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

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. [ FROM AUTHOR]