Concern and Prospects of  Decline in Interest Towards NCHM-JEE-2024  

Dr Sunil Kumar, Assistant Professor, Mizoram University, Aizawl

 Introduction

The hospitality industry plays a vital role in the economic and social fabric of a nation. To ensure a skilled workforce and foster continued growth in this sector, robust educational infrastructure is essential. In India, the National Council for Hotel Management and Catering Technology (NCHMCT) stands as the central body entrusted with this responsibility. Established in 1982, the NCHMCT has overseen the coordinated development of hospitality management education through a network of Institutes of Hotel Management (IHMs) and Food Craft Institutes (FCIs) across the country. Ending a two-decade long partnership with IGNOU, the NCHMCT had signed an MoU with Jawaharlal Nehru University (JNU) as degree awarding partner for 3-year degree and 2-year Master’s degree programmes in February, 2023.

However, despite the NCHMCT's efforts and the expanding opportunities within the hospitality sector, a concerning trend has emerged: a decline in the number of students taking the NCHMCT Joint Entrance Examination (JEE). This article delves deeper into this phenomenon, analyzing the reasons behind the decline and exploring potential solutions, drawing insights from industry professionals. The NCHM JEE serves as the gateway examination for students aspiring to careers in this vibrant Hospitality sector in India. 

However, a concerning trend has emerged in recent years: a significant decline in the number of students appearing for the NCHM JEE. As shown in Table 1, student participation has dropped dramatically from 34,895 in 2018 to only 8,600 in 2024. This represents a decline of over 74% in just six years. While the number of available seats has remained relatively stable (around 12,000), student participation has fallen significantly, leading to a situation where only half of the available seats had applicants in 2024. This raises a critical question: why is there a declining interest in pursuing hospitality management education despite the industry's ongoing growth?

Table 1: NCHM JEE Applicants and Admissions (2018-2024)

| Year | Students appeared for JEE | Total number of seats | Total admissions |

| 2018 | 34,895 | 9,111 | 7,621 |

| 2019 | 30,722 | 10,855 | 7,827 |

| 2020 | 32,603 | 12,045 | 6,710 |

| 2021 | 19,846 | 12,445 | 5,581 |

| 2022 | 13,991 | 12,645 | 4,918 |

| 2023 | 12,718 | 12,205 | 4,415 |

| 2024 | 8,600 | 12,205 | 5500 |

This article delves into this phenomenon by analyzing the factors contributing to the decline in NCHM JEE admissions. Research drawing on insights from 90 hospitality professionals from LinkedIn platform, it aims to identify the root causes of this issue and propose potential solutions to ensure a brighter future for the hotel industry.

 Analysis of Hospitality Professional Views on NCHM JEE Admission Decline

Poor Work Culture and Conditions:

• Long Working Hours: Many respondents highlighted excessively long working hours (12-18 hours) with no overtime pay. (Anirban Chakraborty, Raj Bhardwaj, SHUVRODEEP MITRA, Chirag Purohit)

• Unbalanced Work-Life Balance: Respondents emphasized the lack of work-life balance in the hospitality industry, with unpredictable schedules and cancelled days off. (Chirag Purohit, Subhankar Roy)

• Toxic Work Environment: Several mentioned a negative work culture with issues like abusive language, lack of appreciation, and nepotism. (Gayatri Nayak, SHUVRODEEP MITRA, Debarun Chakraborty)

Low Salary and Remuneration:

• Low Starting Salaries: Many professionals pointed out that starting salaries (around 15-17k) are not competitive with other industries and not enough to cover living expenses. (Ravi Raushan Kumar, Dr. Sunil Chandel, Subhankar Roy)

• Unequal Pay and Benefits: There were mentions of unequal pay and benefits based on gender and lack of benefits for long working hours. (Ravi Raushan Kumar)

Industry Issues and Image:

• Outdated Curriculum: Anirban Chakraborty feels the curriculum does not meet current industry needs or expectations.

• Poor Industry Reputation: Avijit Saha and Sunny Kumar described a negative image of the industry with high expectations and low returns.

• Lack of Growth Opportunities: Focus on cheap labor over proper training and development was mentioned by Debarun Chakraborty.

