Factors influencing international students' choice of educational destination
A systematic review through the socioecological model lens
DOI:
https://doi.org/10.32674/ccv5sm82Keywords:
International student, Decision making, Educational destination, Socioecological Model , Systematic reviewAbstract
International student recruitment is a key trend in global higher education and has consistently been a major focus for universities worldwide. This study aims to identify the factors influencing decision-making for educational destinations through a socio-ecological approach, offering policymakers actionable insights to effectively attract international students. It was a systematic review. English-language articles published between 2019 and 2024 were selected from five databases. A total of 29 articles were included. Thematic analysis revealed ten themes influencing international student decision-making, categorized into individual, interpersonal, organizational, sociocultural, and public policy factors, in alignment with the levels of the socio-ecological model.
References
Alolga, R. N., Kassim, S. A., & Dramou, P. (2022). Study Destination Choice and Career Preferences of International Students at China Pharmaceutical University. Pharmacy, 10(6), 149.
https://doi.org/10.3390/pharmacy10060149 DOI: https://doi.org/10.3390/pharmacy10060149
Dogu, A. Vehbi, A. (2019). Investigation of Factors Influencing Prospective Students to Enroll North Cyprus Higher Education. International Journal of Innovative Technology and Exploring Engineering (IJITEE), 8(8), 2067- 2077.
Collins, A., Şimşek, H., & Takır, A. (2024). Choosing a Higher Education destination: Marketing of where why and how?. Journal of Marketing for Higher Education, 34(2), 562-583. https://doi.org/10.1080/08841241.2022.2048431 DOI: https://doi.org/10.1080/08841241.2022.2048431
Dai, K., Hu, Y., Li, X., & Oladipo, O. (2023). Conducting doctoral research in China: An exploration of international students’ motivation to study at Chinese universities. Higher Education Research & Development, 42(5), 1133-1149. https://doi.org/10.1080/07294360.2023.2197195 DOI: https://doi.org/10.1080/07294360.2023.2197195
De Wit, H., & Altbach, P. G. (2021). Internationalization in higher education: Global trends and recommendations for its future. Policy reviews in higher education, 5(1), 28-46. https://doi.org/10.1080/23322969.2020.1820898 DOI: https://doi.org/10.1080/23322969.2020.1820898
Gbollie, C., & Gong, S. (2020). Emerging destination mobility: Exploring African and Asian international students’ push-pull factors and motivations to study in China. International Journal of Educational Management, 34(1), 18-34. https://doi.org/10.1108/IJEM-02-2019-0041 DOI: https://doi.org/10.1108/IJEM-02-2019-0041
Guan, L., Mok, K. H. J., & Yu, B. (2023). Pull factors in choosing a higher education study abroad destination after the massive global immobility: A re-examination from Chinese perspectives. Cogent Education, 10(1), 2199625. https://doi.org/10.1080/2331186X.2023.2199625 DOI: https://doi.org/10.1080/2331186X.2023.2199625
Guru, S., Bhatt, N., & Agrawal, N. (2022). Ranking the determinants for international education destination decision of Indian students: application of fuzzy analytical hierarchical process. Vision, 26(3), 314-327. https://doi.org/10.1177/0972262921991940 DOI: https://doi.org/10.1177/0972262921991940
Haniya, O. K., & Said, H. (2022). Influential factors contributing to the understanding of international students’ choice of Malaysian higher education institutions: Qualitative study with a focus on expected benefits. Tuning Journal for Higher Education, 9(2), 63-97. https://doi.org/10.18543/tjhe.1966 DOI: https://doi.org/10.18543/tjhe.1966
Harvey, T., Robinson, C., & Welch, A. (2017). The lived experiences of international students who’s family remains at home. Journal of International Students, 7(3), 748-763. https://doi.org/10.5281/zenodo.570031 DOI: https://doi.org/10.32674/jis.v7i3.297
Hawkins, M. M., Schmitt, M. E., Adebayo, C. T., Weitzel, J., Olukotun, O., Christensen, A. M., ... & Mkandawire-Valhmu, L. (2021). Promoting the health of refugee women: a scoping literature review incorporating the social ecological model. International journal for equity in health, 20(1), 45. https://doi.org/10.1186/s12939-021-01387-5 DOI: https://doi.org/10.1186/s12939-021-01387-5
Hung, N. T., & Yen, K. L. (2022). Toward sustainable internationalization of higher education: Innovative marketing strategies for international student recruitment. Sustainability, 14(14), 8522. https://doi.org/10.3390/su14148522 DOI: https://doi.org/10.3390/su14148522
Jafar, H., & Legusov, O. (2021). Understanding the decision-making process of college-bound international students: A case study of greater Toronto area colleges of applied arts and technology. Community College Journal of Research and Practice, 45(7), 463-478. https://doi.org/10.1080/10668926.2020.1723740 DOI: https://doi.org/10.1080/10668926.2020.1723740
jalilvand, H., Abdi, M., & shahidi, M. (2020). Determining the Criteria for Attract foreign students in Iranian Medical Universities from the Viewpoint of Faculty Members. Iranian Journal of Medical Education, 20, 194-204.
