INFLUENTIAL FACTORS IN PREFERRING BACHELOR OF SCIENCE IN

HOSPITALITY MANAGEMENT OF FRESHMEN AT FULLBRIGHT

COLLEGE INC.

An Undergraduate Thesis Presented to the Faculty of Tourism and Hospitality

Management Fullbright College Inc.

Puerto Princesa City

In Partial Fulfillment of the Requirements for the Degree of Bachelor of Science

in Hospitality Management

By

Genie Fieta M. Garcia

Kariza Joy M. Bonbon

Annie Grace G. De Vero

Sharmaine Galinato

Mark Rowin Monserate

September 23, 2024

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 CHAPTER I

INTRODUCTION

The field of hospitality management plays a vital role in the global economy,

contributing significantly to employment and economic development. According to

the World Travel and Tourism Council (WTTC), the sector accounted for over 10%

of global GDP and created millions of jobs, highlighting its crucial impact on

economic growth (Bae et al., 2022). This underscores the importance of equipping

future professionals with the skills and knowledge necessary to navigate and thrive in

this dynamic industry.

The Bachelor of Science in Hospitality Management is designed to equip

students with the necessary skills and knowledge to thrive in various hospitality-

related roles. This industry is one of the largest and fastest-growing sectors globally,

encompassing a wide range of services, including accommodation, food and

beverage, travel, tourism, and event management. This growth is evidenced by

significant contributions to global GDP and employment rates, with the World Travel

and Tourism Council (WTTC) reporting that the sector supports millions of jobs

worldwide (Bae et al., 2022). Furthermore, the diverse nature of this industry creates

ample opportunities for specialization, making it an attractive field for students

pursuing a Bachelor of Science in Hospitality Management.

For every incoming college student, choosing the best course that aligns with

their personal preferences can be a challenging decision due to the multitude of

options available. Selecting a degree is crucial, as it serves as the building block for

future career paths. While individuals possess the ability to think and decide

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independently, various environmental factors often influence their choices. Research

indicates that personal interests, social influences, and familial expectations

significantly shape students’ academic decisions (Bae et al., 2022; Emon et al., 2023).

The choice of an academic program is a significant milestone in a student's

educational journey, influencing both professional and personal outcomes. This is

particularly true in fields requiring specialized knowledge and skills, such as the

Bachelor of Science in Hospitality Management. The BSHM program aims to equip

students with theoretical knowledge and practical skills necessary to excel in various

roles within the industry. However, the decision-making process behind students'

enrollment in such programs remains complex and multifaceted. Factors such as

personal aspirations, family influences, socioeconomic status, and perceptions of the

hospitality industry can significantly impact students' educational choices (Garg et al.,

2024; Ahmad et al., 2023).

This study aims to identify and analyze the influential factors affecting

freshmen preferences for the Bachelor of Science in Hospitality Management.

Specifically, it will explore how personal aspirations, social influences, and

demographic variables impact their decision-making processes. By gaining insights

into these factors, educational institutions can better tailor their programs and

marketing strategies to meet the needs and preferences of prospective students.

BACKGROUND OF THE STUDY

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 Hospitality management is a career path that typically falls under the hotels,

resorts, and lodging industry. Professionals in this field create and run many aspects

of the guest experience. They also often manage teams that include front desk staff,

housekeeping, and sales (Cvent, 2023). As the Hospitality industry continues to

expand and diversify, prospective students must navigate a complex landscape of

choices, influenced by personal interests, career aspirations, family expectations, and

the educational offerings of the institution. Research highlights that students’

decision-making processes are significantly affected by both intrinsic factors, such as

personal interests and career goals, and extrinsic factors, including family influence

and socioeconomic status (Ngian et al., 2022; Alivio et al., 2023). Each of these

factors plays a crucial role in shaping student's perceptions and decisions, ultimately

guiding them toward a specific career path within the hospitality sector.

