THE EVALUATION OF THE BACHELOR OF ARTS PROGRAM IN TOURISM AND RECREATION, FACULTY OF LIBERAL ARTS, THAILAND NATIONAL SPORTS UNIVERSITY KRABI CAMPUS, ACADEMIC YEAR 2024

Abstract

This study aims (1) to evaluate the Bachelor of Arts Program in Tourism and Recreation, Faculty of Liberal Arts, Thailand National Sports University, Krabi Campus, and (2) to explore approaches for the development of the program. The evaluation was conducted using four aspects of the CIPP model: Context, Input, Process and Product. A quantitative research approach was mainly used. The research instrument was a questionnaire with an item-objective congruence (IOC) index ranging from 0.78 to 0.93, and the reliability of the questionnaire was measured using the alpha coefficient (α = 0.96). The sample was selected using a purposive sampling method and included 140 current students of academic year 2024, 70 graduates of academic years 2021 - 2022, 12 instructors, and 50 employers of graduates, totaling 272 participants. Data collection was conducted from May to July 2024. Quantitative data was analyzed using mean, standard deviation, minimum and maximum values. Qualitative research methods were used to supplement the quantitative results, including in-depth interviews and open-ended questions with an IOC range of 0.89 - 1.00. These qualitative methods involved 16 participants to increase the comprehensiveness of the study.
The results show that: 1) Program evaluation: the overall evaluation of the context aspect was adequate at the highest level (M = 4.52). The input, process and product aspects were at a high level (M = 4.00, 4.40 and 4.15, respectively). However, some specific aspects were rated as moderate. These included input in terms of availability of media (M = 3.48) and equipment and product in terms of application of knowledge in practice (M = 3.48), and 2) approaches to program development: 2.1) the curriculum should equip instructors with modern teaching media and diverse teaching techniques. 2.2) extracurricular activities should be organized to strengthen practical English skills, 2.3) a tourism and recreation lab should be established, 2.4) the curriculum should be developed in collaboration with industry partners to integrate practical experiences into the learning process, and 2.5) the program should be revised to emphasize practical training and ensure its relevance and modernity. This includes updating course content, recruiting qualified instructors, planning strategies to implement the curriculum, and working with industry partners to assess the strengths and weaknesses of graduates. Lessons learned should inform the development of classroom activities and extracurricular programs that align with industry needs.