References
Abubakar, M. M., & Mokhtar, S. S. M. (2015). Relationship marketing, long term orientation and customer loyalty in higher education. Mediterranean Journal of Social Sciences, 6(4), 466-466.
Adomako, S., Frimpong, K., Mohammed, R. A., Opoku, R. A., & Hussain, R. (2021). Chief executive officers' dispositional optimism, host country's rule of law, and foreign market equity mode choice of Ghanaian small and medium‐sized enterprises. Thunderbird International Business Review, 63(1), 63-75.
Agarwal, S., & Ramaswami, S. (1992). Choice of foreign market entry mode: Impact of ownership, location and internationalization factors. Journal of International Business Studies, 23(1), 1-27.
Aggarwal Sharma, A., Rao, V. R., & Popli, S. (2013). Measuring consumer-based brand equity for Indian business schools. Journal of Marketing for Higher Education, 23(2), 175-203.
Aghaz, A., Hashemi, A., & Sharifi, A. M. S. (2015). Factors contributing to university image: The postgraduate students’ points of view. Journal of Marketing for Higher Education, 25(1), 104-126.
Al Amin, M., & Islam, M. (2017). Factors leading to Market Segmentation of fashion house business based on customer behavior: Evidence from Bangladeshi Fashion Industry. International Journal of Business and Technopreneurship, 7(3), 251-272.
Alemu, A. M., & Cordier, J. (2017). Factors influencing international student satisfaction in Korean universities. International Journal of Educational Development, 57, 54-64. https://doi.org/https://doi.org/10.1016/j.ijedudev. 2017.08.006
Ali, F., Zhou, Y., Hussain, K., Nair, P. K., & Ragavan, N. A. (2016). Does higher education service quality effect student satisfaction, image and loyalty? Quality Assurance in Education, 24(1), 70-94.
Ali, S. H., Foreman, J., Capasso, A., Jones, A. M., Tozan, Y., & DiClemente, R. J. (2020). Social media as a recruitment platform for a nationwide online survey of COVID-19 knowledge, beliefs, and practices in the United States: Methodology and feasibility analysis. BMC Medical Research Methodology, 20, 1-11.
Altbach, P. G., & De Wit, H. (2015). Internationalization and global tension: Lessons from history. Journal of Studies in International Education, 19(1), 4-10.
Altbach, P. G., & Knight, J. (2007). The internationalization of higher education: Motivations and realities. Journal of Studies in International Education, 11(3-4), 290-305.
Alvarez, M. D., & Campo, S. (2014). The influence of political conflicts on country image and intention to visit: A study of Israel's image. Tourism Management, 40, 70-78.
Andaleeb, S. S. (2016). Market segmentation, targeting, and positioning. In Strategic Marketing Management in Asia. Emerald Group Publishing Limited.
Anderson-Rowland, M. R., Vanis, M., Zerby, D. M., Chain, E. L., Banks, D. L., & Mater, B. (2004). METS pilot program: A community college/university collaboration to recruit underrepresented minority students into engineering. Proceedings of the 2004 American Society for Engineering Education Annual Conference.
Arambewela, R., Hall, J., & Zuhair, S. (2006). Postgraduate International Students from Asia: Factors Influencing Satisfaction. Journal of Marketing for Higher Education, 15(2), 105-127. https://doi.org/ 10.1300/J050v15n02_05
Ayoubi, R. M., & Al‐Habaibeh, A. (2006). An investigation into international business collaboration in higher education organisations. International Journal of Educational Management, 20(5), 380-396.
Bae, S. Y., & Song, H. (2017). Intercultural sensitivity and tourism patterns among international students in Korea: Using a latent profile analysis. Asia Pacific Journal of Tourism Research, 22(4), 436-448.
Bailey, J. J., & Dangerfield, B. (2000). Applying the distinction between market-oriented and customer-led strategic perspectives to business school strategy. Journal of Education for Business, 75(3), 183-187.
Baldwin, G., & James, R. (2000). The market in Australian higher education and the concept of student as informed consumer. Journal of Higher Education Policy and Management, 22(2), 139-148.
Bamberger, A., Bronshtein, Y., & Yemini, M. (2020). Marketing universities and targeting international students: A comparative analysis of social media data trails. Teaching in Higher Education, 25(4), 476-492. https://doi.org/10.1080/13562517.2020.1712353
Bartram, B. (2007). The sociocultural needs of international students in higher education: A comparison of staff and student views. Journal of Studies in International Education, 11(2), 205-214.
Baturina, O. E., Erokhina, T. B., Fedko, V. P., & Shaginyan, S. G. (2019). Development of the university image positioning methods in the context of its marketing strategy. International Journal of Economics & Business Administration, 7(2), 309-316.
Beine, M., Noël, R., & Ragot, L. (2014). Determinants of the international mobility of students. Economics of Education review, 41, 40-54.
Bennett, R. J., Volet, S. E., & Fozdar, F. E. (2013). “I’d say it’s kind of unique in a way” the development of an intercultural student relationship. Journal of Studies in International Education, 17(5), 533-553.
Bohm, A., Davis, D., Meares, D., & Pearce. (2002). Global student mobility: Forecasting of the global demand for international higher education. IDP Australia.
Boom, B. H., & Bitner, M. J. (1981). Marketing strategies and organisation structures for service firms. Marketing of Services. Chicago: America Association, 47-51.
Bourdieu, P. (2018). The forms of capital. Routledge.
Bowden, J. L. H. (2011). Engaging the student as a customer: A relationship marketing approach. Marketing Education Review, 21(3), 211-228.
Bradley, G. (2000). Responding effectively to the mental health needs of international students. Higher Education, 39(4), 417-433.
Branch, J. D., & Christiansen, B. (2021). The marketisation of higher education: Concepts, cases, and criticisms. Palgrave Macmillan.
Brandmeir, C. L. (2016). A study of perceived marketing messages in international higher education services marketing (Publication Number 10046258) [D.B.A., University of Phoenix]. Digital Dissertation Consortium. http://pqdd.sinica.edu.tw.nthulib-oc.nthu. edu.tw/doc/10046258
Brender, A. (2002). Japan tries to reform how it trains lawyers. Chronicle of Higher Education, 48(23), 47-47.
Browne, M. W., & Cudeck, R. (1992). Alternative ways of assessing model fit. Sociological Methods & Research, 21(2), 230-258.
Buchanan, F. R. (2019). International student perceptions of experience in the West. Journal of International Education in Business, 12(2), 147-166. https://doi.org/10.1108/JIEB-06-2018-0021
Bulotaite, N. (2003). University heritage - an institutional tool for branding and marketing. Higher Education in Europe, 28(4), 449-454.
Cai, L. A., Wei, W., Lu, Y., & Day, J. J. (2015). College students’ decision-making for study abroad - Anecdotes from a US hospitality and tourism internship program in China. Journal of Teaching in Travel & Tourism, 15(1), 48-73.
Calderon, A. (2018). Massification of higher education revisited. https://www.researchgate.net/publication/331521091_Massification_of_higher_education_revisited
Camilleri, M. A. (2018). Market segmentation, targeting and positioning. In Travel marketing, tourism economics and the airline product (pp. 69-83). Springer.
Campbell, A. C., & Neff, E. (2020). A systematic review of international higher education scholarships for students from the Global South. Review of Educational Research, 90(6), 824-861.
Cantwell, B. (2019). Are international students cash cows? Examining the relationship between new international undergraduate enrollments and institutional revenue at public colleges and universities in the US. Journal of International Students, 5(4), 512-525.
