The purpose of this study was to compare and to evaluate the television market segmentation suggested in Massey's 1997 study, to investigate the viewing habits of those potential community college students, and to look for the message that called them to action. Segmentation specifically refers to the difference in preferred call to action messages between directed students, lateopters and drifters. The demographics that make-up the college in this study (Meridian Community College) was of particular interest in determining the suggested segmentation. Research questions put forward in this study were: 1. What are the descriptive profiles of the respondents? 2. Is there a significant difference between late adopters and directed students in preferred messages for a call to action? 3. Is there a significant difference in the television viewing habits between the lateopters and the directed students? 4. Is there a significant amount of non-goal oriented students (drifters) to be considered in this study? Freshmen from 1000 level courses at Meridian Community College (MCC) were asked to fill out survey questionnaires. The survey included questions concerning demographics, “call-to-action” (to investigate MCC) preferences, media preferences and habits, and perceived goals. The descriptive profiles of Meridian Community College were found to be similar to those of the State of Mississippi and the City of Meridian. The division between directed students and lateapters participating in this study were found to be near equal, as were their viewing habits. Data from the study indicated an equal opportunity for exposure to MCC television advertisements by both groups. There was no statistically significant number of non-goal orientated students (drifters) found in the data analyzed from the survey. The “drifter” element of Massey’s 1997 study was not included in the final tabulations of this research. Television advertisement was listed more often than any other single activity as a preferred message for taking further interest in MCC. Although television was listed more often than any other activity, the impact of a positive reference by family and friends was the leading influence.

The hospitality industry continuously seeks to recruit available talents from a variety of sources in order to provide uniquely satisfying services to customers. This has become a more challenging task with companies expanding their business into markets where cultures are dissimilar to those of the US, and the customers are more diversified. Although various studies have discussed different aspects of recruitment, they have not examined the relationship between recruitment messages and cultural difference extensively. Additionally, the current understanding with regard to person-organization (PO) fit perception is limited as well. This study aims to investigate the influence of context orientation, which is defined as the level of information explicitness in the transmitted communications (Hall, 1977), on job seekers' preference for recruitment messages, PO fit, and job application intention. Measurement items were developed based on a review of the literature. Using a paper-based questionnaire, a total of 350 college students majoring in hospitality and tourism management from three universities located in US and Taiwan, were sampled. Factor analysis was employed to identify the underlying structure among measurement items. Overall, eleven factors were extracted: six factors measured context orientation, three factors measured recruitment messages preference, and two factors measured PO fit. Structural equation modeling and multiple regression analysis were then incorporated to examine proposed relationships between constructs. Results from the statistical analysis indicated the relationships between context orientation, preferences for recruitment messages, PO fit, and job application intention were all positively related. Additionally, individuals who exhibited the qualities of low-context orientation were found more likely to prefer recruitment messages that incorporated a higher level of detail, precision, and directness. However, the proposed theoretical model was validated with the US group only. This study did not find support with the Taiwan group and with both groups combined. The findings provided some insight into the study of recruitment in the hospitality industry and its relationship with cultural differences. Further, the managerial implications were explored and a discussion of both the limitations of and suggestion for future research were discussed. / Ph. D.

There is an ever increasing need to ‘Close the Gaps’ in higher education and increase college enrollment rates. Colleges have responded to this need through numerous recruitment efforts yet limited research exists on the successful components of model programs that have been established. This study explored components of College Connection, a nationally recognized recruitment initiative by Austin Community College. College Connection is geared toward increasing the college-going rate in central Texas by providing all high school seniors with the tools, support, and guidance to enroll in college. The research was conducted through a qualitative study of graduating high school seniors from two different high schools in central Texas. The study explored whether students were participating in the four ‘required’ components of College Connection, and if so, were the ‘optional’ and ‘recommended’ support services at each of the high schools being utilized. It was also important to examine which of the student support services offered on the high school campuses were most helpful according to students. Factors that students perceived were preventing them from participating in enrollment activities were also explored. Additionally, themes and recruitment strategies that emerged from the qualitative interviews were collected and used as suggestions to refine current practice. Background data on the participation rates, success, and retention of students who had participated in College Connection showed enormous progress in central Texas. This study, however, reaffirmed the idea that “students don’t do optional,” and it was essential to have students in all high schools participate in all of the enrollment steps. None of the participating students in this study attended any of the ‘optional’ evening or Saturday events held on their high school campus. The study went on to reveal that even the ‘required’ enrollment components at one of the high schools were not being required of all high school seniors. This prevented many graduating high school seniors from participating in enrollment activities and gathering college information as was intended. Furthermore, both high schools elected not to schedule any of the optional or recommended components the college had offered such as registration support, teleconferencing or campus tours. This study overall found that students who did participate in the required enrollment activities found the college support services to be extremely “helpful and informative.” It also became evident that the recruitment efforts at both high schools had begun to establish a college-going culture where students were familiar with college enrollment steps and terminology, and all but one student mentioned they would be pursuing higher education after high school graduation. / text

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