Amidst public calls for greater internationalization, universities are marketing to international students. We explore how universities in regional hubs (Lee & Schoole, 2015) enact "dramaturgical performances" (Goffman, 1959), presenting images of themselves in geopolitical space. We find: (1) bifurcated marketing strategies to…

Universities have increasingly pursued 'world-class status' and have prioritized internationalisation efforts. South Korean universities have accordingly invested billions of dollars in attracting foreign students and faculty, increasing English-medium instruction courses, and teaching curriculum related to global competence. This article applies…

Globalization has driven growth in the market for cross-border students. Mainland China, with a burgeoning economy and the largest national population, has become an important source of cross-border students. This study identifies ideal attraction in mainland China to destinations for cross-border tertiary education, as expressed by ideal first…

Under the slogan of internationalisation, Korean universities have opened international colleges as a way to better attract and accommodate foreign students. However, due to a lack of foreign student recruiting capability, the majority of the students who enrol at one such international college are not foreign, but Korean. Contradictions arise…

A new environment of budgetary cuts and increasing competition is forcing many institutions to become strategic and deliberate in their recruitment efforts. Effective international recruitment practices are dependent more than ever on a deep understanding of student mobility patterns and decision-making processes. The purpose of this research is…

The purpose of this study is to understand the dynamics of Korean students' international mobility to study abroad by using the 2-D Model. The first D, "the driving force factor," explains how and what components of the dissatisfaction with domestic higher education perceived by Korean students drives students' outward mobility to seek…