Cantwell, B. (2019). Are international students cash cows? Examining the relationship between new international undergraduate enrollments and institutional revenue at public colleges and universities in the US. Journal of International Students, 5(4), 512-525.
Cassar, M., & Caruana, A. (2021). Attracting international student applications to a university website: The role of story-based content and gender in improving stickiness. Journal of Marketing for Higher Education, 1-18. https://doi.org/10.1080/08841241.2021.1892898
Cendana, D. I. (2020). Designing a Digital Payment Framework for HEI’s Using Smart ID. International Journal of Computer Theory and Engineering, 12, 1-7.
Chan, S.-J. (2013). Internationalizing higher education sectors: Explaining the approaches in four Asian countries. Journal of Higher Education Policy and Management, 35(3), 316-329.
Chapleo, C. (2004). Interpretation and implementation of reputation/brand management by UK university leaders. International Journal of Educational Advancement, 5(1), 7-23.
Chapleo, C., Carrillo Durán, M. V., & Castillo Díaz, A. (2011). Do UK universities communicate their brands effectively through their websites? Journal of Marketing for Higher Education, 21(1), 25-46. https://doi.org/10.1080/ 08841241.2011.569589
Chapman, D. W. (1981). A model of student college choice. The Journal of Higher Education, 52(5), 490-505.
Chen, C. C. (2008). Recruitment policies and strategies of foreign students in higher education of Taiwan via the analysis of educational marketing theories [Unpublished doctoral dissertation, National Normal University, Taipei, Taiwan]. https://hdl.handle.net/11296/ qn245u
Chen, L. H. (2008). Internationalization or international marketing? Two frameworks for understanding international students' choice of Canadian universities. Journal of Marketing for Higher Education, 18(1), 1-33. https://doi.org/10.1080/08841240802100113
Chen, Y. C. (2016). The drive behind international student loyalty in higher-educational institutions: a structural equation model. The Asia-Pacific Education Researcher, 25(2), 315-323.
Chin, J. M. C., & Ching, G. S. (2009). Trends and indicators of Taiwan’s higher education internationalization. The Asia-Pacific Education Researcher, 18(2), 185-203.
Chin, J. M. C., Wu, C. T., & Ching, G. S. (2012). Apple and oranges: Comparison of Taiwan higher education institutions’ internationalization. International Journal of Research Studies in Education, 1(2), 3-22.
Chissoe, D. H. (2017). First-year international students' perceived impact of the international student services office [Unpublished Doctoral Dissertation Oklahoma State University]. https://hdl.handle.net/ 11244/54503
Chou, C. P., Roberts, A., & Ching, G. S. (2012). A study on the international students’ perception and norms in Taiwan. International Journal of Research Studies in Education, 1(2), 71-84.
Choudaha, R. (2013). Social media in international student recruitment. Association of International Education Administrators (AIEA) Issue Brief.
Clark, C. R., & Hossler, D. (1990). Marketing in nonprofit organizations. Jossey‐Bass Inc.
Cohen, L., Manion, L., & Morrison, K. (2002). Research methods in education. Routledge.
Constantinides, E., & Zinck Stagno, M. C. (2011). Potential of the social media as instruments of higher education marketing: a segmentation study. Journal of Marketing for Higher Education, 21(1), 7-24. https://doi.org/10. 1080/08841241.2011.573593
Cooke, F. L., Saini, D. S., & Wang, J. (2014). Talent management in China and India: A comparison of management perceptions and human resource practices. Journal of World Business, 49(2), 225-235.
Council, B. C. A. (2008). Annual Report 2007-2008. British Columbia Arts Council.
Cravens, D. W., & Piercy, N. (2006). Strategic marketing (Vol. 6). McGraw-Hill Columbus.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
Csaszar, Z. M., Teperics, K., Wusching, T. A., Gyori, F., Alpek, L., Czimre, K., Salyi, A., & Koltai, A. (2019). The impact of the spending habits of international students on the economy of university cities - case study: Hungary. Interdisciplinary Management Research 15, 562-585.
Curaj, A., Deca, L., & Pricopie, R. (2020). European Higher Education Area: Challenges for a New Decade. Springer Nature.
Dao, M. T. N., & Thorpe, A. (2015). What factors influence Vietnamese students’ choice of university? International Journal of Educational Management, 29(5), 666-681. https://doi.org/10.1108/IJEM-08-2014- 0110
Daquila, T. C. (2013). Internationalizing higher education in Singapore: Government policies and the NUS experience. Journal of Studies in International Education, 17(5), 629-647.
Davidson, W. H. (1982). Global strategic management. John Wiley & Sons.
Decker, D. R., & Sokurienko, Y. A. (2000). When marketing really matters: The survival of a Russian post-graduate institute. Journal of Marketing for Higher Education, 9(4), 53-67.
Desai, S., Damewood, E., & Jones, R. (2001). Be a good teacher and be seen as a good teacher. Journal of Marketing Education, 23(2), 136-144.
Di Pietro, G. (2012). Does studying abroad cause international labor mobility? Evidence from Italy. Economics Letters, 117(3), 632-635.
Dollinger, M., & Lodge, J. (2020). Understanding value in the student experience through student–staff partnerships. Higher Education Research & Development, 39(5), 940-952. https://doi.org/10.1080/ 07294360.2019.1695751
Dollinger, M., & Vanderlelie, J. (2020). Closing the loop: Co-designing with students for greater market orientation. Journal of Marketing for Higher Education, 31(1), 41-57. https://doi.org/10.1080/08841241. 2020.1757557
Duke, L. M., MacDonald, J. B., & Trimble, C. S. (2009). Collaboration between marketing students and the library: An experiential learning project to promote reference services. College & Research Libraries, 70(2), 109-122.
Dunnett A., Moorhouse, J., Walsh, C. & Barry, C. (2012). Choosing a university: A conjoint analysis of the impact of higher fees on students applying for university in 2012. Journal Tertiary Education and Management, 18(3), 199-220.
Dunning, J. H. (2015). The eclectic paradigm of international production: A restatement and some possible extensions. Springer.
Dutta, A. (2020). Impact of digital social media on Indian higher education: Alternative approaches of online learning during COVID-19 pandemic crisis. International Journal of Scientific and Research Publications, 10(5), 604-6011.
Eder, J., Smith, W. W., & Pitts, R. E. (2010). Exploring factors influencing student study abroad destination choice. Journal of Teaching in Travel & Tourism, 10(3), 232-250.
Egan, J. (2008). Relationship marketing: Exploring relational strategies in marketing. Pearson Education.
Eger, L., Egerová, D., Tomczyk, L., Krystoň, M., & Czeglédi, C. (2020). Facebook for public relations in the higher education field: A study from four countries Czechia, Slovakia, Poland and Hungary. Journal of Marketing for Higher Education, 1-21. https://doi.org/10.1080/ 08841241.2020.1781737
Epple, D., & Romano, R. E. (1998). Competition between private and public schools, vouchers, and peer-group effects. American Economic Review, 8(1), 33-62.
Executive-Yuan. (2013). Golden decade national vision. https://bitly.com. vn/39qlk5
Executive-Yuan. (2018). Important governance results. https://bitly.com.vn/ 0j21kp
Findlay, A. M. (2011). An assessment of supply and demand‐side theorizations of international student mobility. International Migration, 49(2), 162-190.
