International Study Abroad Tourism: A case study of the influence of Chinese families in location decision making

This paper explores the decision making process of Chinese students when choosing to study abroad, focusing on an under-represented group in the literature: students’ families. The paper has three objectives: 1) To explore the relationship between Chinese parents and their children in the context of a decision to study abroad; 2) To discover the rationale offered by parents for influencing their child’s decision; and 3) To investigate the role of the macro environment on the family decisionmaking process in the context of international education. Primary qualitative evidence is presented, drawing on semi-structured data collected in China with families between 2022–2023. During this period of time strict control of China’s borders remained in the context of pandemic management. The findings of the study reveal that parents in China exhibit high levels of involvement and interest in their children’s international education decisions. Financial capability empowers parents to have a stronger voice than their children concerning the decision-making process. Social capital is one of the motivations for parents to support the study abroad for their children. Destination managers, university management, recruitment agents and policymakers need to pay deeper attention to the role of parents in international education decision-making. A deeper understanding of parental ambitions, concerns and wishes would facilitate more targeted marketing and an improved student experience.