Understanding the influences in students choice of the aforementioned program is

crucial for educators and institutions aiming to attract and retain students in

hospitality programs

According to Sadjail et al. (2022), Deciding for college course to take is quite

challenging for some reasons. Students must consider many things when choosing a

course that would lead to a right career path in the future. Research has shown that

student's motivation for selections for selecting academic programs are often shaped

by different factors. For instance, studies have highlighted the role of family

expectations and peer influences in guiding students toward specific fields of study,

emon (2023).

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 Furthermore, demographic variables such as age, gender, and socioeconomic

background can effect student's perceptions of career opportunities within the

hospitality sector. Personal factors are conceptualized as those factors that are unique

to the students. They include variables like age, sex, marital status, academic level,

and personality. Environmental factors on the other hand comprise those factors

within social, economic, and academic environment of students, Anthony (2020).

Despite the increasing enrolment in Hospitality programs, there is limited

research specifically addressing the unique influences shaping student's decision at

Fulbright College Inc. A study by Narvios et al. (2023), emphasizes the importance of

understanding students' needs and the competitive landscape of hospitality education,

suggesting that tailored approaches in curriculum design can enhance student's

engagement and retention.

This study aims to fill that gap by examining the factors that affect freshmen at

Fulbright College in their pursuit of a bachelor of science in Hospitality Management.

The researchers want to determine the main factor affecting the decision of the

freshmen in taking up the Bachelor of Science in Hospitality Management program.

Prior studies indicate that demographic variables, such as age, gender, and

socioeconomic status, can significantly influence educational choices, particularly in

fields like hospitality management that require specialized skills and knowledge

(Zhang, 2024; Moussavi, 2022). Understanding these dynamics is essential for

educational institutions to align their programs with the needs and preferences of

prospective students. The researchers also want to see if there is a significant

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relationship between the demographic profile of the students and the factors affecting

their decision.

The researchers aimed to determine the students’ insight about taking up

Bachelor of Science in Hospitality Management program, and to help the students

further their knowledge about the industry. Also by investigating the role of personal,

social, and economic influences, this research seeks to provide insights that can

inform curriculum design and student support services, ultimately contributing to the

development of a more responsive and effective hospitality management program.

STATEMENT OF THE PROBLEM

The choice of an academic program is an important decision for students, particularly

for freshmen entering higher education. Understanding these influences can enhance

educational offerings and improve student support services, ultimately contributing to

the development of a more effective hospitality management program. Key question

guiding this research includes:

1. What are the demographic profiles of the respondents , in terms of:

1.1. Age

1.2 Sex

1.3 Civil Status

1.4. Source of Income

1.5. Highest Educational Attainment

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2. What significant factors influence the preferences of the freshmen to enroll in

Bachelor of Science in Hospitality Management, in terms of:

2.1. Interest

2.2. Family

2.3. Financial Status

3. What programs can be recommended for enhancement ?

SIGNIFICANCE OF THE STUDY

The purpose of this study is to gain deeper insights into the factors that influence

student decision-making when choosing to pursue a Bachelor of Science in

Hospitality Management (BSHM) program at Fulbright College. By providing data-

driven insights into the various factors shaping freshmen's decisions, this research

aims to fill a critical gap in the existing literature. The findings of this study will be

beneficial to the following stakeholders:

1. Bachelor of Science in Hospitality Management Students at Fulbright College Inc.:

The findings will specifically benefit students by informing program development that

aligns with their preferences and motivations. This alignment can enhance their

educational experience and better prepare them for careers in the hospitality industry.

2. Fulbright College Incorporated: The institutions can leverage the insights from this

study to enhance their academic programs. By understanding the factors influencing

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student enrollment, institutions can improve student support services, ensuring they

meet the needs and expectations of prospective students.

3. Tourism Stakeholders: Industry professionals can gain valuable insights into the

preferences and motivations of future graduates. Understanding these dynamics will

aid in developing effective internship programs, recruitment strategies, and training

initiatives designed to attract and retain skilled employees in the hospitality sector.

4. Future Researchers: This study will contribute to the growing body of literature on

factors influencing students’ perceptions when selecting BSHM as an academic

career. The insights gained can serve as a foundation for future research on similar

topics, enabling a broader understanding of student decision-making processes.

