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Sina Heidtke, University of Münster, GermanyAbstract
This study investigates the motivational factors of exchange students in the post-COVID era through a case study conducted at a German business school. The research draws on a range of contemporary issues, including globalization, digitalization, virtuality and the repercussions of the pandemic caused by COVID-19. The objective is to derive up-to-date, evidence-based recommendations for Higher Education Institutions (HEI´s) aimed at strengthening incoming student mobility and increasing international enrolment at HEI´s. Survey data collected from exchange students are used to identify and analyze the key motivational drivers for studying abroad at a German Business School and to situate these factors within the theoretical framework of push–pull theory, informed by a systematic literature review (SLR). Through qualitative analysis, this study provides HEI´s with insights into developing internationalization strategies aligned with post-pandemic trends in student decision-making. The survey examines a range of core dimensions, including location, personal development, language development, and the role of digital and virtual components. In addition, the study addresses how destination choice is formed and evaluates the positioning of business schools within the landscape of international student mobility in the post-COVID context, thereby contributing to competitive and strategic benchmarking. This study offers a valuable insight into the adaptation of internationalization strategies by HEI´s particularly in response to prevailing changes, and the effective focus of their efforts.
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