Assessment of factors influencing preferences of college freshmen for tourism and hospitality management courses in selected private schools in Iloilo City

Abstract

This study examines the factors that affect the choices of first-year college students who select Tourism or Hospitality Management in Iloilo City. It looks at student backgrounds, course preferences, and influences from relatives, friends, prior course knowledge, school standing, and economic aspects. The research team obtained data from 200 pupils at four major colleges: Central Philippine University, John B. Lacson Foundation Maritime University– Molo, PHINMA University of Iloilo, and St. Therese – MTC Colleges – La Fiesta Site. A detailed statistical analysis included average values, standard deviations, and non-parametric methods such as the Mann-Whitney U and Kruskal-Wallis H tests. Results showed that students highly valued all examined aspects—family influence, peer pressure, and the reputation of educational institutions. The study discovered various influential factors in students' educational choices. Family influence, peer pressure, and institutional standing emerged as main priorities for the participants. Male and female students exhibited distinct preferences regarding course familiarity and economic factors. However, a student’s high school specialization or household income did not significantly affect their priorities. The data highlight how these aspects shape students' career paths. The results lead to specific recommendations for colleges, parents, learners, employers, and future researchers. The analysis is grounded in three established frameworks: Holland's Vocational Choice Theory, Expectancy-Value Theory, and Social Cognitive Career Theory (SCCT). These theories provide valuable insights into how Tourism and Hospitality Management students in Iloilo City make their career decisions.