TRAINING NEEDS ASSESSMENT FOR SMALL BUSINESSES: THE CASE OF THE HOSPITALITY INDUSTRY IN JORDAN

Abstract

This study is designed to assess and identify the status of hospitality training needs, methods and potential challenges within the hospitality industry, in order to recognize gaps and develop training programmes that address and enhance the competitiveness of small businesses within it. A qualitative approach was employed, whereby face-to-face and semi-structured interviews were conducted with 60 owners and managers of small businesses in the hospitality industry. Using thematic analysis, the study concludes that communication skills, especially foreign languages, are the most the important training need at both managerial and operational levels. Moreover, the study found that on-the-job training is one of the most important training methods. Furthermore, a lack of training budgets is found to be the most critical challenge to training. The study provides empirical evidence and practical implications for decision-makers in the hospitality industry.