The Study of Demand for Undergraduate Education in Chinese for International Communication (Thai–Chinese Dual Degree Program)

Abstract

This research consists purposes were 1. To study the demand for further education in the Chinese for International Communication Program (Thai–Chinese Dual Degree) and 2. To propose guidelines for the development of the Bachelor of Arts Program in Chinese for International Communication (Thai–Chinese Dual Degree Program). This study employed a quantitative research design. The research instrument was a questionnaire. The sample consisted of three groups totaling 91 participants, selected using purposive sampling. The data collected from the questionnaires were analyzed using descriptive statistics, including percentage, mean and standard deviation. The findings revealed that 1) the demand for further education in the program is at a high level (x̅= 4.14, S.D. = 0.92), driven primarily by the desire to increase educational opportunities and expertise in international communication and 2) guidelines for curriculum development should emphasize practical Chinese language proficiency in real-world situations (86.8%), integrated with translation skills (58.2%), while fostering professional ethics (79.1%) and respect for cross-cultural regulations and cultures (74.7%). A key strategic factor identified is the collaboration with international institutions. These results can serve as a framework for defining learning outcomes based on Outcome-Based Education (OBE) to develop competencies that meet stakeholder needs.