Attracting and retaining international students in emerging countries: a case of Vietnam

Emerging countries like Vietnam are increasingly becoming alluring destinations for international students, fostering diversity and cultural interaction in the university environment, and contributing to the enhancement of the countries’ soft power. However, while numerous studies have explored Vietnamese students’ engagement in transnational education, very few have investigated international student mobility in Vietnam. This study aims to understand the decision-making process and the factors influencing foreign students’ choices to study and stay in Vietnam. The qualitative study involves interviewing international students across various disciplines and institutions to reveal the elements that either promote or hinder their decisions to study and remain in Vietnam upon graduation. The study broadens the existing literature by providing insightful reasoning processes behind international students’ actions in choosing to study, stay, or leave a country. The utilization of the theory-of-action framework enables the study to provide methodological, context-specific, and practical insights that transcend conventional theoretical debates. The practical implications toward building and sustaining an inclusive environment for international students contribute to the formulation of more effective policies aimed at attracting and retaining international students in Vietnam and beyond.