Destination choice of cross-border Chinese students: an importance-performance analysis

Higher education institutions are competing with one another to recruit students. As a major developing country with emphasis on human capital development, China has the largest group of tertiary students studying locally and aboard, including cross-border students in the Greater China region. This paper examines the destination choice of cross-border Chinese students. The empirical findings reveal that the most important attributes are programme reputation, recognition of university qualifications, availability of course information, safety and cost of living in the host cities. Importance-performance analysis was applied to the survey data. Results show that students are satisfied with the safety aspect, but not with the cost of living. Regression analysis indicates that student satisfaction was significantly affected by the perceived value of the programme, followed by accessibility. These findings can help improve the quality of education services of higher education administration by addressing the perceptions and concerns of cross-border Chinese students.