Study abroad programs as a service convergence: an international marketing approach

被引：5

作者：

Shin, M. Minsuk ^{[1
]}

Noh, Eun Jeong ^{[2
]}

Lee, Jiwon ^{[3
]}

机构：

[1] Konkuk Univ, Coll Commerce & Econ, Dept Int Trade, Sanghuh Hall 638,120 Neungdong Ro, Seoul, South Korea

[2] Pusan Natl Univ, Res Inst Social Crit, Busandaehak Ro 63beon Gil, Busan, South Korea

[3] Kyung Hee Univ, Coll Polit & Econ, Dept Int Business & Trade, 26 Kyungheedae Ro, Seoul, South Korea

来源：

SERVICE BUSINESS | 2018年 / 12卷 / 02期

关键词：

Study abroad; Service evaluation model; High involvement; Service convergence; Benefit and risk; HIGHER-EDUCATION; STUDENTS; MODEL; MOTIVATIONS; SELECTION; TOURISM; SATISFACTION; PREFERENCES; INVOLVEMENT; STRATEGY;

D O I：

10.1007/s11628-017-0345-6

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

A study abroad program (SAP) converges education and tourism services and is typically characterized by high-involvement levels. However, existing studies offer limited insight into these characteristics in context of consumers' decision making. Therefore, this study explores factors signifying the convergent nature of SAPs by drawing on the education and tourism literature and, accordingly, evaluates consumers' benefit and risk perceptions of these determinants to reflect SAPs' high-involvement nature. Our findings on the factors affecting consumer decisions offer both theoretical and practical implications for institutions and education marketers of SAPs.

引用

页码：253 / 275

页数：23

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