Volume 3, January 2015

Bridging the Employability Gap Between Hotels and Graduates: The Immersion Methodology. [3 – 11]
Choe Kin Hwa

Full Text | Abstract

    A challenging, competitive, and continuously changing environment which surrounds the field of hospitality management requires academia to inspire and facilitate student ownership of learning experiences. The orthodoxy of theoretical teaching and learning methodology in our HE systems has created a significant gap in industrial expectation of employing individuals who are creative and work ready. The purpose of the study is to determine the expectations of the industry in regards to what it expects hospitality program graduates to possess. Given the discrepancies that exist between industry expectations, this paper depicts the innovative epistemology of using an Immersion framework which encompasses experiential student-oriented learning in HE as the tool to bridge this gap. The research was devised through an extensive literature review and the industry’s expectation of its graduates was polled using a sample of 6 hotels comprising 3 five-star hotels and 3 four-star hotels within the vicinity of Kuala Lumpur. The convenience sampling method was used to gather a general estimation of hotel-employer feedback on their expectations of graduates of the hospitality industry. This paper concludes that HE learning should evolve from the monotonous and rote form of learning to one that is innovatively aligned with industry expectations of graduate performance and a number of key enablers were identified as necessary for HE to be able to embark on the successful application of the Immersion Methodology.

    BERJAYA Immersion Methodology: Students’ Learning Experiences [12 – 17]
    Chan Chang Tik

    Full Text | Abstract

      This article gives a detailed viewpoint accounts of students’ learning experiences in BERJAYA Immersion Methodology which is an experiential learning strategy supported by the constructivist theory. Students are assessed for their learning rather than of learning. Tourism School students learn the trade of organising events by getting themselves actively involved. Culinary Arts students are very hands-on in the kitchen while Business School students acquire the entrepreneur skills by organising trade fare. Students develop positive learning experiences and they believe this method helps them to achieve the learning outcomes more effectively. Both lecturers and students need trainings to support this methodology.


    The Usage of Role Play Techniques ib Teaching Short Story for Average Level of College Students [18 – 24]
    Vijayamalini Sathasivam

    Full Text | Abstract

      Teaching short stories to non-English speakers has proven to be a huge obstacle due to the lack of proficiency. Though it was difficult for them, some techniques can be implemented to teach short stories in a simpler approach for them to understand. In concern over this matter, a study was conducted in Kolej Yayasan Melaka. The purpose of this study was to investigate the effectiveness of using role play in ESL classroom. The college sampled was from average level of Diploma students. The students were observed and given questionnaires. The major result of this study shows that students enjoyed learning literary text through role play. This indicates that students were motivated in understanding the short stories. The results of the findings revealed that most of the students considered that role play also increased their confidence level. It is further hoped that, lecturers would attempt to incorporate role play techniques in their ESL classes as this activity will provide an enriched learning ambience for both the students and lecturers.

    Career Perceptions of Private Higher Education Students on the Hospitality and Tourism Industry in Malaysia [25 – 36]
    Joel Tham Kah Marn

    Full Text | Abstract

      The Tourism and Hospitality sector is often said to be plagued by the problem of recruiting and retaining quality staff. The present study aims to examine the perceptions of students with regards to Tourism careers as the first step of devising a solution to this problem. As Tourism and Hospitality students represent the talent pool by which the industry must tap in the future, there is rational need to comprehend their attitude and opinion of the industry so that policy makers and educators could then work to project a more positive image to these next generations of workers. The findings of the study, drawn from 300 Malaysian students studying Hospitality and Tourism at the undergraduate level indicate a neutral perspective of being neither too favorable nor unfavorable in the career perception of this sector. Most students appeared to be unsure of the exact working conditions of the industry but exhibit a strong willingness to try working in the Tourism sector upon graduation. It is recommended that academia and employers should cooperate in bridging the expectations of the students and the demands of the industry.
      Relationship between Technology Acceptance Model (Tam) and Online Shopping Adoption: A Case Study in BERJAYA University College of Hospitality. [37 – 50]
      Sandy Rata Dasan,    Chung Jee Fenn

