University reputation and destination image are key factors shaping the choice to study in developed Western countries. While East Asia is emerging as a new contender in the international higher education market, little is known about how international students perceive and are attracted to the higher education institutions in this region. Moreover, while the destination image was represented by the host country image in most studies, the effect of city image on study destination choice should be given more attention due to the geographic and social embeddedness of universities in cities. This study drew the survey data from a flagship university in Taipei to examine the impact of university reputation and city image on international student destination choice, and employed factor analysis to identify the dimensions of university reputation and city image. The analysis confirms university reputation and city image as important elements in international student destination choice in the Asian context. It further identifies four factors creating discrepant weighting of these two elements in study destination choice: degree/non-degree program, level of study, type of international student identity, and region of origin. Theoretical and policy implications of findings are discussed at the end of the paper.

大学的声誉和目的地形象是决定在西方发达国家留学选择的关键因素。虽然东亚正在成为国际高等教育市场上的新竞争者，但对于国际学生如何看待和吸引该地区的高等教育机构知之甚少。此外，尽管在大多数研究中目的地图像由东道国图像表示，但由于城市大学在地理和社会方面的嵌入性，应更加关注城市图像对研究目的地选择的影响。这项研究从台北一所旗舰大学抽取了调查数据，以考察大学声誉和城市形象对国际留学生目的地选择的影响，并运用因素分析来确定大学声誉和城市形象的维度。分析证实，大学声誉和城市形象是亚洲背景下国际学生前往目的地选择的重要因素。它进一步确定了四个因素，造成这两个因素在学习目的地选择中的不同权重：学位/非学位课程，学习水平，国际学生身份的类型和原籍地区。结果的理论和政策含义在本文末尾进行了讨论。学习水平，国际学生身份的类型和原籍地区。结果的理论和政策含义在本文末尾进行了讨论。学习水平，国际学生身份的类型和原籍地区。结果的理论和政策含义在本文末尾进行了讨论。