ABSTRACT

Purpose: The primary objective of this study was to conduct a comprehensive analysis of the factors that impact the decision-making process of international students when choosing a particular university, with a specific focus on a private educational institution situated in Thailand. Design/methodology/approach: The data has been collected from international students who are currently enrolled in private sector universities in Thailand. The utilisation of the partial least squares – structural equation model (PLS-SEM) is employed for the examination and interpretation of data.

Findings: The study found that a variety of environmental factors, including institutional elements, individual characteristics, and affordability, have an impact on the enrolment of foreign students in private sector universities in Thailand. The study also provides valuable insights into a potential avenue for future research on the dynamics of organisational industry change over time. Practical Implications: The research findings presented in this study are significant from a practical standpoint, as they shed light on the crucial factors that contribute to the enrolment of international students in higher education institutions in Thailand. Originality/value: This study is innovative as it establishes a correlation between the ongoing discourse on policy changes and decision-making processes within secure, large-scale educational institutions, and the existing literature on selection strategies utilised by private universities in Thailand.