Thai students' choices of vocational education: Marketing factors and reference groups

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. © 2007 Springer Science+Business Media B.V.