Nation Branding through Internationalization of Higher Education: A Case Study of African Students in South Korea

This study focuses on the effect that internationalization of higher education has on the nation branding of South Korea. To better understand the role that international students in higher education play in nation branding, research is needed on the actual experiences of international students in the country. In this study, current and former African university students’ experiences living and studying in South Korea are investigated. This study, therefore, uses the nation branding framework within the context of South Korea and the role of higher education as an image enhancement strategy geared toward global public inclusion; its focus is on the experiences of African students. In order to obtain multiple perspectives on African student experiences, a survey was conducted using a questionnaire. The empirical evidence obtained in this study demonstrates that African students’ experiences in South Korea are relevant in their perceptions of the host country. The results suggest the positive impact that the South Korean government has on improving the country’s image through encouragement of internationalization of higher education, especially among African students who come to the country for their tertiary education.

REFERENCES:

• Altbach, P.G., & Knight, J. (2007). The internationalization of higher education: Motivations and realities. Journal of studies in international education, 11(3-4), 290-305.
• Anholt, S. (2008). The Anholt-GfK Roper Nation Brands Index. GfK Roper. Retrieved 4/10/2015, from http://www.simonanholt.com/Publications/publications-other-articles.aspx
• Brooks, R., & Waters, J. (2011). Student Mobilities, Migration and the Internationalization of Higher Education. New York, NY: Palgrave Macmillan.
• Byun, K., & Kim, M. (2011). Shifting patterns of the government’s policies for the internationalization of Korean higher education. Journal of Studies in International Education, 15(5), 467-486.
• Dinnie, K. (2010). Nation Branding: Concepts, issues, practice. New York, NY: Routledge.
• Fan, Y. (2010). Branding the nation: Towards a better understanding. Place Branding and Public Diplomacy, 6(2), 97-103.
• Gudjonsson, H. (2005). Nation branding. Place branding and Public Diplomacy, 1(3), 283-298.
• Kim, R. (2011) Searchers and Planners: South Korea’s two approaches to nation branding. SAIS US-Korea Yearbook, 2010, 1, 147-162.
• Ministry of Education. (2014). Present situation of foreign university students in Korea. Statistical data. Retrieved 10/10/2015, from http://www.moe.go.kr/web/100101/ko/board/view.do?bbsId=350&pageSize=10&currentPage=0&encodeYn=N&boardSeq=57449&mode=view
• National Institute for International Education. (2014, November 14). Study Korea 2020 Project. Press release. Retrieved 12/10/2015, from http://www.studyinkorea.go.kr/en/sub/overseas_info/korea_edu/edu_student.do
• World Bank Group. (2015). Gross domestic product ranking table 2014. Report. Retrieved 21/10/2015, from http://databank.worldbank.org/data/download/GDP.pdf