Marketing international higher education: A case of Thai students in Australia

Education has long been one of the most important exporting services to Australia. Australia has developed its higher education resources and significantly increased its role in the international education market. The Australian government data for 2006 lists 317 909 foreign students in the Australian education institutions nationwide. This is the time when Australia is experiencing a growing overseas demand for a higher education system. Australia, therefore, needs to critically forms and ways of internationalisation in its education system. This study investigates the patterns of influence from various personal sources on the Thai students' decision to study in Australian universities. It reveals that various personal sources, such as family members, friends, relatives, agents or the Australian representatives, can influence the students' decision-making processes. Furthermore, this study also confirms the associations between the influencing sources, the students' background and the types of influence. International universities should learn to understand the international students' decision-making process, since it will help the universities to respond to the needs of the international students.