This qualitative study explores how to better attract international students as perceived from the viewpoints of both international students and university administrators.The 7Ps marketing mix conceptual framework and...This qualitative study explores how to better attract international students as perceived from the viewpoints of both international students and university administrators.The 7Ps marketing mix conceptual framework and thematic analysis were utilized to analyze qualitative data solicited from both focus group discussions involving 75 international students and in-depth interviews with four administrators at two public universities in Yunnan province,China.The results indicate that two factors mainly affect students’decisions on an international education destination:geographical location(Place)and cost of study(Price).Furthermore,the study recommends applying the 7Ps as a totality in university recruitment practices.展开更多
文摘This qualitative study explores how to better attract international students as perceived from the viewpoints of both international students and university administrators.The 7Ps marketing mix conceptual framework and thematic analysis were utilized to analyze qualitative data solicited from both focus group discussions involving 75 international students and in-depth interviews with four administrators at two public universities in Yunnan province,China.The results indicate that two factors mainly affect students’decisions on an international education destination:geographical location(Place)and cost of study(Price).Furthermore,the study recommends applying the 7Ps as a totality in university recruitment practices.