Jayawardena, N. S., Ross, M., & Grace, D. (2020). Exploring the relationship between Australian university websites and international student enrollments. International Journal of Educational Management, 34(10), 1527-1557. https://doi.org/10.1108/IJEM-02-2019-0068 DOI: https://doi.org/10.1108/IJEM-02-2019-0068
Ke, H., Junfeng, D., & Xiaojing, L. (2022). International students’ university choice to study abroad in higher education and influencing factors analysis. Frontiers in psychology, 13, 1036569. https://doi.org/10.3389/fpsyg.2022.1036569 DOI: https://doi.org/10.3389/fpsyg.2022.1036569
Koenings, F., Di Meo, G., & Uebelmesser, S. (2020). University rankings as information source: do they play a different role for domestic and international students?. Applied Economics, 52(59), 6432-6447. https://doi.org/10.1080/00036846.2020.1795075 DOI: https://doi.org/10.1080/00036846.2020.1795075
Kumar, V., & Raman, R. (2020). Social Media by Indian Universities--Does It Convince or Confuse International Students in University Choice?. International Journal of Higher Education, 9(5), 167-180. https://doi.org/10.5430/ijhe.v9n5p167 DOI: https://doi.org/10.5430/ijhe.v9n5p167
Kusumawati, A., Perera, N., & Yanamandram, V. (2019). Modeling trade-offs in students’ choice set when determining universities. International journal of educational management, 33(5), 979-989. https://doi.org/10.1108/IJEM-01-2018-0007 DOI: https://doi.org/10.1108/IJEM-01-2018-0007
Lewis, W. (2016). Study abroad influencing factors: An investigation of socioeconomic status, social, cultural, and personal factors. Ursidae: The Undergraduate Research Journal at the University of Northern Colorado, 5(3), 6.
Ma, A. H. S. (2022). Assessing the effects of university reputation and City image on international student destination choice: evidence from a flagship University in Taipei. Education and Urban Society, 54(8), 992-1009.
https://doi.org/10.1177/00131245211013844 DOI: https://doi.org/10.1177/00131245211013844
Manning, K. D. (2020). Motivational factors among international postgraduate students in Hong Kong and Taiwan. International Journal of Comparative Education and Development, 22(1), 82-100. https://doi.org/10.1108/IJCED-03-2019-0022 DOI: https://doi.org/10.1108/IJCED-03-2019-0022
Mitić, S., & Mojić, D. (2020). Student choice of higher education institutions in a posttransitional country: evidence from Serbia. Economic research-Ekonomska istraživanja, 33(1), 3509-3527. https://doi.org/10.1080/1331677X.2020.1774794 DOI: https://doi.org/10.1080/1331677X.2020.1774794
Nuseir, M. T., & El Refae, G. A. (2022). Factors influencing the choice of studying at UAE universities: an empirical research on the adoption of educational marketing strategies. Journal of Marketing for Higher Education, 32(2), 215-237. https://doi.org/10.1080/08841241.2020.1852467 DOI: https://doi.org/10.1080/08841241.2020.1852467
Ogunnaike, O., Tairat, B., Adeniyi, S., & Omolade, O. (2014). Empirical analysis of marketing mix strategy and student loyalty in education marketing. Mediterranean Journal of Social Sciences, 5(23). DOI: https://doi.org/10.5901/mjss.2014.v5n23p616
Oplatka, I., & Hemsley-Brown, J. (2021). A systematic and updated review of the literature on higher education marketing 2005–2019. Handbook of operations research and management science in higher education, 35-80. https://doi.org/10.1007/978-3-030-74051-1_2 DOI: https://doi.org/10.1007/978-3-030-74051-1_2
Pardiyono, R., Suteja, J., Puspita, H., & Juju, U. (2022). Dominant factors for the marketing of private higher education. Decision Science Letters, 11(2), 137-146. DOI: https://doi.org/10.5267/j.dsl.2021.12.002
Paulino, M. A., & Castaño, M. C. N. (2019). Exploring factors influencing international students' choice. Review of Integrative Business and Economics Research, 8, 131-149.
