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The purpose of this paper is to explore the perceptions of 46 hotel management students from four leading private hotel management schools (PHMS) in Australia on their decision in choosing a PHMS over a traditional public university.

Employing the theory of planned behaviour as a theoretical framework, the qualitative interview data identified ten key attitudes, four reference groups and four perceived difficulties as potential motivators of students deciding to enrol in PHMS.

This paper identified reputation of school and industry placement opportunities as key attitudinal items shaping students’ decision-making process. With regards to important social groups, education agents and family were key reference groups. In relation to perceived difficulties, students reported tuition and living costs, and far distance from home as key barriers in their decision to study at PHMS.

The sample draws upon students from a single state, New South Wales, Australia and this limits the generalisability of the authors’ findings. This study also excluded students from Australian public universities who may hold different perceptions towards studying at a PHMS.

The findings have important implications for hotel schools to improve their curriculum designs and embed practical hands on the learning experience of their students. Marketing agencies can also use these motivational attributes in developing effective marketing campaigns to increase enrolment figures.

This framework has proven to be useful in helping marketers understand various underlying motivational factors to attract prospective students to enrol in private hotel management schools.

The COVID-19 pandemic has seen a growing emergence of “quarantine hotels” that provide accommodation to guests who are mandated to self-isolate for 14 days upon entry to a country to prevent the spread of virus. Why are young hotel workers willing to endure relatively poor working conditions and expose themselves to dangerous COVID-19 workplace environments? Perhaps, the opportunity to participate in meaningful work is the prime motivator for hotel workers who choose to work in quarantine hotels. This study aims to investigate the motivations that young hotel employees hold towards working in a potentially dangerous hotel workplace.

Using personal interviews, this research explored the antecedents behind Generation Z employees’ (n = 42) actual behaviour towards working in quarantine hotels through the lens of the extended theory of planned behaviour (TPB) model (attitudes, subjective norms, perceived difficulties and meaningful work).

Results revealed that meaningful work such as making the world safer and going beyond the call of duty was a key motivating factor behind a willingness to work in quarantine hotels. Hotel employees also viewed working in quarantine hotels as exciting but dangerous, and the support from their family nuclei was seen as a key underlying motivator.

The key implications are the image of the hospitality industry in terms of professional identity to be an industry that is respected by society given the high-risk work environment with increased exposure to COVID-19. Even though Generation Z still see some long-standing negatives in hotel work such as long hours and emotional challenge, it is positive to know that there are contexts in which they can have more pride and meaningfulness from their jobs.

To the best of the authors’ knowledge, this is the first paper to examine Generation Z hotel workers’ motivations to work in quarantine hotels. A key theoretical contribution to the body of knowledge is the extension of the TPB framework with the additional meaningful work variable.

This paper aims to propose a conceptual framework to bridge the gap between the dimensions of brand equity (brand awareness, brand association and perceived quality) and the purchase intention of transnational higher education.

The paper revisits and critically reviews the concepts of marketing in higher education, brand equity, and self-congruity as well as related past studies.

Several past empirical studies concluded that the dimensions of brand equity have been unable to significantly influence purchase intention. The review and synthesis of the literature have supported the feasibility of self-congruity to mediate the relationship, thus closing the gap. This study has been able to extend the self-congruity concept into external and internal self-congruity to fit the context of this study which is transnational higher education choice.

Focusing on a developing market of Indonesia, it is anticipated that the proposed model will assist the future research in branding of transnational higher education. It was hypothesized that educational brands that are congruent with prospective students' self-image both externally (from the perception by the reference group) and internally (from the perception by themselves) will be more likely to yield positive purchase intention. As a result, this study adds to the current body of knowledge in the field of transnational higher education choice which was found to be lacking.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Index by subjects, compiled by K.G.B. Bakewell covering the following journals: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Index by subjects, compiled by K.G.B. Bakewell covering the following journals: Facilities Volumes 8‐17; Journal of Property Investment & Finance Volumes 8‐17; Property Management Volumes 8‐17; Structural Survey Volumes 8‐17.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐17; Journal of Property Investment & Finance Volumes 8‐17; Property Management Volumes 8‐17; Structural Survey Volumes 8‐17.