Findlay, A. M., King, R., Smith, F. M., Geddes, A., & Skeldon, R. (2012). World class? An investigation of globalisation, difference and international student mobility. Transactions of the Institute of British Geographers, 37(1), 118-131.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal Of Marketing Research, 18(1), 39-50.
Fu, X., & Li, J. (2016). Collaboration with foreign universities for innovation: Evidence from Chinese manufacturing firms. International Journal of Technology Management, 70(2-3), 193-217.
Furey, S., Springer, P., & Parsons, C. (2014). Positioning university as a brand: distinctions between the brand promise of Russell Group, 1994 Group, University Alliance, and Million+ universities. Journal of Marketing for Higher Education, 24(1), 99-121. https://doi.org/ 10.1080/08841241.2014.919980
Gao, Y., & Liu, J. (2020). International student recruitment campaign: Experiences of selected flagship universities in China. Higher Education, 80(4), 663-678.
Garritzmann, J. L. (2016). The political economy of higher education finance: The politics of tuition fees and subsidies in OECD countries, 1945–2015. Springer.
Gaskin, C. J., & Happell, B. (2014). On exploratory factor analysis: A review of recent evidence, an assessment of current practice, and recommendations for future use. International Journal of Nursing Studies, 51(3), 511-521. https://doi.org/https://doi.org/10.1016/j.ijnu rstu.2013.10.005
Geddie, K. (2015). Policy mobilities in the race for talent: Competitive state strategies in international student mobility. Transactions of the Institute of British Geographers, 40(2), 235-248.
Genevieve, M. J. (2016). The influence of student learning characteristics on purchase of paper book and eBook for university study and personal interest. Educational Psychology, 36(9), 1544-1559.
Geoffrey, N. S., & Julia, P. T. (2002). Students' preferences for university: A conjoint analysis. The International Journal of Educational Management, 16(1), 40-45.
Germeijs, V., & Verschueren, K. (2007). High school students’ career decision-making process: Consequences for choice implementation in higher education. Journal of Vocational Behavior, 70(2), 223-241.
Gikas, J., & Grant, M. M. (2013). Mobile computing devices in higher education: Student perspectives on learning with cellphones, smartphones & social media. The Internet and Higher Education, 19, 18-26.
Giroux, H. (2002). Neoliberalism, corporate culture, and the promise of higher education: The university as a democratic public sphere. Harvard Educational Review, 72(4), 425-464.
Gök, E., & Gümüş, S. (2018). International student recruitment efforts of Turkish universities: Rationales and strategies. In A. W. Wiseman (Ed.), Annual Review of Comparative and International Education 2017 (Vol. 34, pp. 231-255). Emerald Publishing Limited. https://doi.org/10.1108/S1479-36792018 0000034019
Gonzalez-Brambila, S. B., & Figueroa-Gonzalez, J. (2017). Measuring the importance of entrance criteria in a higher education institution analyzing historical students performance. 10th International Conference of Education, Research and Innovation, ://WOS:000429975301111
Gonzalez, T., De La Rubia, M. A., Hincz, K. P., Comas-Lopez, M., Subirats, L., Fort, S., & Sacha, G. M. (2020). Influence of COVID-19 confinement on students’ performance in higher education. PloS One, 15(10), 1-23.
Govan, G. V., Patrick, S., & Yen, C. (2006). How high school students construct decision-making strategies for choosing colleges. College and University, 81(3), 19-29.
Govan, G. V., Patrick, S., & Yen, C. J. (2006). How high school students construct decision-making strategies for choosing colleges. College and University, 81(3), 19-29.
Griffith, D. A., & Yaprak, A. (2008). Culture study in international marketing: a critical review and suggestions for future research. International Marketing Review, 25(2), 215-229.
Guilbault, M. (2018, 2018/01/01/). Students as customers in higher education: The (controversial) debate needs to end. Journal of Retailing and Consumer Services, 40, 295-298. https://doi.org/ 10.1016/j.jretconser.2017.03.006
Guimón, J., & Salazar-Elena, J. C. (2015). Collaboration in innovation between foreign subsidiaries and local universities: evidence from Spain. Industry and Innovation, 22(6), 445-466.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis (8th Edition). Cengage.
Han, P. (2014). A literature review on college choice and marketing strategies for recruitment. Family and Consumer Sciences Research Journal, 43(2), 120-130.
Hanson, W. E., Creswell, J. W., Clark, V. L. P., Petska, K. S., & Creswell, J. D. (2005). Mixed methods research designs in counseling psychology. Journal of Counseling Psychology, 52(2), 224-235.
Hanushek, E. A., Machin, S. J., & Woessmann, L. (2016). Handbook of the economics of education. Elsevier.
Hassouna, M. S., Sahari, N., & Ismail, A. (2017). University website accessibility for totally blind users. Journal of Information and Communication Technology, 16(1), 63-80.
He, Y. (2018). Enhancing international students’ experience in the UK through the development of a higher education co-opetition framework: An examination into Welsh universities’ international collaboration and student recruitment activities [Doctoral dissertation, Cardiff Metropolitan University, Cardiff Metropolitan University].
Helgesen, Ø. (2008). Marketing for higher education: A relationship marketing approach. Journal of Marketing for Higher Education, 18(1), 50-78.
Hemsley-Brown, J., & Oplatka, I. (2015). Higher education consumer choice. Springer.
Hemsley‐Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace. International Journal of Public Sector Management, 19(4), 316-338. https://doi.org/10.1108/095135506106 69176
Heslop, L. A., & Nadeau, J. (2010). Branding MBA programs: The use of target market desired outcomes for effective brand positioning. Journal of Marketing for Higher Education, 20(1), 85-117. https://doi.org/10.1080/08841241003788110
Ho, H. F., & Hung, C. C. (2008). Marketing mix formulation for higher education. International Journal of Educational Management, 22(4), 328-340. https://doi.org/10.1108/09513540810875662
Hofstede, G. (1980). Culture and organizations. International Studies of Management & Organization, 10(4), 15-41.
Hofstede, G. (2011). Dimensionalizing cultures: The Hofstede model in context. Online Readings in Psychology and Culture, 2(1), 2307-0919.
Hofstede, G., Hofstede, G. J., & Minkov, M. (2005). Cultures and Organizations: Software of The Mind (Vol. 2). McGraw-Hill New York.
Hossler, D., & Gallagher, K. S. (1987). Studying student college choice: A three-phase model and the implications for policymakers. College and University, 62(3), 207-221.
Hossler, D., Schmit, J., & Vesper, N. (1999). Going to college: How social, economic, and educational factors influence the decisions students make. JHU Press.
Hou, A. Y. C., Chiang, T. L., & Chan, S. J. (2021). Higher education in Taiwan: Global, political and social challenges and future trends. Springer.
Hou, A. Y. C., Morse, R., Chiang, C. L., & Chen, H. J. (2013). Challenges to quality of English medium instruction degree programs in Taiwanese universities and the role of local accreditors: A perspective of non-English-speaking Asian country. Asia Pacific Education Review, 14(3), 359-370.
Hsieh, M. Y. (2019). Looking at the collapse of higher education from three indicators, 40 universities are afraid to leave next year? https://www. gvm.com.tw/article/69031
Huang, F., & Daizen, T. (2018). The benefits and risks of HE internationalization. https://www.universityworldnews.com/post.php? story=20180508094144222
Huang, F., & Horiuchi, K. (2020). The public good and accepting inbound international students in Japan. Higher Education, 79(3), 459-475.
