Abstract—The specific objective of this current study is to conduct an importance-performance analysis on the attribute of selecting Dhurakij Pundit University perceived as an oversea study destination. The analysis identified 15 of 17 attributes with significant differences, with two being importance exceeding performance. 250 questionnaires were retrieved via convenience sampling. The study result showed that education-related factors are considered the most important motivation, followed by cost, travel-correlated factor and reference group. Finally, practical implications and managerial suggestions are discussed.