Marketing and recruitment strategies used by regional Australian universities in Thailand: a scoping review

Article

Chin, Daniel, van der Laan, Luke and Surachartkumtonkun, Jiraporn. 2022. "Marketing and recruitment strategies used by regional Australian universities in Thailand: a scoping review." Journal of Marketing for Higher Education. https://doi.org/10.1080/08841241.2022.2149664

Related Output
Article Title	Marketing and recruitment strategies used by regional Australian universities in Thailand: a scoping review
ERA Journal ID	19827
Article Category	Article
Authors	Chin, Daniel, van der Laan, Luke and Surachartkumtonkun, Jiraporn
Journal Title	Journal of Marketing for Higher Education
Number of Pages	19
Year	2022
Publisher	Taylor & Francis
Place of Publication	United States
ISSN	0884-1241
	1540-7144
Digital Object Identifier (DOI)	https://doi.org/10.1080/08841241.2022.2149664
Web Address (URL)	https://www.tandfonline.com/doi/full/10.1080/08841241.2022.2149664
Abstract	This paper explores the approach taken by regional Australian universities in recruiting students from Thailand, and the extent to which these strategies influence Thai students’ decision-making. International education is Australia’s largest services export; however, the negative effects of the COVID-19 pandemic have prompted universities to re-strategize. Thus far, limited research has been conducted on Thai students in the context of Australian universities. This study utilised the Joanna Briggs Institute scoping review methodology, and it was found that research gaps exist around both the recruitment practices of regional universities in Thailand and the push and pull factors influencing a Thai student to study at a regional university. While the literature did address certain variables within this niche phenomenon, more bespoke investigation is required to provide a clearer indication on how regional universities can develop student recruitment initiatives in Thailand. After identifying these gaps, the article concludes with a framework with implications for both practice and future research.
Keywords	recruitment; students; Thailand; Universities; Regional Australia
Is part of	Marketing and recruitment strategies used by regional Australian universities in Thailand: a mixed methods study investigating their influence on Thai students’ decision to enrol
Contains Sensitive Content	Does not contain sensitive content
ANZSRC Field of Research 2020	390303. Higher education
	350601. Consumer behaviour
	350711. Organisational planning and management
	350718. Strategy
Public Notes	Files associated with this item cannot be displayed due to copyright restrictions.
	This article is part of a UniSQ Thesis by publication. See Related Output.
Byline Affiliations	Griffith University
	School of Humanities and Communication

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