Huang, M.-H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30-50.
Hung, N. T. (2020). Motivation for studying abroad, college decision-making factors and future career planning of Vietnamese degree students in Taiwan [Master thesis, National Taipei University of Technology].
Hung, N. T. (2021a). Higher education in business: A model for international students' choice. Business Process Management Journal. https://doi.org/10.1108/BPMJ-11-2020-0516
Hung, N. T. (2021b). The motivation of Vietnamese students to study in Taiwan under the background of the New Southbound policy. School Administrators, 131, 157-185.
Hung, N. T., & Chang, J. C. (2019). Preliminary investigation of the current situation and influencing factors of international students in Taiwan under the background of new southbound policy. Taiwan Educational Review, 8(2), 154-175.
Hung, N. T., & Yen, K. L. (2020). The role of motivation and career planning in students’ decision-making process for studying abroad: A mixed-methods study. Revista Argentina de Clínica Psicológica, 29(4), 252-265.
ICEF. (2015). Korea aims for 200,000 foreign students by 2023. https://monitor.icef.com/2015/10/korea-aims-for-200000-foreign-students-by-2023/
Inal, Y. (2018). University students’ heuristic usability ınspection of the national library of Turkey website. Aslib Journal of Information Management, 70 (1), 66-77.
Ivanickova, M., Mihalcova, B., & Pruzinsky, M. (2015). Intercultural differences in the Visegrad group: The Hofstede model application. Актуальні проблеми економіки, 6, 284-292.
Ivy, J. (2001). Higher education institution image: A correspondence analysis approach. International Journal of Educational Management, 15(6), 276-282. https://doi.org/10.1108/09513540110401484
James-MacEachern, M., & Yun, D. (2017). Exploring factors influencing international students’ decision to choose a higher education institution. International Journal of Educational Management, 31(3), 343-363. https://doi.org/10.1108/ IJEM-11-2015-0158
James, C., & Phillips, P. (1995). The practice of educational marketing in schools. Educational Management & Administration, 23(2), 75-88.
Jan, M. T., & Ammari, D. (2016). Advertising online by educational institutions and students' reaction: a study of Malaysian Universities. Journal of Marketing for Higher Education, 26(2), 168-180.
Jezewski, A. K. (2002). Imperfect competition in the higher education market with financial aid (Publication Number 3065115) [Ph.D., State University of New York at Albany]. Digital Dissertation Consortium. http://pqdd.sinica. edu.tw.nthulib-oc.nthu.edu.tw/doc/306 5115
Jianvittayakit, L., & Dimanche, F. (2010). An investigation of travel motivation as a factor in international students’ choice of a foreign university: A Thai case study. In Proceedings of the 4th International Colloquium on Tourism & Leisure, Bangkok, Thailand.
Johnson, R. B., & Onwuegbuzie, A. J. (2004). Mixed methods research: A research paradigm whose time has come. Educational Researcher, 33(7), 14-26.
Jon, J.-E., Lee, J. J., & Byun, K. (2014). The emergence of a regional hub: Comparing international student choices and experiences in South Korea. Higher Education, 67(5), 691-710.
Jones, M. L. (2007). Hofstede-Culturally questionable? Oxford Business & Economics Conference, USA. http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1389& context=commpapers
Judson, K. M., & Taylor, S. A. (2014). Moving from marketization to marketing of higher education: The co-creation of value in higher education. Higher Education Studies, 4(1), 51-67.
Kantanen, H. (2007). Stakeholder dialogue and regional engagement in the context of higher education. University of Jyväskylä.
Kaur, S., Kaur, K., & Kaur, P. (2016). Analysis of website usability evaluation methods. 2016 3rd International Conference on Computing for Sustainable Global Development (INDIACom), India.
Kawai, J. (2005). Academic markets and policy arrangements: International students in Japanese higher education (Publication Number 3190833) [Ph.D., University of California, Berkeley]. Digital Dissertation Consortium. http://pqdd.sinica.edu.tw.nthulib-oc.nthu.edu.tw/doc/319 0833
KCUE. (2021). University education. http://english.kcue.or.kr/
Kethüda, Ö. (2021). Positioning strategies and rankings in the HE: Congruence and contradictions. Journal of Marketing for Higher Education, 1-27. https://doi.org/10.1080/08841241.2021.1892899
Kevin, L. K. (2001). Mastering the marketing communications mix: Micro and macro perspectives on integrated marketing communication programs. Taylor & Francis.
Kim, K. H., & Spencer-Oatey, H. (2021). Enhancing the recruitment of postgraduate researchers from diverse countries: managing the application process. Higher Education. https://doi.org/10.1007/ s10734-021-00681-z
Klein, T. A., Scott, P. F., & Clark, J. L. (2001). Segmenting markets in urban higher education: Community-versus campus-centered students. Journal of Marketing for Higher Education, 11(1), 39-61.
Knight, J. (2012). Concepts, rationales, and interpretive frameworks in the internationalization of higher education, The SAGE handbook of international higher education. SAGE.
Kolman, E. M., Gallagher, K. S., Hossler, D., & Catania, F. (1987). The outcomes of doctoral education: An institutional study. Research in Higher Education, 27(2), 107-118.
Kondakci, Y. (2011). Student mobility reviewed: Attraction and satisfaction of international students in Turkey. Higher Education, 62(5), 573-592.
Koris, R., & Nokelainen, P. (2015). The student-customer orientation questionnaire (SCOQ). International journal of educational management, 29(1), 115-138. https://doi.org/10.1108/IJEM-10-2013- 0152
Kotler, P. (1991). Kotler on…. Management Decision, 29(2), 44-47.
Kotler, P. (2003). Marketing insights from A to Z: 80 concepts every manager needs to know. John Wiley & Sons.
Kotler, P., & Fox, K. F. A. (1995). Strategic marketing for educational institutions. Prentice Hall.
Lahtinen, V., Dietrich, T., & Rundle-Thiele, S. (2020). Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing, 10(3), 357-375. https://doi.org/10. 1108/JSOCM-10-2018-0122
Latief, R., & Lefen, L. (2018). Analysis of Chinese government scholarship for international students using analytical hierarchy process (AHP). Sustainability, 10(7), 2112. https://doi.org/10.3390/su10072112
Lau, K., & Lin, C. Y. (2017). Internationalization of higher education and language policy: The case of a bilingual university in Taiwan. Higher Education, 74(3), 437-454.
Lauterborn, R. (1990). New marketing litany: 4Ps Passes, 4Cs Takeover. Adverting Age.
Le, T. D. M. (2018). Word-of-mouth processing and higher education choice factors [Unpublished doctoral dissertation, RMIT University]. Australia.
Lee, C. F. (2014). An investigation of factors determining the study abroad destination choice: A case study of Taiwan. Journal of Studies in International Education, 18(4), 362-381.
Lee, J. K. (2000). Main reform on higher education systems in Korea. Revista Electrónica de Investigación Educativa, 2(2), 61-76.
Lee, Y. C., & Grace, M. (2012). Students' reasoning and decision making about a socioscientific issue: A cross‐context comparison. Science Education, 96(5), 787-807.
Lewison, D. M., & Hawes, J. M. (2007). Student target marketing strategies for universities. Journal of College Admission, 196, 14-19.
Li, J., Liu, F., & Rojas-Méndez, J. I. (2013). How international students select offshore programs: The influence of image, attitude, subject norm, and perceived behavioral control. Asia Pacific Education Review, 14(3), 381-390.
