The market positioning and the selection of destination countries for music students from Taiwan

Abstract

Students now-a-days have to develop international skills to be successful in this global environment, and choosing a sound destination country is a crucial issue to the success of their overseas study. On the other hand, since international students may contribute a great deal to the host country's educational quality and its economy, countries around the world are employing varieties of marketing strategies to compete for prospective international students. This research thus aims to identify the key factors that influence Taiwanese music majored students' choice of destination country, to calculate the relative importance of each factor, to construct a market positioning map for the main destination countries and to determine the relative market competitiveness of these countries. The results not only provide students with specific guidelines for choosing a destination country, but also provide the destination countries with an overall positioning map for revamping their marketing strategies.