EDUCATION IN TOURISM: ECONOMIC SIGNIFICANCE, THE CHALLENGES OF IGNORANCE, AND ALTERNATIVE PATHS

Highly educated workers play a key role in shaping the tourist offer and improving the overall experience of travellers. The paper posits that education in tourism is crucial for developing sustainable and competitive tourist destinations that effectively utilise their comparative advantages. It aims to present the perspectives of 97 hotel managers and owners in the Western Balkans, using their insights to formulate strategies for enhancing the performance of tourism stakeholders. A majority of respondents believe that tourism education is essential for enhancing service standards and fostering economic development, highlighting its role in increasing employment opportunities and competitiveness within the sector. However, challenges stemming from ignorance, such as insufficient training and misinformation, hinder the industry’s growth, emphasising the need for improved education and accurate information to enhance visitor satisfaction and service quality. Various educational pathways, including co-op/internship experiences and short-term training programs, are viewed as the most effective, while online education and government initiatives receive mixed reviews.