Graduate Employability and Program Impact of the Bachelor of Science in Tourism Management in a Rural Campus Context

Abstract

The tourism and hospitality sector is becoming increasingly competitive and rapidly evolving, particularly in rural and regional areas where tourism is essential for economic development. This tracer study examines the employability, competencies, and industry relevance of Bachelor of Science in Tourism Management (BSTM) graduates from Cebu Normal University Balamban Campus. The research evaluates employment outcomes, alignment between job roles and degree, perceived competencies, and employer feedback to assess the effectiveness of the BSTM program in preparing graduates for the workforce. A descriptive mixed-methods approach was employed, utilizing quantitative data from 116 BSTM graduates (2013–2024) collected through a tracer study questionnaire, and qualitative data from open-ended responses by graduates and selected employers. Descriptive statistics and thematic analysis were conducted. The majority of graduates obtained permanent employment, often soon after graduation, and are employed in both tourism-related and non-tourism sectors, indicating diverse career trajectories. Both graduates and employers reported strong professional competence, communication, interpersonal skills, critical thinking, leadership, and teamwork. Nevertheless, deficiencies in digital literacy, entrepreneurship, and foreign language proficiency were identified, highlighting areas for curriculum enhancement. The findings indicate that the BSTM program supports graduate employability and industry readiness, although continuous curriculum development is necessary. Recommendations include strengthening digital skills, expanding entrepreneurship education, enhancing industry partnerships, and improving career placement support to maintain alignment with industry needs and to promote sustainable tourism development and regional growth.