Decision Factors behind Choosing Higher Education Institutions in Europe

Abstract Research purpose. This article aims at distinguishing and weighting the educational factors that could have an impact on young people’s choice to study in European higher education institutions (HEIs). Design/Methodology/Approach. To achieve the aim, previous research and scientific literature were studied and experts from student society and the higher education sector, who deal with international students, were interviewed. The developed questionnaire was based on pairwise comparison procedure, and the obtained data were processed using the analytical hierarchy process (AHP) method. Findings. The findings revealed that the following factors are the most critical for students who want to study at European HEIs: provision of programmes that are taught in English, the existence of scholarship opportunities, provision of different facilities in the campus, and accreditation of the study programme and university. Originality/Value/Practical implications. The current study focuses on a topic that has been studied fragmentally, that is, on which factors are crucial for an international student to choose HEI in Europe. The current research contributes to the existing scientific literature by identifying and systemising educational factors influencing young people’s choice to study in Europe. The obtained results could be useful for professionals who are responsible for strategic partnerships at European universities.