Factors influencing decision-making of CLMV students to study International Hospitality and Tourism Management Program in Thailand

  • Amphai Booranakittipinyo Siam Technology College
  • Danupawan Shoowong Siam Technology College
Keywords: Factors influencing decisionmaking, International Hospitality and Tourism Management Program, CLMV Students


The research studies the factors influencing Cambodia, Lao, Myanmar and Vietnam (CLMV) students, decision-making to study higher education in international hospitality and tourism management programs in Thailand in order to develop suggestions for international hospitality and tourism management programs. This research is a qualitative research using in-depth interviews. The main informants are 16 CLMV students who are studying higher education in an international hospitality and tourism management program in Thailand. The data was analyzed by using the computer program ATLAS ti 7.0. CLMV students selected the program while they were studying in high school level and they have the earnestness about future life. Their families have the potential to send them to study aboard. They think Thailand is a good destination for education and also entertainment such as shopping and traveling.. In term of product factor, CLMV students reveal that Thailand has a good image of education, safe, the cost of livingis acceptable. They have good relationships with Thai people and they are confident to find jobs after graduating. Inregards to the international hospitality and tourism program that they are studying, they are satisfied but want to have professional lecturers. In term of price factor, CLMV students revealed the program fee is cheaper than another Asian country (only in international hospitality and tourism management programs) and the materials are also low priced and acceptable. In term of place factor CLMV students learnt aboutThailand’s higher education institution at education fairs and advertisement on social media. In term of promotion factor, CLMV students received the scholarship from their universities and discount fee. The guideline to develop the program is professional lecturers and ful teaching aid.


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How to Cite
Booranakittipinyo, A., & Shoowong, D. (2018). Factors influencing decision-making of CLMV students to study International Hospitality and Tourism Management Program in Thailand. ASEAN Journal of Education, 4(2), 54-60. Retrieved from https://so01.tci-thaijo.org/index.php/AJE/article/view/180517
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