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Article
Publication date: 28 July 2020

Nirma Sadamali Jayawardena, Mitchell Ross and Debra Grace

This paper focuses on exploring the relationship between Australian university websites and international student enrolments. Few studies have investigated this relationship and…

Abstract

Purpose

This paper focuses on exploring the relationship between Australian university websites and international student enrolments. Few studies have investigated this relationship and, as such, this research addresses some of the existing knowledge gaps.

Design/methodology/approach

A mono-method qualitative methodology was adopted for this study. Primary data collection was through the website content of selected Australian universities. Six Australian universities were selected; three universities with positive international student enrolments and three universities with negative international student enrolments. The website content of the selected six universities was analysed using the dimensions of the ICTRT framework (Li and Wang, 2011) to evaluate website effectiveness. The study results were based on two analysis levels, an overall thematic analysis (level 1) and an ICTRT framework-based analysis (level 2). The thematic analysis, based on the major themes and concepts, was conducted using Leximancer 4.5.

Findings

Two major findings emerged. First, the websites of universities with positive international student enrolments tend to be more people focused whereas websites from universities with negative international student enrolments tend to be technology or system focused. Second, websites from universities with positive international student enrolments tend to be more visionary or forward focused whereas websites from universities with negative international student enrolments tend to be more backward focused. Additionally, the study findings indicate some important website marketing strategies for Australian universities with negative international student enrolments.

Research limitations/implications

This study used ICTRT framework to evaluate the websites of Australian universities. Li and Wang (2011) proposed this framework for evaluating websites. Hotel, travel agency and destination marketing organisation websites have been assessed using the ICTRT framework (Li and Wang, 2011; Pai et al., 2014; Sun et al., 2017). This model has not previously been used, however, to evaluate tertiary education websites. This study is among the first to examine the university websites using a theoretical framework employed in destination marketing organisations which is a major theoretical contribution.

Practical implications

The major findings indicate that the website attributes, which are future focused and people oriented, are necessary for university websites with negative international student enrolments. Similar to university websites with positive international student enrolments, university websites with negative international student enrolments should also provide more contact details of staff members, should be more people oriented and should provide information focused on future students rather than past and current students. These practical implications are useful for administrative bodies in Australian universities for increasing international student enrolments.

Originality/value

This study is among the first to examine the university websites using a theoretical framework used in destination marketing organizations which is a major theoretical contribution. For example, this study has provided an illustrative example of how a research model of destination marketing organizations will be used in the universities or higher education context.

Details

International Journal of Educational Management, vol. 34 no. 10
Type: Research Article
ISSN: 0951-354X

Keywords

Book part
Publication date: 28 October 2005

Grant Harman

Australia has made impressive efforts over the past two decades in the internationalisation of higher education. Particularly impressive has been the expansion of fee-paying…

Abstract

Australia has made impressive efforts over the past two decades in the internationalisation of higher education. Particularly impressive has been the expansion of fee-paying international students. Australia today is the third largest exporter of higher education services internationally, with international students comprising well over 20% of total student enrolments in Australian universities. Expansion of international student enrolments has had major impacts on Australian universities and Australia. On balance, the effects have been strongly positive, producing substantial financial benefits and export income, attracting large number of well-qualified undergraduate and postgraduate students, and leading to a more international orientation for Australia's universities.

Details

International Relations
Type: Book
ISBN: 978-0-76231-244-3

Abstract

Details

Supervising Doctoral Candidates
Type: Book
ISBN: 978-1-83797-051-3

Article
Publication date: 26 February 2024

Daniel Chin, Luke van der Laan and Jiraporn Surachartkumtonkun

This study aims to explore how student recruitment practitioners at regional Australian universities strategise student recruitment efforts in Thailand. There is scarce research…

Abstract

Purpose

This study aims to explore how student recruitment practitioners at regional Australian universities strategise student recruitment efforts in Thailand. There is scarce research addressing regional universities, with prior studies focusing on metropolitan universities. Similarly, most prior studies have focused on high-volume markets, with little research exploring emerging markets such as Thailand.

Design/methodology/approach

Semi-structured interviews were conducted with student recruitment practitioners from regional universities that were responsible for recruiting Thai students. Thematic analysis was conducted to identify key themes.

Findings

Regional universities lack strategic ambidexterity in their approach to recruiting international students. They viewed Thailand as requiring longer term investment and were unwilling to dedicate their limited resources towards developing this market at the expense of other markets that would yield enrolments to contribute towards short-term targets.

Practical implications

Implications are provided with relevance to the student recruitment practitioner, with strategic ambidexterity discussed.

Originality/value

The paper fills a gap in the research by exploring international student recruitment and contextualising both regional universities and Thailand as a recruitment market. This study provides useful considerations that may be relevant to other emerging markets.