Li, X., Wang, X., Deng, X., & Li, B. (2016). Study on tuition strategy for overseas students of higher education in China. In 2nd International Conference on Arts, Design and Contemporary Education, Atlantis Press.
Lin, H. Y. (2020). Perceptions of the Englishization of higher education in Taiwan: implementation and implications. International Journal of Bilingual Education and Bilingualism, 23(5), 617-634. https://doi.org/10.1080/13670050.2019. 1579778
Lin, W. S. (2013). Comparative analysis and research of domestic and foreign child-reducing education response policies. The National Academy of Education Project Closing Report. https://www.naer.edu.tw/ezfiles/0/1000/img/49/ 173244822.pdf
Liu, S. M. (2019). University exit mechanism, market mechanism is Pandora's box? Taiwan Education Review Monthly, 8(4), 27-34.
Lo, W. Y. W. (2009). Reflections on internationalisation of higher education in Taiwan: Perspectives and prospects. Higher Education, 58(6), 733-745.
Lomer, S. (2017). Recruiting international students in higher education: Representations and rationales in British policy. Springer.
Londhe, B. R. (2014). Marketing mix for next generation marketing. Procedia Economics and Finance, 11, 335-340.
Lowry, J. R., & Owens, B. D. (2001). Developing a positioning strategy for a university. Services Marketing Quarterly, 22(4), 27-42. https://doi.org/10.1300/J396v 22n04_03
MacCallum, R. C., Widaman, K. F., Zhang, S., & Hong, S. (1999). Sample size in factor analysis. Psychological Methods, 4(1), 84-99.
Magaziner, J. (2016). Education in Taiwan. https://wenr.wes.org/2016/06/ education-in-taiwan
Maniu, I., & Maniu, G. C. (2014). Educational marketing: Factors influencing the selection of a university. SEA: Practical Application of Science, 2(3), 37-42.
Mansfield, P. M., & Warwick, J. (2006). Gender differences in students' and parents' evaluative criteria when selecting a college. Journal of Marketing for Higher Education, 15(2), 47-80. https://doi.org/10.1300/J050v15n02_03
Manzoor, S. R., Ho, J. S. Y., & Al Mahmud, A. (2020). Revisiting the “university image model” for higher education institutions’ sustainability. Journal of Marketing for Higher Education, 1-20. https://doi.org/10.1080/08841241.2020.1781736
Marginson, S., Kaur, S., & Sawir, E. (2011). Higher education in the Asia-Pacific: Strategic responses to globalization (Vol. 36). Springer Science & Business Media.
Maringe, F. (2006a). University and course choice: Implications for positioning, recruitment and marketing. International Journal of Educational Management, 20(6), 466-479.
Maringe, F. (2006b). University marketing: Perceptions, practices and prospects in the less developed world. Journal of Marketing for Higher Education, 15(2), 129-153.
Mawer, M. (2017). Approaches to analyzing the outcomes of international scholarship programs for higher education. Journal of Studies in International Education, 21(3), 230-245.
Mazzarol, T., & Soutar, G. N. (2002). “Push‐pull” factors influencing international student destination choice. International Journal of Educational Management, 16(2), 82-90.
Mazzarol, T., Soutar, G. N., & Seng, M. S. Y. (2003). The third wave: Future trends in international education. International Journal of Educational Management, 17(3), 90-99.
McBride, Y. (2017). Future of student housing: Meeting emerging student needs. On the Horizon, 25(3), 190-196. https://doi.org/10.1108/ OTH-05-2017-0026
McCarthy, E. J. (1964). Basic Marketing: A Managerial Approach. Irwin.
McCarthy, E. J. (2000). Basic Marketing, A Managerial Approach. McGrow Hill.
McCoy, J. C. (2011). A comparison of internet marketing methods utilized by higher education institutions (Publication Number 3469336) [Ed.D., University of Arkansas]. Digital Dissertation Consortium. http://pqdd.sinica.edu.tw.nthulib-oc.nthu. edu.tw/doc/3469336
McMurtrie, B. (2015). Now everyone’s an entrepreneur. Chronicle of Higher Education, 61(32), 22-25.
Medina, J. F., & Duffy, M. F. (1998). Standardization vs globalization: A new perspective of brand strategies. Journal of Product & Brand Management, 7(3), 223-243. https://doi.org/10.1108/1061042981022 2859
MOE. (2011). Higher education export-action plan to expand enrollment of overseas students. https://ws.ndc.gov.tw/Download.ashx.
MOE. (2017). The Ministry of Education responded to the announcement of the "Top Ten Education News of 2017" by the General Education. https://bitly.com.vn/u22pd9
MOE. (2021). Statistical indicators. https://english.moe.gov.tw/cp-86-18943 -e698b-1.html
Mok, K. H., & Han, X. (2016). From “brain drain” to “brain bridging”: Transnational higher education development and graduate employment in China. Journal of Higher Education Policy and Management, 38(3), 369-389.
MOM. (2021). MOM's vision, mission and values. https://www.mom.gov.sg/ about-us/vision-mission-and-values
Moogan, Y. J. (2011). Can a higher education institution's marketing strategy improve the student‐institution match? International Journal of Educational Management, 25(6), 570-589. https://doi.org/10.1108/ 09513541111159068
Moogan, Y. J. (2011). Can a higher education institution's marketing strategy improve the student-institution match? The International Journal of Educational Management, 25(6), 570-589.
Moon, J.-W., & Kim, Y.-G. (2001). Extending the TAM for a World-Wide-Web context. Information & Management, 38(4), 217-230.
Moon, R. J., & Shin, G.-W. (2019). International student networks as transnational social capital: Illustrations from Japan. Comparative Education, 55(4), 557-574.
Morse, J. M. (2000). Determining sample size. Sage Publications
Mosneaga, A., & Winther, L. (2013). Emerging talents? International students before and after their career start in Denmark. Population, Space and Place, 19(2), 181-195.
Moutinho, L. (2000). Segmentation, targeting, positioning and strategic marketing. CABI Publishing New York.
Mula, I., Tilbury, D., Ryan, A., Mader, M., Dlouha, J., Mader, C., Benayas, J., Dlouhý, J., & Alba, D. (2017). Catalysing change in higher education for sustainable development. Emerald Publishing Limited.
Murthy, D. (2018). Twitter. Polity Press Cambridge.
Naidoo, V., & Wu, T. (2014). Innovations in marketing of higher education: Foreign market entry mode of not-for-profit universities. Journal of Business & Industrial Marketing, 29(6), 546-558. https://doi.org/ 10.1108/JBIM-07-2013-0153
Naik, B. M. (2016). Marketing Needed to Make Universities Globally Competitive. Journal of Educational Technology, 12(4), 37-47.
National Development Council. (2021). Number of foreign students in colleges and universities. Retrieved 4, August from https://www.ndc.gov.tw/Content_ List.aspx?n=80C3A12901E1F481
National, Development, & Council. (2021). Number of foreign students in colleges and universities. Retrieved 4, August from https://www.ndc.gov.tw/Content_ List.aspx? n=80C3A12901E1F481
Newman, S., & Jahdi, K. (2009). Marketisation of education: Marketing, rhetoric and reality. Journal of Further and Higher Education, 33(1), 1-11.
Nghia, T. L. H. (2019). Motivations for studying abroad and immigration intentions: The case of Vietnamese students. Journal of International Students, 9(3), 758-776.
