Pull factors in choosing a higher education study abroad destination after the massive global immobility: A re-examination from Chinese perspectives

Lihang GUAN, Ka Ho Joshua MOK, Baohua YU

Research output: Contribution to journalArticlespeer-review

4 Citations (Scopus)

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. Copyright © 2023 The Author(s).

Original languageEnglish
Article number2199625
JournalCogent Education
Volume10
Issue number1
Early online dateApr 2023
DOIs
Publication statusPublished - 2023

Citation

Guan, L., Mok, K. H. J., & Yu, B. (2023). Pull factors in choosing a higher education study abroad destination after the massive global immobility: A re-examination from Chinese perspectives. Cogent Education, 10(1). Retrieved from https://doi.org/10.1080/2331186X.2023.2199625

Keywords

  • Push and pull factors
  • COVID-19 pandemic
  • Global mobility
  • Chinese international students
  • Destination choice
  • PG student publication

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