PREFERENCE OF FOREIGN STUDENTS AMONG SELECTED

UNIVERSITIES IN THE CITY

A Research Proposal Presented to

The Faculty of the College of Hospitality and Tourism Management

College of Hospitality and Tourism Management

In Partial Fulfillment of the Requirements for the Degree

BACHELOR OF SCIENCE in HOSPITALITY MANAGEMENT

By:

Herald H. Fuentes

Chayzel Mae M. Villanueva

Marie Christine E. Quinque

Matthew L. Binato

July 2017

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 PREFERENCE OF FOREIGN STUDENTS AMONG SELECTED

UNIVERSITIES IN THE CITY

Abstract
Education is the knowledge that we can get in attending a school or university. It is about learning
new things. It is about discovering new ideas and developing the way we think. Education is a very
important thing that every person must have but not all can afford to have it. We believe that
education is the key in achieving our goals. It is every parent dream that their child will become
educated because it is the only thing that they can give their child or children that no one can ever
steal.
People from all over the world find education as a vital part of survival, with the ever-growing
technology and globalization, Education is very important to a point that some acquire it overseas
for a more intensive and detailed learning. This is where Philippines takes place. In Asia,
Philippines is considered an English-speaking country. In some of the world map, it is included
already that Philippines uses English and Filipino as its major languages. For this reason, foreign
students flock in here. In Baguio City alone, it is very evident that if you go walk along Session
Road, you will see foreign students everywhere. Why? Mainly Because of education.
The researchers aim to determine the reasons why foreign students have chosen to study here in
the Philippines especially in Baguio City and what are their preferred University and why did they
choose it. The researchers have chosen three Universities to conduct this research. These are
University of the Cordilleras, University of Baguio and Saint Louis University.
This study will use quantitative measures in determining the number of foreign students enrolled
in the 3 chosen universities. The researchers will used random sampling and got 30 samples from
the total population of foreign students in each university.

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 CHAPTER 1:
INTRODUCTION

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 Education is the passport to the future, for tomorrow belongs to those who prepare for it
today - Malcolm X

I. INTRODUCTION

Background of the study

Education is the act or process of imparting or acquiring general knowledge, developing

the powers of reasoning and judgment, and generally of preparing oneself or others intellectually

for mature life, (http://www.dictionary.com/browse/education).

For some people, education is a result of good upbringing especially knowledge of correct

social behavior towards what environment that they have. You may acquire knowledge from an

institution that has higher learning. Providing good facilities for teaching and research. It can also

be a tool to help students once they graduate and when applying for their future job or work.

The decision to enroll in a certain course of a higher education institution is important in

an individuals life because during these university years ones future career is built. Therefore,

when planning regarding to a future university, some factors may be considered. Parents have a

great influence on their childrens enrolment at a certain university. Some factors are the location

of the university, the study program and the reputation of the higher education institution. Some

students consider popularity of the university they are enrolling into.

A newly industrialized country and emerging market in Asia, the Philippines has welcomed

an increasing number of international students in recent years, and is also a popular tourist

destination not surprising when you look at those tropical, sunny beaches. However, the

Philippines has more to offer than an attractive coastline; those who study in the Philippines will

be able to explore its fascinating mix of Islamic, Malay, Spanish and American influences on

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Filipino culture. Not only is the Philippines a beautiful country, it also has one of the best higher

education systems in Asia, ranked 46th in the first edition of the QS Higher Education System

Strength Rankings. Offering the opportunity to study in English at an affordable cost, the

Philippines attracts over five thousand international students a year from across the globe, with

most coming from other countries in East Asia. There are almost 2,300 higher education

institutions in the Philippines, the majority of which are private. Many universities are affiliated

with Roman Catholicism, which reflects the countrys colonial past. Of the public institutions

funded by the government, the national university, University of the Philippines, receives the most

funding, (https://www.topuniversities.com/where-to-study/asia/philippines/guide)

In the Philippines, nowadays, many universities are accepting foreign students to be part

of their institution. As a Filipino, you wonder why foreign students come here just to study despite

of the fact that they have better universities in their own country. There are world-class universities

in the world such as Harvard, Stanford, and Cambridge University. What are the reasons then why

foreign students enrolled here in the Philippines?

As Southeast Asia prepares for ASEAN integration, more people will be crossing borders.

These include students. This is one reason the schoolyear in some universities will open later than

usual, (http://news.abs-cbn.com/video/global-filipino/03/03/15/why-more-foreigners-will-study-

philippines)

Here in Baguio City, there are universities which are well-known for their academic

performances and their excellent methods of teaching that are by far considered to be of

international standards. These Universities include University of the Cordilleras, University of

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Baguio and Saint Louis University. These institutions are also popular for having many foreign

students enrolling in them.

