Student engagement for retention in Hospitality Management– A digital approach.

It is well known that a significant number of students consider withdrawing from their initial course of study and therefore institutions, departments and academic teams need to have a focus on improving academic and social interventions. There are multiple factors that can influence entry, transition and retention of students in higher education. Among the salient factors noted in the literature which can promote student success and retention in Higher Education are the importance of pre-entry information and transitional support. A recurring retention challenge on the BSc International Hospitality Management Course at Ulster University initiated the design and implementation of an award winning innovative creative media project to seamlessly engage students at pre-entry and post entry into University. Early indications are presenting some encouraging outcomes in student success at course level, however more widely in Ulster University the project has also had significant impact. This paper considers the complexity of factors related to student engagement. It also demonstrates the positive impact that one specific digital resource has had on student engagement. It further explores pedagogy regarding technology enhanced digital learning for Hospitality Management students to affirm course choice and generate a feeling of belonging in unfamiliar social learning spaces during transition to Higher Education.