Identifying Essential Sustainability Knowledge Areas for Master's-Level Hospitality Graduates: A Preliminary Study of Thai Industry Perspective

Abstract

Sustainability has become a strategic priority in the hospitality sector, creating new expectations for graduates to possess knowledge relevant to sustainable business practices. While existing research in sustainability education has largely provided competencies for these graduates, it lacks empirical research identifying what subject areas or sustainability-related contents should be included in hospitality programs to meet industry needs. This study addresses this gap by identifying sustainability-related contents that hospitality practitioners expect Master’s-level graduates to understand. Guided by the sustainability topics summarized from prior literature, semi-structured interviews were conducted with ten informants representing academia, hospitality businesses, and related organizations in Thailand. Data was analyzed using content analysis and identified eleven sustainability knowledge themes essential for Master’s-level hospitality graduates. Findings highlight the integration of strategic, operational, and systemic competencies emphasizing systems thinking, accountability, and impact measurement. This collection of themes builds a solid framework that integrates environmental, social, and governance (ESG) understanding, fitting the expectations of the industry for upcoming hospitality executives. In addition, the role of systems thinking coupled with knowledge in measurement and accountability emphasizes the rising necessity for leaders who are proficient in evaluating, expressing, and managing sustainability achievements based on universally accepted criteria. The results provide a grounded framework for curriculum design aligning hospitality education with contemporary sustainability and industry expectations. This study therefore contributes by providing empirical evidence on sustainability topics informed by practitioner perspectives in the Thailand context.