Naslov
Exploring the factors influencing student study abroad destination choice:a case of Croatia

Autori
Hanžek, Matea ; Mihaljević, Lucija

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
U potrazi za zajedničkim nazivnikom: komunikacija, turizam, nacioonalna kultura i brend / Peručić, Doris ; Lekić, Romana ; Dabo, Krešimir - Zagreb : Veleučilište Edward Bernays, 2020, 93-105

ISBN
978-953-58317-4-7

Skup
Communication Management Forum 2019: U potrazi za zajedničkim nazivnikom - komunikacija, turizam, nacionalna kultura i brend

Mjesto i datum
Zagreb, Hrvatska, 10.05.2019. - 11.05.2019

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Destination branding, study abroad destination, Croatia, higher education, branding culture, brand communication

Sažetak
In terms of destination branding, Croatia is mostly perceived as a country receiving tourists, and is completely overlooked as a country receiving international students. Existing research on the motivations and decision-making process is, therefore, often directed solely to tourists, where research of international students who choose to study full-time or international exchange programmes in Croatia is very weak. Through undertaking qualitative research grounded in constructivism, this research seeks to understand why and how students choose to study in Croatia. Three focus groups were conducted with international students currently studying at the Zagreb School of Economics and Management from the following markets: Americas, Asia and Europe. The findings reveal that there are many distinctive differences within each of the examined markets with regards to the factors of choosing Croatia as a study destination for their international student exchange, whereas (non)motivations for full-time studies in Croatia are the same among all the respondents.

Izvorni jezik
Engleski

POVEZANOST RADA