Daniel Chin

The imperative of revitalising international student recruitment post-COVID-19 pandemic amid geopolitical realignments has brought Australian universities to the forefront of strategic marketing considerations. Reassessment of conventional markets and strategies has become critical in sustaining and enhancing competitiveness of these institutions in the global education landscape. This study aims to investigate marketing and recruitment factors, specifically examining their influence on Thai students’ decision to enrol at a regional Australian university. The research approach involved administering a survey of Thai students and recent alumni of regional Australian universities. A principal component analysis (PCA)revealed a multidimensional structure of eight factors. According to the findings, Thai students’ decision to enrol was influenced by agents, post-study migration opportunities and country-specific resources. However, due to the perceived low return on investment and delayed enrolment outcomes, regional universities are not investing sufficiently in Thailand. Implications for marketing and recruitment initiatives are discussed.

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.