THE DECISIONS TO STUDY AT CHIANG MAI UNIVERSITY OF OVERSEAS STUDENTS DURING THE OUTBREAK OF COVID-19 การตัดสินใจเลือกศึกษาของนักศึกษาชาวต่างชาติที่มหาวิทยาลัยเชียงใหม่ในช่วงการแพร่ระบาดของโรค COVID-19

Abstract

This research aimed at examining the effects of various marketing-mix factors on the decisions of overseas students to select to study at Chiang Mai University during the COVID-19 pandemic going-on period compared with the normality period. It used an online questionnaire as a tool to collect data and information, for analysis by descriptive and inferential statistics, from 236 samples of overseas students that registered for enrollment in classes/courses at CMU in the 2021 academic year. The investigation results indicate there is a significant statistical difference between the importance-ranking of various deciding marketing mix factors by overseas students that registered for study during the pre-COVID-19 pandemic time and that by overseas students who registered for study during the COVID-19 pandemic period. Consequently, some changes and attempts can be made to strengthen the high-ranking marketing mix elements found in this study to attract more overseas students to study at CMU. The suggested pursuits include offering diverse, cutting-edge, and demand-responsive courses/study programs; providing scholarships to overseas students; backing the professors to be amiable and approachable in the view of foreign students; devising appropriate and alternative types of admission to facilitate international student recruitment; and development to maintain the study-life balanced environment on campus under the concept of CMU Smart Campus as a New Normal.