Saint Louis University (SLU) is regarded as one of the Philippines' respected and leading

educational institutions that has grown with the demands of the current and future environments

for its students and faculty alike. Around two hundred fifty kilometers north of Manila lies Baguio

City, known to be the "Summer Capital of the Philippines" that enjoys temperate climate all year

round. From a village resort established by the Americans, Baguio has become the Northern

Philippines' center of business and commerce as well as the center of education. Saint Louis

University has played a pivotal role in the evolution of the City into a center for learning in the

North. Today, SLU is the largest university north of Manila with more than 30,000 students from

the elementary, high school and college levels. Its reputation for excellence attracts students and

scholars not only from the Philippines but from other countries as well. It has sustained itself since

1911 to become one of the top centers of academic excellence in the Philippines that meet

international standards in tertiary education, (http://www.slu.edu.ph/index.php/facts-and-figures)

Since its foundation on August 8, 1948, the University of Baguio (UB) has steadily made

a name for itself as one of the summer capital's biggest universities with an average student

population of 15, 000. UB was granted an Autonomous Status by the Commission on Higher

Education on March 11, 2009, the first non-sectarian university in CAR to be granted such. This

makes UB among the select 42 private higher educational institutions granted an autonomous

status out of 2,000 throughout the country. Constantly abreast with the latest trends in its various

fields of specialization, UB prepares its students for the ever-competitive world of work that awaits

them after college. Its competent faculty, cutting-edge facilities, harmonious family culture,

healthy campus politics, and wholesome intra-school competitions perfectly complement the cool

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climate of the country's summer capital, making learning fun and worthwhile. The University of

Baguio welcomes students from all walks of life, races, and beliefs. Through its more than six

decades of existence, UB has nurtured generations of students from Baguio City, the greater

Cordillera region, the rest of the country, and at least 19 foreign nations,

(http://www.ubaguio.edu/index.php/about-ub/ub-at-a-glance.html)

The University of the Cordilleras (UC) is a private university in Baguio City, Philippines.

The school is in the heart of the city, near Our Lady of Atonement Church (the Baguio Cathedral),

hotels, restaurants, and shopping malls. It has Autonomous status and is an ISO certified

university, formerly known as Baguio Colleges Foundation (BCF). Baguio Colleges was founded

on June 19, 1946 by Atty. Benjamin R. Salvosa and his wife Evangelina D. Salvosa. BC was the

first higher learning institution in this highland city after World War II. This milestone inspired

the creation of Baguio City as the education center of the north. The college started with 156

students in teacher training and liberal arts at rented spaces in the Arevalo and the Antipolo

buildings along Session Road. The founders converted the college into a foundation as Baguio

Colleges Foundation in 1967, providing access to more students in the region and the whole

country. In 2003, the school became the University of the Cordilleras (UC), extending its services

in three core areas to teach, to research, and to give back. The university has grown to a complex

of 10 colleges, collectively offering over 40 certificate, tertiary, graduate, and post-graduate

programs, including a laboratory school for pre-school, grade school and high school, catering to

around 2 students from the Cordillera Administrative Region (CAR), and other regions of the

country and overseas.

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 The researchers had chosen foreign students as respondents because they have observed

that their population is growing rapidly here in Baguio City and other parts of the Philippines. It

is relevant for the researchers to find out the preferences of the current foreign students now so

that they will be able to capture more of them who are not yet enrolled in the university and those

who are yet to come. Another reason is that, foreign student pays additional fees to the university

compared to those local students. Lastly, the growing population of foreign students can be

considered new target market of the university therefore knowing their preference and reasons

behind it is important.

A lot of foreigners intend to go and want to continue their education across country. They

think that other countries especially the Philippines provide more standard of education as

compared to their own. And they know that education in the Philippines is cheaper and affordable,

(Ngolob, 2008)

While millions of Filipinos are too poor to even finish basic education, tens of thousands

of foreigners are flocking to the Philippines to study, saying the costs of education in the country

are relatively cheapand life can be fun and easy. It was cost effective for me, said medical

student Dike Edward Ikechukwu, a Nigerian, who is the president of the 605-member foreign

students organization at the 400-year-old University of Santo Tomas (UST). I would have spent

so much more in the United States for the same quality of education, Ikechukwu said. A four-

year degree course in the Philippines costs between $1,000 and $2,500 a year, significantly cheaper

than in the United States, for example, where one could spend more than $30,000 annually,

educators say, (Philippine Daily Inquirer, June 02, 2011)

