Universities as stakeholders that influence students’ intention to visit a place

Nergis Aziz (), Habibe Ilhan (), Barry A. Friedman (), Nizameddin Bayyurt () and İbrahim Keleş ()
Additional contact information
Nergis Aziz: Suleyman Sah University
Habibe Ilhan: Suleyman Sah University
Barry A. Friedman: State University of New York at Oswego
Nizameddin Bayyurt: Fatih University
İbrahim Keleş: Nigerian Turkish Nile University

Place Branding and Public Diplomacy, 2016, vol. 12, issue 4, No 3, 249-267

Abstract: Abstract Place branding is gaining significance as destinations compete for scarce resources and visitors. Universities have great potential to influence the attitudes and behavioral intentions of the next generation of visitors, yet little research exists that explores the role or impact universities have on place branding. Using the Theory of Planned Behavior (Ajzen, 1991), we therefore tested the influence that universities have on individuals’ attitudes toward and intention to visit Turkey. Data analyzed from 226 students suggest that universities influenced potential visitor attitudes, which led to the forming of behavioral intention to visit a particular country, and eventually resulted in actual behavior (visiting Turkey). To build value and attract visitors, universities should be involved in the place branding processes. This paper fills this gap and contributes to the literature by analyzing the impact of universities’ activities on the formation of visitor intentions to visit Turkey.

Keywords: place branding; stakeholders; theory of planned behavior; university (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41254-016-0005-y Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:pbapdi:v:12:y:2016:i:4:d:10.1057_s41254-016-0005-y

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41254

DOI: 10.1057/s41254-016-0005-y

Access Statistics for this article

Place Branding and Public Diplomacy is currently edited by Robert Govers and James Pamment

More articles in Place Branding and Public Diplomacy from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().