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Prioritizing Information Sources and Requirements in Students’ Choice of Higher Education Destination: Using AHP Analysis

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  • Damla Ãœrer Erdil
  • Mustafa Tümer
  • Halil Nadiri
  • Iman Aghaei

Abstract

Attracting and enrolling international students have become the primary concern of marketing efforts of higher education institutions. For this purpose, understanding the decision-making process of students is vital. This study examines the information sources, requirements, and choice factors of international students who study their higher education in an emerging higher education destination. This study is conducted through a quantitative approach, based on both exploratory factor analysis (EFA) and the analytic hierarchy process (AHP). A survey was conducted with students who enrolled at a state university for the first time. University websites are identified as the most used sources of information. According to the study’s findings, job and scholarship opportunities are identified as the first and most crucial concern of international students. This study is of particular significance for higher education institutions in emerging higher education destinations to better understand students’ decision-making process.

Suggested Citation

  • Damla Ãœrer Erdil & Mustafa Tümer & Halil Nadiri & Iman Aghaei, 2021. "Prioritizing Information Sources and Requirements in Students’ Choice of Higher Education Destination: Using AHP Analysis," SAGE Open, , vol. 11(2), pages 21582440211, May.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:2:p:21582440211015685
    DOI: 10.1177/21582440211015685
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    References listed on IDEAS

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    1. Ann Bourke, 2000. "A Model of the Determinants of International Trade in Higher Education," The Service Industries Journal, Taylor & Francis Journals, vol. 20(1), pages 110-138, January.
    2. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    3. Stephen Wilkins & Jeroen Huisman, 2011. "International student destination choice: the influence of home campus experience on the decision to consider branch campuses," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 21(1), pages 61-83, March.
    4. Yoram Wind & Thomas L. Saaty, 1980. "Marketing Applications of the Analytic Hierarchy Process," Management Science, INFORMS, vol. 26(7), pages 641-658, July.
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    2. Xue Ding & Mengling Qin & Linsen Yin & Dayong Lv & Yao Bai, 2023. "Research on FinTech Talent Evaluation Index System and Recruitment Strategy: Evidence From Shanghai in China," SAGE Open, , vol. 13(4), pages 21582440231, November.

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