VALUING BUSINESS EDUCATION: HOW INTERNATIONAL ORIENTATIONS DRIVE STUDENTS' WILLINGNESS TO PAY IN THAILAND
DOI:
https://doi.org/10.14456/aamr.2026.17Keywords:
Perceived Value, Business Education, International Orientation, Willingness to Pay, Higher Education StrategyAbstract
As business schools face the challenge of delivering relevant value to their stakeholders, higher education is currently undergoing profound demographic shifts and intense competition; modern business schools must strategically refine their core value propositions to remain relevant and financially sustainable. This study investigates the impact of four distinct perceived business school value orientations—specifically society-oriented, work-ready, ethical leadership, and internationally-oriented models—on undergraduate students' willingness to pay tuition fees. Employing a quantitative cross-sectional design, empirical data were collected through a structured online survey from 357 undergraduate business administration students enrolled in both public and private universities across Thailand. The measurement instrument demonstrated robust internal consistency, and the hypothesized relationships were subsequently evaluated using multiple regression analysis. The comprehensive findings reveal that among the evaluated dimensions, only the perceived value of internationally-oriented business schools exerts a statistically significant positive effect on students' willingness to invest financially in their education. Consequently, this study prominently suggests that business schools should strategically prioritize and effectively communicate their international value propositions, such as obtaining global accreditations and integrating robust cross-cultural curricula. By doing so, educational institutions can successfully justify tuition costs, drive future enrollment demand, and cultivate globally competent graduates for long-term sustainable economic development.
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Copyright (c) 2026 Alisa SONY, Nadhakan SHINNARANANTANA
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