Innovative Entrepreneurial Education for International Hospitality and Tourism Business: Case Study of IHTB Culture Festival 2011

Abstract

The purpose of this paper is to deliver an effective and innovative entrepreneurial education for 1st semester International Hospitality and Tourism Business [IHTB] students at University of Ciputra [UC] through a real entrepreneurial project, called IHTB Culture Festival 2011: Discover Exotic China, which has been held on 28th to 30th October 2011. This festival is self-financed entrepreneurial project of 48 IHTB – UC students. IHTB student needs to explore the entrepreneurial project innovatively and creatively with specific target markets: from teenagers to adults. This case study research, IHTB students has following four learning sequences: discover ideas and researching target market interest, observation possibilities solution, event implementation; and self-reflection. Each of learning sequence has been concluded by evaluation process. Through this leaning journey, IHTB students also expressed their knowledge and experience in hospitality services with aim of zero defects through this project. Even though the financial profit is not the only expected result of this learning journey, but IHTB students has proven successful through all four learning sequences. This three days festival (October28th, 29th, and 30th, 2011) has been deliver IDR 16.5 million net profit to IHTB students.