Pawar, S. K., Dasgupta, H., & Vispute, S. (2020). Analysis of factors influencing international student destination choice: A case of Indian HE. Journal of Further and Higher Education, 44(10), 1388-1400. https://doi.org/10.1080/0309877X.2019.1690640 DOI: https://doi.org/10.1080/0309877X.2019.1690640
Pawar, S. K., Vispute, S., Islam, T., & Chanda, R. (2020). International students’ motivations for studying in Indian universities: Implications for value proposition and positioning strategies. Research in Comparative and International Education, 15(2), 158-170. https://doi.org/10.1177/1745499920910579 DOI: https://doi.org/10.1177/1745499920910579
Phan, A. N. Q. (2023). The why of where: Vietnamese doctoral students’ choice of PhD destinations. Studies in Continuing Education, 45(3), 283-299. https://doi.org/10.1080/0158037X.2022.2054978 DOI: https://doi.org/10.1080/0158037X.2022.2054978
Prach, J., Johnson, A. T., & Ferguson, S. (2024). College choice & the consumer: the impact of gender on higher education enrollment. Journal of Marketing for Higher Education, 34(1), 415-435. https://doi.org/10.1080/08841241.2021.2006851 DOI: https://doi.org/10.1080/08841241.2021.2006851
Riaz, M. A., Rafique, R., & Riaz, M. N. (2025). Mental health model of acculturation among international students in Pakistan. Journal of International Students, 15(8), 185-208. https://doi.org/10.32674/628f6m83 DOI: https://doi.org/10.32674/628f6m83
Riccomini, F. E., Cirani, C. B. S., Pedro, S. D. C., Garzaro, D. M., & Kevin, K. S. (2024). Innovation in educational marketing: a study applied to Brazilian private higher education institutions. Journal of Marketing for Higher Education, 34(1), 95-115. https://doi.org/10.1080/08841241.2021.1966157 DOI: https://doi.org/10.1080/08841241.2021.1966157
Salisbury, M. H., Paulsen, M. B., & Pascarella, E. T. (2010). To see the world or stay at home: Applying an integrated student choice model to explore the gender gap in the intent to study abroad. Research in Higher Education, 51(7), 615-640. https://doi.org/10.1007/s11162-010-9171-6 DOI: https://doi.org/10.1007/s11162-010-9171-6
Sim, A. K., Tan, K. L., Sia, J. K. M., & Hii, I. S. (2020). Students' choice of international branch campus in Malaysia: a gender comparative study. International Journal of Educational Management, 35(1), 87-107. https://doi.org/10.1108/IJEM-01-2020-0027 DOI: https://doi.org/10.1108/IJEM-01-2020-0027
Sin, C., Antonowicz, D., & Wiers-Jenssen, J. (2021). Attracting international students to semiperipheral countries: A comparative study of Norway, Poland and Portugal. Higher Education Policy, 34(1), 297-320. https://doi.org/10.1057/s41307-019-00135-3 DOI: https://doi.org/10.1057/s41307-019-00135-3
Sun, Q., Nguyen, T. D., & Ganesh, G. (2020). Exploring the study abroad journey: Chinese and Indian students in US higher education. Journal of International Consumer Marketing, 32(3), 210-227. https://doi.org/10.1080/08961530.2019.1678084 DOI: https://doi.org/10.1080/08961530.2019.1678084
Tang, J. (2017). Research on the behavioral intentions of international students choosing to study in China: an explanatory framework based on the theory of planned behavior. High. Educ. Explor, 8, 90-94.
