Skip to main content

The interplay between country image and regional ethnocentrism to motivate students considering neighbouring countries


Numerous studies of international student decision-making have confirmed the importance of host country and institution images, but these studies tend to run in parallel with country-of-origin research. In the context of regional student mobility, regional ethnocentrism may also play some role. Nevertheless, the interaction between country image and regional ethnocentrism remains untapped. This study aims to examine the relationship between country image and regional ethnocentrism in students interested in studying within a region. The samples of Indonesian middle- and upper-class high school students were selected using the purposive sampling technique. The 431 valid responses were analysed using PLS-SEM to answer the research questions. This study confirmed the interrelationship between the elements of country image. However, only the country’s cognitive image and personality positively affected the institution image, which determined student intention to study in a neighbouring country. Regional ethnocentrism has partially moderated the relationship between the elements of the country brand and institution image. This research gives practical insights to the host country’s government and institutions to effectively design their marketing strategies to target students from neighbouring countries.

This is a preview of subscription content, access via your institution.

Fig. 1
Fig. 2


Download references

Author information

Authors and Affiliations


Corresponding author

Correspondence to Evelyn Hendriana.

Ethics declarations

Conflict of interest

The authors declare that they have no conflict of interest.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.

Reprints and Permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Hendriana, E., Awang, K.W. & Yusof, R.N.R. The interplay between country image and regional ethnocentrism to motivate students considering neighbouring countries. Place Brand Public Dipl 19, 426–441 (2023).

Download citation

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: