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

Pimpa, N and Suwannapirom, S 2008, 'Thai students' choices of vocational education: Marketing factors and reference groups', Educational Research for Policy and Practice, vol. 7, no. 2, pp. 99-107.


Document type: Journal Article
Collection: Journal Articles

Title Thai students' choices of vocational education: Marketing factors and reference groups
Author(s) Pimpa, N
Suwannapirom, S
Year 2008
Journal name Educational Research for Policy and Practice
Volume number 7
Issue number 2
Start page 99
End page 107
Total pages 9
Publisher Springer
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.
Subject Education not elsewhere classified
Keyword(s) marketing for education
VET
school choices
Thailand
DOI - identifier 10.1007/s10671-007-9035-9
Copyright notice © 2007 Springer Science+Business Media B.V.
ISSN 1570-2081
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