Abstract
Internationalisation has become an inevitable focus in the higher education sector and is achieved by study abroad programmes, also known as academic tourism. The objective of this research was to determine and compare the factors that influence students’ decisions in three countries to study abroad. The 23 factors in the study included academic programmes, academic quality, university location, reputation and costs. This study was quantitative and 534 international students studying at three universities participated in the study. The universities were St Cloud University in the USA, Viadrina University in Germany and the Nelson Mandela University in South Africa. An online survey was used and the data were analysed using descriptive and inferential statistical techniques. The academic programme quality, student life and location were common factors identified by international students; however, safety and security were highlighted as important considerations in South Africa. The theoretical contribution of the study is that the prospective students’ input will aid in the development of focused, targeted and cost-effective marketing and recruitment strategies, which will in turn meet the needs of universities to recruit a diverse student body based on different important factors. Practically, the results will give universities insights in terms of their internationalisation marketing practices. Future research will focus on the status quo of study abroad in the current world of geopolitical tensions.
Presenters
Margaret CullenProfessor, Business School, Nelson Mandela University, Eastern Cape, South Africa
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Tourism and Leisure Industries
KEYWORDS
STUDY ABROAD, ACADEMIC TOURISM, INTERNATIONALISATION, LOCATION
