Online Media Perception Influencing the Demand for Undergraduate Study at the Faculty of Hospitality Industry, Kasetsart University, Kamphaeng Saen Campus

Abstract

Research article aims to investigate the online media access behaviors of undergraduate students in the Faculty of Hospitality Industry at Kasetsart University, Kamphaeng Saen Campus. It further explores intercultural communication within the context of online media perception between undergraduate students and the general administration staff of the degree programs. Additionally, the research examines the preferences for specific online media formats among these students and evaluates how such formats influence their decision to pursue further studies within the faculty. Employing a mixed-methods research design, the findings indicate that internal stimuli significantly impact the decision-making process regarding online media selection. From a theoretical perspective, the "Need for Achievement"—driven by both internal and external stimuli—plays a vital role in the decision to enroll at Kasetsart University. Moreover, the results demonstrate that the need for achievement, social needs, and the need for esteem significantly influence the perception and reception of online media