postgraduate students. A comparative study
involving students from collectivist and individualist
countries would be interesting to look at the
significance of cultural values in influencing the
relationships between variables of interest in this
framework. The collected data could be analyzed
using multiple regression analysis or structural
equation modeling.
By having comprehensive understanding on
international student’s decision-making, government
and marketers may identify the importance of each
element in influencing international student’s choice
of study destination and determine the appropriate
strategy to market their services. Marketers may
emphasize some elements such as the uniqueness of
host country and institution to trigger the effect of
openness on students’ decision, and design
marketing programs to attract significant others who
may influence Asian students’ choice to study
abroad.
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