The current research investigates the impact of marketing-mix elements in higher-education on the decision of international students to study in Jordan, a developing country, while also examining the moderating influence of their demographic characteristics. A conceptual framework was developed to measure the marketing-mix factors that are expected to affect the decision of international students to study abroad. The data was collected through a survey research design, using a self-developed questionnaire, from a convenient sample of 2000 international students from six public and private universities in Jordan, with a response rate of 61%. The results of the study indicate that all higher-education marketing-mix factors, with the exception of the physical environmental factor, significantly influenced the decision of international students to study in Jordan. Moreover, some of the respondents’ demographic variables, including gender, nationality, and program level, significantly moderated the impact of marketing-mix elements on their decision to study in Jordan, while other variables, such as type of university and source of funds, were found to be insignificant. Finally, the study presents implications for policy makers, researchers, and practitioners. Overall, this study offers valuable insights into the impact of marketing-mix elements on international students’ decision to study in a developing country like Jordan, while also highlighting the importance of demographic factors as moderating variables. The findings can be useful for policy makers and practitioners in higher-education institutions in Jordan and other developing countries, as well as for researchers in the field of international education.
Hani Al-Dmour (Mon,) studied this question.