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The Impact of Country Attributes on Country Images

In: Business and Management

Submitted By rosaneg
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THE IMPACT OF COUNTRY ATTRIBUTES ON STUDY ABROAD PROGRAM AND TOURISM DESTINATION PURCHASING DECISIONS

ABSTRACT Place branding has become a very competitive arena. Despite the interest of researchers and practitioners, the segment of study abroad programs has received limited attention in the literature review. According to the 2008 Global Directions in Language Travel report, in 2008, in the language studies abroad travel market, more than 1.3 million students studied languages abroad. This limited attention is surprising, given that more and more students are studying abroad. Thus, the objective of this study is to investigate which country attributes are considered relevant when students choose a place for study. In addition, the study investigates whether these attributes are similar to or different from those contemplated when a country is considered as a tourist destination. The results of this study will provide educators and university administrators with some direction for developing more attractive study abroad program offers. In addition, place marketers and governments can benefit from these results with their efforts to attract more visitors to their countries since the market segment of youth pursuing an education aboard has seen steady growth in recent years. KEYWORDS: Image, Destination, Country, Attributes, Study Abroad 1. INTRODUCTION The tourism industry has experienced robust growth over the last decades. As a result, competition in the global tourism market is greater than ever before. Destinations feel compelled to develop marketing plans. To attract more visitors and investors, nations have adopted branding strategies to promote and position their brand names in the minds of different target audiences (Papadopoulos, 2004). Quelch and Jocz (2004) recommend that marketers create a clearly identifiable brand for their specific countries. This is…...

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