The number of international students and the number of countries hosting these students are growing. The level of internationalization has also become an indication of the prestige of higher education institutions. Therefore, it is becoming increasingly important for countries -an indeed the European higher education area as a whole -to be academically attractive to international students. To measure the attractiveness, this paper argues that in addition to looking at countries' characteristics (i.e. factual data), subjective data (i.e. perceptions of international students) should also be considered. Hence, proposed is an explorative benchmark model based on a mixed method approach and consisting of factual and perceptual data as an initial attempt to measure the academic attractiveness countries. Outcomes provide insights into the strengths and weakness as benchmarked against other countries and can result in possible implications for policy. Because of data limitations, the model was solely applied to the Netherlands.Keywords: academic attractiveness of countries; international student mobility; global higher education market; factual-perceptual model
Background & trendsThroughout history the epicentre of intellectual culture has always been dynamic. In recent history, we have witnessed this dynamics reflected in the transfer of the scientific hegemony from Germany to the USA. In the contemporary globalized world the dynamics is also reflected in the mobility patterns of international students around the world, resulting in some countries attracting more international students to their higher education systems than others (Kolster 2010). Hence, some international students appear to judge some countries to be more 'academically attractive' (i.e. the attractiveness of the higher education system). Research into what drives these students and, more specifically, what it is that makes countries attractive is valuable as an increasing number of countries appear to be more interested in attracting international students.The international higher education market is not a new phenomenon; students have been travelling ever since the first universities were formed. However, a major development in the recent decades is the increase in scope of this mobility, accompanied by the increase in resources spent within this market. The OECD has calculated that in 2010 more than 4.1 million students were studying outside of their country of citizenship *Email: r.kolster@utwente.nl European Journal of Higher Education, 2014 Vol. 4, No. 2, 118-134, http://dx.doi.org/10.1080/21568235.2013.879835 © 2014 Downloaded by [Universiteit Twente] at 00:49 14 October 2014 (OECD 2012, 360; see Figure 1). The size of the market is also expressed in the growing amount of financial resources involved in the global tertiary education market: in 1995 around US$27 billion, in 1999 around US $30 billion, in 2002 more than US $35 billion and in 2004 around US $60 billion (Pillay, Maassen, and Cloete 2003;Larsen, Martin, and Morris 2002; Barrow, Di...