Thailand, the forgotten market for international student recruitment? A qualitative study into the strategies of regional Australian universities

Article

Chin, Daniel, van der Laan, Luke and Surachartkumtonkun, Jiraporn. 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. 17 (2), pp. 265-282. https://doi.org/10.1108/JIEB-09-2023-0066

Related Output
Article Title	Thailand, the forgotten market for international student recruitment? A qualitative study into the strategies of regional Australian universities
ERA Journal ID	40300
Article Category	Article
Authors	Chin, Daniel, van der Laan, Luke and Surachartkumtonkun, Jiraporn
Journal Title	Journal of International Education in Business
Journal Citation	17 (2), pp. 265-282
Number of Pages	18
Year	2024
Publisher	Emerald
Place of Publication	United Kingdom
ISSN	1836-3261
	2046-469X
Digital Object Identifier (DOI)	https://doi.org/10.1108/JIEB-09-2023-0066
Web Address (URL)	https://www.emerald.com/insight/content/doi/10.1108/JIEB-09-2023-0066/full/html
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	International students; regional Australia; universities ; Thailand; marketing; recruitment; strategic ambidexterity
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	350706. International business
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	University of Southern Queensland
	Griffith University

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