The ASEAN marketplace for tertiary education programs is highly competitive. Aus-tralian universities are among those seeking to secure a partner organisation so they might deliver programs to ASEAN students. To successfully compete, programs need to benefit all stakeholder groups. Southern Cross University delivers the Master of Arts in Tourism and Hotel Management in Bangkok to Thai students. This study ex-plores influences on student choice to enroll in the Master of Arts in Tourism and Hotel Management. A focus group technique identified that factors related to employ-ment and career are most widely cited. These are supported by social and cultural influences on student choice. Industry specific features of the program are particular determinants. It suggests the importance of student centered learning and establish-ing links with industry for education providers, students and the host community to achieve success.
Dimmock, K, Photatham, P & Lee, YL 2002, 'The importance of an international degree: a Thai perception', ASEAN Journal on Hospitality and Tourism, vol. 1, no. 1, pp. 69-83.