The impact of self identities, perceived country image, and institution image on intention to choose study destination : a comparison study between undergraduate student major in business management in Jakarta and Seoul
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Kim, Min Suk
Subject
H Social Sciences (General)
Datestamp
2023-08-09 04:51:50
Abstract :
Demand for higher education in developing economies keeps increasing since more people realize the benefit of advanced education qualifications for their future. According to some studies factors that affected Asian students in selecting study destinations in foreign countries are expected benefits from studying abroad, push factors from their home country, perceived destination image, perceived institution image, and marketing information channel, however, not much is known about the mediating effect of country image and institution image in the effect between self-identity and intention to choose study destination, The objective of the study is to investigate the role of country image and institution image, especially context of Indonesia and south Korean student's since a lot of studies focus on Asian in general and not specifically on Indonesian student to South Korea and vice versa. The data was taken from students in Jakarta and Seoul representing both countries' capital cities. The sample size was 49 for each country formed from July to September 2021. The data were analyzed using SPSS v25 and Smart PLS3. The result indicated that country image and institution image fully mediate the effect of self-identify on student intention to choose a study destination. The practical implication is for the marketers of international higher education and government of the host country to focus on the creation of positive country destination and institution images, whereas the theoretical contribution is a comprehensive examination by examining country image and institution image as a mediator between self-identify and intention to study in a foreign country using social identify theory.
Demand for higher education in developing economies keeps increasing since more people realize the benefit of advanced education qualifications for their future. According to some studies factors that affected Asian students in selecting study destinations in foreign countries are expected benefits from studying abroad, push factors from their home country, perceived destination image, perceived institution image, and marketing information channel, however, not much is known about the mediating effect of country image and institution image in the effect between self-identity and intention to choose study destination, The objective of the study is to investigate the role of country image and institution image, especially context of Indonesia and south Korean student's since a lot of studies focus on Asian in general and not specifically on Indonesian student to South Korea and vice versa. The data was taken from students in Jakarta and Seoul representing both countries' capital cities. The sample size was 49 for each country formed from July to September 2021. The data were analyzed using SPSS v25 and Smart PLS3. The result indicated that country image and institution image fully mediate the effect of self-identify on student intention to choose a study destination. The practical implication is for the marketers of international higher education and government of the host country to focus on the creation of positive country destination and institution images, whereas the theoretical contribution is a comprehensive examination by examining country image and institution image as a mediator between self-identify and intention to study in a foreign country using social identify theory.
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