Mainland China is one of the largest sources of undergraduate and postgraduate students. Previous research has identified the push-pull factors and features that influence a student choice of study abroad destination. This article extends understanding by identifying and examining what 251 mainland Chinese parents and 100 students rated as most and least important when considering study abroad. Findings highlight differences in parent-student ratings of importance and the consequent need for marketers to pay greater attention to cultural values when looking to recruit students from Confucian societies. (Contains 3 tables.)