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School Choice Factors Influencing U.S. Domestic and International Student Pilots’ Selections of Vocational Flight Schools
Abstract
As international civil aviation activities resume from the COVID-19 pandemic, along with fleet growth and high retirement rates for senior pilots, there is a concern about the industry’s capability in supplying sufficient numbers of competent professional pilots. In order to advance the industry’s recruitment, it is necessary to determine effective approaches that may attract prospective student pilots to flight schools. This study investigated how school choice factors influenced U.S. domestic student pilots’ selections of vocational, non-collegiate flight schools in comparison to international student pilots. The study data were adopted from a 2019 survey research, which included 157 domestic and 44 international participants. The participants were invited to rate how much influence various choice factors, including marketing approaches, relevant people, and institutional factors, had on their school choice decision-making. Key findings regarding marketing approaches revealed that word of mouth and media-based marketing approaches were significantly more influential for international student pilots. Whereas domestic student pilots seemed to prefer personal communication-based marketing approaches. With respect to the influence of relevant people, this study found that certain school members (i.e., flight instructors, current trainees, executive committee, and sales personnel) had a significantly higher influence on international student pilots’ school choice decisions than for domestic student pilots. In regard to institutional factors, it was found that both groups included the following factors as the key influencers: training quality, availability of flying opportunities, training costs, safety record of the programs, the overall reputation, length of time to complete program, reputation of flight instructors, scheduling flexibility, and training capacity. Moreover, international student pilots endorsed that institutional factors pertaining to school campus life had significantly more influence on their school selections than their domestic counterparts. Implications and recommendations were proposed. This study helps fill a gap in the current literature on vocational flight school choices.
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Since there is an expected shortage of airline pilots, civilian flight schools are shouldering the great responsibility of supplying a sufficient number of qualified airline pilots to the industry. This study aims to inform training schools on better understanding student pilots’ decision-making process in school selection in order to ultimately determine effective student pilot recruitment. Specifically, this study examined how various non-collegiate flight school choice factors (categorized into four themes: marketing promotion approaches, flight school features, training program features, and influencing people) affected school choice decision-making for student pilots. This study further examined how student pilot demographic variables affected school choice preferences. In addition, student satisfaction with their flight schools was evaluated. This study utilized quantitative methods. The study data was collected through random sampling and participants had to meet certain inclusion criteria. The survey instrumentation was adopted and modified based on the literature to meet content validity. In the end, 201 valid survey responses were included. Descriptive analysis, t-tests, as well as one-way ANOVAs and post-hoc tests were used to analyze the collected data.
According to the key findings, in regarding to the marketing promotion approaches, personal-based marketing promotion approaches were preferred by student pilots when choosing a flight school. The significant results indicated that website-based marketing promotion approaches were more influential to international student pilot school choice decision-making than their domestic counterparts. In pertaining to flight school features, student pilots rated training costs as the most important flight school feature affecting their school choice decision-making; however, the importance of financial aid received a below-average ranking. The significant results indicated that Part 141 school student pilots deemed flight school features more important when choosing a school than their Part 61 school counterparts, and campus experiences were more important for international student pilots’ school choice decision-making than their domestic counterparts. According to the key findings with respect to flight training program features, training quality and availability of flying opportunities were rated as the most important training program features affecting student pilot school choice decision-making. Overall, the average ratings of flight school choice factors demonstrated that training quality, availability of flying opportunities, training costs, safety records of the programs, and reputation of certificated flight instructors were ranked as the top five important factors affecting student pilot school choice decision-making.
When student pilots were asked who influenced them to select their school, school flight instructors and current trainee pilots were rated as the top two influences. Lastly, overall satisfaction for student pilots was primarily based on the school flight instructors, the training program quality, and training aircraft.
The research findings indicated that some of the factors influence the decision-making for student pilots in flight school selection differently when comparing with those derived from a general school choice reviewed in the literature. In this study, the student pilot school choice decision-making process was found to have a distinctive set of influential factors. In the end, practical implications and recommendations for future studies were proposed based on this study.
