Why choose South Africa? Insights from international undergraduate students

Abstract

The South African government in conjunction with its institutions of higher education has taken many
deliberate measures aimed at attracting international students. This study was aimed at investigating factors
that influence international students’ choice of the country as their study destination. Data used in the
analysis was collected using an online structure questionnaire from 88 international undergraduate students
studying at the University of Witwatersrand. The results show that the most important influencing factors
relate to quality of education offered, lower costs associated with studying in the country and geographical
proximity of the country to home countries of most of the students hosted. Available promotional information
on study opportunities in South Africa was found to have had influenced the least number of students in their
decision to study in the country. The findings have wide implications on the marketing of a country as an
international study destination and these have been highlighted in the paper.