Tham, S. Y., Mahmod, N. K., & Alavi, R. (2013). Assessing policies for attracting international students: Case of Malaysia. Asia Pacific Journal of Education, 33(1), 112-126. https://doi.org/10.1080/02188791.2012.759536 DOI: https://doi.org/10.1080/02188791.2012.759536
Tomaszewicz, A., & Barczyk, U. C. (2024). The Influence of Social Media on the Choice of a University. European Research Studies Journal, 27(2), 67-77. DOI: https://doi.org/10.35808/ersj/3797
UNESCO. (2025). Record number of higher education students highlights global need for recognition of qualifications. UNESCO.
Ürer Erdil, D., Tümer, M., Nadiri, H., & Aghaei, I. (2021). Prioritizing information sources and requirements in students’ choice of higher education destination: using AHP analysis. Sage Open, 11(2), 21582440211015685.
https://doi.org/10.1177/21582440211015685 DOI: https://doi.org/10.1177/21582440211015685
Vrontis, D., El Nemar, S., Ouwaida, A., & Shams, S. R. (2018). The impact of social media on international student recruitment: the case of Lebanon. Journal of International Education in Business, 11(1), 79-103. https://doi.org/10.1108/JIEB-05-2017-0020 DOI: https://doi.org/10.1108/JIEB-05-2017-0020
Wei, G., Lin, W., Jingdong, Y., & Yanxiong, W. (2020). China as a global destination for international students. J. Pol. & L., 13, 135. DOI: https://doi.org/10.5539/jpl.v13n1p135
Wei, H., Yuan, R., & Zhao, L. (2019). Cultural factors and study destinations of international students. China & World Economy, 27(6), 26-49. https://doi.org/10.1111/cwe.12291 DOI: https://doi.org/10.1111/cwe.12291
Whatley, M. (2018). Toward an understanding of peer influence on undergraduate study abroad participation. Frontiers: The Interdisciplinary Journal of Study Abroad, 30(3), 51-71. https://doi.org/10.36366/frontiers.v30i3.421 DOI: https://doi.org/10.36366/frontiers.v30i3.421
Wilkins, S., Hazzam, J., Ireland, J. J., & Kana, R. (2024). International branch campuses: The influences of country of origin and campus environment on students’ institution choices and satisfaction. Journal of Higher Education Policy and Management, 46(2), 182-199. https://doi.org/10.1080/1360080X.2023.2272231 DOI: https://doi.org/10.1080/1360080X.2023.2272231
Wu, T., & Naidoo, V. (2016). The role of international marketing in higher education. In International marketing of higher education (pp. 3-9). New York: Palgrave Macmillan US. https://doi.org/10.1057/978-1-137-54291-5_1 DOI: https://doi.org/10.1057/978-1-137-54291-5_1
Xue, W., & Singh, M. K. M. (2025). Unveiling the academic, sociocultural, and psychological adaptation challenges of Chinese international students in Malaysia: A systematic review. Journal of International Students, 15(2), 69-86. https://doi.org/10.32674/37286t88 DOI: https://doi.org/10.32674/37286t88
Yang, P. (2022). China in the global field of international student mobility: An analysis of economic, human and symbolic capitals. Compare: A Journal of Comparative and International Education, 52(2), 308-326. https://doi.org/10.1080/03057925.2020.1764334 DOI: https://doi.org/10.1080/03057925.2020.1764334
Yang, S., Ye, X., & He, D. (2023). Global pathways: New evidence on the international graduate school choice of Chinese outbound students. Higher Education, 86(6), 1415-1454. https://doi.org/10.1007/s10734-022-00979-6 DOI: https://doi.org/10.1007/s10734-022-00979-6
Downloads
Published
Issue
Section
Categories
License
Copyright (c) 2025 Journal of International Students

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright (c) [year] [author]
This work is licensed under a Creative Commons Attribution 4.0 International License.
This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. https://creativecommons.org/licenses/by/4.0












