Abstract
Research on the marketing of higher education institutions has mainly been concerned about the selection criteria used in the decision making process, this research fills a gap in the literature by exploring how in-grained cultural values influence a Chinese student’s decision to study abroad. Twenty interviews were conducted among participants who were in the process of deciding on higher education abroad. Nine of the participants were Chinese parents, and eleven were students. The themes which emerged from the interviews are discussed by linking it to the literature to provide insights. The decision making process is strongly influenced by traditional values rooted in Confucianism, and child-centredness due to China’s one-child policy and modern Western values. The article concludes with a discussion on the implications for the marketing of international higher education institutions.
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