Motivational factors for educational tourism: marketing insights

Harazneh Ibrahim (), Al-Tall Raad Meshall (), Al-Zyoud Mohammad Fahmi () and Abubakar A. Mohammed ()
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Harazneh Ibrahim: Middle East University, Amman, Jordan
Al-Tall Raad Meshall: Jadara University, Irbid, Jordan
Al-Zyoud Mohammad Fahmi: Al-Ahliyya Amman University, Amman, Jordan
Abubakar A. Mohammed: Antalya Bilim University, Antalya, Turkey

Management & Marketing, 2018, vol. 13, issue 1, 796-811

Abstract: Intertwined with other structural changes, are policies to increase the number of international students to diversify tourism activities into what is known as educational tourism (edutourism). Of immediate relevance to this article is the implementation of policies and strategies to attract students from all over the world. Unfortunately, these policies are partially implemented opting out important factors, as such this article attempt to conceptualize the motivational factors associated with edu-tourism. Data garnered from foreign students in North Cyprus suggest that cost, quality, environmental, regulatory, cultural, political, safety and social factors are key factors for edu-tourism. The outcome in this study will help policy makers determine the factors that influence the choice of tertiary institutions in North Cyprus associated with a particular geodemographic setup. This will also enable policy makers to create a tailor made persuasive strategies, policies, adverts and messages to increase their market share.

Keywords: educational tourism; motivational factors; learners; international students; North Cyprus (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:13:y:2018:i:1:p:796-811:n:6

DOI: 10.2478/mmcks-2018-0006

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