The role of intercultural interaction in international student enrolment: A conceptual study from the Czech Republic

Abstract

The internationalisation of higher education drive continues to gain grounds as most universities all over the world strive to attract international students into their schools in order to fulfil the internationalisation mandate. Most institutions of higher learning keep designing and re-shaping strategies for attracting foreign/international students into their fold. Intercultural communication is very important in breeding the feeling of belongingness among people. Social media platforms continue to be explored by institutions to attract targets. The aim of the study is to examine the perception of international students on the effect of intercultural interaction on decision making regarding choice of university, with particular focus on universities in the Czech Republic. Partially, we seek to explore the role of social media platforms operated by universities in attracting foreign students. Employing a qualitative methodology of inquiry, and specifically using document analysis vis-à-vis opinions from experts, the authors assessed the antecedents and consequences of intercultural communication on international student enrolment. We then conceptualised a research model for future qualitative/quantitative study which could consider in-depth interviews from international students in Tomas Bata University (TBU) as well as a survey from higher institutions of learning in the Czech Republic for analysis with the use of multivariate analysis or partial least square and equation modelling (PLS-SEM). This initiative would propel the validation of the proposed conceptual model of the study. The literature review revealed that intercultural interaction among international students plays a major role in the decision-making process of prospective international students regarding the choice of institution of higher learning. The quest to internationalise motivates most universities to implement numerous international student-friendly policies in the bid to attract more international students to their institutions. Finally, the literature showed that social media platforms produce maximum results with regards to attraction of international students. Research implications have been discussed. © 8th European Conference on Social Media, ECSM 2021.