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 According to the Bureau of Immigration and Deportation (BID), the estimated 10,000

foreign students in this mountain resort 250 kilometers north of manila are contributing greatly for

the sustenance of the city's excellent tourism industry because each foreign student spend an

estimated 100 dollars a day in food, lodging, school fees and entertainment. (Ngolob, 2008)

Local schools and universities have at least 2,000 korean students, not counting the various

schools and English language tutorial centers that have mushroomed in the city. (Ngolob, 2008)

II. Statement of the Problem

This research would like to find out the correlation between the foreign students and their

preferences in terms of choosing among the selected universities in the city of Baguio.

The researchers would like to investigate if there is a correlation between the type of

foreign students and their university preferences?

III. Objectives of the Study

This research about education of foreigners is the focus of this study. The Researchers aim

to determine the reasons why they have chosen to study here in the Philippines especially in Baguio

City.

The objectives of this research are first, help our University to find out where does it stand

in terms of competitiveness in educational excellence, what UC can do to improve and attract more

foreign students and to explain the importance of being a preferred university in the city specially

by students coming from different corners of the world.

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 Secondly, the researchers would like to identify which is the top preferred University in

Baguio by foreign students, the reasons why they chose it in terms of various preferences and the

strengths of this institution.

Thirdly, to distinguish Strengths and weaknesses of each university by considering how

these foreign students perceive their chosen university through methods of teaching, courses

offered, popularity, affordability, location and facilities.

IV. Theoretical/ Conceptual Framework

According to Shanka Tekle, Quintal Vanessa, And Taylor Ruth (2006) factors such as

academic reputation, variety of study programs, quality of education, campus location, cost, as

well as the opinion of other person are factors of maximum significance that influence the

students decision to enroll at a certain university.

Moreover, Beneke Justin and Human Gert (2010) have identified a series of factors which

exert influence on the process of choosing university. Among these are the following: the

geographic location, the reputation of the higher education institution, the level of the tuition

fees, the development of various social programs, the possibility to obtain a certain scholarship

and the recommendation from family or friends.

The characteristic- based college choice model (Chapman, 1981)

1. Domain of student characteristics: socioeconomic status, level of educational aspiration,

student type, and academic performance

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 2. Domain of external influences: an individual holding significant influences, fixed college

characteristics (availability of program, college cost, and location), and college recruiting

efforts.

Major factors influencing college choice

Academic program offering the most factor influencing transfer behaviors of

community college students (Anderson& Scholl, 1976; 2009; Monroe & Richtig 2002)

Affordability, high academic reputation, maturity, mobility, and competitiveness of

admission requirements may influence an individuals college choice (Anderson &

School 1976; Cowin, 2004)

Realigning their goals, effects from attendance at the initial institution, academic

performance, and academic climate (tweed, 1990)

College enrollment decisions are affected by the expected return on the college

education. College ranking/prestige has appositive effect on foreigners going decision

(Averett & Burton, 1996, Jacob, 2002)

Source: Ming Joseph Sia Kee (2010)- Institutional Factors Influencing Students College

Choices Decision in Malaysia.

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CHAPTER 2:
MATERIALS AND METHODS

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2. MATERIALS AND METHODS

Research Design

This research used quantitative method in determining the which among the three selected

universities is most preferred by foreign students in Baguio City and the reasons behind their

choice.

Population and Locale of the Study

The respondents of this study were the students enrolled in the three selected Universities

chosen by the researchers, University of Baguio (UB), Saint Louis University (SLU), and

University of the Cordilleras (UC) school year 2017 2018. There were 40 foreign students from

these respective universities. From 40 foreign students, the researchers randomly picked different

nationalities such as Koreans, Sudanese, Yemeni, Chinese, etc. The researchers gave them

questionnaires in their most available time such as breaks and during weekends.

Data Gathering Instruments

The instruments used in gathering information from the respondents were researchers-

made questionnaire. The questionnaire was the main tool used in determining which is the top

preferred university in Baguio City by the foreign students and the reasons behind their choices.

Data Gathering Procedure

The researchers floated the questionnaires to the foreign students and asked them first if

they are willing to participate in answering them. The researchers would sit beside the foreign

students and answer any questions from them if some of the questions are not clear to them. The

students also have the right whether to write their personal information for security purposes.

