The Level of Parental and Societal Influence on Urban Design Education Choices: Exploring Expectations and Decision-Making

Abstract

This study investigates the impact of parental expectations and societal values on students’ decisions to pursue urban design education in Thailand. Utilizing a mixed-methods approach, the research combined quantitative surveys (404 parents and 417 students) with qualitative focus group discussions to capture diverse perspectives. The findings reveal that tuition fees, language of instruction, and admission methods are key factors in students' program selection. Parental expectations emphasize future career opportunities and financial security, while societal norms stress the importance of education quality and career relevance. A gap between stakeholder expectations and current educational offerings is evident, particularly in terms of practical experience and technological integration. The study provides recommendations for aligning curricula with industry needs, ensuring that urban design programs meet both student aspirations and societal demands.