A Reflection of Core Marketing Subjects in E-Hospitality Programmes: The IPO Model

ABSTRACT

This study identifies the core marketing subjects in e-hospitality programmes and presents a new approach to redesign them for hospitality education programmes in professional tertiary institutions to embrace technological advances. The approach integrates interdisciplinary, cross-disciplinary and multidisciplinary features of e-hospitality through findings from focus group discussions. Additionally, a new input–process–output (IPO) approach is proposed to design an e-hospitality curriculum and to determine the marketing subjects to be included. The proposed new curriculum design approach utilizes the IPO model, and provides specific methods and suggestions for curriculum design.

KEYWORDS:

• E-hospitality
• e-marketing
• marketing
• IPO
• professional tertiary education