The study investigates the factors influencing Thai parents' decisions when selecting international schools in the Bangkok Metropolitan Region. It examines how parents' preferences for educational outcomes shape their choice among UK, US, or IB programs. Key findings reveal that dissatisfaction with Thai public schools drives many families to enroll their children in international schools. These institutions are valued for their supportive community atmosphere, opportunities for foreign college placements, and superior infrastructure. Preferences for different programs reflect distinct priorities: UK programs are preferred for their extracurricular activities, punctuality, and academic reputation; US programs for their emphasis on critical thinking, multiculturalism, and flexible teaching methods; and IB programs for their global perspectives, trilingual approach, and rigorous academics. The study also includes a SWOT analysis designed to help school leaders leverage strengths, address weaknesses, seize opportunities, and manage risks associated with international schools. Additionally, it explores significant contradictions and tensions, such as those between academic rigor and holistic development, global versus Eurocentric curricula, multilingualism versus subtractive bilingualism, cultural competence versus assimilation, Western versus Eastern communication styles, and competitive versus non-competitive parenting approaches. Addressing these issues is crucial for promoting cultural sensitivity within international school environments. The conclusion offers recommendations for school leaders on how to use these findings to develop and enhance strategies for international schools. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]