5. Researchers : This study will provide researchers with a clearer understanding of

the factors influencing students’ preferences for the BSHM program at Fulbright

College. By contributing to the existing body of literature on academic choices, it lays

the groundwork for future investigations in this area.

SCOPE AND LIMITATION

This study will concentrate on freshmen enrolled in the Bachelor of Science in

Hospitality Management (BSHM) at Fullbright College Inc. The primary objective is

to comprehensively identify and analyze the factors that influence students'

preferences for pursuing the Bachelor of Science in Hospitality Management

program. These factors include, but are not limited to, personal interests, career

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aspirations, family influence, and the specific educational offerings and reputation of

Fullbright College.

The research will utilize a quantitative methodology, with a primary emphasis

on surveys designed to gather data directly from the target population. The surveys

will be structured to include both closed and open-ended questions, allowing for a

exact understanding of the students' motivations and preferences. This approach aims

to capture a wide range of perspectives within the defined scope. The sample size for

this study will be limited to a select group of freshmen, which may not fully represent

the entire population of Bachelor of Science in Hospitality Management students at

Fullbright College. As such, findings may reflect the opinions and preferences of this

specific group rather than the broader student body.

The study will be conducted over a specified time frame, from - to - in 2024, at

Fullbright College, located at KM 5 National Highway, San Jose, Puerto Princesa

City, Philippines. Additionally, while the study aims to explore the identified factors

in depth, it will not include the long-term outcomes of these preferences, such as

career success or job satisfaction post-graduation. This limitation is intentional, as the

focus remains on the influences affecting students' decision-making processes upon

entering the Bachelor of Science in Hospitality Management program. The research

will provide valuable insights and data that can inform future academic strategies and

recruitment efforts at Fullbright College Inc.

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DEFENITION OF TERMS

1. Influential factors- These are the various elements that have a significant impact on

and influence the decisions made by students when selecting a Bachelor of Science in

Hospitality Management program. Influential factors significantly affect outcomes

decisions or behavior within a particular context. Burov et al. (2023), emphasizes that

influential factors in education include not just access to information but also the

active engagement of students in cognitive activities, shaping their learning

experiences and outcomes.

2. Students- Refers to individuals who are engaged in learning and currently enrolled

in the Bachelor of Science in Hospitality Management program at Fullbright College.

They participate in various academic programs to gain knowledge skills, and

competencies in their chosen fields.

3. Preferring- This means choosing something over, it's the action of having to choose

specific matter. It refers to the subjective choices of individuals, indicating a greater

liking for one option over others.

4. Bachelor of Science in Hospitality Management- This is an undergraduate four-

year degree program focuses on travel and tourism, services in hotels, food and

beverage events and other related segments. This program emphasizes in preparing

students for careers in the hospitality industry.

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5. Fullbright College- This specifically refers to the educational institution where the

Bachelor of Science in Hospitality Management program is offered, serving as the

setting for the study on influential factors impacting student's choices.

6. Demographic Profile- refers to the collection of information of the respondents

such as their age, sex, civil status, source of income and highest educational

attainment and other relevant attributes.

6.1. Age- This is a period of human life, measured by years from birth. Age is

defined as the number of years the person has lived. In the paper this refers to the age

of the person of interest at last birthday.

6.2. Sex- The term refers to a persons biological characteristics its either of the

two main categories (male and female) into which humans and most other living

things are divided on the basis of their reproductive functions.

6.3. Civil status- Is define as being single, married, windowed, in a civil

partnership or being a former civil partner in a civil partnership that has ended by

death or, been dissolved.

6.4. Source of income- something that provides a regular supply of money,

such as employment, investment, a pension by which a person supports themselves

and their dependents, income and property from any activity, profession, contract,

settlement, agreement, federal or state payments, gifts, annuities, life insurance

policies, and compensation.

6.5. Educational attaintment; refers to the highest level of education that a

person has successfully completed. Succesful completion of level of education refers

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to the achievement of the learning objectives of that level, typically validated through

the assessment of acquired knowledge, skills and competencies.

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