      Full Text | Abstract

        The purpose of this study is to understand relationships between factors of Technology Acceptance Model (TAM) and online shopping adoption in Malaysia, by focusing on BERJAYA University College of Hospitality as a study field. Specifically, the original Technology Acceptance Model is extended by applying new constructs, demographic, trust and perceived risk. The model is used to investigate relationships across the targeted samples, provided that they are current Internet subscribers. A total of 127 Questionnaires were distributed among students and staffs at the study field using convenience sampling approach. The data gathered was tabulated using SPSS version 17. Three types of analysis; T-Test, One-Way ANOVA, and Pearson Coefficient Correlation were administrated. The findings of this study support previous literatures in regards to demographic, perceived ease of use and perceived usefulness; but differ in regards to trust and perceived risk.

      Impact of SMS Language Among Undergraduate Students in Malaysian Higher Education Institutions [51 – 60]
      Thinusha Selvaraj,    Jayarajoo Santhanam

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        In this research, the researchers are exploring the impact of SMS language on undergraduate students in private institutions of Malaysia. The research objectives include analysing the rising concept of SMS usage in the daily communication of students in the growing technological era. Another research objective is to identify how SMS influences daily communication presented by students in Malaysian higher education, to determine these affects in terms of both, constructive or unconstructive aspects, to provide recommendations to mobile phone manufacturers as well as undergraduate students regarding the use of SMS language in daily written and communication. Research methodology, results and data analysis and a conclusion has been provided. SMS language is the independent variable subdivided into use of abbreviations and use of phonetic spellings, while the dependent variable is daily communication amongst private Malaysian higher education institutes. To achieve the research objectives quantitative data is gathered from 100 students of Malaysian high schools. Data is collected through close ended questionnaire. Data is then analysed through SPSS by using regression and correlation tests. A reliability test was also conducted. The relationship between the dependent and independent variables is significant and positive. Finally, recommendations for the managers and future researches are included as well as recommendations for the students using mobile phones.


      Liquor Marketing Campaign Influences on Alcoholic Consumption Behaviour of College Students [61 – 66]
      Ooi Zheng Yao,    Shaheen Mansori

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        Alcohol consumption behaviour among the college or university students was highly influenced by the liquor manufacturers’ marketing Campaign. Both theory and empirical findings proposed that the effect of liquor manufacturers’ marketing campaigns was a combination of recognizably different influences which included the overt offers of alcohol products in the market, modelling in the marketing campaign and marketing campaign influences the social norms. Overt offers of alcohol products in the market stimulate the drinking curiosity of the college or university students. Besides, modelling occurs when the campaigns were using the famous athletes or movie stars as their campaign models. The influences on social norms were when liquor manufacturers distribute the free goods with their logos or names on it. The aim of this research is to identify the relationship between influences of liquor manufacturer marketing campaign and the alcoholic consumption behaviour of college or university students. The variables examined in this research were liquor manufacturer marketing campaign and the alcoholic consumption behaviour of the college or university students during their college or university time frame. The review analytically studies the literature of the three components in marketing campaigns influences. Besides, this study provides the future researchers a platform on the influence of liquor manufacturer marketing campaigns among college or university students.

      The Relationship between Lifestyles Behaviour and Body Health Among Ten Selected Young Adult in Klang Valley: A Preliminary Study [67 – 78]
      Koh Puh Fun,    Haryati Abu Husin

      Full Text | Abstract

        This article examines and investigates the effects of Short Message Service (SMS) text patterns in terms of sociolinguistic aspect in the daily conversation among the Malaysian higher education students. It also reveals how Malaysian culture is symbolized in the SMS text. This research consists of quantitative approach on undergraduate students of Berjaya University College. 60 messages will be taken randomly from 30 cell phones and the perceptions of 20 Malay, 20 Chinese and 20 Indians undergraduates will be analysed from the distributed questionnaires. This study will analyse the encoded categories of linguistic features of SMS which are the length of SMS texts, abbreviation, emotions and languages used in the daily use of the SMSes to accomplish the objective of the study.