EXTERNAL FACTORS INFLUENCING INTERNATIONAL STUDENTS' CHOICE OF STUDY DESTINATION IN CHINA: IMPLICATIONS FOR RECRUITMENT AND MARKETING

Abstract

The internationalization of higher education has accelerated significantly in recent decades, with countries actively competing to attract international students as part of broader educational, economic, and diplomatic strategies. While China has traditionally been recognized as a major exporter of international students, it is increasingly positioning itself as a global study destination. This study investigates the external factors that influence international students' decision-making processes in selecting China as their study destination, with particular focus on the implications for university recruitment and marketing.A quantitative research design was employed, involving a structured questionnaire distributed to 267 international students at Guangxi University. The study focused on five core objectives: identifying the most influential external factors, assessing the role of third-party actors (especially parents), exploring the main information sources used by students, comparing the influence of digital platforms, personal networks, and education agents, and examining the degree of digital autonomy among students.Key findings indicate that financial factors such as scholarships and affordability, along with perceptions of safety and peer recommendations, are the most influential external drivers. Parental expectations and support also play a significant role, particularly among students from collectivist cultures. Among information channels, digital platforms such as university websites and social media were found to be more impactful than traditional agents or print materials. Furthermore, a strong trend toward digital independence in decision-making was observed.The study concludes that Chinese universities must strengthen their digital presence, involve families in outreach, and leverage student peer networks to remain competitive in the international education market. These insights offer valuable recommendations for refining recruitment strategies and advancing China’s role as a preferred global study destination.