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Treatment of Data

To interpret the reasons behind the choices of the foreign students in selecting university

in Baguio, the table presented below was used

Question Number 1 which focuses on the reasons why they chose the university they are

enrolled in.

Preference Population Percentage (1-100%) Rank

Facility Out of 120 Students

Popularity Out of 120 Students

Courses offered Out of 120 Students

Location Out of 120 Students

English Proficiency Out of 120 Students

Methods of Teaching Out of 120 Students

Question Number 2 which focuses on who influenced the foreign students to enroll in the

university they are enrolled in.

Influence Population Percentage (1-100%) Rank

Parents Out of 120 Students

Friends Out of 120 Students

University Advertisement Out of 120 Students

Own Choice Out of 120 Students

Parents Out of 120 Students

Friends Out of 120 Students

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Question Number 3 which focuses on which is the most popular university in their home country

Popularity Population Percentage (1-100%) Rank

University of Baguio Out of 120 Students

University of the Cordilleras Out of 120 Students

Saint Louis University Out of 120 Students

Other Universities Out of 120 Students

Question Number 4 which focuses on what university do these foreign students really prefer.

Popularity Population Percentage (1-100%) Rank

University of Baguio Out of 120 Students

University of the Cordilleras Out of 120 Students

Saint Louis University Out of 120 Students

Other Universities Out of 120 Students

For all the questions above, this calculation will be used:

Variable x 100 = Answer

Constant

Example:
When the researchers try to calculate the popularity of University of Baguio based from
the 120 students on question number four, the result below shows that:
(Out of 120 Students) 30 X 100 = 25%
(Total Population) 120

25% out of the total Population of the random sample choose University of Baguio as the popular
University

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Appendices

Appendix A

UNIVERSITY OF THE CORDILLERAS

GOV. PACK ROAD BAGUIO CITY

COLLEGE OF HOSPITALITY AND TOURISM MANAGEMENT

QUESTIONNAIRE FORM

Name: (Optional)______________________ Date: ______________

University: _______________________________
Nationality: _______________________
Gender: _____________
Contact Number: (Optional)____________________

What is your preferences for the following? (Please check the box/ boxes for your appropriate
answer) You may check more than one.

1. Reasons why you chose the University that you are enrolled now

Facility Courses Offered Affordability Location

Popularity English Proficiency Methods of Teaching

Others: (Please specify) _________________

2. Who/what convinced or influenced you to enroll in this university?

Parents Friends University Advertisement Own Choice

Others: (Please specify) _________________

3. Have you heard of this University in your home country?

Yes If No (Please check what university you are already familiar with)

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 UC UB SLU Others:_____________

4. If you are given another chance to choose a different university, which one would you

enroll to? (Please check one)

UC UB SLU I would still choose the same

5. What University will you recommend to your friends, family and acquaintances in your

home country? (Please check one)

UC UB SLU I would recommend the same

6. Other factors that made you decide to enroll in this university?

______________________________________________________________________________

______________________________________________________________________________

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Appendix B

UNIVERSITY OF THE CORDILLERAS

GOV. PACK ROAD BAGUIO CITY

COLLEGE OF HOSPITALITY AND TOURISM MANAGEMENT

28 June 2017

The University Registrar

Saint Louis University

Dear Sir/Madam:

We are students from the College of Hospitality and Tourism Management, University of the
Cordilleras. We are conducting a study on University Preference of Foreign Students among
selected Universities in the City. In this connection, we would like to seek assistance from your
office that we be allowed to conduct a survey among the foreign students in your University.

The survey would last only about 10-15 minutes and would be arranged at a time convenient to
the students schedule (e.g. during break). Participation in the survey is entirely voluntary. All
information provided will be kept in utmost confidentiality and would be used for academic
purposes only.

Furthermore, may we request a copy of your foreign students statistics for this school year 2016-
2017.

Your approval to conduct this study will be greatly appreciated and a great help to fully achieve
our objectives.

Thank you.

Sincerely, Noted by:

Herald H. Fuentes
Chayzel Mae. M Villanueva Ms. Charlynne M. Buangan

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Marie Christine E. Quinque Research Adviser
Matthew Binato
REFERENCES

http://www.dictionary.com/browse/education

https://www.topuniversities.com/where-to-study/asia/philippines/guide

http://news.abs-cbn.com/video/global-filipino/03/03/15/why-more-foreigners-will-study-

philippines

http://www.slu.edu.ph/index.php/facts-and-figures

http://www.ubaguio.edu/index.php/about-ub/ub-at-a-glance.html

Ngolob, 2008

Philippine Daily Inquirer, June 02, 2011

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