International student destination choice: the influence of home campus experience on the decision to consider branch campuses

Reference:

Wilkins, S. and Huisman, J., 2011. International student destination choice: the influence of home campus experience on the decision to consider branch campuses. Journal of Marketing for Higher Education, 21 (1), pp. 61-83.

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Official URL:

http://dx.doi.org/10.1080/08841241.2011.573592

Abstract

Previous research has found that the country and institution choices of international students are greatly influenced by recommendations they receive from others who have experience of undertaking higher education overseas. For Western universities, it is of utmost importance to satisfy their international students, who can then encourage the next generation of international students to attend those same institutions. However, student satisfaction is not the only factor at play. Using a framework of 'push and pull' factors, rooted in the international student choice literature, this exploratory study investigates the determinants of destination choice of international students who decided to study at a university in the UK and examines their attitudes toward international branch campuses. The survey results and analyses suggest that overseas campuses could pose a considerable threat to home campuses in the competition for international students in the future.

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