Mainland China is one of the largest sources of undergraduate and postgraduate students. Previous research has identified the push-pull factors and features that influence a student choice of study abroad destination. This article extends understanding by identifying and examining what 251 mainland Chinese parents and 1 students rated as most and least important when considering study abroad. Findings highlight differences in parent-student ratings of importance and the consequent need for marketers to pay greater attention to cultural values when looking to recruit students from Confucian societies.
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