| Summary: | 碩士 === 國立屏東科技大學 === 技術及職業教育研究所 === 100 === The purpose of this study was to understand the behavior intentions of the students majoring in Hospitality Management Department based on Theory of Planned Behavior. This study used the questionnaire method to collect data. The population of the study was the students of the Hospitality Management Department in Southern Taiwan. 525 questionnaires were randomly distributed. 95.24% (N=500) of the questionnaires were returned and usable. The analysis methods included describing statistics, distribution percentage, t-test, one-way ANOVA and stepwise multiple regression analysis. This study has come to the following conclusions:
1. The students have a moderately high level of attitude towards, subjective norm of, perceived behavioral control of, behavioral beliefs multiplied by evaluations of outcomes of, control beliefs multiplied by perception of convenience of, and behavioral intensions of entering the hospitality and tourism areas. Their hold a moderately low level of normative beliefs multiplied by motivations of entering the hospitality and tourism areas.
2. The students have significant differences in the level of attitude, which
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depends on different grades, off-campus intern experiences, experiences of part-time jobs, and professional licenses.
3. The students have significant differences in the level of subjective norm, which depends on different grades, off-campus intern experiences, and professional licenses.
4. The students have significant differences in the level of perceived behavioral control, which depends on different off-campus intern experiences, and professional licenses.
5. The students have significant differences in the level of behavioral beliefs multiplied by evaluations of outcomes, which depends on different grades, socio-economic status, off-campus intern experiences, and professional licenses.
6. The students have significant differences in the level of normative beliefs multiplied by motivations, which depends on different types of universities, grades, socio-economic status, off-campus intern experiences, and professional licenses.
7. The students have significant differences in the level of control beliefs multiplied by perception of convenience, which depends on different grades, socio-economic status, off-campus intern experiences, experiences of part-time jobs, and professional licenses.
8. The students have significant differences in the level of behavioral intensions, which depends on different types of universities, grades, and off-campus intern experiences.
9. Attitudes, subjective norms, perceived behavioral control, behavioral beliefs multiplied by evaluations of outcomes, normative beliefs multiplied by motivation, and control beliefs multiplied by perception of convenience can significantly predict behavioral intensions.
Based on the findings above, some suggestions are given to schools, students and further researchers to refer to.
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