Abstract
This study aims to identify factors influencing Thai students’ choices of vocational education. By using factor analysis, it reveals five key influencing factors: personal attitude, curriculum, potential employment, attractiveness of campus, and tuition fees. Furthermore, this study also indicates that teachers from secondary school, and parents can insert a strong influence on students’ decision making. In summary, Thai Ministry of Education must carry on promoting a good image of vocational education and its students to the society. Since vocational education has suffered from being perceived as a second class education and taught which militates against effective learning, marketing communication, in an effort to create an on-going understanding with students and community, is strongly recommended.
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Pimpa, N., Suwannapirom, S. Thai students’ choices of vocational education: marketing factors and reference groups. Educ Res Policy Prac 7, 99–107 (2008). https://doi.org/10.1007/s10671-007-9035-9
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DOI: https://doi.org/10.1007/s10671-007-9035-9