The use of a marketing approach is an avenue open to hospitality management program administrators who will be faced in the next decade with problems related to expanding programs in an environment of decreasing resources. / The purposes of this study were to identify the administrative tasks perceived by hospitality management program administrators as being their responsibilities, to assess their perceptions of marketing applied to the tasks, and to determine educational programs and services for administrators of hospitality management programs. / A review of the related research included the four concepts of marketing philosophy, marketing applied to the nonprofit sector, the marketing role of academic department heads, and hospitality management program administration. / A survey instrument was designed to collect the data; 219 were sent to institutions offering baccalaureate degree programs in hospitality management. Of the 149 responses, 92 met the criterion representing 42.0% of the institutions polled and 89.3% of the 103 confirmed four-year hospitality programs. / The conclusions of the study were: (1) Forty-seven of the 49 selected administrative tasks were accepted by the majority of the respondents as their responsibility. (2) Thirty-nine of the 49 tasks were perceived as being marketing functions by the majority. (3) The number of marketing courses taken by the respondents did not make a significant difference in their perception of the tasks as a marketing function. / Source: Dissertation Abstracts International, Volume: 43-06, Section: A, page: 1759. / Thesis (Ph.D.)--The Florida State University, 1982.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_74831 |
| Contributors | CALNAN, THOMAS WARD., Florida State University |
| Source Sets | Florida State University |
| Detected Language | English |
| Type | Text |
| Format | 165 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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