Comparative Analysis of Online Hospitality and Tourism Management Master’s Programs as Systems Using the STAR Model

Abstract

Online Hospitality and Tourism Management (HTM) master’s programs in the U.S. have expanded as strategic initiatives to meet the needs of diverse learners. Despite this growth, few studies have compared these programs through a strategic lens. Guided by systems theory and the STAR model, this study conducted a comparative content analysis of 10 program characteristics drawn from the websites of 32 online HTM master’s programs across 29 U.S. institutions. The programs were conceptualized as systems with interconnected components, and the characteristics were categorized into five STAR elements: culture, people, process, structure, and strategy. The findings reveal both similarities and differences across the programs, reflecting the strategic adaptation of the characteristics in response to internal priorities and external demands. These insights advance understanding of online HTM master’s programs as strategic systems and offer practical implications for the development, evaluation, and growth of online education programs in a competitive online education marketplace.

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