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Importance-Performance Analysis for the Motivation of Choosing Dhurakij Pundit University as an Oversea Study Destination

Cheng-Yi Kuo 1,2 and Jehn-Yih Wong 3
1. Department of Business Administration, Ming Chuan University, Taipei, Taiwan
2. Department of Tourism Management, Dhurakij Pundit University, Bangkok, Thailand
3. Department of Tourism, Ming Chuan University, Taipei, Taiwan

Abstract—The specific objective of this current study is to conduct an importance-performance analysis on the attribute of selecting Dhurakij Pundit University perceived as an oversea study destination. The analysis identified 15 of 17 attributes with significant differences, with two being importance exceeding performance. 250 questionnaires were retrieved via convenience sampling. The study result showed that education-related factors are considered the most important motivation, followed by cost, travel-correlated factor and reference group. Finally, practical implications and managerial suggestions are discussed.
 
Index Terms—importance-performance analysis, oversea study motivation, Chinese student, dhurakij pundit university

Cite: Cheng-Yi Kuo and Jehn-Yih Wong, "Importance-Performance Analysis for the Motivation of Choosing Dhurakij Pundit University as an Oversea Study Destination," International Journal of Learning and Teaching, Vol. 5, No. 3, pp. 227-232, September 2019. doi: 10.18178/ijlt.5.3.227-232

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