This study aimed to explore the subjective perception types underlying the motivation for major selection among university students majoring in airline service using the Q methodology. A Q-sorting task was conducted with 20 students enrolled in an airline service department at a four-year university in the metropolitan area. Through principal component analysis using PQMethod 2.35, four distinct perception types were identified: self-fulfillment oriented, employment-focused, emotion-oriented, and global competency development oriented. These types reflect differences in motivations` and values regarding the choice of major and can serve as foundational data for tailored academic and career guidance. This study contributes to a deeper understanding of the diversity and complexity involved in selecting an airline service major and offers practical implications for future educational and career counseling policies. While this study does not directly analyze pandemic-related impacts, it acknowledges that the COVID-19 crisis has broadly influenced students’ perceptions of job stability and the viability of careers in service industries. These contextual changes provide a relevant backdrop for interpreting the evolving motivations behind major selection. This suggests a need for adaptive guidance strategies that consider both personal values and evolving global circumstances. These results highlight how students’ personal values interact with broader social and industrial contexts in shaping major selection motivations. This underscores that such decisions go beyond mere employment rates or surface-level interests. Therefore, this study not only exemplifies the applicability of Q methodology in analyzing subjective motivations but also offers practical insights for educational settings and personalized student support.