• Student Debt: Nikhil Sehrawat mentioned high fees as a deterrent.

Stronger Emphasis on Work Culture and Exploitation:

• Many respondents (Chakram Singh Dhakare, Dr. Narendra Kumar) highlighted a culture of exploitation and humiliation of newcomers.

• Linesh kumar K kannan questions the long working hours prevalent in India compared to other countries.

Financial Concerns:

• The cost of education compared to starting salaries is a major deterrent (Ravi Kumar, Amit Mondal).

• Several professionals mentioned a lack of value placed on degrees compared to experience (Nadeem Bhat, Prashant Mokal).

Industry Image and Perception:

• Ashwani Choubey and Khalid Najeeb expressed regret for joining the industry due to poor work-life balance and low pay.

• Muhammad Idrees Qureshi pointed out the demotivation caused by irrelevant degree holders in supervisory roles.

Education and Training Issues:

• Prashant Mokal feels the lengthy admission process and generic curriculum of IHMs don't compete with real-world experience.

Impact of the Pandemic and  Negative Industry Image: Aseem Bajaj points out the lingering negative perception of the industry due to the COVID-19 pandemic. This, coupled with the availability of diverse educational opportunities, discourages students from pursuing hospitality careers.

Exploitative Practices and Outdated Education: Treatment of Trainees: Lawrie Colaco emphasizes the exploitation of trainees as cheap labor. This, along with outdated curriculums lacking crucial skills like international languages and communication, as highlighted by Shubham Jha, creates a negative learning environment and reinforces the industry's negative image.

Work-Life Balance as a Priority and Student Expectations: Mani Kant Thakur underscores the importance of work-life balance for today's students. The hospitality industry's failure to cater to this need discourages potential candidates who value a sustainable work environment with healthy boundaries between professional and personal lives.

Akilan Karthikeyan highlights the current generation's expectation of a healthy work-life balance. Unlike their predecessors motivated by fear, today's students prioritize personal well-being, leading them away from the industry's reputation for long hours and demanding schedules.

Review of Literature related to perception of hospitality careers

The hospitality industry plays a crucial role in the global economy, yet it faces a challenge in attracting young talent. Several studies (Airey & Frontistis, 1997; Getz, 1994; Koko & Guerrier, 1994; Cooper & Shepherd, 1997) have highlighted the persistent negative perception of hospitality careers. These perceptions often portray them as low-status, menial, and offering limited opportunities for growth and development.

Kumar et al. (2014) further this point by demonstrating a shift in student perception from initially positive due to inspiration and passion to negative upon exposure to the realities of the industry during internships. This negative shift underscores the need for the industry to critically examine its training practices and working conditions. Factors such as inadequate stipends, poor work relationships, and long working hours within unstructured work environments (Collins, 2002; Lam & Ching, 2007) contribute significantly to student dissatisfaction and a decline in interest towards pursuing hospitality careers.

Understanding student perceptions is crucial for bridging the gap between the industry's current image and reality. While the complexities of the perceptual process itself fall beyond the scope of this article (Jordaan & Jordaan, 1996; Lewis, 1999; Shaver & Tarpy, 1993), acknowledging the ongoing scholarly debates surrounding perception is essential. By fostering a more positive and realistic image of the hospitality industry, educational institutions and industry professionals can work together to attract and retain the next generation of talented individuals.

Road Ahead: Prospects and solutions 

Possible Solutions:

• Improved Industry Communication: Amit Mondal suggests better communication between industry and Institute for career opportunities and mentorship programs to bridge the gap between theory and practice.

• Focus on Work-Life Balance: Hasan Rizvi emphasizes the need for a healthy work-life balance to attract talent.

• Improve work culture and working conditions to create a more positive and balanced work environment.

• Reviewing Educational Systems: Prashant Mokal's suggestion to streamline admissions and make the curriculum more practical warrants consideration.

• Increase wages and offer competitive salaries and benefits packages.

• Modernize the curriculum to reflect current industry needs and practices.

• Improve the industry's image by showcasing career growth opportunities and positive aspects of hospitality careers.

• Address faculty concerns regarding pay and expectations (Anirban Chakraborty).

