Culture and country choice of international students: evidence from Ghana |
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| Authors: | Mahmoud Abdulai Mahmoud Elizabeth Oppong Daniel Twimasie Mohammed Muniru Husseini Adelaide Naa Amerley Kastner Moses Oppong |
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| Institution: | 1. Marketing and Entrepreneurship, University of Ghana, Accra, Ghana;2. Department of Marketing Management, School of Consumer Intelligence and Information Systems, College of Business and Economics, University of Johannesburg, Auckland Park, South Africa mamahmoud@ug.edu.gh;4. Marketing and Entrepreneurship, University of Ghana, Accra, Ghana  https://orcid.org/0000-0003-4957-8391;5. Marketing and Entrepreneurship, University of Ghana, Accra, Ghana;6. Department of Marketing, Central University, Accra, Ghana;7. Faculty of Business Administration, Pentecost University College, Accra, Ghana |
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| Abstract: | ABSTRACT This study seeks to examine the influence of the cultural elements on international students’ country choice. It also examines whether individual values moderate the influence of cultural elements on the country choice of international students. Drawing upon a sample size of 223, the data was analysed using structural equation modelling technique. Among the five cultural elements, education, language and social institutions were found to have a positive significant influence on the international student’s country choice. When moderated by individual values education was found to be the only key significant value to international students when selecting a country to further their education. The cultural elements should be given much attention by marketers, government and managers of academic institutions. An improvement in the standards of education in developing countries would attract more students from developed countries. |
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| Keywords: | Culture cultural elements international students country choice Ghana |
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![ORCID Icon]({"type":"image","src":"/templates/jsp/images/orcid.png"} "ORCID Icon")
https://orcid.org/0000-0003-4957-8391;5. Marketing and Entrepreneurship, University of Ghana, Accra, Ghana;6. Department of Marketing, Central University, Accra, Ghana;7. Faculty of Business Administration, Pentecost University College, Accra, Ghana