Motivation to Study in Social Service Management Program (Bachelor of Arts), Department of Sociology, Faculty of Humanities and Social Sciences, Burapha University

Abstract

Background and Objectives: Since the number of students enrolling in the Bachelor of Arts in Social Service Management at the Department of Sociology, Faculty of Humanities and Social Sciences, Burapha University, has been steadily increasing each year, this trend prompted the researcher to explore the motivations behind choosing this program, which draws applicants from both the eastern region and across the country. The objectives of this study are to explore the motivations for enrolling in the Bachelor of Arts in Social Service Management and to analyze the factors influencing students' decisions to pursue this program at Burapha University.

Research Methodology: This study employed a survey-based approach using questionnaires as the research tool. Data were collected from 144 students enrolled from the first to the fourth year at Burapha University. Data were analyzed using computer programs for statistical analysis. There are two types of analysis: descriptive statistics and inferential statistics.

Results: The overall motivation to enroll in the program was found to be high. Ranked from highest to lowest, the motivations include Curriculum and teaching methods, Economic and social factors, University environment, Career prospects, Personal interests, and Information dissemination. The influence of personal connections on the students' decisions was found to be low. Hypothesis testing revealed that students who entered through different admissions systems showed statistically significant differences (p < 0.05) in their overall motivation. However, gender, place of origin, and academic performance did not significantly affect their motivation at the same significance level. To enhance motivation for enrolling in the Bachelor of Arts in Social Service Management, students provided several key recommendations. The most supported suggestion is that the university should offer learning-friendly facilities, such as efficient libraries and information systems. Following this, the curriculum should feature distinctive courses, including community-based field studies, volunteer work, and practical internships in both public and private sectors. Additionally, the university should work towards building a strong national and international reputation. Setting reasonable tuition fees throughout the program was also highlighted as an important factor. These recommendations were supported by over 80% of the respondents.

Conclusion: The primary factors influencing students' decisions to enroll in the program are curriculum quality and economic and social aspects. Other factors, in descending order of importance, include the university environment, career prospects, personal interests, information dissemination, and personal connections. To attract more students, the curriculum should be updated to reflect the local context, as well as current economic and social conditions. Furthermore, the program should offer real-world learning experiences through field trips, internships in the government and private sectors, and a diverse range of courses. Monitoring tuition fees throughout the program is also recommended. Additionally, the program should modernize its promotional materials, focusing less on personal recommendations, as students tend to make decisions independently. Therefore, utilizing social media for effective outreach to target audiences is essential.