Author: Ho, Kei Sze Grace
Title: Decision making factors for pursuit of higher education : a study of Hong Kong hospitality and tourism undergraduate students
Advisors: Law, Rob (SHTM)
Degree: DHTM
Year: 2018
Subject: Hong Kong Polytechnic University -- Dissertations
Tourism -- Study and teaching (Higher) -- China -- Hong Kong
Hotel management -- Study and teaching (Higher) -- China -- Hong Kong
College students -- Attitudes
Department: School of Hotel and Tourism Management
Pages: vii, 158 pages : color illustrations
Language: English
Abstract: This thesis investigates the decision-making factors for pursuit of hospitality and tourism Bachelor's degrees in Hong Kong from a consumer behaviour perspective. Based on the five stages decision-making process model (problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation), controllable marketing factors; uncontrollable external factors (cultural and social influence, and word-of-mouth); and internal factors (motivation, perception, and personality) were examined. A total of 13 qualitative in-depth structured group interviews with 41 Hong Kong students were conducted in 2016, using NVivo and the Framework Method in the analysis. The findings show that the most significant factors are 'friends influence', 'self-interest' and 'word-of-mouth'; marketing factors were not major factors but can act as supporting and facilitating tools in attracting more potential students. Higher education institutions can promote their programmes by helping to students to visualise their future careers in the hospitality and tourism industry, and by improving the student enrolment process.
Rights: All rights reserved
Access: restricted access

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