Strengthening the Professionalism of Hospitality Educators through Grooming and Gesture Training

Abstract

This study aims to analyze the strengthening of professional presence among hospitality educators through grooming and gesture training as a strategy to develop service culture and enhance the image and competitiveness of vocational education institutions. The main problem addressed in this study is the limited understanding of educators regarding the role of grooming, gesture, and consistency of professional behavior as part of living example practices that directly influence the development of students’service character in classrooms, institutional environments, and digital platforms. This study employed a qualitative descriptive approach based on community service activities. The program was conducted at SMK Pariwisata Telkom, Jalan Palasari No. 1, Bandung, involving 30 participants consisting of the principal, teachers, and administrative staff. Data were collected through participatory observation, focused group discussions, and written reflections from participants. The data were analyzed using an informative descriptive analysis by categorizing the findings into themes of professional presence, nonverbal communication, and consistency of professional behavior. The results indicate an increase in participants’ understanding and awareness of their role as role models or living examples in hospitality education. Participants recognized that grooming, gesture, and professional communication significantly influence the learning atmosphere, students’ trust, and stakeholders’ perceptions of the institution. The discussion links the empirical findings with social dramaturgy theory, nonverbal communication theory, and social learning theory, emphasizing the importance of exemplarity in vocational education. The study concludes that grooming and gesture training is an effective strategy for strengthening the professional presence of hospitality educators and contributes to the development of service culture and the sustainable enhancement of institutional image.

Keywords:

Grooming; Gesture; Hospitality; Professional presence; Living example; Institutional image