International Recruitment Service Guidelines for Enhancing Student Enrollment in Thailand at Guangxi University of Finance and Economics

บทคัดย่อ

The research objectives were 1) to investigate the influencing factors of international recruitment services for Chinese students’ pursuit of further studies in Thailand at Guangxi University of Finance and Economics, and 2) to develop international recruitment service guidelines for Guangxi University of Finance and Economics based on the identified influencing factors of Chinese students’ pursuit of further studies in Thailand. The samples were 361 final-year undergraduate students, 334 parents, 134 faculty and administrative staff, and 45 recruitment leaders, totaling 874 respondents, selected using stratified random sampling based on Krejcie and Morgan’s formula. The instruments included a structured questionnaire and focus group meetings. The questionnaire was validated by three experts, with IOC values of 0.99, 1.00, 1.00, and 0.99 for the four groups, respectively, while the reliability coefficients were 0.96, 0.99, 0.99, and 0.98. The data were analyzed using descriptive statistics and content analysis.
The findings revealed that 1) the influencing factors were at a high level (x ̅= 4.21, SD = 0.62), including educational quality and academic opportunities (x ̅= 4.35, SD = 0.58), economic considerations (x ̅= 4.18, SD = 0.64), and cultural and geographical proximity (x ̅= 4.10, SD = 0.67). Educational quality ranked highest because respondents perceived Thai universities as providing qualified faculty members, strong academic opportunities, and acceptable academic standards. In addition, cultural and geographical proximity reflected the importance of regional accessibility and cultural familiarity within the ASEAN-China educational context; and 2) the international recruitment service guideline developed for Guangxi University of Finance and Economics consisted of educational quality and academic opportunities enhancement, economic transparency and financial support system, cultural adaptation and student support system, and institutional implementation and continuous evaluation mechanism.