Suwannapirom (2008) Thai Students' Choices of Vocational Education: Marketing Factors and Reference Groups

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Thai Students' Choices of Vocational Education: Marketing Factors and Reference Groups

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CONTRIBUTORS:

Author:

Suwannapirom, S.

JOURNAL:

Educational Research Policy and Practices, 7(2), 99 - 107.

YEAR:

2008

PUB TYPE:

Journal Article

SUBJECT(S):

Marketing vocational education

DISCIPLINE:

Education

HTTP:

http://www.springerlink.com/content/k821047076618528/

LANGUAGE:

English

PUB ID:

103-444-481 (Last edited on 2008/08/06 01:15:01 GMT-6)

SPONSOR(S):

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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