Asian Students: Their Experiences and Perceptions of Australian Universities

John W. Wilkinson, Akiko Mahara and Pascale G. Quester

Journal of Marketing for Higher Education, 1996, vol. 7, issue 3, 65-80

Abstract: Australian universities generate substantial incomes from foreign students. Therefore, it is important to obtain information about these students to enable effective overseas marketing and delivery of services. This study focused on Asian students, who tend to experience difficulty while studying in Australia, with an effective sample of 111 students being drawn from the three South Australian universities. Reasons for studying in South Australia varied widely, with evidence of four distinct student segments, but no dominant selection criterion in any segment. Roughly one-quarter of respondents had experienced significant problems living in Australia, including communication, homesickness and loneliness. Significant variation was found with study-related difficulties, with four segments again being identified. Only 17% of respondents had experienced a range of serious study-related problems, including communication and pressure of work, but 40% had experienced serious problems involving fear of failure and expectations from home. Respondents tended to evaluate university services as only moderately satisfactory.

Date: 1996
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DOI: 10.1300/J050v07n03_05

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