Nghiêm-Phú, B., & Nguyễn, T. H. (2020). Impacts of perceived country image, institution image and self-image on students’ intention to study abroad: a study in Hanoi, Vietnam. Journal of Marketing for Higher Education, 30(1), 26-44. https://doi.org/10.1080/08841241. 2019.1658146
Nguyen, T. H., & Chang, J.-C. (2019). Preliminary investigation of the current situation and influencing factors of international students in Taiwan under the background of New Southbound policy. Taiwan Education Monthly Review, 8(2), 154-175.
Nguyen, T. N.-A., Cao, T. Q., & Pham, H.-H. (2020). Impact of the New Southbound Policies in international students on Taiwan: An exploratory study from Vietnamese oversea students. In Higher Education in Market-Oriented Socialist Vietnam (pp. 227-249). Springer.
Nicholls, S. (2018). Influences on international student choice of study destination: Evidence from the United States. Journal of International Students, 8(2), 597-622.
Nicolescu, L. (2009). Applying marketing to higher education: Scope and limits. Management & Marketing, 4(2), 35-44.
Nilsson, P. A., & Ripmeester, N. (2016). International student expectations: Career opportunities and employability. Journal of International Students, 6(2), 614-631.
Ninomiya, A., Knight, J., & Watanabe, A. (2009). The past, present, and future of internationalization in Japan. Journal of Studies in International Education, 13(2), 117-124. https://doi.org/10.1177/ 1028315308331095
Nizam, F., Hwang, H. J., & Valaei, N. (2018). Measuring the effectiveness of E-wallet in Malaysia. 3rd IEEE/ACIS International Conference on Big Data, Cloud Computing, and Data Science Engineering.
Nolin, J. (2010) New way to pay tuition online, free. https://spark.siue. edu/cgi/viewcontent.cgi?article=1901&context=alestle
NTU. (2021). Office of International Affairs. https://oia.ntu.edu.tw/en
Nunnally, & Bernstein, I. H. (1994). Psychometric theory. McGraw Hill.
Nuseir, M. T., & El Refae, G. A. (2021). Factors influencing the choice of studying at UAE universities: an empirical research on the adoption of educational marketing strategies. Journal of Marketing for Higher Education, 1-23. https://doi.org/10.1080/08841241.2020.1852467
Obeng-Odoom, F. (2012). Far away from home: the housing question and international students in Australia. Journal of Higher Education Policy and Management, 34(2), 201-216.
Obermeit, K. (2012). Students' choice of universities in Germany: Structure, factors and information sources used. Journal of Marketing for Higher Education, 22(2), 206-230.
OECD. (2004). OECD principles of corporate governance. http://www.oecd. org/development/dcr2012.htm
OECD. (2016). Education at a Glance. https://doi.org/10.1787/19991487
OECD. (2019). Growth in international or foreign enrolment in tertiary education worldwide (1998 to 2017): Number of international or foreign students enrolled in OECD and non-OECD countries. OECD Publishing. https://doi.org/10.1787/e9e2087c-en.
OECD. (2021). International student mobility (indicator). Retrieved 12 May 2021 from 10.1787/4bcf6fc3-en
Olssen, M., & Peters, M. A. (2007). Marx, education, and the possibilities of a fairer world: Reviving radical political economy through Foucault. In Renewing Dialogues in Marxism and Education (pp. 151-179). Springer.
Onk, V. B., & Joseph, M. (2017). International student recruitment techniques: A preliminary analysis. Journal of Academic Administration in Higher Education, 13(1), 25-34.
Ota, H. (2018). Internationalization of higher education: Global trends and Japan's challenges. Educational Studies in Japan, 12, 91-105.
Ozretic-Dosen, D., & Zizak, I. (2015). Measuring the quality of banking services targeting student population. EuroMed Journal of Business.
Özturgut, O. (2013). Achievement gap and developing cultural competency skills for post-secondary teacher education program faculty. Excellence in Education Journal, 2(1), 46-70.
Özturgut, O., & Murphy, C. (2009). Literature vs. practice: Challenges for international students in the US. International Journal of Teaching and Learning in Higher Education, 22(3), 374-385.
Pampaloni, A. M. (2010). The influence of organizational image on college selection: what students seek in institutions of higher education. Journal of Marketing for Higher Education, 20(1), 19-48. https://doi.org/10.1080/08841241003788037
Parameswaran, R., & Glowacka, A. E. (1995). University image. Journal of Marketing for Higher Education, 6(2), 41-56. https://doi.org/10. 1300/J050v06n02_04
Pauner, G. A. (1996). Marketing seventh-day adventist higher education in Southeast Asia (Publication Number 9713797) [Ph.D., Andrews University]. Digital Dissertation Consortium. http://pqdd.sinica.edu. tw.nthuliboc.nthu.edu.tw/ doc/9713797
Pawar, S. K., Dasgupta, H., & Vispute, S. (2020). Analysis of factors influencing international student destination choice: A case of Indian HE. Journal of Further and Higher Education, 44(10), 1388-1400.
Pawar, S. K., Vispute, S., Islam, T., & Chanda, R. (2020). International students’ motivations for studying in Indian universities: Implications for value proposition and positioning strategies. Research in Comparative and International Education, 15(2), 158-170. https://doi.org/10.1177/ 1745499920910579
Perera, C. H., Nayak, R., & Nguyen, L. T. V. (2020). Social brand engagement and brand positioning for higher educational institutions: an empirical study in Sri Lanka. Journal of Marketing for Higher Education, 1-18. https://doi.org/10.1080/08841241.2020.1841068
Pergelova, A., & Angulo-Ruiz, F. (2017). Comparing advertising effectiveness in South-American and North-American contexts: testing Hofstede's and Inglehart's cultural dimensions in the higher education sector. International Journal of Advertising, 36(6), 870-892.
Perry, C. J., Weatherford, J., & Lausch, D. (2016). Academic concerns of international students in the US. Adult Education Research Conference. https://newprairiepress.org/aerc/2016/papers/30
Peruta, A., & Shields, A. B. (2018). Marketing your university on social media: a content analysis of Facebook post types and formats. Journal of Marketing for Higher Education, 28(2), 175-191. https://doi.org/10.1080/08841241.2018. 1442896
Pham, T., & Saito, E. (2020). Career development of returnees: Experienced constraints and navigating strategies of returnees in Vietnam. Journal of Further and Higher Education, 44(8), 1052-1064.
Phillips, C. T. (2003). A descriptive analysis of marketing in continuing higher education (Publication Number 3086356) [Ed.D., Widener University]. Digital Dissertation Consortium. http://pqdd.sinica.edu.tw.nthulib-oc.nthu.edu.tw/doc /3086356
Popa, A.-L., Ţarcă, N. N., & Tarcza, T.-M. (2016). The online strategy of romanian higher education institutions: Present and future. In Entrepreneurship, Business and Economics-Vol.1 (pp. 413-425). Springer.
Pope, J. A., Isely, E. S., & Asamoa‐Tutu, F. (2009). Developing a marketing strategy for nonprofit organizations: An exploratory study. Journal of Nonprofit & Public Sector Marketing, 21(2), 184-201. https://doi.org/10.1080/10495140802 529532
Power, D. J., & Phillips-Wren, G. (2011). Impact of social media and web 2.0 on decision-making. Journal of Decision Systems, 20(3), 249-261.
Qu, H. (2018). International student engagement in American higher education: Perspectives of international students toward services provided by the Office of International Services. Saint Louis University.