Technology Education or Technical Education (TE) is a key driver for the growth and development of a country and is essential input for national development and for strengthening of the industry, economy and ultimately improving the quality of life of the people. Rapid and drastic changes in economic growth are creating higher demands for TE. Most of developed countries witnessed economic growth with the promotion of TE in the country. There is a rapid growth of TE in last decade in terms of the no. of institutes and the intake capacity in India. However, there is noticeable gap in between the actual no. of enrollments and intake capacity of these institutes along with poor performance of institutes in terms of service provided specially by private institutions which resulted in enormous unemployment in India. This study is sought to investigate a perception and determination towards accessing TE with 11 P’s of Service Marketing Mix rather than traditional service marketing mix of 7 P’s. The study discloses different approaches by the service providers (institutions) and service consumers (students) to TE in terms of 11 P’s of marketing mix; program, price, place, promotion, people, physical evidence, process, and additional P’s; performance, position, pleasure and pointing-out. Findings of the study will be useful for the institutes, government and direct or indirect service providers of TE in developing an effective strategic plan through 11 P’s, that will not only boost TE in terms of quantity but also improve quality and performance of the service providers. A quantitative research survey through a structured questionnaire for the students who are studying or have recently completed their TE in engineering, pharmacy and management from the institutes affiliated to the North Maharashtra University, Jalgaon was conducted. The survey is delimited to the TE belonging to North Maharashtra University, Jalgaon and Khandesh region of India.
This study investigates the influence of word-of-mouth (WOM) on consumers' attitudinal ambivalence in the context of higher education decision-making. Construal level theory (CLT) is combined with attitudinal ambivalence literature to generate hypotheses about how different types of WOM (i.e., praise and activity) received during the decision-making process reduce attitudinal ambivalence. The subsequent consequences of attitudinal ambivalence for decision-making are also studied. A two-wave survey of applicants to international higher education programs is used to test the hypotheses. This study contributes to the ambivalence literature by showing that different types of WOM information reduce attitudinal ambivalence depending on the temporal closeness of a choice and the consumption of a service. The findings have implications for the management of attitudinal ambivalence and WOM throughout the consumer decision-making process and consequently for assisting consumers in making choices.
Purpose
– The purpose of this paper is to systematically document, scrutinise and critically analyse the current research literature on higher education choice to: establish the scope of the studies; map the factors associated with choice; identify the key strengths and weaknesses in the research literature; critically analyse the extant research and make recommendations for further research in this field.
Design/methodology/approach
– The authors conducted extensive searches of relevant and education and management databases. The search is limited to publications between 1992 and 2013 and is intended to cover national and international research. The review is based on 75 papers which focus on institutional choice, assembled on an Excel database (45 surveys, 13 secondary data studies, one experimental study, two longitudinal studies, 11 qualitative studies and three studies that use both qualitative and quantitative techniques).
Findings
– Results are presented under thematic headings which emerged from the analysis: first, demographics and academic factors; second, factors which relate to the institution: quality, outcomes and benefits, facilities, and characteristics of institutions. Finally factors which affect both the institution and the students: price and price sensitivity, information and information sources, and travel and geographical factors are considered.
Originality/value
– Comprehensive analysis of prior research in the field of institutional choice is long overdue. Theoretical models for future research are presented as a result of the findings.
Over the next 20 years, the United States airline industry is expected to hire in excess of 95,000 pilots. This hiring will be the result of new aircraft growth, pilot retirements, and pilot attrition from the industry for reasons other than retirement. In addition, government regulations may also cause an increase in the number of new pilots required. Given this increased demand, will there be enough new pilots to ensure a long-term and continuous supply? The purpose of this research is to examine the supply and demand for US airline pilots. Several new considerations are having an impact on future supply and demand of airline pilots including cost of training, growth, retirement, regulatory changes, and slowing supply of military pilots. The methodology provides an empirical analysis of the pilot labor supply in the US. A multivariate regression model was developed to forecast demand. To explore supply, a variety of data sources have been included and a survey was implemented. The results of the study indicate that the US airline industry will experience a shortage of approximately 35,000 pilots for the 2013 to 2031 time period. The impact of the shortage on regional and major airlines is examined. Possible solutions are discussed.
