Understanding Chinese students’ college choice to increase Chinese student recruitment: A focus on music majors

The focus of this study was to understand why 20 Chinese students selected a rural, regionally focused research university. The research sought to (1) offer new, nuanced understanding of how Chinese students selected a university not well-known to international students and (2) advance how an institution of this type could meet its goal of improving and increasing Chinese student recruitment. As a majority of the Chinese students who selected this institution were majoring in music, this study offers implications for niche marketing and recruitment. In addition to the knowledge produced, this study models academic and student affairs collaboration where the research findings directly inform practice.