Rafiq, M., & Ahmed, P. K. (1995). Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics. Marketing Intelligence & Planning, 13(9), 4-15.
Rakhshandehroo, M., & Ivanova, P. (2020). International student satisfaction at English-medium graduate programs in Japan. Higher Education, 79(1), 39-54.
Ramachandran, N. T. (2010). Marketing framework in higher education: Addressing aspirations of students beyond conventional tenets of selling products. International Journal of Educational Management, 6(24), 544-556.
Ramsey, C. M., Spira, A. P., Parisi, J. M., & Rebok, G. W. (2016). School climate: Perceptual differences between students, parents, and school staff. School Effectiveness and School Improvement, 27(4), 629-641.
Reuben, R. (2008). The use of social media in higher education for marketing and communications: A guide for professionals in higher education. https://bitly.com.vn/2ehdqu
Reynolds, A. (1992). The real cost of higher education: Who should pay it and how (The Report of The National Commission on the Cost of Higher Education: Straight Talk About College Costs and Prices, Issue 332). https://bitly.com.vn/tlgqrc
Riccomini, F. E., Cirani, C. B. S., Pedro, S. d. C., Garzaro, D. M., & Kevin, K. S. (2021). Innovation in educational marketing: A study applied to Brazilian private higher education institutions. Journal of Marketing for Higher Education, 1-21. https://doi.org/10.1080/08841241.2021.1966157
Richard, B., Cleavenger, D., & Storey, V. A. (2014). The buy-in: A qualitative investigation of the textbook purchase decision. Journal of Higher Education Theory & Practice, 14(3), 20-31.
Rindfleish, J. M. (2003). Segment profiling: Reducing strategic risk in higher education management. Journal of Higher Education Policy and Management, 25(2), 147-159.
Rizvi, F. (2011). Theorizing student mobility in an era of globalization. Teachers and Teaching, 17(6), 693-701.
Roberts, P., & Dunworth, K. (2012). Staff and student perceptions of support services for international students in higher education: A case study. Journal of Higher Education Policy and Management, 34(5), 517-528.
Robu, A., Filip, I., Robu, R., Szeidert, I., & Vasar, C. (2018, July). Online platform for university admission. In 2018 9th International Conference on Information, Intelligence, Systems and Applications (IISA), Zakynthos, Greece.
Romani-Dias, M., Carneiro, J., & Barbosa, A. d. S. (2019). Internationalization of higher education institutions: The underestimated role of faculty. The International Journal of Educational Management, 33(2), 300-316.
Roskosa, A., & Stukalina, Y. (2019). Marketing in higher education in the agenda of increasing international enrolment. Rural Environment. Education. Personality, 12, 119-125.
Santamaría, G. D. C. (2020). Challenges and drawbacks in the marketisation of higher education within neoliberalism. Review of European Studies, 12(1), 1-22.
Sataøen, H. L., & Wæraas, A. (2015). Branding without unique brands: Managing similarity and difference in a public sector context. Public Management Review, 17(3), 443-461.
Schafer, J. A., Lee, C., Burruss, G. W., & Giblin, M. J. (2016). College student perceptions of campus safety initiatives. Criminal Justice Policy Review, 29(4), 319-340. https://doi.org/10.1177/088740341 6631804
Shaw, E. H., & Jones, D. G. B. (2005). A history of schools of marketing thought. Marketing Theory, 5(3), 239-281.
Shen, C. C. (2004). Exploring the consumer behavior that influences student college choice. Tamsui Oxford Journal of Economics and Business, 11, 53-72.
Shen, Y. J., & Herr, E. L. (2004). Career placement concerns of international graduate students: A qualitative study. Journal of Career Development, 31(1), 15-29.
Shih, H.-Y. (2017). The construction and empirical analysis on customer - oriented marketing strategy indicators in higher education [Unpublished doctoral dissertation, National Chinan International University]. https://hdl.handle.net/11296/34pg8f
Signorini, P., Wiesemes, R., & Murphy, R. (2009). Developing alternative frameworks for exploring intercultural learning: A critique of Hofstede's cultural difference model. Teaching in Higher Education, 14(3), 253-264.
Sim, A. K. S., Tan, K. L., Sia, J. K.-M., & Hii, I. S. H. (2021). Students' choice of international branch campus in Malaysia: A gender comparative study. International Journal of Educational Management, 35(1), 87-107. https://doi.org/10.1108/IJEM-01-2020-0027
Simões, C., & Soares, A. M. (2010). Applying to higher education: Information sources and choice factors. Studies in Higher Education, 35(4), 371-389.
Siu, W. S. (2005). An institutional analysis of marketing practices of small and medium-sized enterprises (SMEs) in China, Hong Kong and Taiwan. Entrepreneurship & Regional Development, 17(1), 65-88.
Smith, G., & Saker, J. (1992). Developing marketing strategy in the not‐for‐profit sector. Library Management, 13(4), 6-21. https://doi.org/10.1108/014351292100 16618
Soutar, G. N., & Turner, J. P. (2002). Students’ preferences for university: A conjoint analysis. International Journal of Educational Management, 16(1), 40-45. https://doi.org/10.1108/09513540210415523
Story, J. (2021). Unique challenges of segmentation and differentiation for higher education. Journal of Marketing for Higher Education, 1-20. https://doi.org/10.1080/08841241.2021.1874589
Sun, D. H. (2009). The causes and consequences of Taiwan’s declining children. Community Development Quarterly, 125, 44-55.
Sung, S., & Hsu, C. H. C. (1996). International students' travel characteristics: An exploratory study. Journal of Travel & Tourism Marketing, 5(3), 277-283.
Super, D. E. (1957). The psychology of careers; an introduction to vocational development. Harper & Bros.
Svoboda, R. (2017). Essays on the market for higher education and public policies (Publication Number 10692612) [Ph.D., University of Pittsburgh]. Digital Dissertation Consortium. http://pqdd.sinica.edu. tw.nthuliboc.nthu.edu.tw/doc/ 10692612
Tai, S., Khalaf, R., & Mikalsen, T. (2004). Composition of coordinated web services. Springer.
Tams, S. (2015). Perspectives on organization of the marketing function in higher education (Publication Number 3703496) [Ed.D., Marshall University]. Digital Dissertation Consortium. http://pqdd.sinica.edu. tw.nthuliboc.nthu.edu.tw/doc/ 3703496
Tang, Y. (2001). School management strategy-university funding allocation, fundraising and marketing. Wunan.
Tang, Y. (2009). Analysis and research on the power and beauty of educational marketing under marketization. Educational Administration Power and Beauty International Symposium, Taipei City.
Tashakkori, A., & Teddlie, C. (2010). Sage handbook of mixed methods in social & behavioral research. SAGE.
Teixeira, P. N., & Shin, J. C. (2020). The international encyclopedia of higher education systems and institutions. Springer https://doi.org/ 10.1007/978-94-017-8905-9
Teixeira, P. N., & Shin, J. C. (2020). The international encyclopedia of higher education systems and institutions. Springer. https://doi.org/ 10.1007/978-94-017-8905-9
Temple, P., & Shattock, M. (2007). What does "branding" mean in higher education? In B. Stensaker (Ed.), Branding in higher education: Exploring an emerging phenomenon. EAIR.
Thammaboosadee, S., & Yanta, S. (2019). An analytical data monetization value chain for educational process improvement under Thai University Central admission system. 2019 4th Technology Innovation Management and Engineering Science International Conference (TIMES-iCON), Bangkok, Thailand.
