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Cao, Minh Trang (2012) An exploratory study on the study abroad decision and international students’ perception on the risk associated. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

In recent years, the demand for international education has dramatically increased as people realise the importance of gaining a set of global skills and international knowledge. The globalisation pressure has led to an internationalised and highly competitive environment within the education sector. The enormous demand raises the need for a better understanding of the prospective customers’ behaviour towards international education as a source of competitive advantage. There has been an increasing body of literature studying international students’ motives behind the decision to study abroad. However, little has been done to examine the risky aspect of such decision despite the various inherent risks associated (Luethege, 2004).

The aim of this study, therefore, is to qualitatively investigate international students’ decision-making behaviour together with their perception of the risk associated. The data collected via semi-structured interviews provided a confirmation of existing findings on the various motives behind the decision as well as some new insights. More importantly, this study introduces perceived risk as another potential factor influencing the study abroad decision, especially on the choice of host country and host city. Since this study was carried out in the UK, the findings generated may be useful for UK universities in adjusting their policies and strategies to improve their competitiveness in the global market and attract more international students.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	EP, Services
Date Deposited:	08 Apr 2013 13:25
Last Modified:	19 Oct 2017 13:09
URI:	https://eprints.nottingham.ac.uk/id/eprint/25932

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