Rising to the Occasion: Experiential Learning Experiences of Event Management Students at a South African University of Technology

Abstract

Event management educators in South Africa are faced with the challenge of educating culturally diverse students for progressive workplaces in the business events sector of the tourism industry. This dynamic sector requires work-ready skilled practitioners at entry-level positions. In this regard, experiential learning (EL) plays an important role in bridging the gap between university theory and industry practice in vocationally oriented event management qualifications. This study explores how students experience EL as part of a formal event management qualification at a South African University of Technology (UoT). Following a qualitative approach, data for this study were collected by means of focus group discussions and key informant interviews with selected participants. Data were transcribed and analyzed by applying six steps of scientific qualitative data analysis. Thematic analysis identified four key themes that emerged, which highlighted student expectations of EL and student experiences during EL in the actual world of work. The findings indicate that students experience the need to be coached in the necessary soft skills required to be effective future event managers. The findings suggest that it is essential for academic and industry supervisors to develop mentorship strategies to close the knowing–doing gap in order to enhance student experiences. This article provides new insights on how event management students perceive the role of industry and academic supervision as part of a student-centered approach in EL.