Tunisia as an Emerging Higher Education Hub: The Perspective of International Students from Different Nationalities in private and Public Universities

This research investigates the factors that affect the decision of international students when choosing Tunisia as a higher education destination. Despite Tunisia’s growing appeal to international students, particularly those from sub-Saharan Africa, its progress in attracting international students remains modest. Through a survey administered to 284 international students currently studying in Tunisia, this study examines three key determinants: social media, advertising, and brand image. Using structural equation modelling via AMOS, we analysed how these factors vary between public and private universities, as well as across different student nationalities. Our findings reveal that while all three determinants significantly influence destination choice, the effect of brand image is moderated by the public/private nature of the institution. Interestingly, nationality did not have any moderation role in the link between these determinants and destination choice. These findings provide valuable insights for higher education administrators and policymakers in developing effective strategies to enhance Tunisia's position as an emerging higher education hub.