Knowledge dissemination in tourism education: A case of tourism marketing

Kam Hung, Xiang Li, Bing Pan, James F. Petrick

Research output: Journal article publicationJournal articleAcademic researchpeer-review

8 Citations (Scopus)


Knowledge dissemination among tourism stakeholders is vital to the overall development of tourism. Yet, this topic has been underinvestigated in past tourism literature. Taking the courses on tourism marketing as an example, this study examined what and how knowledge is being disseminated in the classroom. Based on the Sender-Message-Channel-Receiver (SMCR) model (Shannon, 1948), the current study analyzed 43 tourism marketing syllabi to identify the senders and receivers of knowledge, knowledge being conveyed in the classroom, channels of communication between educators and students, and feedback of communication received from students. It is suggested that the study may help tourism scholars gain state-of-the-art knowledge of the content and formats of tourism marketing courses and facilitate knowledge dissemination in the tourism domain.
Original languageEnglish
Pages (from-to)519-532
Number of pages14
JournalJournal of Travel and Tourism Marketing
Issue number5
Publication statusPublished - 5 Aug 2010


  • Course syllabus
  • Knowledge dissemination
  • SMCR model
  • Tourism education
  • Tourism marketing

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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