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

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  • Stephen Wilkins
  • Jeroen Huisman

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.

Suggested Citation

  • Stephen Wilkins & Jeroen Huisman, 2011. "International student destination choice: the influence of home campus experience on the decision to consider branch campuses," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 21(1), pages 61-83, March.
    • Handle: RePEc:taf:jmkthe:v:21:y:2011:i:1:p:61-83
    DOI: 10.1080/08841241.2011.573592
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    References listed on IDEAS

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    1. Linda Wedlin, 2006. "Ranking Business Schools," Books, Edward Elgar Publishing, number 3941.
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    Cited by:

    1. Aktolkyn Rustemova & Serik Meirmanov & Akito Okada & Zhanar Ashinova & Kamshat Rustem, 2020. "The Academic Mobility of Students from Kazakhstan to Japan: Problems and Prospects," Social Sciences, MDPI, vol. 9(8), pages 1-19, August.
    2. Nguyen-Tan Hung & Kuo-Liang Yen, 2022. "Towards Sustainable Internationalization of Higher Education: Innovative Marketing Strategies for International Student Recruitment," Sustainability, MDPI, vol. 14(14), pages 1-22, July.
    3. Chiu Mei Chee & Muhammad Mohsin Butt & Stephen Wilkins & Fon Sim Ong, 2016. "Country of origin and country of service delivery effects in transnational higher education: a comparison of international branch campuses from developed and developing nations," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(1), pages 86-102, January.
    4. Javid Nafari & Alireza Arab & Sina Ghaffari, 2017. "Through the Looking Glass: Analysis of Factors Influencing Iranian Student’s Study Abroad Motivations and Destination Choice," SAGE Open, , vol. 7(2), pages 21582440177, June.
    5. Dina Maria Amaro & Alzira Maria Ascensão Marques & Helena Alves, 2019. "The impact of choice factors on international students’ loyalty mediated by satisfaction," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 211-233, December.
    6. Dina Amaro & Ana Maria Caldeira & Cláudia Seabra, 2024. "Exploring Higher Education Mobility through the Lens of Academic Tourism: Portugal as a Study Case," Sustainability, MDPI, vol. 16(4), pages 1-15, February.
    7. Damla Ürer Erdil & Mustafa Tümer & Halil Nadiri & Iman Aghaei, 2021. "Prioritizing Information Sources and Requirements in Students’ Choice of Higher Education Destination: Using AHP Analysis," SAGE Open, , vol. 11(2), pages 21582440211, May.

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