The analytic hierarchy process of the decision-making factors of African students in obtaining higher education in the United Arab Emirates

Abstract

The mobility of African students beyond national territories has become common worldwide. However, the underlying reasons motivating students to leave their countries of origin in pursuit of higher education in other developing nations and why these factors are important have not been fully explored. This study attempts to explore why and how African students travel to the United Arab Emirates for higher education. A push-pull factor theory of the international student’s choice of destination is developed to identify factors influencing the choices made by these students. The analytic hierarchy process is used to examine the relative importance of these factors. The findings of this quantitative study indicate that learning environment and geographic proximity are the two most important factors for African students, while other factors have a moderate impact. The findings contribute to a deeper and more comprehensive understanding of the needs and choices of existing and potential students from this continent, with a view to applying a segmentation approach to attract these students.