelling enors were found to be languages. The institutes have not given any importance Previous Year euestion papers, very common and took long time to load too. The Seminar/ Conferences Announcements, websites were found to be easy in use and navigate Information about Institutional/ Faculty but marked by almost complete absence from Research/training, Major Thrust Areas, social nefworking sites which are the important PDP/MDP/FDP's Proposed and Innovative tool of creating awareness and advertising. Most of the websites do not satisfu the general queries Practices (IfAny) which is a set back to the stake of its stakeholders as the feature ,FAe' was not holders who are interested to know the quality of reported in many websites. There was no toll free research studies going on in any institute. Current Placement Brochure, Testimonials, Alumni contact number reported in the websites that may section, Visitor Counter ate amongst other ease the potential students to contact the institute features not given due importance into the to fulfill their educational needs. Though, most of the websites were found to be attractive with websites. uncluttered pages, clear text, and images to Figure No. 2 reinforce overall appeal of the site. The results of the study reported most of the websites do not
provide enough information regarding programmes offered, careers, current placement brochures, alumni and faculty & institutional ETedhl6l perspedlve lUser-frlendly Website frGctivenss D Academic
I
research. The results of the study Ripples 13
propose
Academic effectiveness
as
area for website This shall enable to provide up-to-date websites ofmany institutes do not information and services to the various sufficiently provide complete information stakeholders including students, academicians, features that are needed to become academically instructors, parents and other users in most sound and to help in decision making while efficient manner. navigating through web pages of the institutes. References Most of the websites were not found to be multi_ lingual which is of paramount importance to . Ashish D, Shelley D. (2013). Comparative Analysis of the Website performance of compete at global front and to attract the pool of improvement
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