Abstract:
This study seeks to examine the influence of the cultural elements
on international students’ country choice. It also examines
whether individual values moderate the influence of cultural
elements on the country choice of international students. Drawing
upon a sample size of 223, the data was analysed using structural
equation modelling technique. Among the five cultural elements,
education, language and social institutions were found to have a
positive significant influence on the international student’s
country choice. When moderated by individual values education
was found to be the only key significant value to international
students when selecting a country to further their education. The
cultural elements should be given much attention by marketers,
government and managers of academic institutions. An
improvement in the standards of education in developing
countries would attract more students from developed countries.
