Marketing Strategies in the Decision-Making Process for Undergraduate Choice in Pursuit of Hospitality and Tourism Higher Education: The Case of Hong Kong

ABSTRACT This article investigates the decision-making factors for pursuit of hospitality and tourism Bachelor’s degrees from a consumer behavior perspective. Based on the 5-stage decision-making process model, the 7Ps of the marketing mix were examined. Qualitative in-depth semi-structured group interviews with Hong Kong students were conducted using NVivo and the Framework Method. The findings show that marketing strategies can act as supporting and facilitating tools in attracting more potential students. Higher education institutions can promote their programs by helping students to visualize their future careers in the hospitality and tourism industry.