Thailand, the forgotten market for international student recruitment? A qualitative study into the strategies of regional Australian universities
Journal of International Education in Business
ISSN: 2046-469X
Article publication date: 26 February 2024
Issue publication date: 7 May 2024
Abstract
Purpose
This study aims to explore how student recruitment practitioners at regional Australian universities strategise student recruitment efforts in Thailand. There is scarce research addressing regional universities, with prior studies focusing on metropolitan universities. Similarly, most prior studies have focused on high-volume markets, with little research exploring emerging markets such as Thailand.
Design/methodology/approach
Semi-structured interviews were conducted with student recruitment practitioners from regional universities that were responsible for recruiting Thai students. Thematic analysis was conducted to identify key themes.
Findings
Regional universities lack strategic ambidexterity in their approach to recruiting international students. They viewed Thailand as requiring longer term investment and were unwilling to dedicate their limited resources towards developing this market at the expense of other markets that would yield enrolments to contribute towards short-term targets.
Practical implications
Implications are provided with relevance to the student recruitment practitioner, with strategic ambidexterity discussed.
Originality/value
The paper fills a gap in the research by exploring international student recruitment and contextualising both regional universities and Thailand as a recruitment market. This study provides useful considerations that may be relevant to other emerging markets.
Keywords
Citation
Chin, D., van der Laan, L. and Surachartkumtonkun, J. (2024), "Thailand, the forgotten market for international student recruitment? A qualitative study into the strategies of regional Australian universities", Journal of International Education in Business, Vol. 17 No. 2, pp. 265-282. https://doi.org/10.1108/JIEB-09-2023-0066
Publisher
:Emerald Publishing Limited
Copyright © 2024, Emerald Publishing Limited