Behavioural Predictors of Students’ Career Intentions in the Hospitality and Tourism Industry in Tanzania

Abstract

This study assessed the career intentions of the hospitality and tourism students to identify their predictors, based on the theory of planned behaviour. Descriptive, correlation, and multiple regression analysis techniques were applied on survey data from a conveniently determined sample of 232 students enrolled in certificate and diploma programmes at the National College of Tourism in Tanzania. The results indicate that students’ career intentions were, on average, high and so were their attitudes toward a career in the industry, subjective norms and perceived behavioural control. Career intentions and attitudes towards the career were significantly higher for the hospitality programme and NTA 6 students. Attitudes (perceived behavioural control) were significantly higher (lower) for students in the travel and tourism programme than those of students in the tour guide operations programme. Students with personal exposure to the industry (also in NTA 6) showed higher subjective norms than those without exposure (NTA 5). Students’ career intentions were significantly positively predicted by their attitudes toward a career in the industry, subjective norms and perceived behavioural control, even after controlling for the effects of skill level and programme type. Perceived behavioural control had the strongest predictive power. The study calls for a dynamic review of the curricula, resourcing the training institutions, and availability of well supported and monitored internship opportunities.