International students entering postgraduate courses in Australian universities encounter numerous challenges in their new environments. Many relate to the academic literacy and pedagogical practices in the English-speaking academic environment, which international students time and again have reported assume local linguistic and cultural knowledge and can result in feelings of disengagement and a sense that their own knowledge and experiences are undervalued. These practices are often associated with the notion of a native-speaker norm in the English-speaking academy, which exercises tacit power in pedagogy and assessment. Here, we identify the perceptions of international students with whom we have worked in our teaching and our research, which illustrate the impacts on their self-identity and self-esteem as they operate in unfamiliar linguistic and cultural environments. We identify essential principles for teaching and learning environments which students believe can help them to engage more actively in respectful conversations promoting learning for all. We focus on the personal impacts for international students of operating in new academic cultures, and seek ways of promoting dialogic, multivoiced learning spaces for all participants.
Purpose
The purpose of this paper is to present a new marketing mix based on MBA students' attitudes and opinions towards the marketing initiatives of business schools in South Africa. The post‐graduate business education market is, and increasingly, getting more aggressive in their efforts to attract students on to their flagship degree, the MBA. The traditional marketing tools historically grouped into 4Ps (product, price, place and promotion), 5Ps (adding people) and 7Ps (adding physical facilities and processes) may be wanting in this market.
Design/methodology/approach
The approach taken was a quantitative survey of students registered at state subsidized universities in South Africa.
Findings
The factor analysed data showed seven quite distinct underlying factors in the marketing activities of these business schools, some covering the same elements of the traditional marketing mix: people, promotion, and price. There were, however, four different elements: programme, prominence, prospectus, and premiums.
Research limitations/implications
While the survey included only MBA students from a sample drawn in South Africa, the study does highlight the fact that the traditional services marketing mix may not be as useful to the higher education sector as it might have been originally thought.
Practical implications
The development of marketing strategy may be better served by this 7P model rather than the services mix.
Originality/value
This paper presents the underlying factors that form the basis of a new marketing mix specifically for MBA recruitment.
To try and understand the factors which influence student satisfaction in higher education, as well as consequences of it, this study tests an explanatory model of student satisfaction in higher education. The model was tested through the utilization of structural equations and showed that the variable which has the most influence in student satisfaction in higher education is the variable – image followed by value and afterwards quality perceived. The conclusions of this study also mention the existence of a negative influence from the variable – expectations. It was also noticeable that the main consequence of satisfaction was student loyalty caused by word of mouth from student to student.
Fuelled by globalisation, the internationalisation of higher education in Canada is happening at a rapid pace. One manifestation of internationalisation is the increasing enrolment of international graduate students in Canadian institutions. Many of these students face challenges and barriers in integrating into Canadian academic environments including isolation, alienation, marginalisation and low self-esteem. This case study investigates a programme at a large Canadian university intended to help international graduate students with their adaptation to an unfamiliar academic environment. The research shows that the programme was successful in creating a transnational learning space where international students developed a sense of belonging, increased cross-cultural understanding and raised awareness about global issues. More importantly, it helped international students with their integration into a Canadian learning community. The findings have important implications for the development of programmes to provide appropriate levels of support for international students and for building internationally inclusive campuses.
Purpose
The purpose of this paper is to evaluate the needs and aspirations of international students studying at a comprehensive university campus in the USA in comparison to domestic students represented by factors that drive students’ college choice.
Design/methodology/approach
The study opted for a survey design through questionnaire and employed descriptive and inferential statistics to assess differences between international and domestic students.
