Attributes of hotel and restaurant management degree preferred by college students : a conjoint analysis

Abstract

The main purpose of this study is to determine the best combination of attributes of an HRM degree as preferred by the college students in terms of quantitative, non-experimental research design employing location, facilities, affiliation, accreditation, and instructors using Conjoint analysis. There were 300 respondents in the study selected through stratified random sampling. Data were gathered using a survey questionnaire consisting of 20 plan cards. Results of the study reveal that attribute of instructors claimed the highest importance value rating followed by affiliation, accreditation, location, and facilities. A conjoint model of located near their household or their homes; provides exclusive state of the art facilities, locally and internationally affiliated, accredited, and all faculty members are Master's degree holders was derived to help schools offering Hotel and Restaurant Management Programs improve their marketing activities. Keywords: management, hotel and restaurant degree, attributes, preference, conjoint analysis, Philippines