Country image and ideal destination choice in study abroad: Evidence from the Republic of Korea

Peter Gregory Ghazarian, Daniel Ryan Keller


International students represent a significant resource for higher education institutions, particularly in a time of growing competition and uncertainty for tertiary education. In order to understand this market, more work is required to detail the factors that influence destination choice in study abroad. The present study analyzes differences in perceived country image and demographic variables among ideal destination choice groups in the Republic of Korea.  The findings draw into question the notion that country image and demographic variables are always accurate predictors for destination choice and suggest that individual perceptions may be less important than country-level variables in the initial stages of study abroad destination choice.  


study abroad; destination choice; country image; higher education

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