Exploring Alumni’s Intention to Engage in Nonmonetary Activities: A Cross-Generational Comparison Study

Abstract

ABSTRACTA growing supportive and involved alumni group is one of the critical components of a quality hospitality management program. Universities increasingly count on their alumni to make monetary and nonmonetary contributions. Yet the intentions of different generations of alumni to make nonmonetary contributions, such as to participate in activities and social events, have not been thoroughly examined. Through an online alumni survey (N = 566, response rate = 7%), this research identified the intentions of different generations of alumni to get involved in activities and social events. Alumni have high intentions to become local chapter members, become school ambassadors, participate in class reunions, and participate in chapter events. Analyses of variance and Tukey’s tests showed significant generational differences in alumni’s intentions to get involved. These findings provide faculty and administrators with opportunities to benchmark and explore activities and social events to get alumni involved.