Determining Selection Criteria for Hospitality and Tourism Programs in Higher Education in Southern Thailand
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Abstract
Given the vital role of the tourism industry in Thailand’s economy, many higher education institutions now offer hospitality and tourism (H&T) programs. However, a steady decline in the number of students entering higher education has increased competition within the sector. This study identifies the factors that influence students’ decisions when selecting H&T programs. Focusing on Southern Thailand, 29 selection factors were examined through a survey of 539 grade 12 students. Factor analysis revealed three key dimensions: academic, non-academic, and career prospects. Academic factors significantly influenced program choice in most H&T fields, with the exception for airline programs, while non-academic factors strongly influenced all program choices. Career prospects, however, primarily influenced the selection of wellness programs. This study makes a theoretically contribution by adding new factors to existing dimensions and by highlighting regional differences between students from the South and those from other regions. In addition, the findings provide valuable practical implications for strategies and development to attract students to H&T programs.
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