Communication Influences among Gen Z Students Enrolled in B.Sc. Hospitality Programs: Implications for Marketing Strategies in NCHMCT-Affiliated Institutes
DOI:
https://doi.org/10.48165/pjhas.2026.12.1.6Keywords:
Generation Z, hospitality education, enrolment decisions, NCHMCT, communication channels, communication content, institutional credibilityAbstract
Background: This study focuses to address the issue of the changing admission patterns in NCHMCT colleges and to develop an evidence-based marketing strategy. Objective: This research investigates the communication influences affecting the enrolment decisions of Generation Z students within NCHMCT- affiliated hospitality institutes in India. Methodology: Employing a quantitative, cross-sectional design with a sample of 409 students chosen through purposive sampling method. Research has included different IHM across India (i.e. Mumbai, Hyderabad, Silvassa etc) affiliated by NCHMCT. The study evaluates the impact of digital, interpersonal, and institutional communication channels with the help of a self-administered structured questionnaire consisting 23 close-ended questions. Jamovi has been used as a data analysis tool. Descriptive statistics, Pearson’s correlation and multiple regression analysis has been run to analyse the data. Results: Descriptive and correlation analyses reveal that while digital platforms are essential for initial awareness, institutional communication credibility and experience-based content—such as placement data and student testimonials—are the strongest predictors of enrolment decision satisfaction (R²= 0.581). Results demonstrate that Gen Z students prioritize authenticity and transparency over traditional promotional messaging. The findings suggest that while interpersonal influences from family and peers remain significant in the Indian context, institutional trust acts as the primary decisive factor. Conclusion: The study concludes that hospitality institutes must adopt an integrated marketing strategy that balances digital reach with high-credibility, outcome-oriented content to optimize recruitment. These insights provide an effective framework for administrators to enhance institutional positioning in an increasingly competitive educational marketplace.References
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