Findings
Findings suggest that international students are different from domestic students on seven choice factors: on-campus housing, recommendation from family, academic reputation, reputation of faculty, participation in intercollegiate sports, printed material or video and need-based financial aid.
Research limitations/implications
The study was conducted at a four-year comprehensive public university campus in California. Findings and conclusions may be relevant only to such context.
Practical implications
International and domestic students have different preferences and their college choices are affected to different degrees by the varying choice factors. Education administrators and policy makers can have targeted strategic marketing plans that are responsive to the different types populations’ needs.
Originality/value
This is the first study that compares international students’ to domestic students’ needs and aspirations when choosing a university campus.
Higher Education Consumer Choice provides a comprehensive and highly focused critical analysis of research on HE consumer choice behaviour in the UK and around the world. Ideal for students, scholars and marketing practitioners interested in consumer choice and behaviour in higher education markets, the book explores the background and context to research on HE choice including globalization, changing supply and demand, fees and costs, and concerns about social disadvantage. Focusing on personal factors that influence consumer choice, group aspects of consumer behaviour such as cultural and ethnic differences, as well as theoretical and research models, this book is designed to stimulate new debate and criticism of HE consumer choice.
This study sought to contribute to an understanding of the factors influencing college choice of students entering university-affiliated flight programs. Specifically, the study investigated college characteristics, information types, sources of influence and recruitment programs and strategies to determine the level of importance and influence each construct had on the college choice process. ^ This study was conducted at the College of Technology and Aviation at Kansas State University during April 2003. A survey questionnaire was developed based on a review of the literature and administered to 147 students enrolled in the Airway-Science Professional Pilot program to determine what factors influenced a student's decision to enter the flight program. Survey data was analyzed using a variety of descriptive and inferential statistics to determine if differences existed among students by family income, gender, residency status and academic ability. ^ Twenty-eight univariate analysis of variance were conducted for each of the independent variables in the study. The dependent variables consisted of academic characteristics, financial considerations, flight program characteristics, fixed college characteristics, information sources, sources of influence and recruitment programs and strategies. There were no significant findings between any of the variables in the study. ^ Academic program characteristics and flight program characteristics were considered most important to the students in the sample. In addition, the importance of the campus visit in the college search process was confirmed. This is congruent with current college choice research. Findings suggest the web has increased in importance as a recruitment strategy and is considered nearly as influential as printed pieces in the recruitment funnel. Recommendations and implications for enrollment management professionals associated with university flight programs are provided.
This article outlines a method for selecting pilot candidates for Ab Initio flight training at a North American flight training unit (FTU) serving the Chinese market. Over the past 4 years the FTU has developed and implemented a ground-school-based method of assessment and selection for Chinese candidates. The method was developed in response to the lack of reliable and affordable assessment materials available for flight training candidates whose first language was other than English. Development, implementation, and the effects of assessment on the early hours of Canadian ground school are described.
This article presents a model of the influences affecting prospective students' college choice. Additionally, it reviews recent research relevant to one aspect of the model, the influence of printed materials on students' college choice.
Colleges of agriculture continually struggle with declining enrollments, creating a need to improve recruitment efforts and utilize financial resources more efficiently. Administrators have questioned the value of recruitment efforts that target agricultural youth organizations such as FFA. This study examined recruitment efforts as they relate to the college-choice decisions of former FFA members and non-members entering a college of agriculture. Results showed no notable difference existed in academic performance between former members and non-members of FFA. Differences did exist when examining the racial composition of the two groups. When examining recruitment practices, nearly 75% of former FFA members participated in events on campus compared to only 23% of matriculants with no FFA background. Furthermore, on- campus recruitment programs were used by nearly 50% of the FFA group compared to fewer than 30% of non-FFA members. University and Departmental websites played a more important role for non-FFA members. Findings suggest that web-based information is critically important to prospective students. Agriculture teachers played a more prominent role than parents among former FFA members. The researchers concluded that agriculture teachers can be very influential when equipped with current and accurate information about colleges of agriculture and potential majors for students to consider.
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