This study examined the influence of modern generational factors on Hospitality Management students and explored the manifestation of Filipino values to inform the development of a Values Formation Program. A total of 300 students, evenly distributed across first to fourth year levels, participated in the study. A descriptivesurvey research design was employed, and data were collected using a researcher-made questionnaire validated by experts and pilot-tested, achieving a reliability coefficient of 0.97. The study focused on four Generation Z factors: digital technology, social media exposure, globalization, and lifestyle and communication patterns. Filipino values were measured in terms of pakikipagkapwa-tao, paggalang, bayanihan, malasakit, and professionalism and work ethics. Results revealed that digital technology and social media exerted a very high influence on students, while globalization and lifestyle patterns exerted a high influence, indicating that generational characteristics significantly shaped academic behavior, communication, and learning patterns. Filipino values were generally manifested at very high levels, particularly in pakikipagkapwa-tao, paggalang, and professionalism, while bayanihan and malasakit were high. Chi-square analysis confirmed a significant relationship between modern generational influences and Filipino values, demonstrating compatibility between contemporary trends and cultural values. Based on these findings, a Values Formation Program was proposed, integrating workshops on Filipino values, digital ethics, multicultural exposure, community engagement, professionalism, and communication skills, aimed at producing culturally grounded, ethically responsible, and professionally competent hospitality graduates.

Keywords: Generation Z, Filipino values, Hospitality Management students, digital technology, social media, values formation program