Perceived Value of Certification as a Process for Training Managers: A Case Study From the Hospitality Industry

This paper uses a qualitative research methodology to investigate the perceived value of certification as a process for training managers in the lodging industry. Using a “stakeholder group” to provide face validity, a dual-level sample was contacted, consisting of 10 high-ranking corporate-level managers and 185 hotel general managers. Respondents were asked to determine how they would distribute resources in support of various academic qualifications, including a certification program sponsored by the American Hotel and Motel Association—the “Certified Rooms Division Executive” (CRDE). Respondents also were asked to rank qualifications in terms of utility for hiring and promotion. The following major conclusions were reached. In the hospitality industry: (a) Certification is seen as a viable methodology for training in lower-level management skills, especially among those property level general managers who have little formal education; (b) there was a clear distinction between support for certification at the corporate vice-presidential level and the property general managers' level, with property level managers expressing greater support; and (c) the CRDE is “valued” above a generic two-year degree, in both hiring and first promotion, if other “personal” factors are ignored.