Here's how hospitality institutes, industries, and policymakers can work together to improve the hospitality sector:

1. Aligning Curriculum with Industry Needs:

• Industry Advisory Boards: Establish advisory boards with industry professionals to review curriculum and ensure it reflects current trends and skills needed.

• Guest Lectures and Workshops: Regularly invite industry professionals to deliver guest lectures and conduct workshops on practical skills and emerging technologies.

• Industry Certifications: Incorporate industry-recognized certifications into the curriculum to enhance student employability.

• Focus on Soft Skills: Emphasize the development of soft skills like communication, teamwork, problem-solving, and critical thinking, crucial for hospitality careers.

• Real-World Projects: Integrate real-world projects and case studies into the curriculum for students to apply theoretical knowledge to practical situations.

2. Industry Partnerships:

• Internships and Placements: Develop strong partnerships with hotels and hospitality companies to provide students with internship opportunities and facilitate job placements after graduation.

• Mentorship Programs: Create mentorship programs where industry professionals can guide and support students, offering career advice and insights.

• Faculty Development: Offer opportunities for faculty to participate in industry training programs to update their knowledge and teaching methods.

• Joint Research Projects: Encourage collaboration between institutes and industry partners on research projects to address industry challenges.

3. Digital Marketing for NCHM JEE:

• Targeted Social Media Campaigns: Develop targeted social media campaigns on platforms popular with Gen Z to showcase the exciting aspects of hospitality careers.

• Interactive Content: Create engaging content like video testimonials from successful hospitality professionals and virtual tours of top hotels.

• Influencer Marketing: Partner with relevant social media influencers to promote the NCHM JEE and hospitality education.

• Data-driven Marketing: Analyze campaign performance to optimize targeting and messaging for better reach and engagement.

4. Financial Aid Programs for Hospitality Students:

• Industry-Sponsored Scholarships: Encourage collaboration with hospitality companies to offer scholarships for promising students.

• Government Grants: Lobby for government grants and financial aid programs specifically for students pursuing hospitality management degrees.

• Loan Repayment Assistance Programs: Develop programs to help graduates with student loan repayments after securing jobs in the hospitality industry.

• Work-Study Programs: Create work-study programs where students can gain industry experience while earning income to support their education.

By implementing these strategies, hospitality institutes, industry partners, and policymakers can create a more attractive and rewarding career path in hospitality, drawing in a new generation of talented and passionate professionals.

 Conclusion: 

The declining interest in the NCHM JEE highlights the need for a comprehensive strategy to revitalize hospitality education. This study, drawing on insights from industry professionals, underscores the importance of addressing work culture, compensation, curriculum, and industry image.

To attract future generations, the hospitality sector must prioritize improvements in work-life balance, compensation packages, and opportunities for professional development. Addressing the concerns raised by industry professionals regarding trainee exploitation and outdated curriculums is also essential. Collaboration between educators and industry leaders can ensure that hospitality programs are aligned with current industry needs and equip graduates with the necessary skills and knowledge.

Furthermore, targeted marketing campaigns and improved career counseling can cultivate a more positive image of the hospitality industry among potential students. Financial aid and scholarship programs can further incentivize talented individuals to pursue careers in this dynamic and rewarding field.

By implementing these multifaceted recommendations, the NCHM and its stakeholders can reverse the declining trend in NCHM JEE admissions. A revitalized and modernized hospitality education system can ensure a steady influx of talented and passionate individuals, fostering the continued growth and success of the hospitality industry.

References

1. Anoop Kumar, Pankaj Kumar Singh, Amit Kumar, and Shalini. (2014). "Changing Perception of Students Towards Hospitality Industry: A Comparative Analysis." International Journal of Tourism & Hospitality Reviews, Vol 1(1), November 2014, ISBN 978-81-925781-0-1, pp. 10-17.

2. Collins, A. B. (2002). "Gateway to the Real World, Industrial Training: Dilemmas and Problems." Tourism Management, 23(1), 93–96.

3. Lam, T. and Ching, L. (2007). "An Exploratory Study of an Internship Program: The Case of Hong Kong Students." Hospitality Management, 26(2), 336-351.

4. Richardson, S. (2009). "Undergraduates' Perceptions of Tourism and Hospitality as a Career Choice." International Journal of Hospitality Management, 28(3), 382-388.