Edutourism: Exploring the push-pull factors in selecting a university

Research output: Contribution to journalArticle

25 Citations (Scopus)

Abstract

Students around the world have recognised Malaysia as the preferred choice for college and tertiary education because of its low cost of living and high quality education. Several underlying factors also contribute to their decision in selecting a university. However, a thorough understanding of the selection process by international students in the Malaysian context has yet to be done. Hence, a preliminary study was conducted to understand the factors that motivate these students to choose Universiti Kebangsaan Malaysia (UKM) as their institute of higher learning. A total of 130 respondents ranging from undergraduate and PhD students participated in the study. From the analysis, pull factor such as "institution image" significantly influenced the satisfaction level of the international students to choose UKM. Meanwhile, push factor of "job prospect" significantly influenced these students to recommend UKM as a study destination.

Original languageEnglish
Pages (from-to)63-78
Number of pages16
JournalInternational Journal of Business and Society
Volume12
Issue number1
Publication statusPublished - Jul 2011

Fingerprint

Factors
Pull
Malaysia
International students
Cost of living
Destination
Undergraduate
Education
Selection process
Tertiary education

Keywords

  • Customer satisfaction
  • Educational tourism
  • Marketing

ASJC Scopus subject areas

  • Economics and Econometrics
  • Finance
  • Strategy and Management
  • Business and International Management

Cite this

Edutourism : Exploring the push-pull factors in selecting a university. / Lam, Jason M S; Mohd. Ariffin, Ahmad Azmi; Ahmad, Azhar.

In: International Journal of Business and Society, Vol. 12, No. 1, 07.2011, p. 63-78.

Research output: Contribution to journalArticle

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