Motivational Factors Influencing Students to Study Abroad : A Case Study of Korean Students Studying in Malaysia

Education tourism, despite being existed for several hundred years, has only recently been recognised as an independent sector worth studying. In today's globalisation era, knowledge is increasingly a commodity that moves between countries. Korean society adapts the globalization era, which is gradually narrowing the interval between countries around the world. The current study was aimed to explore factors that attract students from Korea to Malaysian universities. Data were obtained from nine private educational institutions in March-August 2019. In the current study, 300 questionnaires were distributed by applying the unbiased sample and the non-probability convenience sampling technique. The results of the study confirm that higher quality education program, affordable tuition fees, and a higher standard environment are the key motivational factors attracting Korean students to study in Malaysia. This study proposes important implications for policymakers, institutional staffs, and other relevant stakeholders in prioritising action to position themselves in the market effectively