ADAPTING KIRKPATRICK’S MODEL FOR EVALUATING PROFESSIONAL EDUCATIONAL PROGRAMS IN TOURISM WITHIN HIGHER EDUCATION

In the context of rapidly changing geopolitical dynamics and constant evolution in the tourism sector, the effectiveness of educational programs in tourism has become critically important for preparing professionals capable of adapting to new challenges. This article focuses on the use of the Kirkpatrick Model as a strategic tool for evaluating and improving professional higher education programs in tourism. Based on four levels of evaluation — reaction, learning, behavior, and results — the model is adapted to the specifics of educational programs in the field of tourism, offering a comprehensive analysis methodology. The aim of adapting the Kirkpatrick Model is to diagnose and address the vulnerabilities of educational programs, refine curricula, and introduce innovative courses that meet both current and projected sector needs. This approach is particularly relevant in the light of the rapidly changing requirements of the tourism industry, where it is crucial not only to provide up-to-date knowledge but also to develop students’ skills in critical thinking, adaptation, and innovative problem-solving. Applying to the Kirkpatrick Model to university programs in tourism ensures not only high quality of education but also its relevance and practical orientation. This paves the way for creating a new generation of tourism professionals, prepared to work effectively in the conditions of global competition and changing market demands. Such an approach not only improves educational programs but also enhances the international competitiveness of graduates, which is a key factor for success in the modern tourism industry.