Abstract
Chinese international students compose the largest group of full-tuition-paying students globally and are important to hosting destinations both culturally and financially. However, the obstructed international mobility caused by COVID-19 has changed their international applications. As the world gradually resumes its previous mobility level, it is important to comprehend what pull factors can effectively attract students for marketing purposes. This quantitative research re-examines the established pull factors considered and valued by prospective Chinese international students and their parents and discovered that (1) a combination of five to six factors can be sufficient for Chinese students to decide on an overseas destination, (2) cost, global rankings, and Chinese employment prospects have become the most substantial factors in destination choices, (3) opportunities for immigration and overseas employment are no longer significant, and (4) students and parents view international education with different interpretations. The marketing implications are discussed. © 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Original language | English |
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Article number | 2199625 |
Journal | Cogent Education |
Volume | 10 |
Online published | 12 Apr 2023 |
DOIs | |
Publication status | Published - 2023 |
Externally published | Yes |
Research Keywords
- Chinese international students
- COVID-19 pandemic
- destination choice
- global mobility
- push and pull factors
Publisher's Copyright Statement
- This full text is made available under CC-BY 4.0. https://creativecommons.org/licenses/by/4.0/