Marketing and recruiting efforts used in hospitality education graduate programs: perceptions of effectiveness and influence in selection of graduate program
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Two surveys were mailed to administrators and students of 23 identified graduate programs of hospitality education. Response rates of 87% and 47%, respectively, were achieved. A five-point rating scale (5 = very effective, 5 = very important) was used in both surveys;A profile of currently enrolled graduate students and characteristics of graduate programs of hospitality management were identified. Administrators identified the population of graduate students as 53% female, 52% international and 93% master's level. Of the 87 student respondents, 55% were female, 30% were international, and 86% were enrolled in master's programs. Less than half of master's level students had managerial work experience. Most respondents planned to seek employment in the commercial or institutional sector of the hospitality industry. One-third had earned bachelors degrees in non-hospitality fields of study. Selection criteria most frequently used by graduate programs were undergraduate GPA, GRE or GMAT test scores, and letters of reference;Perceptions of program administrators and students of the effectiveness of practices used before and after student inquiry into a program were compared. Significant differences were found for only 2 of the 15 practices used before and none for the 18 practices used after student inquiry;Factors ranked by students as important in final selection of graduate program and selected attitudes and values were compared between students grouped by characteristics of gender, level of study, and citizenship status. Students considered career advancement, personal satisfaction, and departmental reputation as the most important factors in selection of graduate program, and attitudes and values concerned with economic rewards and security as more important than altruism, aesthetics, and cultural identity. Significant differences for ratings of importance of factors used in final selection of a graduate program and of selected attitudes and values existed amongst the three student groupings.