Marketing Strategies in the Decision-Making Process for Undergraduate Choice in Pursuit of Hospitality and Tourism Higher Education: The Case of Hong Kong

Grace K.S. Ho · Rob Law

31 citations0/0 files storedJournal of Hospitality & Tourism Education

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Hospitality and Tourism Education Diverse Aspects of Tourism Research Consumer Behavior and Marketing Influence

Abstract

This article investigates the decision-making factors for pursuit of hospitality and tourism Bachelor’s degrees from a consumer behavior perspective. Based on the 5-stage decision-making process model, the 7Ps of the marketing mix were examined. Qualitative in-depth semi-structured group interviews with Hong Kong students were conducted using NVivo and the Framework Method. The findings show that marketing strategies can act as supporting and facilitating tools in attracting more potential students. Higher education institutions can promote their programs by helping students to visualize their future careers in the hospitality and tourism industry.

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2005How Many Interviews Are Enough?2003Research Methods for Business Students 2000Research Methods for Business Students 2006The qualitative research interview 1990Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses 2010Qualitative data analysis for applied policy research 2011Business Research Methods 2001Exploratory Research in the Social Sciences

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