Abstract
The purpose of this study is the identification of perception and characteristics of foreign language training of university students majoring in hospitality management. The author performed factor analysis to extract dimensions of perception for foreign language training, followed by a cluster analysis based on factor results naming three classified groups. Three cluster types, namely one group preferring multi-purpose education, another group preferring language learning and cultural experience, the last group preferring no foreign language training. Finally, the multinomial logit model was applied to identify the market by considering the impact of independent variables on each of the segmented markets. As the result, some significant variables were identified and could be used to enhance strategic marketing initiatives.
