MOTIVATIONAL FACTORS OF TOURISM MANAGEMENT COLLEGE STUDENTS: EXAMINING THE ACADEMIC, PERSONAL, AND SOCIAL VARIABLES

This study, titled "Motivational Factors of Tourism Management College Students," employs a descriptive research design combined with quantitative data analysis to explore the motivations driving students in this field. A total of 266 respondents were randomly selected from a population sample of 216 tourism management students, utilizing both Google Forms and physical surveys. The survey included demographic profiles and motivational factors, with content validity established through expert review. Quantitative data were analyzed using SPSS software, employing mean scores and percentages for interpretation, while qualitative data underwent thematic analysis following Braun and Clarke's (2006) six-phase approach. The findings reveal a predominantly young, female student demographic, with many from low-income backgrounds and first-generation college families. Motivational factors were classified into relationships, effort, aspiration, cognition, and heart, with aspiration identified as the most significant, reflecting a strong drive toward future goal. Effort and heart also emerged as important, highlighting the influence of external rewards and personal satisfaction. While relationships and cognition were present, they were slightly less dominant. The study indicates that these motivational factors significantly impact students' academic, personal, and social experiences, shaped by environmental influences like online learning and support systems. It underscores the necessity for educational programs to address socio-demographic challenges and enhance career guidance. Recommendations include targeted financial aid, improved career support, and emotional support systems to bolster student engagement and success in tourism management programs. This multifaceted approach integrates intrinsic aspirations with supportive educational practices to improve overall student outcomes.