Details

Journal of International Education in Business, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2046-469X

Keywords

Article
Publication date: 9 October 2020

Suyan Pan

This article aims to provide a timely examination of and reflection on the impact of COVID-19 on the neo-liberal paradigm that has been prevalent in international higher education…

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Abstract

Purpose

This article aims to provide a timely examination of and reflection on the impact of COVID-19 on the neo-liberal paradigm that has been prevalent in international higher education (HE) for two decades since the late 1990s.

Design/methodology/approach

Methodologically, this paper deploys conceptual mapping as an analytical tool to explore and examine the global news updates that provide timely (i.e. early 2020) record of the fast-moving pandemic.

Findings

It unfolds four pairs of contradictions occurring in the Western universities during the pandemic outbreak, i.e. HE as cross-border services vs border control, the state's shrinking public funding vs universities under financial threat, increased reliance on foreign students' tuition fee vs decreased international enrolment and the user-pays philosophy vs the rising force of user says.

Research limitations/implications

It is argued that the pending crises facing Western universities are not merely financial issues; they reveal the shortcomings that are inherent in business model of HE driven by economic globalisation but triggered by coronavirus pandemic to erupt. The pandemic should be temporary, but its spill-over effects may alter the overarching landscape of the international HE relations, which is part and parcel of the changing geopolitical order featured as de-globalisation.

Practical implications

The paper has practical implications for acting on international HE in the time of coronavirus pandemic. They mainly consider four aspects: (1) travel distance as new determinant of study abroad, (2) the renewed significance of a state's role in policymaking and financial undertaking, (3) shortcomings in market mechanism and (4) East Asia as an emerging regional hub of study abroad.

Social implications

This paper is expected to leverage three lessons learned from the upending situation. First, it is conceptually misleading to define international HE as a form of market-led “transnational service” and cross-border tradeable product undermining a state's control. Second, a state's supervising model needs to be reviewed, to embrace the renewed relationship between a state and universities in the new context of global pandemic. Third, the global landscape of international HE may be altered.

Originality/value

This conceptual paper provides a timely critique of the neo-liberal paradigm in HE and shedding light on the changing global landscape of international HE along with the changing geopolitical relations reshuffled by COVID-19 and its spill-over effects.

Details

Asian Education and Development Studies, vol. 10 no. 2
Type: Research Article
ISSN: 2046-3162

Keywords

Article
Publication date: 1 September 2003

A. Binsardi and F. Ekwulugo

The study functions as marketing intelligence inputs for the UK Government, the British Council as well as academic marketing planners for constructing their marketing…

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Abstract

The study functions as marketing intelligence inputs for the UK Government, the British Council as well as academic marketing planners for constructing their marketing opportunities‐threats audits, it investigates international students’ perception about the UK education and it researches UK performance in the world markets for international education. UK education has been known to be the best in the world. For many years, the UK universities have enjoyed a high reputation and have benefited in accelerating its market penetration worldwide. Unfortunately, this superiority has begun to decline. Other countries are strongly emerging with their quality education. The study shows that UK competitors achieved a remarkable growth of their international studentsenrolment while the UK achieves only a marginal growth with declining market penetration abroad. The findings confirmed the central importance of pricing, product and promotional variables in designing and marketing UK education abroad.

Details

Marketing Intelligence & Planning, vol. 21 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 10 April 2017

Melissa James-MacEachern and Dongkoo Yun

There is little research into small higher education institutions and international students’ choice in selecting these institutions. The purpose of this paper is to understand…

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Abstract

Purpose

There is little research into small higher education institutions and international students’ choice in selecting these institutions. The purpose of this paper is to understand the factors that influence international student choices in selecting a small institution. In particular, this study compares the differences between Chinese students and other international students in selecting an institution, specifically based on sources of information used, usefulness of the information, pull motivations, and reference groups/items.

Design/methodology/approach

This research study examined undergraduate international students at a small-sized Canadian higher education institution. “International students” were surveyed – as the total population included all students who are studying at the institution on a study permit or a temporary resident (visitor) visa. All full-time and part-time international students attending the institution were eligible to participate in the survey regardless of their faculty or major. For the sampling process, international students at the institution were intercepted on campus using convenient sampling and personal interview method to participate in the survey. In addition, students were invited within the classroom to volunteer to complete the survey. They were able to complete either a paper-based survey or an online survey by following a hyperlink.

Findings

Results indicate that international students considered “the university’s website” as the most used information source but perceived “direct communication from the institution” as the highest ranked usefulness of the information when selecting a small institution. Further, findings indicate that international student cohorts perceived “environmental cues and educational facilities” as the most important pull motivational factor and the institution itself as the reference that has the most significant influence on student decision making.

Research limitations/implications

This study was conducted on students who were surveyed following their enrolment and attendance at the institution. Students were surveyed at various stages of their undergraduate studies. As a result, some of these responses may be several years from the actual decision of selecting an institution and student recall may not be accurately reflected. In addition, examining student decision making prior to, during, and immediately following their choice of institution would most likely create better information as student attitudes and perceptions would be recorded closer to the actual decision. In addition, given that these students are attending the institution their actual experience on-campus may have impacted their responses either positively or negatively.

