Corporate Image AffectingTourism and Hotel Students’ Motivation in Working at a Hotel in Mahasarakham Province

Abstract

This study aims to examine the relationship between corporate
image and the motivation in working at a hotel towards tourism and hotel
students in Mahasarakham province and to compare the attitudes of the tourism
and hotel students towards the hotel work motivation. The selected samples
were 400 tertiary students studying in Mahasarakham province. The study
was a quantitative research method by using a survey questionnaire to collect
data. Multiple Correlation Analysis and Multiple Regression Analysis were
used to test the hypotheses, and Independent T Test was applied to compare
the significances across demographic variables. The research findings indicate
that: corporate imagehas a positive relationship on the working motivation at
a hotel. Administration service quality was found to be the most influential
factor affecting the students’ motivation in working at a hotel, followed by
human resource development and recruitment, and organizational reputation
respectively. In addition, students with different years of study also viewed
the factors of working environment, salary and welfare, work progress, and
students’ attitude towards interesting job most important while students’
attitude towards interesting job was highly rated respectively. Different study
years of students were statistically significant at .05; for example, the second
year students rated the importance of work progress less than the third year
students