FACTORS INFLUENCING CHINESE STUDENTS' DECISION TO STUDY IN THAI UNIVERSITIES: A CASE STUDY OF SUAN SUNANDHA RAJABHAT UNIVERSITY

Abstract

This research aims to investigate the factors influencing the decision-making process of Chinese students to study in Thai universities, with a specific focus on Suan Sunandha Rajabhat University in Bangkok. Through a survey involving Chinese student that enrolled Chinese students, the study identified significant influences: university image and reputation, perceived value in facilities, and student expenditure.

The result found that Thai universities' academic advertising, lower student costs, and strong academic image significantly influenced Chinese students' decision to study there, with advertising having the biggest impact. This suggests Thai universities should focus on promoting their academic strengths and affordability to attract more Chinese students.