Practical implications

This study provides insight into international student choice in choosing smaller institutions. These findings can support recruitment policy and strategy for international students and may assist in enhancing institutional performance.

Social implications

The study reinforces the need for policy makers, institutional leaders and recruiters to understand motivations to pursue overseas studies and to ensure push, pull, and structural factors are aligned for successful student recruitment outcomes. While there is commonality among international student cohorts, there are also significant differences that need to be addressed by institutions and destinations for international students. These findings are presented from one small higher education institution in Canada.

Originality/value

This study created new knowledge regarding international student decision making in choosing to study at a small higher education institution. The study compared the key factors that influenced decision making and identified differences among Chinese students and other international students. There is little research into the international student decision making and small institutions. This study provides unique insight into international student choice and influences on their decision making.

Details

International Journal of Educational Management, vol. 31 no. 3
Type: Research Article
ISSN: 0951-354X

Keywords

Article
Publication date: 2 November 2012

Tim Mazzarol and Geoffrey N. Soutar

The purpose of this paper is to review the changes in the international education sector that have taken place over the decade since the authors' book, The Global Market for

4067

Abstract

Purpose

The purpose of this paper is to review the changes in the international education sector that have taken place over the decade since the authors' book, The Global Market for Higher Education was published in 2001.

Design/methodology/approach

The paper is an expert opinion that draws on global trends in the international education sector.

Findings

Since the publication of the authors' book, the global market for higher education has changed significantly. A decade ago competition was between a few mainly English language instruction countries in the developed world. The principal destination country was the United States followed by Britain, but with Australia, Canada and New Zealand actively competing. In 2012, competition has expanded, with former sending nations (e.g. Singapore, China, India) becoming destinations. Competition among established nations has also intensified.

Originality/value

This paper provides a strategic overview of the state of international education and a unique perspective on the trends that have shaped and will continue to shape this industry into the future.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 24 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 19 August 2019

Melissa James and Gemma Derrick

How higher education institutions (HEIs) approach the recruitment of international students is an area of global interest (James-MacEachern, 2018, Ross et al., 2013), but there is…

Abstract

Purpose

How higher education institutions (HEIs) approach the recruitment of international students is an area of global interest (James-MacEachern, 2018, Ross et al., 2013), but there is limited focus on how institutions in different parts of the world approach international student recruitment as an export marketing orientation (EMO). The purpose of this paper is to examine the similarities and differences of export marketing orientation amongst three higher education institutions.

Design/methodology/approach

This study uses export marketing concepts to compare three universities from Canada, Hong Kong and the UK to explore how institutions use international student recruitment as export marketing in international markets.

Findings

The study finds a number of similarities and differences in how HEIs react and respond to market and global environments, and responses impact the level of EMO. It argues that institutions rely differently on export marketing in their approach international students and highlights the need to understand how various factors such as national policy and institutional strategy impacts institutional adoption of an EMO in higher education.

Originality/value

By comparing HEIs from different parts of the world, this paper shows differences in export marketing orientation that are shaped by national policy frameworks and organizational culture. This is the first time three institutions from Canada, Hong Kong and the UK have been compared for EMO, and this study provides new insights into the factors that contribute or hinder EMO for HEIs.

Details

Journal of International Education in Business, vol. 14 no. 1
Type: Research Article
ISSN: 2046-469X

Keywords

Open Access
Article
Publication date: 5 April 2022

Siti Hajar Hussein, Suhal Kusairi and Fathilah Ismail

This study aims to develop an educational tourism demand model, particularly in respect to dynamic effects, university quality (QU) and competitor countries. Educational tourism…

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Abstract

Purpose

This study aims to develop an educational tourism demand model, particularly in respect to dynamic effects, university quality (QU) and competitor countries. Educational tourism has been identified as a new tourism sub-sector with high potential, and is thus expected to boost economic growth and sustainability.

Design/methodology/approach

This study reviews the literature on the determinants of educational tourism demand. Even though the existing literature is intensively discussed, mostly focusing on the educational tourism demand from an individual consumer's perspective, this study makes an innovation in line with the aggregate demand view. The study uses data that consist of the enrolment of international students from 47 home countries who studied in Malaysia from 2008 to 2017. The study utilised the dynamic panel method of analysis.

Findings

This study affirms that income per capita, educational tourism price, price of competitor countries and quality of universities based on accredited programmes and world university ranking are the determinants of educational tourism demand in both the short and the long term. Also, a dynamic effect exists in educational tourism demand.

Research limitations/implications

The results imply that government should take the quality of services for existing students, price decisions and QU into account to promote the country as a tertiary education hub and achieve sustainable development.

Originality/value

Research on the determinants of the demand for educational tourism is rare in terms of macro data, and this study includes the roles of QU, competitor countries and dynamic effects.

Details

Journal of Tourism Futures, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2055-5911

Keywords

1 – 10 of over 4000