Exploring the Factors that Influence the Hospitality and Tourism Management Students’ Choice of Higher Education Institution: A Survey-Based Analysis / Philippines

This study explores the factors influencing hospitality and tourism management student’s preference of institution of higher learning in Bulacan, Philippines. In a descriptive- correlational design, the research aimed to identify and analyze key determinants to improve educational offerings and attract potential students. Data was gathered using standardized questionnaires administered to representative samples. . A survey of 353 hospitality and tourism management students using purposive sampling combines random sampling from the top 5 higher education institutions in the Philippines, published in the 2024 uniRank university ranking of 19 Central Luzon institutions of higher learning. Quantitative data was gathered through self-made questionnaires and analyzed using descriptive statistics and correlational analysis. The findings reveal that the cost of education, standard of education, learning resources, institutional reputation, and social influences hold significant weight in a student’s decision-making process. These insights hold valuable implications for HEIs seeking to attract and retain HTM students. Additionally, enhancing scholarship offerings, upgrading facilities and improving digital presence may further increase institutional appeal. Moreover, the results can serve as benchmark for other institutions across ASEAN regions, promoting cross-border collaboration to strengthen tourism education and workforce development in Southeast Asia. Participants were fully informed about the study, assured that their responses would remain confidential, and reminded that joining was completely voluntary.