A family affair: The effect of family on Thai students’ choices of international education

Abstract

This study examines the influence of family on Thai students' choices of international education. A qualitative phase indicated that influence from family can be slotted into one of five categories: finance, information, expectation, persuasion, and competition. The choices of international education can be classified into the decision to study abroad, choice of country, city, academic program, and of university. Subsequent quantitative analysis demonstrated that students from family with direct experience of study abroad are, themselves, subject to higher family expectation to study abroad than students from family without direct experience. The impact of social competition on students is more profound for those from Bangkok, than for those from other areas in Thailand. Furthermore, Thai students from households comprising nuclear family are more highly influenced by family than individuals from extended and alternative family households. The study has implications for marketing practices in higher education institutions, in particular those which market themselves to Thailand.

Thai students’ choices of vocational education: marketing factors and reference groups

“…This study also found that the factors that are most influential in their choice of institution might change as the decisions made may be highly influenced by family, friends, and others. Pimpa (2005) also confirms the importance of reference groups on students' choice of education. Most studies showed that the relative importance of the evaluative criteria changes over a period of time prior to making the choice of institution to attend.…”

Social networks and educational mobility: the experiences of UK students

“…Instead, she contends, they look to overseas education as an alternative means of securing 'distinction'. Similar family strategies have been documented in other Asian countries: for example, Pimpa (2005) argues that Thai young people from families with experience of overseas education are subject to higher family expectations to study abroad than others. In this way, familial norms come to assume a significant role in educational decision-making.…”

Determinants of study abroad decisions among Indian students: a PLS approach

“…Lee and Morrish (2011) stated that parental role plays a major role in Chinese and Indian students' decision to go abroad for higher education. Similar results were obtained from the studies of Pimpa (2005) according to whom Thai students' choices were influenced by their parents. In a similar research carried out by Mazzarol and Soutar (2002), recommendations and considerations from family and friends were highly influential on students' decision.…”