Attracting international students to a developing Asian country: Push–pull factors for a niche market, the case of a Vietnamese higher education institution.

This article investigates the push–pull factors influencing international students' decisions to study in Vietnam, focusing on a Vietnamese higher education institution (University A) known for its Vietnamese Studies programme. Using a mixed methods approach with 94 participants—predominantly Korean students—the study finds that major push factors include students' desire for new experiences and limited economic and employment prospects in their home countries. Key pull factors attracting students to Vietnam are the country's bright economic outlook, employment opportunities after graduation, and the university's reputation, particularly its Vietnamese language and culture programmes. The research highlights the potential for Vietnam and similar developing Asian countries to leverage economic growth and niche language/cultural programmes to attract international students, especially in the context of shifting mobility patterns due to the COVID-19 pandemic. Limitations include the sample's homogeneity, suggesting further research across diverse institutions and programmes is needed for a comprehensive understanding of international student mobility to Vietnam.