What Contributes to the Intention of Tourism Majors in Korea to Acquire Foreign Language Skills?

Graduates with strong foreign language skills (FLS) have an advantage when applying for a job. Underpinned by the theory of planned behavior, this research aimed at examining influences on the intentions of tourism majors in a Korean university to acquire FLS. A first survey was conducted with 256 students who had completed two or more semesters in the program. A second survey was administered with 134 students who had newly entered the program. Overall, the attitudes and subjective norms were found to be significant contributors, while behavioral control appeared to be less influential in regard to the students' intentions to acquire FLS. Different interventions to influence the students' intentions to acquire FLS should be considered based on the students' enrollment periods. Effects can be larger on students within certain enrollment periods if interventions are targeted at normative beliefs, while effects may be larger on students who are new to the program if interventions highlight control beliefs.