Tran, T. B. H., & Vu, A. D. (2021). Effect of university-enterprise alliance orientation on university’s innovation performance and market performance: evidence from Vietnam. Journal of Marketing for Higher Education, 1-21. https://doi.org/10.1080/08841241.2020.1852 468
Tsai, C. T., & Wu, P. R. (2017). A study on school-community interaction models and management strategies under the declining birth rate in Nantou County elementary schools. Education Administration Forum 9(2), 81-106.
Turner, B. (2018). Marketing in higher education: Using academic motivation to effectively identify market segments (Publication Number 10822376) [D.B.A., Northcentral University]. Digital Dissertation Consortium. http://pqdd.sinica.edu.tw.nthulib-oc.nthu. edu.tw/doc/10822376
Uosaki, N., Mouri, K., Yin, C., & Ogata, H. (2018). How we can support international students’ job hunting in Japan seamlessly. Proceedings of International Conference on Computer in Education. 10.1109/ IIAI-AAI.2018.00081
Usunier, J. C., & Lee, J. A. (2013). Marketing across cultures. Pearson.
Vauterin, J. J., Linnanen, L., & Marttila, E. (2011). Customer orientation in higher education: The missing link in international student recruitment? A relationship marketing approach. Industry and Higher Education, 25(2), 77-91.
Verbik, L., & Lasanowski, V. (2007). International student mobility: Patterns and trends. World Education News and Reviews, 20(10), 1-16.
Vrontis, D., El Nemar, S., Ouwaida, A., & Shams, S. M. R. (2018). The impact of social media on international student recruitment: The case of Lebanon. Journal of International Education in Business, 11(1), 79-103. https://doi.org/10.1108/ JIEB-05-2017-0020
Vukasovic, M. (2015). Concluding comments: When international, European and domestic influences collide. European Journal of Higher Education, 5(1), 96-106.
Wadhwa, R. (2016). Outbound mobility and students' decision-making process: A case of India. In Global Perspectives and Local Challenges Surrounding International Student Mobility (pp. 36-52). IGI Global.
Wakeling, P., & Jefferies, K. (2013). The effect of tuition fees on student mobility: The UK and Ireland as a natural experiment. British Educational Research Journal, 39(3), 491-513.
Wang, B. J., & Lin, Y. H. (2010). The predicament and feasible strategies of promoting internationalization in Chinese universities and colleges. Educational Research Monthly, 198, 89-102.
Wankel, L. A., & Wankel, C. (2011). Higher education administration with social media: Including applications in student affairs, enrollment management, alumni relations, and career centers. Emerald Group Publishing.
Wiers-Jenssen, J. (2019). Paradoxical attraction? Why an increasing number of international students choose Norway? Journal of Studies in International Education, 23(2), 281-298.
Wiese, M. (2008). A higher education marketing perspective on choice factors and information sources considered by South African first year university students [Doctoral dissertation, University of Pretoria]. http://hdl.handle.net/2263/29820
Wikipedia. (2021). For-profit higher education in the United States. https://en.wikipedia.org/wiki/For-profit_higher_education_in_the_United_ States
Wilkins, S. (2020). The positioning and competitive strategies of higher education institutions in the United Arab Emirates. International Journal of Educational Management, 34 (1), 139-153.
Wilkins, S., & Huisman, J. (2011). International student destination choice: The influence of home campus experience on the decision to consider branch campuses. Journal of Marketing for Higher Education, 21(1), 61-83.
Williams, D. A. (2013). Strategic diversity leadership: Activating change and transformation in higher education. Stylus Publishing.
Willis, M. (2008a). Strategic alliances between Chinese and foreign universities: Was a staggered form of entry used? Journal of Marketing for Higher Education, 11(3), 65-84. https://doi.org/ 10.1300/J050v11n03_04
Willis, M. (2008b). Why do Chinese universities seek foreign university partners: An investigation of the motivating factors behind a significant area of alliance activity. Journal of Marketing for Higher Education, 16(1), 115-141. https://doi.org/10.1300/J050 v16n01_06
Wong, J., Tong, C., & Wong, A. (2014). The mediating effects of school reputation and school image on the relationship between quality of teaching staff and student satisfaction in higher education in Hong Kong. British Journal of Education, Society & Behavioural Science, 4, 1557-1582. https://doi.org/10.9734/ BJESBS/2014/11312
Wong, L. W., Tan, G. W. H., Hew, J. J., Ooi, K. B., & Leong, L. Y. (2020). Mobile social media marketing: A new marketing channel among digital natives in higher education? Journal of Marketing for Higher Education, 1-25. https://doi.org/10.1080/08841241.2020.1834486
Wu, H. P., Garza, E., & Guzman, N. (2015). International student’s challenge and adjustment to college. Education Research International, 2015, 202-753. https://doi.org/10.1155/2015/202753
Wu, M. (2006). Hofstede's cultural dimensions 30 years later: A study of Taiwan and the United States. Intercultural Communication Studies, 15(1), 33-42.
Wu, Q. (2014). Motivations and decision-making processes of mainland Chinese students for undertaking master’s programs abroad. Journal of Studies in International Education, 18(5), 426-444.
Wu, T., & Naidoo, V. (2016). The role of international marketing in higher education. In International Marketing of Higher Education (pp. 3-9). Springer.
Yacout, O. M., & Hefny, L. I. (2015). Use of Hofstede’s cultural dimensions, demographics, and information sources as antecedents to cognitive and affective destination image for Egypt. Journal of Vacation Marketing, 21(1), 37-52.
Yonezawa, A. (2011). The internationalization of Japanese higher education: Policy debates and realities. In Higher Education in the Asia-Pacific (pp. 329-342). Springer.
Yonezawa, A., & Shimmi, Y. (2016). Transformation of university governance through internationalization: Challenges for top universities and government policies in Japan. In Matching Visibility and Performance (pp. 101-118). Brill Sense.
Yusuf, S. (2001). Globalization and the challenge for developing countries. The World Bank.
Zaski, K. L. (2004). Selling lifelong learning: Marketing continuing education programs in higher education (Publication Number 1420581) [M.A., University of Nevada, Reno]. Digital Dissertation Consortium. http://pqdd.sinica. edu.tw.nthulib-oc.nthu.edu.tw/doc/142 0581
Zhang, J., & Wang, R. (2019). Research on the marketing strategy of new energy vehicles in SL company. American Journal of Industrial and Business Management, 9(2), 306-314.
Zhang, T. (2017). The marketization of higher education discourse: A genre analysis of university website homepages in China. Higher Education Studies, 7(3), 64-79.
Zheng, P. (2014). Antecedents to international student inflows to UK higher education: A comparative analysis. Journal of Business Research, 67(2), 136-143.
Zhu, Y. (2019). Social media engagement and Chinese international student recruitment: understanding how UK HEIs use Weibo and WeChat. Journal of Marketing for Higher Education, 29(2), 173-190. https://doi.org/10.1080/08841241.2019. 1633003
Ziguras, C., & Gribble, C. (2014). Policy responses to address student “brain drain”: An assessment of measures intended to reduce the emigration of Singaporean international students. Journal of Studies in International Education, 19(3), 246-264. https://doi.org/10.1177/ 1028315314561121
Zwick, W. R., & Velicer, W. F. (1986). Comparison of five rules for determining the number of components to retain. Psychological Bulletin, 99(3), 432- 442.