The relationship of values of certification, professionalism, job satisfaction and service quality in the tourism industry of South Sulawesi

Abstract

One of the strategies to cope with the competition in tourism industry in Indonesia is to implement a better professional certification system in order to have qualified human resources, especially in the era of ASEAN liberalism. The implication of Herzberg’s theory is that values of certification, professionalism, job satisfaction, and service quality are strongly related with the context of this research. Several studies have found inconsistency in the relationship amongst variables and they need to be tested from different perspectives. This research investigated the relationship amongst values of certification, professionalism, job satisfaction and quality service in the tourism industry, and tested professionalism and job satisfaction as mediators. This research attempted to describe problems and solutions for a better implementation of certification specifically, and improve professionalism for quality tourist destinations in Indonesia. This study employed a Sequential Explanatory Design, an analysis based on quantitative method utilizing Structural Equation Modeling and a qualitative method using descriptive approach based on interviews. Using proportionate stratified random sampling, quantitative data were collected from 360 certified professionals. Qualitative data were collected from 16 selected informants. The findings of the relationship amongst variables provided different results whereby the supported hypotheses included the relationships of job satisfaction and service quality, and value of certification and professionalism. The unsupported hypotheses included the relationships of values of certification and job satisfaction, professionalism and job satisfaction, values of certification and service quality, and professionalism and service quality. In this research, professionalism and job satisfaction cannot function as mediators. The most common problems related to the implementation of certification include lack of motivational factors, lack of harmonization amongst stakeholders especially the industry, improper certification scheme and lack of enforcement of regulations and rules. This research contributes to the development of Herzberg’s theory and the model conceptualization in the study of values of certification, professionalism, job satisfaction and service quality specifically for the tourism industry. Findings of this study are practical contributions for tourism stakeholders as they provide guidance for professionals, governments, tourist industry, professional associations and professional certification boards. In addition, the government needs to control the certification system and uphold regulations related to certification. Professionals are expected to improve their services in order to strengthen the quality of human resources. The industry needs to evaluate its role in providing significant values to professionals, and professional associations can strengthen their roles especially in improving standardized practices and competency standards in the tourism industry. Lastly, professional certification boards should be aware of these findings because there are directly related to the process of certification.